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Your mobility is part of your personality, youridentity, how you think, how you behave. Europeanmobility patterns reflect common values and mind-sets.”
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Project: MIND-SETS | www.mind-sets.euGrant Agreement N°:640401Project duration: 01.12.14 – 30.11.17
Project Coordinator:
Silvia Gaggi, ISIS
T: 0039 063 212 655F: 0039 063 213 049E: [email protected]
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�!'%0!,��'!������ MIND-SETS: A new vision on Europeanmobility
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Car manufacturers like the Daimler Group make the transi5on from car manufactuter to ‘Mobility Provider’. With new business concepts like Car2go and Moovel, they enter the age of ‘The New Mobility’. Millennials – people currently between 15 and 30 years old -‐ consider ownership of a car as far less important than their parents.
Robots like Anybot will turn telepresence into a high touch experience and disconnect collabora5on from actually being together physically. Digital Aboriginals who are grown up with a permanent presence of digital media, the simula5on of presence will easily be experienced as a usual mode of collabora5on.
The first step in Gilles Vesco’s mission to make ci5zens of Lyon independent from individual car ownership was a bike sharing scheme. Vélo’v was the very first bike sharing infrastructure that is based on membership, and is aTerwards copied all over Europe. Bike sharing schemes are the most effec5ve way to provide a shiT in the mobility mindset of ci5zens.
BMW develops applica5ons for the digital ‘right here, right now’ mindset. Matchmaking soTware like this will flourish in an era of e-‐mobility and will be combined with ridesharing, carsharing and other loca5on based and and real 5me data applica5ons.
The Market s5ll has some years of pa5ence ahead before the self-‐driving car comes in, but it is clear that people don’t accept mobility to interrupt life anymore. While driving or travelling, life should go on. That’s a mindset that provides space for startups like Drive that develop technology for gesture based communica5on via the smartphone.
EXECUTIVE SUMMARY “Both Google and Tesla predict that the 100% fully autonomous cars (where you could literally get in the car, go to sleep, and wake up at your des?na?on) will be available to the public by 2020. But that doesn’t mean we have to wait ?ll 2020 or longer in order to have an idea on what will be the Mobility Mindsets of the future when it comes to mobility. Apart of the self-‐driving vehicle, we already see “the New Mobility” emerging as we speak. The New Mobility will be fueled by digital informa?on. Some transport sociologists say that informa?on about mobility is 50% of mobility and the car will become an accessory to the smartphone. In this document, we explore first of all the different aQtudes and behaviors of different genera?ons. We see that younger genera?ons consider car ownership as less important than their parents; They have a more collabora?ve mindset that will help them embrace carsharing and peer-‐to-‐peer mobility services much easier. Secondly, we see a set of emerging consumer trends rising which will affect the world of living, working, leisure and retail drama?cally. And so it will affect Mobility. We clustered the trend observa?ons in a set of twelve trend clusters, each ?me with exis?ng start-‐up idea’s as illustra?ons. Mobility Mindsets are different fundamental ‘human drivers’ that define and determine our choices in how we use transporta?on. Inspired by genera?onal insights, emerging consumer trends in the field of mobility and a set of marke?ng tac?cs that seem performant in the transi?on towards new forms of Mobility, we end up with a mo?va?onal segmenta?on, inspired by the Synovate mo?va?onal matrix. These nine ‘Mobility Mindsets for the future’ provide strategies and direc?ons in order to push people forward. However individual transporta?on gets digitalised, and some say ‘commodi?zed’, it is already subject of observa?on that a varied set of mo?va?ons will define our behavior and preferences. Some are more ego-‐driven, some have more social triggers. Some will be driven by func?onal and ra?onal criteria, for some, the world of mobility will always be an emo?onal territory. The rhythm in which technology changes might change, humans will always stay the same.
CONTENT
MOBILITY MINDSETS
EMERGING MOBILITY TRENDS GENERATIONAL INSIGHTS
NUDGING TACTICS
Introduc?on
Execu?ve Summary
Expert interviews
Genera?onal Segmenta?on
The Digital Aboriginals
The Millennials
The Prime Busters
The Babybloomers
The Master Boomers
Technical background
The turbulent teens and twen?es
Interface Design
Third Places
Vending Culture Work-‐Life Balances
Co-‐working e-‐Mobility
Flexibiliza?on Power of place
Carsharing
Mixed Mobility
Arriving ci?es
Slow traffic
Context egg
7 E-‐model
From A to B
Metopian Mobility
Wetopian Mobility
Uber Everything Revitalizing mobility
Vehicle peQng On top of the flow
Integrated living
Upsmart mobility
Introduction
“One person, different mindsets towards mobility When it comes to ‘Mobility Mindsets’, we have to let go of the rigid ‘target audience’ thinking. PuQng people in boxes based on socio-‐demographics or preferences doesn’t correspond with real aQtudes and behaviour towards mobility that are more intui?ve, personal and context driven. Genera?onal background, availability and situa?onal context define the way people choose how to go from A to B. Mindsets related to mobility are comparable with mindsets towards holiday and travel. Contextual needs, poten?al and preferences define the choices people make, and they can be very diverse. One single person can go on holiday a few ?mes a year driven by different mo?va?ons. Someone can go for one week to a seaside resort with his daughter for example, take a midweek to go skiing with his buddies, make a few city trips that are 50% leisure, 50% work-‐related, and enjoy two weeks in Thailand with his girlfriend. These holidays are very diverse, and so are the drivers and barriers that lead to decision-‐making. In this document, we explore the key mo?va?ons that make people choose certain mobility modes. We will look at the new mobility concepts that are emerging, the genera?onal aQtudes and behaviour and, last but not least, the toolbox of techniques to engage people with mobility services that go beyond car ownership. Throughout the document we have illustrated our explora?on with contribu?ons from different experts in the field: futurists, entrepreneurs, sociologists, ac?vists and poli?cians, but also ci?zens of different genera?ons who provide a glimpse in their day-‐to-‐day Mobility Mindsets. As a final summary, we offer a descrip?ve overview of the different Mobility Mindsets to consider when engaging ci?zens in the transi?on towards ‘The New Mobility’.
A glimpse in the life of Stefaan Vandist, living in Antwerp Real life story 1: “I’m 38 years old, and I have been working as a freelance brand and innova?on strategist since more than 10 years.” says Stefaan Vandist. “When it comes to mobility, I must say, that I have a quite schizophrenic mindset.” “My default mode of transporta?on is commu?ng by bike. Every day I ride seven kilometres both ways from my hometown to an office I share with two colleagues in the North area of Antwerp and back. I use my bike instead of a car mainly to avoid stress. The traffic jams around Antwerp are the worst in the world, and it’s definitely the easiest way to get around from our co-‐working office to clients, lunch addresses, aier work occasions such as drinks or a yoga class, and then head back home. I couldn’t live without my bike. During my bike ride, I am not disturbed by e-‐mails or phone calls… although... I feel biking allows you to wake-‐up, structure your thoughts, get your crea?vity flowing, and tune in with yourself before a long day with important mee?ngs or a hec?c work day mee?ng deadlines.” “Actually, I own two bikes. One is large, solid, but sporty. It has a cargo box in the front for grocery shopping and carrying around both my laptop and sports gear. In the back, there is a bike child seat for my daughter.” “My other bike is a Brompton folding bike. When I go to mee?ngs in Brussels, Gent, Eindhoven or other ci?es nearby, I take the bike on trains, subways and even busses. Planning my route with Google Maps on my smartphone, I feel like a “Brompton Nomad” that cruises through the urban jungle. When I ride through ci?es on my bike, I really experience the Bleisure-‐feeling: Having fun during a work day, and what keeps me on top of my journey is my smartphone.” Yes, I have a company car, and a quite nice one too. A Volvo C30 that I’m leasing from a company that offers “nearly new cars” at reduced prices. But to be honest, most of the ?me the car just sits idly in front of my door. I use it mainly during the weekends to make trips to the seaside, go on city trips, go see my parents, or catch up with friends and go out. When my lease is up, I’m thinking of buying a second hand car and share it with my neighbours via a car sharing scheme, mainly to share costs. In two months my girlfriend and I are going to a wedding in Tuscany. My father-‐in-‐law drives a Landrover and he’s quite confident to drive there with his own car. Since my girlfriend and I cannot leave on the same day, I am browsing the web to find a conveniently priced fly-‐and-‐drive package. My girlfriend clicks easily from the cheap ?cket bargains online to Blablacar, a fast growing ridesharing service. She’s very excited to find that we can get a ride from Brussels to Firenze for only 56 Euro per person with a friendly guy called Jerôme who has an excellent Blabla reputa?on, regarding the excellent ra?ngs and reviews online.
“People think I bike because I’m a green guy. But in fact, it has more to do with the joy of being on the move in complete freedom, rather than being crammed together like sardines.
Expert interviews We didn’t write this report all by ourselves. It is mainly based on interviews with experts that generously shared their insights, exper5se and experience in the field. We chose to interpellate the viewpoints of professionals both in the field of policing, the automo5ve industry, entrepreneurs that embrace the New Mobility, psychologists and sociologists in market research, and ac5vists that aim to push society towards a more sustainable mobility. Geertrui Jacobs (NY) Geertrui is researcher and brand strategist, working independently in New York. Geertrui has a lot of experience with Mobility, as she developed consumer typologies for both Volvo and ‘De Lijn’ (Belgian public transport) while working at market research firm Synovate Censydiam. Stella Victoria Schieffer (Zürich) Stella works as project manager at Google and kickstarted as intrapreneur the start-‐up ‘Bringbee’, a social transport applica?on. Gilles Vesco (Lyon) Gilles Vesco is the vice mayor of Lyon, and responsible for sustainable and mobility policy. He played a leading role in the transi?on towards a data-‐driven and shared urban mobility. We talked with his assistant. Ellen Raport (Brussels) Ellen Raport is the mobility expert at ‘Bond Beter Leefmilieu’, a federa?on of environmental organiza?ons in Belgium. Bond Beter Leefmilieu executed a series of interes?ng social experiments when it comes to a more sustainable mobility. Erik Van den Heuvel (Amsterdam) Erik Van den Heuvel is Head of Press and Corporate Communica?ons at Daimler. Previously, he was in charge of the worldwide roll-‐out of the car sharing scheme Car2Go and is a passionate advocate of carsharing.
Maarten Kooiman (Antwerp) Maarten Kooiman is founder and managing director of Tapazz, a start-‐up car sharing applica?on that enables ci?zens to share their car with their neighbours or colleagues. Johan Peter Paludan, Carsten Beck and Henrik Persson (Copenhagen) Johan Peter Paludan is a world-‐renowned senior futurist and keynote speaker at the Copenhagen Ins?tute for Future Studies. Together with his colleagues Carsten Beck and Henrik Persson, Johan was very generous sharing insights and references when it comes to emerging trends and insights on the New Mobility. Prof. Henk A. Becker (Utrecht) Dr. Henk A. Becker is professor of Sociology, and methodology of Social Research at the University of Utrecht. He dedicated a substan?al part of his academic career researching the characteris?cs and behaviors of genera?ons. Fran Bambust (Ghent) Fran Bambust is a behavioural psychologist that focuses her research and work as strategist on behavioural change. She’s author of the book ‘the 7E-‐model’, and works in close collabora?on with iNudgeyou, a research innova?on centre led by behavioural scien?st Pelle Guldborg Hansen (of the Roskilde University) Sven Augusteyns – Ringland (Antwerp) Sven Augusteys works as urban designer at ‘Stramien Architecten’ in Antwerp and is one of the ini?ators of Ringland. Ringland is a ci?zen’s movement that champions an alterna?ve and roofed highway around Antwerp that creates new urban space for parks, schools and sustainable urban development. Aart Bontekoning (Amsterdam) As an organisa?onal psychologist, author and consultant, Aart Bontekoning studies genera?ons and coaches big an small companies on how to thrive and organise leadership in cross-‐genera?onal organisa?ons.
GENERATIONAL INSIGHTS
Technical Background Belgian trends & future forecas?ng agency “Pocket Marke?ng/nXt” has divided the (original Western) European popula?on in 6 genera?onal segments. Each segment has its own ‘iden?kit’ (genera?on-‐defining values, aQtudes, behaviors …). An overview of these European genera?ons with the respec?ve iden?kits is as follows. In order to ‘guess?mate’ the propensity of adop?on – within a foreseeable (mid-‐term) future of 5 to 10 years – of several emerging mobility trends by each of the five (never dis?nct) post-‐war genera?ons, we will cross each of the twelve stops/ trend clusters on the trace ‘mobility’ with the respec?ve genera?ons. First, the specific trend clusters will be explained and illustrated with concrete (both commercial and non-‐for-‐profit) examples and best prac?ces. What about the historical, ideo-‐cultural differences between the Eastern and Western part of Europe (resp. “new” and “original” members of the European Union)? The insights and defini?ons around “European” genera?ons are clearly Western-‐based. Three arguments are in favor of this decision : • A lack of profound and recent research at hand on genera?onal differences between the
East and the West. • 80% of the European Union lives in the Western part, and • Cultural anthropologists observe an interes?ng shii towards a more ‘capitalist’
orienta?on in the East (the younger the inhabitants, the more their lifestyles (including their sets of values and aQtudes) are similar to the ones of their peers in the Western part of the EU).
Guess?ma?ng is combining the experience-‐led, intui?ve no?on of guessing with the ra?onal, science-‐ and research-‐based no?on of es?ma?ng. In the end a “guess?mate” is the tenta?ve precursor of a ‘hypothesis’, to be further examined … Genera?ons have specific, well observed and research-‐finetuned features, authen?ca?ng them as a ‘specific, ?meline-‐related genera?on’, but genera?ons can’t (a) be ‘mutual exclusive’ and (b) be immune for influences from other socio-‐cultural, psychological, biological, economical, etc. variables. • The different genera?ons aren’t seperated by massive bracets; the closer a birth year is to
the “borders” of an assumed genera?on, the more likely the person will be affected by the iden?kit of the adjacent genera?on.
• The use of genera?ons in e.g. mobility futurecas?ng can nevertheless be very useful in seQng the scene for further, mul?-‐layered research. Within the scien?fic field of psychology, ‘general psychology’ (what is the impact of being obese on one’s self-‐esteem?) is the precursor of ‘differen?al psychology’ (what is the impact of being obese on the self-‐esteem of introverted versus extraverted people?).
