The idea distilled…
The way that Australians get around is at a crossroads, the systems that once supported that mobility are under pressure as technological advances, environmental imperatives, and shifting social expectations redefine connection, commute, and movement.
And while we look to a future where mobility is discussed in terms of exciting possibilities and innovations, today’s experiences and needs are quite different. This tension is fundamentally shaping the sector today.
In order to win in this modern era, brands and policy makers must understand the competing priorities and tensions in the sector, the forces shaping the industry and the needs of a modern consumer, to deliver the most impact.
If nothing else, three things to fuel your growth…
- There are 7 macro mobility forces that reflect mobility’s emerging and exciting possibilities.
- This is contrasted with 7 human needs that reflect how Australians think, feel and act today.
- What Australians really want from their mobility options is Freedom. Getting around is more than movement or transport, it is about confidence, agency, and participation. The key to growth is to anchor our mobility transition in lived benefit and deliver to that freedom.
Some additional food for thought…
- Mobility is about identity and agency, not just transport: 8 in 10 Australians acknowledge how they get around plays a role in who they are and how they live their lives
- Almost 8 in 10 Australians recognise that mobility options influence life decisions, like where they live or study.
- Only 1 in 3 say they are excited for new mobility technology and innovations. While 67% believe we should focus on improving the transport services and infrastructure we have today, rather than on futuristic new projects.
