Wooing back customers after the impact of the health crisis is a major challenge for urban and regional transport networks. There is a special focus on two categories of passenger, both of which are at a key transition point in terms of mobility. Young people use public transport during their school years; as they become adults, the question of learning to drive inevitably emerges. Seniors are very attached to their cars and the freedom they provide, but are likely to have to stop driving at some point.
How can public transport and active mobility be presented to these categories as the ideal solution for their existing and future journeys? Should the focus be safety, security, purchasing power, practicality, or social responsibility? Which arguments in favour of sustainable mobility should be leveraged to address these categories’ distinct but sometimes similar expectations?