Generational segmentation
0-‐15 16-‐30 31-‐45 46-‐60 61-‐75 76-‐plus
Bulgaria 7,25 0,98 1,14 1,53 1,39 1,26 0,58
Croa?a 4,25 0,64 0,82 0,93 0,94 0,74 0,4
Czech Rep 10,51 1,6 1,8 2,56 2,05 1,89 0,75
Estonia 1,32 0,2 0,23 0,26 0,25 0,2 0,11
Hungary 9,88 1,47 1,76 2,25 1,91 1,73 0,78
Latvia 2 0,31 0,4 0,47 0,47 0,33 0,17
Lithuania 2,94 0,47 0,69 0,77 0,77 0,5 0,3
Poland 38,5 5,59 7,2 9,18 7,67 6,03 2,64
Romania 19,94 3,14 4,07 5,3 4,39 3,2 1,57
Slovakia 5,42 0,85 1,05 1,34 1,11 0,82 0,33
Slovenia 2,06 0,27 0,32 0,44 0,45 0,34 0,17
104,07 15,52 19,48 25,03 21,4 17,04 7,8 106,27 14,6% 18,3% 23,6% 20,1% 16,0% 7,3% 100%
0-‐15 16-‐30 31-‐45 46-‐60 61-‐75 76-‐plus
Austria 8,51 1,11 1,45 1,6 1,98 1,34 0,75
Belgium 11,2 1,62 1,85 2 2,3 1,7 0,98
Cyprus 0,86 0,19 0,28 0,29 0,24 0,15 0,05
Denmark 5,63 0,93 1,06 1,04 1,16 0,96 0,42
Finland 5,45 0,83 0,95 0,96 1,08 0,99 0,45
France 65,86 12,42 11,89 12,57 13,13 10,4 6,15
Germany 80,78 10,41 13,44 14,7 19,71 13,74 8,85
Greece 10,99 1,51 1,65 2,42 2,33 1,74 1,12
Ireland 4,6 1,05 0,9 1,19 0,9 0,59 0,26
Italy 60,78 8,5 9,42 13,22 13,96 10,12 6,65
Luxembourg 0,55 0,09 0,1 0,11 0,11 0,07 0,03
Malta 0,43 0,06 0,08 0,09 0,08 0,07 0,03
Netherlands 16,83 2,84 3,13 3,17 3,72 2,8 1,3
Portugal 10,43 1,7 1,89 2,42 2,15 1,66 1,01
Spain 46,51 7,44 7,35 11,8 10,44 6,9 4,21
Sweden 9,64 1,68 1,85 1,86 1,89 1,67 0,85
UK 64,31 11,1 12,4 12,4 13,3 9,6 5,2 403,36 63,48 69,69 81,84 88,48 64,5 38,31 406,3 15,6% 17,2% 20,1% 21,8% 15,9% 9,4% 100%
512,5 million in 2015, according to predic?ons by the US Census Agency and the University of Toronto. Eurostat calculated in 2013 507,4 million inhabitants of the EU-‐28 : 403,4 million in the ‘historical’ West and 104,1 million in the counterpart, the ‘East’. Tables : East vs. West (2nd column = number of inhabitants (in million); 3rd thru 8th column = number of inhabitants per age group)
The way towards a generation theory “During the past two centuries some well-‐known sociologists and philosophers delivered key ingredients for a genera5on theory. Around 1803, the French historian J. Soulavie (1753-‐1813) described genera?ons as groups who succeed each other every 15 years “in power and control”. He based himself on detailed research on influen?al people and important events in the 18th century. In 1839, the Frenchman Auguste Comte, the founder of sociology, wrote that social progress depends on a con?nuous switching of changers. In this case one genera?on makes way for the next. Social evolu?on does not benefit from a slow or a quick renova?on. The evolu?onary pace spontaneously emerges from the controversy between the ‘ins?nct’ of preserva?on, characteris?c for the elderly, and the ‘ins?nct’ of innova?on, characteris?c for young people. In 1928, the Hungarian-‐German sociologist Karl Mannheim (1893-‐1947), oien named as the founder of genera?on thinking published a number of comprehensive basic thoughts. One of them is that genera?ons form social layers in a culture, based on ?me of birth and biological rhythm. Those born in the same ?me period and sharing the same experiences of their surrounding spirit of ?mes, develop an affinity for each other. There is also a shared physical, mental and psychological development, and a shared des?na?on. These are different than those of previous genera?ons. That is what he calls a genera?on’s ‘entelechy’: the unique combina?on of one’s very nature, the shared collec?ve development, and the shared reac?on to the current spirit of ?me. A culture will con?nuously develop further with the start of a new genera?on with its own ‘entelechy’. At the border crossing of youth and adolescence a genera?on becomes aware of what it wants to transform. What a genera?on experiences in the surrounding culture as non-‐problema?c, automa?cally and somewhat inadvertently is adopted from previous genera?ons. Around 1923, according to Julian Marias, his colleague and friend José Ortega Y Gasset (1883-‐1955), a Spanish philosopher, formulated what could be called a ‘genera?on theory’. It was developed from Ortega’s more general theory on social and historical reality. Summarizing, his thoughts on socio-‐historical reality and on genera?ons are as follows:
About man as an individual: • Reality is neither ‘I’, nor ‘things’. Reality is life itself. My life is what I do with my own
possibili?es and limita?ons and with the possibili?es and limita?ons in my circumstances. • Life is given to me as an unavoidable task. It is not perfect. I need to fulfil it myself. Always
deciding yourself what to do in your life and what not to do. To do that I need an idea or a sense of direc?on.
• Man is unavoidably free. The only freedom man does not have, is to stop being free.
About man in his social environment: • Every one of us lives in a world with systems of compelling habits and of
conven?ons with shared interpreta?ons of reality. • The world is not perfect, has gaps and problems. People (re)form the world all the
?me. People make it their so-‐called home. • The most important sources for changes in the social world are the primary feelings
(vital sensi?vity) towards life, as it exists. Some feelings and changes touch the surface. Others touch the depths of life.
• Two kinds of changes can be dis?nguished: changes in the exis?ng world, and changes of that world.
• The masses are sensi?ve to the influence of outstanding energe?c people.
About the individual and his or her genera5on: • The changes from vital sensi?vity that also change the world itself appear as
genera?ons. A genera?on in itself is a radical social change. Individuals can provoke changes to the world, and therefore form the pivotal point of historical evolu?on.
• Every genera?on contains a small group of striking energe?c people with a well-‐developed vital sensi?vity. They are the forefront. They have the most influence on their surroundings.
• Without new genera?ons, history would come to a creaking and squeaking stop. No radical social innova?on would be possible.
• For every genera?on, life exists as a two-‐dimensional task: receiving what previous genera?ons have brought forward, and expressing their own spontaneous impulses for innova?on.
• In a given historic moment different genera?ons are present. Two of them ac?vely par?cipate in society. The genera?on in the age group between 30 to 45 years’ old and that in the age group of 45 to 60 years’ old.
The way towards a generation theory Julian Marias (1914-‐2005) was the first to carefully study what has been wrijen about genera5ons. Aier every genera?on change a new system of predominant conven?ons emerges. Marias considers this clearly as a new lifestyle. A new form of living. As democracy in the 19th or ra?onalism in the 17th century. Such innova?on spreads itself over the en?re society. Every genera?on is involved in an historic innova?on. By imaging the high profile individuals of a genera?on and their predominant habits, and by analysing the differences of their habits, the boundaries between genera?ons can be found. Marias represents genera?ons as a number of mountain ranges in a landscape. The boundary then is the area in between two mountain ranges. The points on the hillsides represent birth years. Two points far away from each other can be on the same hillside, whereas two points close to one another can be situated on two different hillsides. Every person is situated at a certain place in his own genera?on: at the beginning, in the middle, or at the end. Marias also elaborates the idea of life stages: every life exists of 5 stages of each fiieen years. Star?ng with childhood and ending in old age. During every life stage the influence of a genera?on increases. In the fourth stage -‐ between the ages of 45 and 60 – the influence of a genera?on is most important. Then the influence decreases. It now merely consists of transferring life experiences. The founders of genera?on thinking are from France, Spain, and Germany. In the second half of the 20th century most publica?ons on genera?ons were done in the USA and in the Netherlands. In 1991, the Americans William Strauss and Niel Howe developed an (ayempted) method to locate genera?ons. In their ambi?ous research ‘Genera?ons, The History of America’s Future’, they were able to locate 1,584 to 2,069 genera?ons in American history, building on Marias’ huge work. In 1991, for unclear reasons, they use a life stage’s classifica?on of 22 years, and in 1998 of only 20 years. In this case they deviate from the crucial star?ng-‐point of Marias’: the biological rhythm that every 15 years new genera?ons arise. It is very likely that they used a genera?on classifica?on that is incorrect. Their most important contribu?on exists in elabora?ng on the insight that genera?ons follow each other in life stages. The size of a genera?on – a cluster of birth years – is equal to the size of a life stage – a cluster of ages. In every life stage a genera?on has a different func?on in society. During youth this is different from the leadership stage or the senior stage. Every genera?on has its own ‘peer personality’ with its characteris?c strengths and weaknesses. According to Strauss and Howe, that is why each next genera?on fills each life stage differently than the previous one. They also bring forward the concept of ‘genera?on constella?on’: all present genera?ons together form some kind of constella?on; they interac?vely form a unique combina?on that colours the spirit of ?mes. At a genera?on change not only every genera?on enters a next life stage, the constella?on changes as well, whereby the influence of the oldest genera?on fades away and that of the new genera?on slowly increases. The changes in a (free, democra?c) society appear a number of years aier the beginning of a genera?on change.
“By combining all more scien5fic parts on genera5ons in the works of Marias, Ortega y Gasset, Mannheim and Strauss, the Dutch sociologist Aart Bontekoning created a genera5on theory. The most important points of his theory are: • All genera?ons, following each other in life stages, spontaneously react to the
surrounding culture with innova?on impulses that keep up the social system – society, organiza?on, neighbourhood, poli?cal party, etc. – they belong to. From a survival ins?nct, from the ability of ‘vital sensi?vity’, feeling which social payerns have aged and ‘need’ renewal in order to increase the chance of survival of their (new) social system.
• This evolu?onary process of cultural change through consecu?ve genera?ons works op?mally when (a) of every genera?on the most energe?c members – the pioneers/innovators – are present and, (b) the genera?ons are open to each other’s influences and ac?vely support the integra?on of those influences in the exis?ng culture.
• With a rhythm of 15 years new genera?ons con?nue to emerge that follow others in a life stage, and that aim to renew the (in the mean?me) aged social payerns.
The Digital Aboriginals (15,4%) “Digital Aboriginals don’t play by the rules, they want to create their own worlds.” People born aier 2000 are very different from others genera?ons as they have grown up with a very different rela?on to technology. This genera?on is also referred to as Genera?on I, Screenagers or genera?on ADHD (Any Devices Head Down). For kids who are fiieen years old or younger, technology became a sort of augmented layer on top of reality that is permanently accessible for entertainment, communica?ons and support during planning or execu?ng tasks. Technology is not something you switch on or off. For Digital Aboriginals, digital is permanent, much like oxygen. Growing up with this innate understanding of, and close rela?onship with technology, their aQtudes and behaviour regarding mobility, will also be different from previous genera?ons.
General characteris5cs, amtudes and behaviour • Digital Aboriginals are constantly asking themselves: ‘Where can I go to play, and who’s up for
a game?’ • While their parents developed their abstract thinking skills mainly in middle school, Digital
Aboriginals undergo an accelerated development in terms of cogni?ve intelligence, reasoning, autonomy and sense of self through interac?ve media and games.
• Every parent of young children today will witness how intui?ve and effortless kids are handling tablets, games, social media, smartphones, etc… No genera?on before has been more tech-‐savvy than the Digital Aboriginals. Today 69% of parents consult their children about which products to buy and 49% of parents rely on the knowledge of their kids when choosing electronic devices.
• Instead of simply par?cipa?ng in the digital world as it is offered to them, Digital Aboriginals want to get their digital hands dirty by messing around with the building blocks. Since 2012, 35.000 kids in the UK have joined so called ‘Code Clubs’. Code Clubs are volunteer-‐led aier school clubs where kids aged 9-‐11 learn to code programs and games in playful, collabora?ve and intui?ve ways.
• No other genera?on has ever been raised in an atmosphere where openness, transparency and sharing of private life events are common prac?ce. In Britain, almost 8 out of 10 (77%) mums and dads are now ‘sharents’ who upload photos of their children to social networks and entertain their ‘audiences’ with the adventures of their kids. As a consequence, Digital Aboriginals are very image conscious. Their lives have been documented, oien in great detail on Facebook and Instagram. This con?nuous confronta?on with their image leads to a polarised self-‐esteem, which is either very high or very low.
• Digital Aboriginals grow up knowing that any service and solu?on is just a tap away (as long as their parents are on hand with a credit card). Tomorrow’s consumers will expect to be able to travel more, and move around more easily with ubiquitous solu?ons at their finger?ps. They will consider the state of being ‘on top of things’ as the New Normal.
• On the other hand, the younger we go, the more consumers will expect technology to serve their emo?onal needs.
• Used to talking on Skype, Digital Aboriginals augment their conversa?ons by sending relevant content to each other such as links and pictures or by music sharing and gaming. For Digital Aboriginals there is already a disconnect between “where they are” and “whom they work or experience things with”. Travel will not just be a physical thing. Recent and upcoming innova?ons in “computer-‐mediated conversa?on” will effec?vely simulate the idea of being in the same physical-‐digital places as your friends or colleagues. This way of ‘placeless being’, will be a natural habitat for the Digital Aboriginals.
• Digital Aboriginals are fickle, their ayen?on span lasts about as long as a tweet. • Having been exposed to shocking and violent images on the web, they are more aware than
we give them credit for. Research shows that instead of becoming apathe?c or being desensi?sed to violence, these images increase their empathy for real life situa?ons and make them understand the difference between fake and real violence or abuse. (The UK Council for Child Internet Safety interviewed 24.000 children in 2014.)
• Digital Aboriginals are skillful strategists at naviga?ng their parents. Since their hardworking and absent parents oien suffer from guilt, kids quickly figure out how to make their parents listen to them.
• Girls are the new boys. Among Digital Aboriginals, gender roles are less defined. Young kids grow up reconfiguring the standard blue for boys and pink for girls.
“Pumng kids in the driver seat Take-‐out 2: Engaging Digital Aboriginals to new mobility concepts Digital Na?ves will grow up ‘being on top of things’, with the help of digital technology. For them, control over mobility will always be something that starts in their hands or in their pockets (or at the speed of thought, who knows…) Mobility will be experien?al, immersive, enriched with technology and about much more than the func?onal going from A to B. • Just like Digital Aboriginals prefer mul?media entertainment, rather than stand-‐alone toys,
they will not accept that mobility and travel puts their life on pause, and is reduced to a logis?c opera?on from A to B. Experience, play and socializing will have to be integrated and will be as much as possible core to the journey. New providers of mobility will have to find ways to make the physical experience beyer through (big) data technology.
• When targe?ng Digital Aboriginals, new providers of mobility will have to put their younger genera?ons of end users in the driver seat. Products in mobility will have to be designed to be disrupted. Digital Aboriginals will want to master their own experiences in non-‐linear ways in order to adjust, enjoy and create their own journeys.
New steps in ‘telepresence’ makes mobility superfluous Case 4: Anybots’ friendly faced telepresence robot What if the most advanced mobility is no mobility at all? Johan Peter Paludan, senior futurist at the Copenhagen Ins?tute of Future studies refers enthusias?cally to the Anybots’ friendly faced telepresence robot named Q8 that is currently available for purchase. Q8 perfectly matches the mindset that Digital Aboriginals and Digital Na?ves will easily consider as normal. This R2D2-‐kind of device will allow teleworkers to be and work anywhere virtually, while physically being somewhere else. The Anybot, billed as the first professional-‐quality telepresence robot to allow users to work remotely through a simple web interface, features wireless roaming, two-‐way streaming video, high-‐defini?on zoom, and a skinny pole of a body that allows users to navigate through ?ght spaces. Q8 allows employees to log on in the morning to this real Segway-‐style avatar. The robot can meander over to anyone's desk and really be a part of the casual conversa?ons that are so essen?al to our work. Employees might at first some?mes feel like a spy or being spied, but for the first users, fundamentally it feels like you are really there, not missing out anything.
The Millennials (17,4%)
“69% of European Millennials strongly feel that car sharing should become more common than car ownership.
When we refer to Millennials, we are talking about young people born between 1985 and 1999. These days, they are between fiTeen and thirty years old. Other 5tles that more or less refer to the same genera5on are Genera5on Y, Genera5on D or the ‘Digital Na5ves’.
General characteris5cs, amtudes and behaviour Millennials are the most contradictory genera?on and most problema?c genera?on to grasp for both marketers and employers. There is no genera?on that is more likely to use smartphones, be connected on social networks and buy online. According to a global survey by chip maker Intel, 86% of Millennials say technology makes their life simpler and 69% say it enhances their personal rela?onships. Yet 59% feel that society relies too much on technology and 61% say that it dehumanises us. They are the most highly engaged with technology, but also most oien yearn to run away from it. They shop online, but value shopping as a social experience the most. They love authen?c holiday des?na?ons, but will plan their trip together in a Facebook group. They want meaningful jobs that deliver a lot of social recogni?on, but value a good work-‐life balance and consider flexibility as the Olympic minimum. They are highly networked, but value face-‐to-‐face interac?on and analogue social contact as the most precious moments. When it comes to technology, we see that most successful Millennial applica?ons are those that copy-‐paste the ease of digital technology onto real-‐world loca?ons, ac?ons, social events or emo?onal well being. Millennials are well-‐educated, well-‐experienced and always in search of new experiences. They collec?vely suffer thaasophobia: the fear of things that meet expecta?ons. Some call it the fear of boredom. When it comes to mobility, this genera?on demonstrates a sensa?onal new aQtude towards car ownership. The interna?onal marke?ng agency Prophet conducted a European and American study about Millennial aQtudes towards cars, and uncovered some surprising results:
• 65% of Millennials state that the newest model of their favourite smartphone brand is of more value than the latest model of a fancy car brand.
• More than two thirds (67%) agree that rather than buying a new car, they would buy a second hand car in order to spend more on consumer electronics and travel.
• 69% of European Millennials strongly feel that car sharing should be more common than owning a car.
• The New Value seekers, as Millennial Mindsets are oien referred to, are ac?ve par?cipants in the sharing economy, prone to use room-‐ and carsharing services (think of Couchsurfing, Airbnb, Uber, Lyi, …)
• According to research agency Insites (2015) 24% of Western European Millennials -‐ compared to 5% of babyboomers -‐ has used or is likely to use a commercial car sharing service.
“One man’s waste is another man’s fortune!” • First and foremost, Millennials value authen?city. They want to be themselves, no
mayer what personal rela?ons or work life demands. When it comes to work, they would organise their job as a second home, open to the world and with a serious sense of conviviality.
• When it comes to other genera?ons, they relate to the Front End Baby Boomers the most (The protest genera?on who are now over their 60’s). They are good mentors with a lot of wisdom and experience to learn from.
• As tradi?onal career paths fracture and disintegrate, Millennials are increasingly turning to other means of making a living: harnessing the power of social networks and sharing pla|orms, these youngsters are less eager to buy and possess, and more inclined to rent, swap, borrow and share.
• Of all the genera?ons they are probably the most flexible genera?on. They like change, they lack a regard for common sense, authority and tradi?on, and they always see opportuni?es to make things beyer.
• Millennials value equality like no other. They are more easy-‐going, spontaneous, open-‐minded and accep?ng of diversity.
• Whereas their Boomer parents were (and are) using compe??ve strategies to upgrade their lives (and disposable income) in a secular, capitalist, post-‐war society, Millennials -‐ raised in a new, re-‐mixed world (and family) order -‐ understand that "reaching the next level" is beyer achieved through smart, agile collabora?on (with peers), than through fierce compe??on.
• Unlike their parents, who draw a clear line between work and personal life, Millennials are increasingly embracing work-‐life blending – doing personal tasks in work ?me and vice versa (36% of the Western European Millennials are most likely to mix work and life, according to research by Samsung At Work (2014)).
• Millennials -‐ both male and female -‐ are masters in swiily adap?ng to different situa?ons. They manage a 'repertoire of iden??es' (agressive in sports, tender listening in romance, intellectual at work, …)
• The ‘Quan?fied-‐and-‐Op?mised-‐Self’ Genera?on Y or Millennials are keen to use wearable tech to monitor and enhance bodily and emo?onal func?ons and empower them for iden?fica?on and gesture-‐based control of products and services.
The Millennials (17,4%)
“Consider the Millennial Mindset as today’s consumer archetype Take-‐out 3: Engaging Millennials in New Mobility • When thinking of the brand iden?ty of New Mobility Services, we should consider the
Millennials as our primary target audience and create Millennial-‐proof concepts. First of all, because Millennials are the most flexible to adapt. On top of that, Millennials are considered as the guiding genera?on for Back End and Front End Babyboomers. For the first ?me in history, more mature target audiences enjoy to be inspired by the younger genera?ons.
• More crucial even than brand iden?ty, is to design the total product experience, reducing brain strain and effort from all possible touch points. The Mobility Service should be an on-‐demand service, including all the benefits of owning your own car, while having none of the risks and inconveniences.
Real life story 2 Delphine is 28 years old and works as a freelance Dancer, Choreographer and Modern Dance teacher in Paris. Aier finishing her educa?on at the Northern School of Contemporary Dance in Leeds (UK), she decided to seyle in Paris. From Paris it is easy to travel hub-‐and-‐spoke by train to Brussels, Bordeaux, Antwerp and London where most of the contemporary dance scenes are located. If train connec?ons are difficult, she oien uses car clubs, however they are s?ll expensive and not well distributed arround Paris. When working abroad for longer periods of ?me, produc?on companies offer residence and since the advent of online pla|orms like Airbnb, she oien stays at apartments and studios that are rented out online. Her apartment in Paris is a small studio, and mostly func?ons as a home base from where she travels as an Urban Nomad wherever her job takes her. “My apartment is very basic, with only the bare necessi?es.”, says Delphine. “All I need is a fridge, a bed, a laptop, a washing machine, a dressing, and some elementary basics”. Since secondary school, she mainly lives out of her suitcase, and she never really felt the need to seyle down. At her parents’ place in Reims, she stores most of her possessions that she cannot store at home. Two years ago she got handed down her parents old worn-‐out Renault Mégane. The large car doesn’t correspond with the very girly and elegant image that she might fancy, but she doesn’t mind that. She enjoys the luxury and prac?cal aspects of a car with a lot of room for luggage, and she feels liberated from public transport. When asking whether or not she would ever buy a new car, she immediately knows the answer: I would rather pay a large amount of money for a dance workshop abroad, a new laptop or a new website to promote my work, than to spend the money on a new car.
Less private place, but more convivial living Case 5: Yust, a concept for Millennial and urban living Stephane Verbeeck, ceo of The Gands Group in Belgium, a real estate construc?on company has a solid vision on how future genera?ons will live, work and play. Aier launching ‘Proxiliving’, a concept of residen?al and safe living for Master Boomers, wired with a variety of on demand services, he is preparing the launch of Yust, a home-‐concept for Millennials. He understands that Millennials are rela?vely more collabora?ve and entrepreneurial than their parents. They value conviviality, common space and a well thought and balanced blend of work and leisure ?me. They want to experience work in a same family bonding atmosphere as their leisure ?me. Yust will be a residence that is built at the old ‘De Koninck’ brewery, 5 minutes out of the city center of Antwerp. Apartments will be rela?vely small (60-‐75m2) but a lot of common space will be available to its residents: there will be a restaurant, a coffee bar, a disco in the basement and a common garden on the roof. Every month there will be a Dragons’ Den inspired business show where young professionals pitch their ideas to Business Angels. The coffee bar and restaurant will be open to the public, but will offer price reduc?ons to residents.
The Prime Busters -‐ oTen referred to as Genera5on X, Baby Busters, Genera5on Nexus or Genera5on Gap -‐ represent people born between 1965 and 1984. These days they are between 31 and 50 years old. They value locally sourced products and services, community, and spend a lot of 5me looking for quality. Juggling school-‐age children and dependent ageing parents, they are rela5vely 5me poor, cash poor and oTen lack space to live. The Prime Busters are also referred to as the ‘Just Nots’.
General characteris5cs, amtudes and behaviour • Prime Busters exist on the cusp of the technology divide, bridging the analogue and
digital genera?ons. Their behavior is a bit of both. • A growing need to budget (as a result of both the recession and the actual reality of
expensive housing and paren?ng) leads to a greater amount of trading up and trading down (= buying both expensive and cheap products as individual items are considered for their intrinsic and emo?onal value)
• The Prime Busters are hard-‐nosed pragma?sts, realising that life is unpredictable and that they have to cope with uncertainty. We find propor?onally the largest number of broken families among Prime Busters.
• Primers are more efficient, pragma?c, faster and beyer at decision making than other genera?ons. On the other hand, they tend to avoid confronta?on and prefer to react to conflicts with ra?onal arguments rather than with empathy and emo?ons.
• Primers are con?nuously in search of a work-‐life balance. As most Primers are employed in the service and knowledge industry, they have the lowest ?me budget compared to other genera?ons. Most are hard-‐working parents belonging to double-‐income families with growing children.
• Though they spend a lot of ?me on social networks, they are less keen to try out new things. As they have more established careers than Millennials, they are avid users of social media for professional purposes. Social networks like LinkedIN are very popular among Prime Busters.
• Busters are the prime "LATTE"-‐genera?on: growing up in a globalised, industrialised, digital, greying and overpopulated world, they start looking for sustainable answers by adop?ng (more) Local, Authen?c, Traceable, Trustworthy and Ethical products and brands.
• Prime Busters have now entered the era of burn-‐outs, midlife crises and the search for self-‐actualisa?on.
• Prime Busters bridge the compe??ve genera?ons (45-‐plus) and the collabora?ve ones (30-‐minus) and can oien be considered as a genera?on that adopts traits of both.
• Revol?ng against the globalized excesses of the Baby Boomers, Prime Busters are more interested in geQng together with family, friends and their local community.
The Prime Busters (20,7%) “Prime Busters are the Genera5on ‘Just not’ : Just not making ends meet, just not having enough 5me to relax, and just not having enough space.
“Address the Prime Buster’s efficient and pragam5c mindset Take-‐out 4: Engaging The Prime Busters with the New Mobility • The Prime Busters pioneered the idea of working from home (some?mes because they
had no job to go to), coming up with life/workspaces, the internet café, ini?a?ves like “Bar d’Office” and project based work spaces.
• As working 9-‐5 is no longer the only way to make a living, many Prime Busters become ‘new value seekers’. They turn to other means of making a living. Harnessing the power of social networks, sharing pla|orms, they are using their reputa?ons, influence and possessions to barter for the things they want and need.
• A strong force behind this shii is the collabora?ve economy in which transac?ons occur between peers. Previously unmone?sed possessions and ac?vi?es such as the home, the car, cooking and driving become bas?ons of financial worth. Think of peer-‐to-‐peer pla|orms like Airbnb, Uber, Blablacar, Eatwith, etc. …
Real life story 3 Saskia Van Doorn is a single mum and lives as an independent PR-‐consultant in the heart of Amsterdam. She feels grateful that co-‐paren?ng works fine, so she can invest a lot of effort in the work for her clients, which oien involves a lot of aier work events and client networking. Although she frequently has to get around the city and travel around the north western part of the Netherlands, she has no car. To get around, she pays approximately 300 Euro a month for car sharing schemes like Car2Go and Greenwheels. Owning a car in the heart of Amsterdam is very expensive. In great contrast, the city favors the ownership of electric vehicles, providing privileges for the owners like a parking space in front of your door. In terms of taxa?on, the Netherlands encourages people to buy electric cars, but Saskia finds them too expensive to take into considera?on. During a conference she organized for Hema in Belgium, she was preyy impressed by Bolides, a car sharing fleet with stylish black Audis. She made use of three of them to ferry visitors from their hotel to the conference venue. Saskia spends a lot of ?me on self-‐marke?ng in the evening via social media, her website and showing up at drinks and social occasions. She also spends a lot of money on cosme?cs, clothes and accessories. To give her job a stronger sense of purpose and meaning, she also offers her exper?se in PR and marke?ng to young ar?sts, photographers and designers.
A glimpse in the life of Saskia Van Doorn, living in Amsterdam
Shaped by the bust-‐and-‐boom Thatcher and Reagan years, the Back End Baby Boomers were born between 1955 and 1970. This genera5on is also oTen referred to as the Baby Bloomers, Kennedy Boomers, Junior Boomers, or Genera5on Jones. They are currently 45 to 60 years old, and are known as a wealthy and adventurous genera5on. They see themselves as commijed and compe55ve and feel younger than their years.
General characteris5cs, amtudes and behaviour • Back End Boomers came of age in the compe??ve eigh?es. The hyper-‐compe??ve
business environment of the Yuppie eigh?es shaped them. Today their main concern is how to apply their influence and responsibili?es.
• They are determined to have it all: youth, health, and a lifestyle that promotes happiness and wellbeing.
• When it comes to work, they are the calm pragma?sts. They are digital immigrants that are easy to nab, because of their analogue accents.
• In terms of technology, the Back-‐End Baby Boomers are by no means laggards. They grew up in the pre-‐internet era, but, with a growing level of disposable income, they are willing to spend on technology. The tablet is mostly bought by the Back-‐End Baby Boomers.
• Bloomers are opinionated, pragma?c, determined and cri?cal of brands. Their upbringing in the 70’s means that they place value on longevity, which is some?mes in heavy contrast with the fast changing high-‐tech industry and the model of built-‐in obsolescence.
• Most of them discovered use of social media through becoming friends with their children on Facebook, and they stayed connected and kept exploring from there. Grey Millennials try to be fellow travellers with their children. They are open and willing to listen to their recommenda?ons. Millennial behaviour is very inspiring to them.
• Back-‐End Boomers are far less likely to post photos or status updates online than younger genera?ons. They value their privacy and sa?sfy their social needs in analogue and real life contact and meet-‐ups.
• Unlike their predecessors (the Master Boomers) in the 60’s and the 70’s, the young Bloomers were confronted in the 70’s and 80’s with a crumbling economy. Restrained affluence tended to overes?mate their physical poten?al (both in energy levels and bodily func?ons)
• When shopping, Bloomers behave most as show-‐roomers, using their smartphones to make online comparisons.
• 76% of male Baby Boomers feel more pressure to look good at work than in the past. • Just like their children, Baby Boomers prefer neo-‐nonsense (edgy humour and irony) as
opposed to the more linear and predictable no-‐nonsense.
Babybloomers (21,5%) “Back-‐end Baby Boomers are Babybloomers. They want to die young, but as late as possible.”
“Invest in personalised and long term rela5onships Take-‐out 5: Engaging Back-‐end Babyboomers in New Mobility concepts • To connect with Back-‐end Babyboomers, any kind of product-‐service provider should offer
a personalized service that guides them through the service. • They should not posi?on the services as a one shot, or temporary experience, but as items
and rela?ons with las?ng value, while using language that stands up to scru?ny.
The golden genera5on of Mater Boomers (also referred to as Front-‐end boomers, Senior Boomers or Marshall Boomers) is born between 1940 and 1955, and currently aged between 60 and 75 years old. They have reached the re5rement age, and so they have an ocean of free 5me, and a lot of space and they are dedicated to spend money and enjoy their lives. They flexed their consumer muscles for decades, reshaping every aspect of our society to heir well-‐heeled tastes.
General characteris5cs, amtudes and behaviour • Front End Boomers are ins?nc?vely rebellious. Their individualism, self-‐confidence and
determina?on supports them in not willing to conform to the stereotypes of middle age. • They were the first genera?on to become the vic?ms of symbolic consump?on
dominated by brands, logos, design, lifestyles and all kind of hedonis?c tempta?ons. • Boomers are class, age and gender confused. They support the blurring of gender
stereotypes and social classes, but with a restrained determina?on to remain youthful. • Many Boomers plan to move to a livelier environment aier they re?re. They are
ayracted by the concept of so called “Yoghurt Ci?es” with an ac?ve and vibrant cultural life and restaurants and cafés where they can enjoy life.
• Through their buying power, spending behaviour and re?rement status the Master Boomers will con?nue to dictate the development of en?re fields of consumer products and technology in the upcoming decades. From self-‐metering devices, to keeping track of health and medica?on needs, to luxury edi?ons of tablets, home automa?on and interiors that enable independent lifestyles. Independence is the lifestyle aspira?on for older Boomers, and technology and services will be the tools that will help them hang onto it for as long as possible.
• Front End Baby Boomers demonstrate a paradoxical consump?on mode. Masters start to spend unapologe?cally, but at the same ?me look for a more disciplined lifestyle (self-‐preserva?on) and care for nature (environmental awareness).
• Fashion, design and ac?vi?es that allow Boomers to age without looking old have a huge poten?al.
• Front-‐enders adore to get along with Millennials, as the Genera?on Y aQtude is inspiring and keeps them young.
Master Boomers (15,7%) “Master Boomers are crucial because they are 'agents provocateurs' in the development of the New Rules of Ageing, adding not only years to life but also life to years…”
“Provide ways to age in style Take-‐out 6: Engaging Master Boomers in New Mobility concepts • Organisa?ons talking down to Boomers are those who will lose the audience which
currently holds the most wealth. Ergonomics are becoming increasingly important to ageing Boomers, who may be losing some dexterity due to arthri?s and other medical issues. Crucially, they want to age well and maintain the levels of ac?vity that they have managed to sustain so far. If you want to seduce people in their 60’s, make products to appeal to people in their 30’s. Appeal to ac?ve and adventurous lifestyles.
• Service providers who want to appeal to Master Boomers should rely on two main brand scenarios: on one hand they can spread a narra?ve where Baby Boomers are the heroes. On the other hand they can provide design, applica?ons and services that help Baby Boomers to age in the most elegant, ac?ve and independent way.
Talk adventure. Senior Marke5ng has no reason of existence Case 6: The BMW Ac?ve Tourer The BMW Ac?ve Tourer is the clear proof that senior marke?ng has no reason of existence. Brands and corpora?ons talking down to Boomers are those who will lose the audience, which currently holds the most wealth, and are the most willing to spend it. Ergonomics are becoming increasingly important to ageing Boomers, but organiza?ons who call someone at his age – especially when it comes to Baby Boomers -‐ won’t connect to their deeper Mindset. The BMW Ac?ve Tourer is built with empathy for the Boomer sen?ment. It has the design to appeal to people in their 30’s, and ironically, that is what Baby Boomers like the most. The Ac?ve Tourer looks adventurous, sporty, a liyle aggressive, comes in dis?nc?ve colours and is difficult to categorise as a typical company car, sports car, or outdoor ac?vity car. When it comes to the demographical dimension, BMW understands that Boomers these days have ac?ve and adventurous lifestyles. That’s why the BMW Ac?ve Tourer comes with a real system in the back that easily allows owners to slide their racing bike in the trunk for when they are going to climb the Mont Ventoux, or do their own take on the “Ronde Van Vlaanderen”.
It is all about aging in style Case 7: The Stannah Solus Stairlii by Rudy Slippers Rudy Slippers, an interior and design firm in Edinburgh, develops housing solu?ons to age in style and have an independent and ayrac?ve lifestyle. The interiors have broad corridors, walk-‐in showers and design stairliis.
EMERGING TRENDS IN MOBILITY
The turbulent teens and twenties “You can compare the Turbulent Teens with what happens during adolescence. The teens are a 5me of ‘storm and stress’, Characterized by mood swings, conflict and risky behaviour, this is the life stage when adolescents rebel against their parents, succumb to peer pressure, and develop their own personali5es. (adolescent expert G. Stanley Hall, who was the first president of the American Psychological Associa?on)
“We don’t live in an era of change, but in a change of eras (prof. Jan Rotmans, professor in sustainability transi5ons at DRIFT, Erasmus University Rojerdam) Before ayemp?ng to make any analysis of what novel?es are emerging in Mobility, and the way genera?ons are expected to respond to this, we want to create a clear vision on a macro-‐level of how society will evolve in the coming decades. Four macro-‐trends will dras?cally change and define the area of mobility. Many interna?onal futurists and trend watchers have called the first decade of the third millennium the ‘turbulent teens’, and they expect the second decade not to be any calmer. Climate change, different economic perspec?ves, con?nuing urbanisa?on and an increasing par?cipa?ve mindset in society will all generate further developments in mobility. The first two decades of this millennium saw a series of overarching challenges (but also opportuni?es) that were already burgeoning at the end of last century. Four of these broad societal challenges are par?cularly relevant as the driving forces of the 2010’s and 2020’s and in par?cular influence the changing face of mobility: climate change, the anarconomy, the pro-‐urban future and the par?cipa?on culture.
The Anarconomy
Climate Change
The Pro-‐urban Future
The Par?cipa?on
Culture
The turbulent teens and twenties
Soon the power is really to the people Case 1: How Tesla Energy will altern our energy use When it comes to Tesla’s ceo Elon Musk, the world will become bayery powered very soon. The new, low-‐cost Tesla bayeries as laucned in the beginning of Mai, may change the way humans consume energy. Musk calls it ‘the missing piece’ in sustainable energy: a range of bayeries that can be used in homes and businesses to store power from wind or solar or take advantage of cheap electricity to charge up overnight and then be used in peak hours. Two billion Powerpacks – as the bayeries are called – could store enough electricity to meet the en?re world’s needs. That may seem like an insane number, but the more people will invest in their own independence, the more we’ll change the fundamental energy infrastructure of the world.
Climate change There’s a great chance that we will reach ‘peak oil’ and ‘peak gas’ in the next 15 years – the point when the industry has reached its maximum produc?on volume, aier which produc?on can only go down due to decreasing reserves. Some even claim the peak moment is already behind us. The impact of a growing scarcity of fossil fuels as well as the devalua?on of our ecosystem is gaining a stronger foothold in our collec?ve consciousness. In the mid 2010’s we witnessed a clear shii from environmental awareness to concrete acknowledgement, transparency and contribu?on of ci?zens, organisa?ons and companies. Preven?ng a planetary burn-‐out will offer chances to organisa?ons in the 2010’s and 2020’s, in terms of people, the economy and ecology. When it comes to climate change, the car industry is in dire straits. A lot of car manufacturers boast iconic car brands that have become simultaneously symbols of the take-‐make-‐waste-‐principle and the extract-‐and-‐consume-‐philosophy. Although many car manufacturers have yet to catch up, some are already opera?ng at the forefront of sustainable mobility. Thanks to its Efficient Dynamics system the German car manufacturer BMW succeeded in single-‐handedly reducing the carbon-‐dioxide emissions of the en?re German car fleet by half in 2007. Meanwhile, Tesla and the Chinese BYD (Build Your Dreams) have become global leaders in car mobility electrifica?on, which makes it possible to drive a car in climate neutral way (when charging bayeries with energy from renewable sources). The race towards the self-‐driving car – featuring Tesla, Mercedes, Nissan, Toyota and BMW as the frontrunners – will not only lead to a changing perspec?ve on mobility, but also improve the ease of use, mobility policies, the environment and safety.
The turbulent teens and twenties
“Today, there is no longer any need for residents of Lyon to own a car. Case 2: Vélo’v was the first step to outgrow the automobile in Lyon An important consequence of this pro-‐urban future is that ci?es all over the world are developing strategies to make ci?es car-‐free, or at least make their ci?zens less dependent on individual car ownership. Gilles Vesco, the poli?cian responsible for sustainable transport in Lyon, played a leading role in introducing the city’s Vélo’v bike-‐sharing scheme a decade ago. It has since been replicated all over the world. He talks about “new mobility”. It’s a vision of ci?es in which residents no longer rely on their cars, but on public transport, shared cars and bikes and –above all-‐ on real-‐?me data on their smart phones. Today in Lyon, the Vélo’v scheme is being expanded, car clubs that use electric vehicles are being encouraged, and what Vesco calls a “collabora?ve pla|orm” has been built to encourage ride-‐sharing by matching drivers with people seeking a ride. There is, he says, no longer any need for residents of Lyon to own a car. And he prac?ses what he preaches – he doesn’t own one himself. The number of cars entering the city has fallen by 20% over the past decade, without even a conges?on-‐charging scheme (Vesco says it would impose a dispropor?onate burden on the less well-‐off, who tend to drive higher-‐pollu?ng vehicles). And even though Lyon’s popula?on is expected to rise by more than 10% over the next decade, he is targe?ng a further 20% drop in car use. The car parks that used to run alongside the banks of Lyon’s two rivers have already been removed, and human parks opened in their place. Vesco states that someone returning to Lyon for the first ?me in a decade would barely recognise the city.
The pro-‐urban future Another source of turbulence is the accelera?ng pace of migra?on from rural environments to urban environments. It is a demographic phenomenon that takes place all over the globe, especially in the developing countries. Back in 1800, 3% of the global popula?on lived in ci?es. In 1950, the number increased to 13% and in 2040 the amount will top tot 75%. That will result in smaller housing, denser ci?es, more pressure on infrastructure, more social tension and a greater apprecia?on of privacy and rest. But an increasing number of people living urban lifestyles also has some advantages too; First of all, there are les commuters. When 80% of the popula?on lives on 3% of the land, it has a posi?ve effect on ecology. The importance increases that ci?es are pleasant places to live. Also the poli?cal power will shii to ci?es rather than states. In magazines and qualita?ve newspapers worldwide we see a shii from indexes that measure the economical success of a region to rankings and ra?ngs that value the liveability of ci?es. Suppliers of those ‘hall of fame’ lists are Mercer with the ‘Top 100 Most Liveable Ci?es Study’, The Economist with the liveability ranking, and Monocle Magazine with the ‘Most Liveable Ci?es Index’. Each of them measures social, emo?onal, cultural and sustainable quali?es of a city, rather than economical performance.
The turbulent teens and twenties The anarconomy
“In a trembling World Economy, completely new business models are on the rise. Uber, the world's largest taxi company, owns no vehicles. Facebook, the world's most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world's largest accommoda?on provider, owns no real estate. You could say that the sharing economy plays a strange game with tradi?onal laws in economics. Apart of that, most economists agree that the financial crisis of 2008 will have a sequel and probably a triquel. Because of the combina?on of intrinsic system errors combined with greed, a lot of resilience in the banking system is sacrified in the name of ‘efficiency’. Bernard Lietaer, a Belgian economist who was one of the founding fathers of the Euro is a convinced advocate of complementary monetary systems. The current and upcoming decades will be characterized by economic, ecologic, demographic and geo-‐poli?cal shocks. As a result, many young people lost their confidence in large ins?tu?ons, corpora?ons, banks and governments. The contrast with their parent’s genera?ons is large. A first result is that young genera?ons tend to rely on their own ini?a?ves and entrepreneurial ac?vi?es to build resilience in their life. On the other hand, we see that young genera?ons want to develop themselves in ac?vi?es and professions that are truly meaningful and preferably in a mul?-‐layered way. They want to make difference for society, want to be recognized, find resilience, self-‐confidence and don’t want to stop learning.
“People are star5ng to think this way: What am I here for? Am I merely exis5ng, damaging the world, and throwing my lijer around like a tourist? Or am I contribu5ng something?” says philosopher Theodore Zeldin. In the digital word of the anarconomy, we see more people than ever who are not following the tradi?onal paths of careers and success. More than ever people do not work to gain an income alone, but also for a certain experience of accomplishment. These days, we see that more and more people dedicate big parts of their scarce leisure ?me to collaborate on projects in order to reach collec?ve goals. It is not economic win that brings them together, but passion.
“Uber, the world's largest taxi company, owns no vehicles. Facebook, the world's most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world's largest accommoda5on provider, owns no real estate. You could say that the sharing economy plays a strange game with tradi5onal laws in economics.
A 100 Mile per Gallon car co-‐created by an online community using processes borrowed from the fastest moving soTware companies: Agile, Lean, Scrum and Extreme programming. Case 3: Wikispeed, the first collabora?ve built race car A beau?ful example of anarconomy is Wikispeed. Wikispeed is a community that is developing open source and street legal cars. They do their collabora?on online, making use of ‘Agile project management’ and ‘open source licensing’ . In fact, in many ways we have more in common with Google or Twiyer than GM or Toyota. Manufacturing and old-‐thought soiware teams gather requirements, design the solu?on, build the solu?on, test the solu?on, then deliver the solu?on. In exis?ng automo?ve companies, the design por?on of that process alone takes more than 10 years, and then the vehicle design is built for 5 to 14 years. This means it is possible to buy a brand new car from a dealer and that car represents the engineering team's understanding of what the customer wanted, 24 years ago! Team Wikispeed follows the model of Agile soiware teams, following the same cycle but compressing it into 1 week "sprints". We iterate the en?re car every 7 days. That means every 7 days we re-‐evaluate each part of the car and re-‐invent the highest priority aspects, instead of wai?ng 10 to 24 years. This enables a completely different pace of development.Today, more than 1000 people from 20 countries are working collabora?vely and for free in order to share design, models and exper?se to op?mise the Wikispeed race cars.
Technical Background En5rely new fields of growth and innova5on are taking shape around the rise in mobility consump5on and will become major drivers of the global economy in coming years. What is next is not only a handful of promising observa5ons in the field of mobility, but also an overview of vital sensi5vi5es that will change the Mobility landscape in the upcoming years.
“Crossing emerging mobility trends with a guess5mated genera5onal likelihood of mid-‐term adop5on.” The first ques?on trend forecasters usually are confronted with is a simple one: “What is a trend?” Usually the answer begins with a cau?ous “Mmm…”. What we do know is that a trend is not a term that simply refers to processes affec?ng physical or aesthe?c changes in our culture, nor ephemeral, superficial and marke?ng-‐controlled phenomena of a seasonal nature (salient, successful gadgets, toys, brands, design, adver?sing, symbols…). At its most basic, a trend can be defined as the direc?on in which something tends to move and which has a consequen?al (emo?onal, intellectual, even spiritual) impact on the culture, society or market sector through which it moves. Trends are a fundamental part of our emo?onal, physical and psychological landscape, and by detec?ng, mapping and using them to an?cipate what is new and next in the world we live in, we will be (more) able to understand truly the underlying ideas, principles and mechanisms that drive and mo?vate us as people. Trends are said to be compulsive, addic?ve and, in some cases, viral – infec?ng us when we least expect it, and on occasion whether we want them to or not. In the end, a sound descrip?on and demarca?on of trends will provide a common understanding of significant changes in society and markets and help us to visualize a foreseeable future. Ulf Pillkahn, strategy consultant at the Siemens Corpora?on in Munich, has composed the a taxonomy of trends phenomena, you can find on the lei (2008). In 2013, leading European (German) future and trends forecas?ng agency “Zukunisins?tut” has (re)created a ‘megatrend subway map’ to visualize 11 megatrends, among which the megatrend/trace ‘Mobilität’ (mobility). Along this specific (yellow) trace 12 accessible ‘sta?ons’ were iden?fied. These stops are specific mobility-‐related trend clusters, encompassing several similar micro-‐trends, showing and explaining emerging (group) sen?ments, aQtudes and behaviors, considered to gain growing importance (both in terms of the number of people affected, as of delivering a profound solu?on to a considerable problem c.q. challenge in society) in the so-‐called ‘long near’ (= mid-‐to-‐long-‐term future).
Emerging trends in mobility
“How to realize a seamless transi5on between different means of transporta5on?
Improving mobility for the less mobile A user interface allows people to communicate and interact with machines or technical devices – whether these are computers, smart phones, or even vehicles. To get access to mobility networks or to improve the mobile experiences, travellers interact with machines every day. In Europe, more than 100,000 bank and ?cket self-‐service machines service millions of drivers, commuters and travellers every day.
Catering to personal needs A new pan-‐European project focuses on the development of user interfaces for ?cket vending machines. The EU is now funding a project worth millions to facilitate easy access to self-‐service machines for poorly trained, elderly and mobility-‐impaired persons. Opera?ng the machines via a touch screen user interface, customers receive a smart card with RFID technology, to which individual screen and opera?ng parameters are stored. Aier reading the card data, the interface adjusts the font size, colour and contrast of the machine’s touch screen to the user’s profile and preferences stored on the smart card. The content displayed is also adjusted to the personal needs and preferences of each individual passenger.
Ajrac5ve public transport With such new soiware and interfaces, the use of public self-‐service machines is made much easier, reducing the necessary input of the passenger significantly. As a result, the ayrac?veness of public transport increases, as well as the mobility of elderly and mobility-‐impaired passengers.
#1 Interface Design
Take-‐out 7: When genera?ons meet with Interface Design • Millennials will be pro, since they are natural born supporters of (digitally enhanced) smart
urban solu?ons. • Prime Busters : pro, since this ?me-‐starved (knowledge and service) genera?on is looking for
?me saving, smart traffic solu?ons; like the Millennials, this genera?on is in favour of collabora?ve/sharing mobility services
• Babybloomers will have mixed feelings; on the one hand, they become irritated by aggrava?ng car immobility in ci?es (and loss of ?me). On top of that, they are sensi?ve to the advice of their Millennial-‐children. On the other hand, the idea of car-‐sharing and bike-‐sharing or digitally connected modes of public transporta?on are habit-‐killers forcing them to leave the mobile comfort zone of their own (50-‐plus luxury) car.
• Master Boomers, rather no than pro. More than Babybloomers, the Master Boomers are accustomed to owning a (personalized, luxury) car. For the older genera?ons, their car s?ll is an outspoken status symbol. Time loss is no hard argument for re?red Boomers to start using intermodal car-‐sharing/public transporta?on services.
Towards a really ecomobile city Case 7: Mobil.Punkt engages Bremen to Carsharing The German city of Bremen is a leading 'EcoMobile City', with only 40% of commuters using cars or motorcycles. This can be ayributed to Bremen’s intermodal transporta?on developments. As of 2010, of the 547,000 inhabitants of Bremen, 5,700 were car sharing customers. Bremen is ambi?ous and intends to reach 20,000 customers by 2020. Car sharing has shown many posi?ve impacts. People can use the appropriate size cars for each trip, which has led to a downsizing of owned cars. Another clear benefit was that 1,500 fewer parking spaces were needed throughout the city, causing savings of €20-‐40 million for parking infrastructure. In coopera?on with different service providers, the European Commission and commercial sponsors, Bremen facilitates interchanges between car-‐sharing, public transport and cycling. In 2002, three special integrated intermodal car-‐sharing sta?ons were created and branded with ‘Mobil.punkt’. Aier a two year run the sta?ons turned out to be a success. The an?cipated problems of eliminated public parking spaces and complaints of residents didn’t happen. An early interview directly aier the launch showed an 80% acceptance of the new sta?ons. Also a lot of companies can abandon the use of one or two company cars due to the new car-‐Sharing service. And the “Mobil.punkt”-‐sta?ons make a significant contribu?on to improving the air quality. Similar projects are the ‘Miracles’-‐project in Rome (Italy), promo?ng (the junc?on of) carpooling and car sharing, and ‘Mobilis’ in Toulouse (France), expanding and diversifying the car-‐sharing scheme.
Smart Cards for mul5-‐modi transporta5on Case 8: The Octopus Card is central to mobility in Hong Kong The Octopus Card, much like the MTA metro card in New York City and the Oyster Card in London, is a mul? usage smart card for public transporta?on in Hong Kong. It was first launched on 1 September 1997, when it could only be used on busses and MTR. Later, the range expanded to many places such as stores, restaurants, parking lots and as entrance card to schools, office buildings and residen?al buildings. Octopus is one of the earliest and most successful electronic currencies in the world. The Octopus card is recognized interna?onally, winning the Chairman's Award of the World Informa?on Technology and Services Alliance's 2006 Global IT Excellence Award for being the world's leading complex automa?c fare collec?on and contactless smartcard payment system, and for its innova?ve use of technologies.
#2 Third Places “Transit zones -‐ next to home and the factory/office – are the new ‘fluid’ working areas.” In this highly mobile and networked era, an individual’s home or work place is just one node in his Small World Network. Living, socializing and working branches out to third places – public areas in between the home and the tradi?onal workplace: railway sta?ons, airports, shopping malls, cafés. These third places enrich the way we live and are important to the way society func?ons. ‘Connec?vity Thinking’ became the buzzword with the democra?za?on of ICT. Sharing, collabora?on, crowdsourcing, the ‘Wisdom of Many’, re-‐mixing, co-‐crea?on, co-‐working … are the buzzwords of today, illustra?ng the paradigm change in our rela?on to knowledge and crea?vity.
Decentralized spaces and services Co-‐cooking space, co-‐working places or living room-‐like clubs … specialized and ac?ve nodes are made readily available in the neighbourhood. Time being the most valuable asset, outsourcing is seen as improving one’s quality of life. From laundry to grooming, people will turn to professionals, while they con?nue to work, relax or socialize. Especially the 20-‐ to 30-‐year-‐olds are consuming these new service facili?es.
Redefining the urban landscape With the increasing importance of third places, new urbaniza?on requirements emerge: Mobility hotspots: ayrac?ve spaces with readily available accommoda?on. Sleepbox, for example, offers small boxes with beds, shower, TV and WiFi on an area of ��2,8m². Smaller living units: small room apartments reflect our decentralized way of living. Mul?func?onal transit spaces: places of transit will need to offer mul?ple func?ons and services, ranging from work spaces to shopping malls.
Public travel The tradi?onal approach of travel classes transforms into a func?onal separa?on: silent spaces, work, entertainment or even health spaces.
Holis5c mobile lifestyles The concept of mobility has evolved in recent years into a “holis?c mobile lifestyle”. At the heart of the drive for human mobility lies the desire to live, think and act individually. The working world in par?cular will experience a significant increase in flexibility in the years to come. The buzzword is 'mobile workers'. Our personal mobility increasingly determines whether we can obtain certain jobs, unite professional and private goals, reconcile desires and demands or improve our quality of life. Already today, professional ac?vi?es are no longer bound to a fixed loca?on. An increasing number of employees carry on their work while on the move. This loca?on-‐independence will only increase further in the future. From 3rd wave coffee bars and bistro terraces to co-‐working spaces and shared offices, the new job nomads want to be flexible and individually seek out and adapt their own mobile working worlds. Sharing and collabora?on is the mantra of the new genera?on. It finds a par?cular expression in trending co-‐working spaces: large office spaces in which different entrepreneurs pursue their respec?ve ac?vi?es alongside each other. Today more than 1,000 co-‐working spaces are distributed as interna?onal chains across the globe.
Entrepreneurial mobility Co-‐working offices ayract young, open-‐minded people who understand physical proximity results in posi?ve synergies. They want to be successful entrepreneurs with their own business. At the same ?me they acknowledge that the future lies in project-‐oriented collabora?ons between the individual independently opera?ng companies. Thus, co-‐working is not only spa?al but also spiritual coopera?on, enabling both concentrated work, as well as s?mula?ng discussions and cross-‐pollina?on. Young freelancers and start-‐ups The typical co-‐worker is ac?ve in knowledge areas such as IT, marke?ng and communica?on, design or counselling. Co-‐workers tend to be in their mid-‐twen?es to late thir?es, with an average age of 34. Two-‐thirds are men, one third are women -‐ the same ra?o generally found in the wider entrepreneurial and small business sta?s?cs across Europe and the U.S. (1)
Reducing the ecological footprint? With co-‐working, people possibly s?ll partake in fossil fuel driven traffic. However, it allows employees of companies based in mayor employment areas to work from decentralized co-‐working hubs nearer their homes, thus reducing traffic jams and CO2 emissions. A 2015 poll by Mobileiron among 3,400 full-‐ and part-‐?me professionals across six countries, including France, Germany and the UK, discovered the rise of Genera?on M (for mobile Millennials), a growing demographic of hyper-‐connected professionals mixing work with pleasure. Members of Genera?on M conduct 26% of their work on mobile devices (compared to non-‐Genera?on M at 17%). 95% of Genera?on M plan to use wearables for work tasks such as phone calls, emails and other ac?vi?es.
The workspace for all Case 9: At ‘Joint Café and workspace’ the office and the car park merge into one The idea of a communal workspace has landed in hec?c Bangkok. "Joint Café & Workspace" is a clever itera?on of the trend, whereby one floor of the car park at the Asia Hotel now houses a serene venue for workers. The Joint Café & Workspace is intended as a 'workspace for all', with different zones and flexible installa?ons to make it suited for all sorts of workers. There are whiteboards that double as par??ons, small window tables for casual mee?ngs and a café. The white colour paleye was used as a ‘blank canvas’ where the ‘individuali?es’ of the clientele can "run free and breathe life to the venue," according to the designers. Transforming the 12th floor of a car park into a well-‐designed, mul?func?onal co-‐working area is a perfect example of 'space squaQng’.
The communal work hotel Case 9: Hotel Shani goes beyond bedrooms to meet with new nomadic lifestyles According to the principle of the 'sharing economy', Viennese hotel ’Shani’ provides different rooms and lounges for different uses, such as work, communica?ons, recrea?on and dining, living the new lifestyle. Like the painters, Klimt and Schiele, or authors, Hugo von Hofmannsthal and Arthur Schnitzler, who would sit in a coffee house to exchange ideas and find inspira?on in past ?mes, both Viennese and guests can encounter each other at Hotel Schani. Schani’s Wohnzimmer (living room) is a place to meet others, just like the tradi?onal Viennese coffee houses were for more than 150 years. The special thing about Hotel Schani Wien is the opportunity for local and global coopera?on. Thus, people, professional groups and friends from all around the world can communicate with each other and work together, in the spirit of the shared office principle.
#2 Third Places
Take-‐out 8: When genera?ons meet with Third places • Millennials are natural born supporters of (digitally enhanced) fluid working. Fixed working
schemes and sites (offices or proper seats) kill their crea?vity and eagerness to create added value in their work. Millennials were raised in the Nine?es and Zeroes, when the rate of change started to accelerate exponen?ally and loads of new, interes?ng stuff and events were about to challenge their ayen?on span. As a result, the concept of different working areas -‐ including transit zones, third places -‐ is very ayrac?ve to this change-‐oriented genera?on.
• Prime Busters will be pro as well, since this ?me-‐starved (knowledge and service) genera?on is looking for ?me saving, and smart working space solu?ons. Like the millennials, this genera?on is ayracted to collabora?ve and sharing space services. Having young children, flex working at (or near to) home is an important plus.
• Baby Bloomers will rather have mixed feelings. On the one hand, their Millennial-‐children are posi?ve about using third (working) spaces and fiiy-‐somethings are eager to express a younger lifestyle (disregarding their real age as a ’ survival strategy'). On the other hand, the ‘fluid’ working style (“wherever I lay may iPad, that’s my office”) may be natural and axioma?c for a digital led ‘tablet’ genera?on, but is likely to make Bloomers (and Masters) feel disabled or inhibited in their natural flow and working system.
• Master Boomers will respond no rather than pro. More than Babybloomers, the Masterboomers are accustomed to a fixed working space. Most of the Masters are re?red, so there is no longer a need for a third ‘working’ space?
#3 Vending Culture “The growing need and desire for convenience reveals new (mechanized) vending modali5es.” Foraging for commuters In a society promo?ng healthy lifestyles, vending machines were long ?me frowned upon. Impersonal, oien fed with junk food or designed to solve emergencies at most they seem relics of a bygone era. But in this new mobile service economy, the vending machine culture is experiencing a phenomenal comeback. Not only does it blend in perfectly with our 24/7 func?oning society, its new offer also meet the increasing demands of mobile consumers.
Healthy lifestyles for people on the move The new vending culture brings forth new concepts sa?sfying the need for convenience and freshness 2.0 of the modern work nomad. As the need for quick solu?ons increases, vending machines will start offering healthier food op?ons in addi?on to flexibility and mobility. Machines already supply fresh fruit, milk, or even organic, vegan or gluten-‐free foods. One machine evens grows heads of leyuce using fluorescent light bulbs. But it needn’t stop there -‐ vendors could promote healthier lifestyles: in the run-‐up to the Olympics of 2013, machines dispensed subway tokens in exchange for 30 squats in Moscow metro sta?ons.
Infotainment machines The new vending solu?ons are individual and tailored to specific loca?ons or situa?ons. They cater to our high standards of health, pleasure and ?me sovereignty: from personalized postcards or umbrellas in areas with high probability of rain to iPads in airports. Machine equipped with LCD screens could also func?on as bulle?n boards, dispensers of (nutri?onal) informa?on or as entertainment medium for the user wai?ng for his fresh meal to be prepared.
Food as a service One of the hoyest topics in the food business today is home food delivery. Home grocery delivery is nothing new. Grocers began experimen?ng with that in the 19th century. More recently, Schwan’s has been successfully doing home delivery for 60-‐plus years. Using the Internet to order and pay for groceries to be delivered to one’s door has been happening as well. Early efforts in this direc?on by the likes of Peapod, Webvan and HomeGrocer generated considerable enthusiasm, interest and investor capital before falling vic?m to the dot-‐com collapse in the early 2000s. But there is now a sense that grocery home delivery may finally become a bigger business proposi?on, capable of genera?ng the growth and returns many have long predicted. What remains to be agreed upon, however, is how it will work. Whether simply browsing the Internet for meal and recipe ideas, or undertaking a major grocery shop, the fit between in-‐home, and now mobile, behaviours and the rela?vely complex task of in-‐store grocery shopping has developed posi?ve synergies with today’s online grocery business models. One simple reason for this lies in the fact that shopping itself has progressively gone virtual, and while food (especially perishables) remains one of the last few remaining categories of consumer products to “go digital,” there is growing evidence that several aspects of grocery shopping are trending to online.
Food trucks Food trucks sell prepared food in public seQngs from motorized vehicles, from which food is prepared and stored and customers purchase and eat. They operate as quasi-‐portable restaurants, serving customers on public streets, private property, and designated lots. The paper presents Los Angeles, California, USA as an example of how local governments address food and urban culture trends and how this regula?on defines public space. Pro-‐regula?on forces argue that food trucks unfairly compete with restaurants, congest sidewalks and streets, are unsanitary, and diminish urban quality of life. An?-‐regula?on forces argue that food trucks provide affordable and quality food, rejuvenate public space, fairly compete with size and open-‐air limita?ons, serve innova?ve and fusion cuisines, and represent Mexican, Mexican-‐American, La?no, foodie, and migrant culinary cultures. There are now over 100 food trucks, carts, and vendors permiyed to sell healthy, interes?ng, convenient, culturally diverse, and delicious food on Vancouver streets. Locate Vancouver's food trucks and food carts by smartphone app. Mobile food vendors have risen in popularity. New wave trucks sell fusion Mexican, Korean and Vietnamese items, barbeque, cupcakes, vegan, and other gourmet cuisine. Food and Wine magazine recently named Roy Choi of Kogi BBQ, a fusion Korean taco truck and emblema?c of new trends, “best
new chef.”
Computer designed food, catered with a touch of nostalgia Case 10: IBM Food truck demonstrates the perfect blend of digital and human taste IBM has teamed up with New York’s Ins?tute of Culinary Educa?on to showcase food designed with the help of computers at the 2014 South by Southwest Interac?ve (SXSWi). The company is doling out the dishes at one of Aus?n’s many food trucks. Guests use hashtags to vote on which dishes will be featured each day. Recipes were created with the help of Watson, IBM’s machine for understanding natural language made famous on the television show Jeopardy. For this project, Watson deciphered exis?ng recipes to understand which flavors and techniques are tas?est. It then combined ingredients into novel combina?ons and dishes. "We’re in this cogni?ve era with computers that feast on large amounts of data, interact with natural language conversa?onally and all that kind of stuff,” says Steve Abrams, a director at IBM’s Watson Group. "The next step of cogni?ve compu?ng is this area of combina?onal crea?vity. The process makes sense once guests can experience the dishes. They can taste the food and see that these aren’t some weird science fic?on ingredients, they’re interes?ng and novel pairings.
A Vending machine for rental cars Case 11: Kandi Technologies EV distributes cars in a vending machine Kandi Technologies EV developed a car vending machine in China that enables people to rent compact electric cars by the hour. Maker Kandi plans to build 10 more machines in Hangzhou. The Chinese government has pledged to have 2 million electric cars on the country’s roads by 2020. The mul?-‐story car vending machine in Hangzhou enables people to rent compact electric Chinese cars by the hour. The vehicles have a range of 75 miles with a full charge, and when Kandi delivers on its promise of building 10 more machines in the city, users will be able to deposit the cars at various loca?ons throughout the city.
Mobile shopping in the subway Case 12: Homeplus engages commuters to shop on-‐the-‐go in the subway Tesco, rebranded in South Korea as Homeplus, has installed virtual supermarkets in underground sta?ons, enabling shoppers to order items using QR codes while travelling to work. A large wall-‐length billboard designed to look like supermarket shelves displays products. While wai?ng on the pla|orm, shoppers can scan a QR code next to an item using their smartphone. The item will then be added to their online basket and delivered to their home the same day.
“This $90,000 vending machine called “The Chef’s Farm” can grow 60 heads of lejuce a day using florescent light bulbs.” Case 13: ‘The Chef’s Farm’ grows fresh vegetables in vending machines If you walk around a town in Japan, you will no?ce that there are vending machines everywhere. That isn’t surprising considering that there are about 5.5 million vending machines in Japan, giving them the highest prominence rate in the world when calcula?ng the popula?on ra?o. Of those, the number of machines specializing in beverage sales is about 2.56 million and one feature of these Japanese machines is that they don’t only sell cold drinks, but also hot drinks as well in one machine. You will also oien see machines that have a selec?on of over 30 different products ranging from juice, soda, coffee, tea, Japanese tea, and hot soup all in one machine. The products they sell in addi?on to beverages are “limitless” with items such as ice cream, newspapers, paperback books, shrine charms, sweets and bread, fruit, vegetables, etc. Machines with unique features such as helping “customers” enjoy even seconds or tens of seconds spent at the machine by talking to the buyers are also being developed one aier another.
Case 14: Best Buy vendor machines for consumer electronics Best Buy began offering iPods, cameras and other popular electronic accessories from automated kiosks in malls and airports in 2011. The machine on the right, from Proac?v, sells acne treatment. As part of a program to encourage healthy living in the run-‐up to the Sochi Olympics, machines that dispense subway tokens in exchange for 30 squats were installed in Moscow metro sta?ons in November 2013. Another interes?ng angle is seen in “drink vending machines with short comedy skits,” which have been installed mainly in rest areas along the expressway. Insert coins, select your coffee and the machine will grind beans, brew coffee, and pour it into the paper cup. During the wai?ng ?me – which could last up to a minute -‐ short comedy skits play on the LCD screen for your entertainment. More and more vending machines also have LCD screens, and they have started to play new roles on various occasions. The LCD screen is expected to serve as a town bulle?n board, offering people informa?on pertaining to such things as bus delays, local fes?vals, big sales in the mall, and so on.
Take-‐out 9: When genera?ons meet with the New Vending Culture • Since Millennials are very digital enhanced, keen on convenience and favor a 24/7
orienta?on, they will probably be very recep?ve. • As Prime Busters are a ?me starved, ?me saving cohort, smart vending solu?ons, close
to work, home or daily rou?ne will be very relevant, especially when they come together with working hubs or transit zones.
• Baby Bloomers will be rather pro than no. Like their Millennial-‐children, Bloomers are ?me starved and are looking for ?me saving, smart vending solu?ons. Vending machines, food trucks and similar smart vending services don’t require high tech skills; on the other hand, Bloomers (and Masters even more) are fans of a personal (human, not digital) vending service, but when ?me becomes precious, func?onal shopping wins.
• Master Boomers will react rather no than pro. Master Boomers -‐ digital immigrants -‐ are accustomed to a personal, non-‐digi?zed retail experience; most of the Masters are re?red, so there is no longer a need for mechanized or ‘smart’ (digi?zed) vending services.
#3 Vending Culture
“The importance of work-‐life balance is increasing. Today, one (personal) hour is more valuable than yesterday.”
Integra5ng quality in every aspect of life In the context of a 24/7 society and a dynamically changing working and living environment, finding a new, intelligent balance between work and private life will be one of the major challenges of the 21st century. Opera?onal work-‐life balance measures will be aimed to facilitate successful professional careers while honouring private, social, cultural and health needs. Integrated work-‐life balance concepts include specifically configured working ?me models, an adapted work organiza?on, flexible places of work, management direc?ves and other suppor?ve health and preven?ve services for employees. Smart work-‐life balance concepts should be understood as a cri?cal issue, affec?ng our society and economy. A well thought-‐out balance between the private and professional life of ac?ve ci?zens is not only beneficial for the individual, but also for the companies employing them, and for society as a whole. As the members of communi?es move more and more to the rhythm of their very own agendas and work-‐life schedules, tradi?onal family ?es dissolve into a loosely patchworked togetherness. People no longer derive their happiness from the core family but from a broader social environment, and from the ac?vi?es they perform with this community. Just as the dis?nc?on between inner and outer social circles slowly fade, so do the borders between work and life gradually crumble and make way for a new percep?on of work/life and work/hobby. At its core is a mul?-‐faceted lifestyle, which is fed by the many passions of an individual and his experiences and networks. Rather than climbing the corporate ladder in no ?me, people will focus on recognizing and exploi?ng one's poten?al. A surgeon is no longer just a doctor, but a doctor/pianist. A unique, personality-‐forming lifestyle of the slash / slash genera?on is more important than a classical career.
#4 Work-life balance
Take-‐out 10: When genera?ons meet with Work-‐life balance oriented applica?ons • For Digital Aboriginals these applica?ons are not relevant, however they will easily
consider them as usual and normal. • Millennials will be rather no than respond pro. Although they love novelty and smart
(digi?zed) services and products, Genera?on Y can handle their work/study-‐life-‐balance. Most of the Millennials have no children to raise. A substan?al number of them are s?ll living at their parents’ or -‐ at least -‐ make use of services (and finance), provided by their Bloomer parents.
• Prime Busters will definitely respond with enthusiasm. Primers are ?me starved (knowledge and service) and look for ways to control a ?me consuming (young) family life while working harder. Their agendas are oien challenged by traffic conges?on.
• Babybloomers are s?ll ?me starved and are star?ng to put more focus on an op?mal divide between controlling their career (entering the last stage before re?rement), controlling their physical abili?es and energy levels, and the upcoming drive to invest more ?me in personal rela?ons and self-‐actualisa?on.
• Most of the Master Boomers on the other hand are re?red, so the 'survival need’ for a work-‐life balance has become redundant.
Championing ‘me-‐5me’ as way to reclaim a bejer work-‐life balance Case 15: Selfridges responds to new lifestyles with “Work it!” On 30 April 2015, UK high-‐end department store Selfridges launched the “Work It!” campaign, focusing on the changing work landscape and the decline of the typical 9-‐to-‐5 office. In the store's beauty hall, consumers can ayend Express Beauty Experiences where they can learn 15-‐minute beauty regimes. Meanwhile, in the Makerversity pop-‐up space, visitors can ayend workshops to learn basic DIY skills, and in the Charity Art Room, they can take part in fast-‐paced yoga/barre sessions, led by Sweaty Beyy and Barrecore. Selfridges is responding, in part it says, to the fact that the employment rate in the UK is at its highest level since 1971. "With work being such a huge part of people’s daily concern, we felt that this year, more than any other, the ?me was ripe for a look at some of the trends that are currently reshaping both the workplace and the retail space and champion ‘me-‐?me' as a way to reclaim a beyer work-‐life balance," says Linda Hewson, crea?ve director of Selfridges.
“Since in an urban habitat electric vehicles cannot be beaten in effec5veness, electro-‐mobility is driving the mobility concepts for the urbanized 21st century.”
Growth market The development of e-‐mobility is primarily taking place in industrial and industrialising na?ons. In 2012, the USA owned 38% of the global electric car stock, Japan 24%, the EU 11% and China 6%. As prices for electric vehicle bayeries drop, the overall purchase price for electric vehicles will decrease. Together with the rising fuel prices, improved bayery ranges and growing charging infrastructure, electro-‐mobility will become more ayrac?ve. The number of electric cars is expected to grow from 20 to 30 million by 2030 to around 25 to 50 million vehicles by 2050 due to technological developments.
New business opportuni5es Car manufacturers, railways, public transport, airlines, … and other suppliers of tradi?onal mobility need to rethink their role and func?on within the mobility grid. In the slipstream of e-‐mobility, products and services will need to be created to support and enhance connected e-‐driving, not in the least crea?on and use of an intelligent charging infrastructure for electric vehicles and new billing models. New technologies s?r up the market to create new opportuni?es and approaches for related industries. New players will emerge, establishing themselves in a cross-‐innova?ons market.
New e-‐lifestyles With an electric vehicle, a quick stop at a service sta?on is a thing of the past. Charging an e-‐driven motor happens while the vehicle is parked: overnight at home, or while the driver is working or enjoying leisure ?me. E-‐charging will drive the need for new ‘third places’-‐concepts: hotspots that combine living, working and relaxing spaces with docking sta?ons for e-‐bikes and e-‐cars.
Everyone is an energy supplier E-‐mobility will shii the energy provider landscape profoundly, decentralising it into a network of many small energy suppliers: homeowners with solar panels, farmers with a biogas plant or companies with small, private wind turbines. Current users will supply energy to a power grid that is increasingly intelligent, the so-‐called smart grid.
#5 E-mobility
Smart grids and energy highways In the future e-‐mobility could be completely self-‐sustaining: we could use roads as energy highways. E-‐vehicles charge the smart grid, with bayeries serving as a buffer, and overcapacity from the smart grid is redirected into the car, charging the bayery. Thus, electric cars trigger the birth of another logic concerning energy and mobility.
The missing mobility link Especially the e-‐bike will change the way people address their daily individual transport. Electric bikes extend the urban biking radius and func?on as the preferred mobility mode -‐ especially in regions with underdeveloped infrastructure. It allows to overcome long distances, regardless of a sparse infrastructure of public transport
#5 E-mobility
Take-‐out 11: When genera?ons meet with E-‐mobility • Millennials will respond with mixed feelings. They are natural born supporters of
electronics and electric mobility is an ayrac?ve novel way of transporta?on, but the prices are too high (even for e-‐bikes)
• Prime Busters will be pro, but concerned about the (s?ll) high prices of e-‐cars; regarding e-‐bikes, the interest grows for this ?me-‐starved and traffic-‐jam-‐bullied genera?on: e-‐bikes -‐ oien sponsored by their employer and the tax authori?es -‐ are speeding up the commu?ng (+ there is less need for a shower at work, since electric biking doesn’t make you break a sweat)
• Babybloomers will be pro as well. Front-‐end Boomers are becoming aware of the need for "LOHAS” (a lifestyle of health (self) and sustainability (environment). E-‐mobility will provide a fair share in solving (urban and global) environmental and health problems.
• Master Boomers: pro. Forced by their progressing age, Back-‐end Boomers are (even more) conscious of the need for “LOHAS” (lifestyles of health and sustainability). Master Boomers have the ?me to contemplate the consequences of their 'fossil fuel lifestyle’ of the last decades. The declining physical condi?on and vitality of Master Boomers are making them adopt/buy e-‐bikes at a rapid rate. Bloomers and Masters have more (easily access to) financial resources to adopt e-‐mobility.
Xkuty is cumng down on both air and noise pollu5on Case 17: Xkuty is a vehicle to be steered with an iPhone Xkuty – conceived and manufactured in Alicante, Spain – is a short distance, recrea?onal commuter scooter, controlled and monitored by your iPhone. Like a bicycle that doesn’t need pedals, or a (extremely) light, silent scooter, rechargeable by solar energy. The Xkuty is silent, electric, and comfortable, cuQng down on both kinds of pollu?on: noise and air. The designers wanted to create a much more accessible, peddle free vehicle. The Xkuty isn’t right for major highway travel, but it’s fast enough for cruising and commu?ng, topping out at 45 kph (30 miles per hour).
While so much 5me and money is spent on cars, why are the roads s5ll stuck in the Middle ages? Case 18: Techno-‐poetry finds its way to the highway *Dutch design firm Studio Roosegaarde has developed "Glowing Lines", strips of photo-‐luminising powder, to replace street lamps along Dutch roads. Glowing Lines, part of the N329-‐Road of the Future project, has replaced energy-‐was?ng street lights with specially designed strips of powder. These absorb solar energy during the day, giving off an eerily beau?ful green glow at night, delinea?ng lanes and showing drivers the shape of the road ahead. The project, first proposed in 2012 is in use along the N329 highway in the Dutch town of Oss. The expansion of Glowing Lines is set to con?nue aier the Dutch Minister of Infrastructure announced that the system would begin to replace exis?ng roads, star?ng with the 32km “Afsluitdijk” dike, while Studio Roosegaarde plans to extend the concept worldwide. "When we look at highways, so much ?me, energy and money is spent on cars, but the roads themselves are s?ll stuck in the Middle Ages," said Dan Roosegaarde, founder of Studio Roosegaarde in an interview with CNN. "Why can we not develop panes (of glass) that charge during the day and give light at night? Why don’t we have informa?on on the road?”
“Will the app become an accessory to the car, or will the car become an accessory to the app? Case 19: BMW’s Valet Parking Assistant BMW’s Remote Valet Parking Assistant, launched in 2015, lets drivers connect their smartwatch (Samsung Galaxy Gear or Asus ZenWatch) to an electric BMW i3, using the BMW i Remote app for Android. The app is part of BMWi Connected Mobility, a smartphone and smartwatch system that the German automo?ve manufacturer plans to use to offer services such as naviga?on assistance and calendar reminders. Future versions of the smartwatch app will include features such as unlocking by gesture control. Semi-‐autonomous self-‐parking has been available for several years, so this is at best an incremental innova?on.
“Depending on the degree to which a society is able to be flexible and mobile, it remains compe55ve in future.” Mobile workflow In the 21st century, labour markets are transforming dras?cally, adop?ng hyper flexible structures and concepts. The Fordism of the previous century is becoming more and more obsolete. This contract-‐based employment concept with fixed, 9-‐to-‐5 working hours, collec?vely agreed salaries, health insurance, allowances and dismissal protec?on is increasingly being replaced by a temporal and spa?al flexibiliza?on of labour. Temporary labour, freelancing, tele-‐ or co-‐working … enhanced by an ever innova?ng technology, mobile working has become a mayer of course – especially for managers. 73% of execu?ves use a laptop and at least 45% own a smartphone, 49% work at least once a week away from the office or are on the road; 23 % even two or three ?mes or even more oien. The non-‐managerial workforce has adapted to the new requirement of the labour market, bringing forth new and more erra?c mobility payerns.
Families in mo5on Also socially, the traffic of individuals no longer moves punctual and linearly – from work to home, from home to school or sports club. Families move in all direc?ons at all ?mes of the day. Mobility is a prerequisite for social par?cipa?on, social progress, economic growth, self-‐realisa?on and individual success.
Mee5ng the need for flexible service As people are perpetually on the move, businesses need to tailor their services to today’s demands of flexibility – even if this means involving people who are not on the company’s pay roll to do so. Tuning in on the sharing economy concept, Deutsche Post DHL managed to crea?vely meet his customer’s need for flexibility. With its MyWays-‐program in Stockholm, it offered customers the op?on for a hyper-‐flexible delivery when buying online. They simply had to specify the exact loca?on and ?me they’d like the package to be delivered, along with a bid of how much they’re willing to pay. At the package arrival at a nearby DHL centre, MyWays-‐par?cipants could retrieve the package, deliver it to its des?na?on and pocket the fee of the customer.
#6 Flexibilization
Take-‐out 12: When genera?ons meet with Flexibilisa?on • As the most connected and tech-‐savvy genera?on, Millennials not only expects technology to
be used intui?vely, but all facets of life have to be managed in an effortless, flexible way. • Prime Busters will adopt this since this ?me starved (knowledge and service) genera?on is
looking for ways to control a ?me consuming (young) family life while working harder (and their agendas being oien challenged by traffic conges?on); flexible mobility management is a (stress and ?me loss reducing) must.
• Babybloomers will be pro. Like the Busters, also coined Genera?on X, Bloomers are s?ll ?me starved, longing for flexible mobility services.
• Master Boomers will be pro. Masters want to control (their) mental, social and physical life as long as possible, so they are asking for easy-‐to-‐understand, low threshold and flexible (technology and) mobility solu?ons.
• and Masters have more (easily access to) financial resources to adopt e-‐mobility.
“Keep connected while keeping your hands on the steering wheel Case 20: keep connected while you ‘Drive’ Kickstarter project “DRIVE" mo?vates car drivers to keep their hands on the wheel while s?ll allowing them to safely communicate with anyone via text. The DRIVE system easily ayaches to anyone’s dashboard and reads out your texts and no?fica?ons as they pop up on your phone. But what makes DRIVE truly unique is that there are no voice commands, buyons to press, or screens to touch. You interact with the system by simply poin?ng a finger toward the dash to interact with audio prompts. It helps to reinforce the idea that drivers need to pay ayen?on to the road and their steering because it will only work when their hands are on the wheel. It’s a simple, easy system that bypasses the need for a distrac?ng touchscreen tech in your car.
Case 21: Bringme, intelligent Belgian mailboxes for e-‐commerce delivery Today’s biggest challenge for e-‐commerce players is not only the last mile before delivery. When it comes to logis?cs, the biggest challenge is the last meter. Oien are not home for receipts, and more and more neighbors and employers are fed up with the acceptance of people’s laundry, groceries or purchases. The Belgian Startup Bringme offers a set of intelligent delivery boxes to new real estate projects. People who order goods, food or anything else, instruct retailers and their couriers to deliver in Bringme boxes without necessary addi?onal contact. Most of the ?me, boxes are located in the entrance of apartments, have different sizes, and some of them are even cool boxes to receive fresh meat, fish or vegetables. Items that have to go back to sender can easily be dispatched via the Bringme boxes. Users get no?fica?ons as soon their purchases have arrived, and the retail experience can even con?nue via the Bringme flat screens if further instruc?ons or recommenda?ons are necessary. Today, Bringme is to be found in eight Belgian real estate projects, three in Holland, and will have its first steps on the French and English market soon.
“Show me how and where you live, and I show you who you are.” said the German poet and philosopher Johann Go{ried von Herder. 200 years later, this adagio s5ll rings true. Whether rent, owned or built, homes and their interiors offer a deep insight into one’s personality. Conversely, studying socio-‐cultural changes and trends enables us to draw conclusions on how society will live tomorrow. Social megatrends such as individualiza?on, mobility and health have a decisive influence on architecture and home design. But also economic crises, technological advances, collec?ve needs and changing family structures influence the way we live. Crea?ve professionals, young and mobile project and knowledge workers are conquering urban areas and driving new food and lifestyle concepts. More and more ci?es become sustainable places, where (environmentally friendly and noise avoiding) electric cars, connected vehicles, bike sharing (and fixing) sta?ons, etc. are about to make the city behave like a village. An interes?ng phenomenon are ’Yoghurt ci?es. Yoghurt ci?es or neighbourhoods are places (within ci?es) like yoghurt, with ‘ac?ve cultures’ : vital museums, shopping, terraces, theatre, urban sportainment, tai chi-‐sessions in the park, downtown neighborhoods with throbbing street life, etc. ... Re?ring Babyboomers are insis?ng on moving to (open, mul?-‐genera?onal) Yoghurt ci?es rather than (segregated) re?rement communi?es.
#7 Power of place
Take-‐out 13: When genera?ons meet with the Power of Place • When it comes to Digital Aboriginals, young urban children learn to re-‐connect with
the (healthy, sustainable, safe, joyful, social and educa?onal) outdoor. More and more ci?es are being re-‐conceived and redesigned as healthy, green and safe work-‐life-‐play zones (so-‐called ‘rurbaniza?on’), where the prime digital genera?on can meet and understand real life.
• Millennials are an outspoken high-‐tech-‐high-‐touch genera?on, happy to mix the magic efficiency (and efficient magic) of high tech with the beauty of yesteryear, ‘hipster' design (high touch). They are the prime ‘collabora?ve’ genera?on, longing for co-‐crea?vity, not only by means of social media, but also by mee?ng up with peers in low tech co-‐crea?on caves (like coffee bars or co-‐working living rooms), where tradi?onal craismanship and high tech tools go hand-‐in-‐hand.
• Prime Busters look for a s?mula?ng environment, where everything they need is -‐ more and more -‐ at hand (24/7 shopping, neighbourhood supermarkets, bike/car sharing …)
• Both Babybloomers and Master Boomers are rather pro. Like their Boomer counterparts (the Master Boomers), the Bloomers are ayracted to the idea of a slow city, where slow and smart mobility has its place. Sharing vehicles though is a bridge too far for them as it is difficult to disconnect car usage from car ownership.
The en5re city is your hotel Case 22: Urbanauts Hotel Austrian architects prac?ce Kohlmayr Luyer Knapp has converted vacant shop premises in Vienna into bou?que-‐style hotel rooms. The “Urbanauts” hotel is a far cry from typical all-‐inclusive hotels. Rather than serve breakfast, the hotel encourages guests to eat at a local café. Guests are supplied with a list of recommended establishments that provide services usually found in tradi?onal hotels. "We know that people in the neighbourhood – shop owners, waiters and cooks – are our friends," explains Knapp. This is a great way for travellers to discover the city’s hidden gems and see Vienna from a local perspec?ve. Repurposing disused space and squaQng in compe?tors’ spaces is a great way for a brand to maximize profit.
Engaging urban dwellers with the art of brewing Case 23: Mean?me brewing London crai brewer, “Mean?me Brewing”, has planted hundreds of hop plants across London in a bid to engage people with the art of Bri?sh brewing. The hops grown will be used to create the City’s first ‘crowdsourced' beer, "Mean?me True Brew of London". The brewery has planted the hops in some of London’s most famous loca?ons – including two Royal parks – St James’ Park and Regent’s Park, The Natural History Museum, The Na?onal Theatre, Bayersea Power Sta?on and Kensington Roof Gardens. The move comes as London is experiencing a drama?c revival of interest in brewing – with around 40 breweries of varying scales now making beer in the capital. Only five years ago the industry had all but died out with just three working breweries lei. Mean?me Brewing hopes that the move will get more of the public interested in London’s brewing heritage, as well as with the modern industry that is thriving across the city.
#8 Car Sharing “The opportunity to enjoy a car without actually owning one.”
Borrowing is the new owning As a result of growing eco-‐consciousness, resource shortages, skyrocke?ng gasoline prices, and parking scarcity in urban areas, the car is losing its importance as a status symbol. Car sharing offers an ideal mobility alterna?ve. The promising development in the professional market has caused many providers of the car industry to market for poten?al part-‐?me drivers. This will in the future lead to even beyer condi?ons in price and service.
The young and the carless However fragmented the publicly available demographic data, car sharing users are predominantly well-‐educated, male young adults between ages 25 and 45. Living in urban areas, they are either single, or childless couples, and tend to belong to middle and middle-‐upper income household. They do not own a car since, for these urban mobility users, there is no good reason for owning one: they tend to rely on non-‐car forms of urban transport – be it public transport, walking or cycling. The structural downward trend in ‘auto-‐mobility’ amongst this demographic group can be explained by a new ra?onal of everyday meaningfulness: this younger genera?on prefers using to owning. Another plausible interpreta?on is that the downward trending incomes for Millennials have constrained their use of private cars, while at the same ?me new technologies have made car sharing services more accessible and prac?cal.
Corporate car sharing The business world also greedily adopts new concepts to reduce or alterna?vely employ their car fleet. With the Alpha City car sharing program for companies, employees use fleet cars professionally, and – when needed -‐ in their private ?me. In the layer case, the use is seyled privately.
Car sharing as a pioneer of e-‐Mobility Electric vehicles are increasingly used in corporate e-‐car sharing fleets. According to Frost & Sullivan, 20 % of car-‐sharing fleets will be bayery-‐powered by 2016, which might drive corporate users to also consider an electric vehicle in their everyday life.
Car sharing in numbers Car sharing schemes have been established in many ci?es (e.g. Car2go from Daimler, Drivenow! from BMW & Sixt) and are used by 2.5% of the urban popula?on. While car sharing providers registered almost 50,000 drivers in 1997, the number jumped to around 500,000 in 2013. During this same ?me period, the car sharing car fleet grew from around 500 to just under 11,000 vehicles. Future intermodality – public transport and car sharing are becoming increasingly important. Intermodal mobility, which is switching (repeatedly) between modes of transport such as cars, public transport, cycling or going by foot, is clearly increasing. Cars in par?cular are experiencing a loss of importance compared to other modes of transport – they are increasingly seen less as a status symbol or expression of individual freedom but, rather, as a transport op?on among many and, therefore, are used more pragma?cally. In this context, the desire for car ownership, par?cularly in ci?es and especially among young adults, is decreasing. Car sharing concepts are becoming very popular. The number of car owners in the age group 18 to 24 decreased by 44% between 2000 and 2010. In the age group of 18 to 39, 36% more car sharing is ayainable by 2020. At the same, exis?ng public transport, cycling and footpath networks will be expanded and improved, so that inter-‐ and mul?modality will be possible and fostered. Public transport will be mul?-‐modally anchored and converted to electro-‐mobility, in order to lessen the loss of importance compared to electric cars and to act as the backbone in intermodal transport.
“If we can share cars, we can also share rides.” Case 24: BlaBlaCar is a long distance alterna?ve to High Speed trains
BlaBlaCar is the world's largest long-‐distance ridesharing community. Conceived in December 2003 by Frédéric Mazzella, and founded in 2006, BlaBlaCar connects drivers and passengers willing to travel together between ci?es and share the cost of the journey. BlaBlaCar has more than 10 million members across 14 countries. Venture capitalists consider ridesharing pla|orm Blablacar as one of the most promising shortcut economy start-‐ups of the moment. As the Facebook of rides, people can search for rides to join online, check profiles and reviews of drivers, compare prices, make contact and make a date to share rides to holiday des?na?ons or even commute to work.
“German car manufacturer Daimler exploits the number one car sharing service in the world.” Case 25: Car2Go is the largest car sharing scheme in the world Car2Go is a subsidiary of Daimler AG providing car sharing services in European and North American ci?es. They understood very quickly that car sharing is the fastest growing mobility modus in the world. Car sharing should not be considered as a subs?tute of the car business, but merely as a new business model to sell individual mobility. Even beyer, with Car2go we sell the same car over and over again, says Erik Van den Heuvel, who’s in charge of the interna?onal roll-‐out of the car sharing scheme. The company offers exclusively Smart Fortwo vehicles and features one-‐way point-‐to-‐point rentals. Users are charged by the minute, with hourly and daily rates available. The service forgoes the typical centralized rental office, and cars are user-‐accessed wherever parked via a downloadable smartphone app. As of May 2015, car2go is the largest car sharing company in the world with over 1,000,000 members.
Sustainability creden5als Erik Van den Heuvel explains us that car sharing has some interes?ng poten?als when thinking of car-‐free ci?es, libera?ng neighbourhoods of the many parked cars, intelligent use of resources and sustainability. • One car in a sharing fleet can provide up to 20 people with individual mobility. • As it is all about mobility as a service, it is in the service provider’s own interest to
have an energy-‐efficient fleet. • Both individual mileage and carbon footprint of ci?zens who switch to car sharing
drops on average with 90%. People think twice before driving a car as they feel every mile in their wallet.
• For many ci?zens who drive 10.000 km per year or less ‘total cost of use’ is lower than ‘total cost of ownership’
Genera5onal insights When it comes to genera?onal insights, Erik tells us that only 15% of users is over 50 years old. The majority of users is between 30 and 45 years old and is predominantly male. Erik expects a lot from the Millennials who demonstrate a completely different aQtude towards status symbols. Babybloomers and Masterboomers have experienced decades where the car was king. The car defined your freedom, success and iden?ty.
#9 Mixed Mobility “The consump5on of mobility as we have prac5ced it for decades, is experiencing an historic turning point. We are entering a new commodi5zed and mul5-‐mobile age. “
The beginning of the mul5-‐mobile era Our 24/7 society today is characterized not only by a growing demand for mobility, but also by an increasing variety of mobility forms. Whether commu?ng to work, going to school, family or doctor visits, shopping and leisure ac?vi?es… we are traveling to more places than ever before. More than ever, our lives are happening in between places. Today we face challenges such as sustainability, new energy infrastructure and post-‐fossil mobility concepts. And there’s a need to find solu?ons for more efficiently networked ci?es, intelligent transport systems and services, and end-‐to-‐end solu?ons for personal transport.
Combining to enhance mobility Mixing and matching different means of transport will increase the security, speed and flexibility of road users. The future will see an increase of combined mobility, which today already exist in these forms: • Park + Ride = car / motorcycle and bus or train • Bike + Ride = bicycle and public transport • Kiss + Ride = drop-‐of zones for passengers at public transport hubs • Park + Pool = carpooling with start / end on a car park nearby the motorway • Car-‐Sharing = organized community use of one or more cars
Seamless mobility chains Whether combining motorized with public transport, or a bicycle with a bus ride… a seamless transi?on between different means of transport is of vital importance in order for mixed mobility to become a success. To create func?oning mobility chains and thus improve the framework condi?ons for combined mobility, all interested par?es need to coordinate their traffic and spa?al development.
“The future of urban public transport lies in mobility systems that will provide bicycles, cars and other mobility services on demand. Most mobility assets will be shared instead of owned by users. Convenient and reliable lifestyle services will be offered to connected ci5zens who will be able to easily access these combined mobility services via their smartphones.” (Johan Peter Paludan. The Copenhagen Ins5tute for Future Studies) Combined mobility services are a smart alterna?ve to car ownership in a rapidly urbanising world, as they are more tailored to customer needs and beyer suited to metropolitan environments. For those public transport operators who are able to innovate and turn public transport services into combined mobility services, these developments offer a real opportunity to deliver sustainable growth over the next decades.
The importance of infrastructure Ageing urban infrastructure limits the adap?ve capacity to the impact of mobility. The infrastructure in many ci?es in Germany (and worldwide) is out-‐dated due to insufficient investment funds. This restricts the capacity of ci?es to adequately adapt to the mobility needs in the field of mul?-‐modal mobility concepts and electric mobility. At the same ?me, the obliga?on to modernise infrastructure offers the chance to take new mobility requirements into account during construc?on. Today, compe??on for innova?ve and sustainable mobility concepts is on the rise, fueled by European and na?onal funding. The results, for example, have been the use of physical models for planning the flow of traffic in ci?es, which reduces conges?on as well as fuel consump?on. Intermodal mobility, which is switching (repeatedly) between modes of transport such as cars, public transport, cycling or going by foot, is clearly increasing. Cars in par?cular are experiencing a loss of importance compared to other modes of transport – they are increasingly seen less as a status symbol or expression of individual freedom but, rather, as a transport op?on among many and, therefore, are used more pragma?cally
The end of boundless freedom Mobility expenses con?nue to rise, but the future is not necessarily faster. Not the top speed determines the mobile society of tomorrow, but the mode of transporta?on and how we actually arrive "best" at our des?na?on.
“The all-‐electric BMW i3 is the first car that comes standard equipped with a ridesharing network applica5on. Case 26 : Flinc enables real ?me matching of commuters ”Flinc" is the ridesharing network for flexible mobility in the region. Flinc connects private drivers and passengers in real-‐?me along the route, in order to share the resources of "available seats in the car" on daily commutes fo up to 100 km and therefore provides a new means of mobility. With just one click Flinc users can easily connect by web or mobile app. Flinc informs the user by text, as soon as somebody wants to join them on their ride – as a passenger or a driver. Flinc is integrated in the naviga?on system NAVIGON by Garmin as a world innova?on and enables even spontaneous nego?a?ons during the ride. The all-‐electric BMW i3 is the first car that comes standard equipped with the ridesharing network for flexible mobility.
“The final great wave of urbaniza5on will transform the human race in an urban species by the end of this century. It will also profoundly change family life, from large agrarian families to small urban ones, and will put an end to the con5nuous popula5on growth.”
From rural migra5on to social mobility Today ci?es are home to more than half of humanity. By 2050 more than 70 % of the global popula?on will be living in urban environments. An unprecedented number of people will move from rural areas to the metropolis, crea?ng new urban spaces in its core or outskirts. In these Arrival Ci5es, migrants struggle to integrate themselves socially and economically in order to establish a beyer future for their children.
Integra5ve mobility The success or failure of Arrival Ci?es will have profound implica?ons for local, na?onal, and interna?onal economies. Ci?es where migrants are allowed to integrate in and contribute to urban society, create prosperous middle classes and thriving economies. Failed arrival ci?es create poverty and social problems with ensuing conflicts, revolu?ons and poli?cal crises. By providing ci?zenship, a chance to own property, good educa?on, transport linking the arrival ci?es to the main city, and security, governments will successfully integrate their migrants.
Crea5vity and innova5on It is of cri?cal importance to see and treat Arrival Ci?es as urban hotspots of social advancement, opportunity and innova?on. Megaci?es need to tap in to the impressive crea?vity that new city dwellers collec?vely and individually develop to get ahead in life -‐ even under the most adverse circumstances.
Commu5ng between communi5es Migra?on between rural and urban areas is not one linear migratory movement from the country to the city. It oien performs a pendulum mo?on: Arrival City dwellers con?nue to maintain links with their rural networks, returning to get married and transferring money to rela?ves. Rural migrants of the first genera?on oien vacillate between a rural and urban lifestyle all their lives, un?l the next genera?on really arrives in the city.
#10 Arrival cities
“Integra5on of people trough hospitality Case 27: Hotel Utopia offers employment to refugees "Hotel Utopia" is a unique hotel designed specifically to offer refugees employment and job training opportuni?es in the heart of Berlin. By enabling refugees to host visitors from around the world, Hotel Utopia will help its employees lead self-‐determined lives and integrate into society. This project makes a powerful contribu?on to Berlin‘s and Germany‘s reputa?on: by providing locals, tourists and refugees with a space for face-‐to-‐face dialogue, Hotel Utopia serves as an example for successful social inclusion and effec?vely addresses the lack of skilled labor in the tourism and hotel industry through extensive training of refugees.
“The best way to arrive anywhere.” Transport use will con5nue to significantly transform. People increasingly refrain from using or owning cars and engage in other forms of transport: combining modes of traffic, car sharing, public transport, and … slow traffic. Slow or non-‐motorized traffic is mainly synonymous to cycling and walking. But also ska5ng or moving with vehicle-‐like devices fall in this category. Globally, individual mobility is s?ll very much determined by the use of cars with internal combus?on engines. Motorised individual transport makes up nearly 50% of the global mobility market which -‐ in terms of expenditures -‐ amounts to EUR 6.4 trillion in 2010 or around 1,000 EUR per person. Top efficiency While mobility expenses con?nues to rise, the mobile society of tomorrow is not determined by top speed but by the mode of transporta?on that allows us to arrive best at our des?na?on. Traffic tends to be so bad that at rush hour cars hardly move at all. Especially in (mega)ci?es and metropolitan areas like London or Berlin the average speed of auto-‐mobility tends to decrease. To our good health Slow traffic has a significant, s?ll untapped poten?al to improve a city’s transport system, while at the same ?me protec?ng the environment, improving the air quality, reducing noise and CO2 emission. In addi?on, it reinforces sustainable tourism, leading to savings in the public and private expenditure for mobility. The bike rules In a slow traffic culture, the bicycle gains importance to move across the city. Apart from being prac?cal, innova?ons have made cycling more ayrac?ve and safer. Therefore, in coming years the market will experience a sustained boom. Today there are 70 million bikes in Germany alone, more than 4 million of them were sold here in 2011 -‐ worth 2 billion euros. 15 % of all roads in Germany are already oirible to biking. In comparison, leading bicycle na?ons Denmark and the Netherlands can only boast a liyle over 18 %. Changing the face of the city Even more so than with cars, ren?ng a bicycle tops owning one. From free rental for short distances of up to half an hour to user-‐friendly registered use for people who need a bike for a longer period of ?me, the success of the municipal projects worldwide shows that innova?ve and flexible bicycle rental ini?a?ves have yet to reach their full market poten?al. The boom of the bike in the public space will bring a diverse service and lifestyle culture with them. Urban planners must also react to the new cyclists, as well as the tourism industry, hospitality or leisure industry.
#11 Slow traffic
“Alterna5ve bikes are on the rise as alterna5ve mobility for dense ci5es Case 28: The Hal�ike provides an experience between a unicycle and a skateboard It’s both one of the world’s strangest bicycles and astonishingly popular on Kickstarter: Hal�ike has raised $973,764 on a $50,000 goal. The Hal�ike looks like an odd crossover between a unicycle and a skateboard and is ridden standing. Riders turn by using their weight and leaning one way or another. The experience of people jumping obstacles and performing acroba?cs with the contrap?on, is something in between skiing, biking, and skateboarding. The bike is also foldable and weighs less than 18 lbs., to make it more transportable. Hal�ike’s designers, Mar?n Angelov and Mihail Klenov, two young architects living in Sofia, Bulgaria, market the vehicle as a new type of urban transporta?on, as well as a recrea?onal device. "I think the key to our success is this completely new biking experience we created, which can hardly be compared to any other sport," says Angelov. "I think people are curious. "The idea for a standing bike first occurred to them when they were studying architecture together in 2010. It was just one of several alterna?ve cycling concepts they considered. They loved biking and had a strong interest in new types of urban commute. As aspiring architects, they were keen to show off their design skills at a bicycle design compe??on, for which they produced an early sketch of a standing bike with a single wheel at the back.
NUDGING TACTICS
The importance of context Johan Peter Palludan considers ‘what you can afford ‘ as more important than the genera?on you’re in as behavioural differences among genera?ons are blurring. However some genera?ons have more to spend than others, and s?ll have different aQtudes when it comes to status, work-‐life balance. According to Fran Bambust, researcher, behavioural psychologist and author of the book ‘the 7 E-‐model’, context is key when it comes to mobility and decision making. Imagine you wake up on a Monday morning, and the sun is shining. If you are a 30 years old woman, you might think: “oh wow, now I can wear my favourite dress. Unfortunately this dress makes you feel uncomfortable when going to work by bike, so today, you’ll drive the car instead.” As a 30 years old man, the pleasant temperature might evoke the temp?ng idea to ride to work with your fancy mountain bike. You enjoy the idea to show off your adventurous lifestyle to your colleagues. In both examples external condi?ons are the same, both woman and man might be the same age, but the decision chain is different. Context determines choice to a large extent, not only when choice is the result of an impulse like in the example above, but also when it comes to high involvement and long term decision making like buying or sharing a car. Fran Bambust maps contextual variables that influence individual decision making in an egg-‐shaped graph. In the overview she provides, Fran Bambust dis?nguishes 7 different segmenta?ons of choice determining context criteria.
Internal context The internal context is the first of three elements that influences choice and behaviour that is related to the personal life. Internal context means: Does this mobility service correspond with the way I like to see myself? Does it fit in with the rol I have in my family, organisa?on or among my friends? Example: If someone only needs a car once in a while to visit a customer, but a professional representa?on is important within her industry, a car sharing service that offers luxury cars might be a good op?on.
Material context When it comes to preferences in terms of mobility, do we have enough money, means and ?me? What’s the benefit and what are the sacrifices?
Context Social context Mobility has always been (and will always be) a very emo?onal topic. What will others think of this or that new habit or vehicle? How does the media communicate over this specific mobility concept? Will my peers and outer-‐environment support me? Will it increase or decrease my social status?
Behavioural context How should I behave? What effort does it take, and what knowledge or skills do I have to master to make us of a certain mobility concept?
Intrinsic value of the behaviour Aier a first experience, do I evaluate the mobility concept as useful, emo?onally sa?sfying, safe, convenient, flayering and physically pleasant?
Material context
Intrinsic value
Behavioral context
Social context
Internal context
“7 strategic angle points for behavioural change What follows is not a register of marke?ng strategies to promote New Mobility Concepts. The 7 E-‐model of researcher and behavioural psychologist Fran Bambust is a set of techniques and interven?ons to change people’s behaviours beyond tradi?onal campaigning and messaging. It provides levers to help people reduce psychological barriers, resitstance and intu?veliy make alterna?ve decisions rather than strategies to seduce, convince and sell. The 7 types of levers are also known as ‘nudges’: small, oien subconscious interven?ons that push people in the direc?on of a desired behaviour. The 7 E-‐model is recently embraced by the Flemish government as new standard when it comes to governmental communica?on and public awareness campaigning.
1. Experience As men?oned, nudges are not about yelling and telling. It is not about expressing ra?onal arguments trough crea?ve campaigning. Nudging is about engaging people with a posi?ve experience that is well defined and orchestrated. So let’s start with experience first: the power of the ini?al trial. Most start-‐up these days start with a beta-‐group: a group of enthusias?c, early-‐adop?ng and involved users who are willing to test the new concept and provide feedback to the ini?ators for learning occasions. A second argument for tes?ng and trial is that your first group of beta-‐users are poten?ally the most valuable and credible group of ambassadors to promote your new mobility concept aierwards. Case 31: Expedi?on Sustainable Mobility (by Elien Rapport, Mobility Expert at Bond Beter Leefmilieu) Elien Rapport, Mobility Expert at ‘Bond Beter Leefmilieu’, the Belgian federa?on for Environmental Organisa?ons organised bac in 2012 a social experiment to generate insights into how to make people switch from car commu?ng to other mobility modes. 80 car commuters where provided with a personal approach. Bases on a ‘Mobiscan’ (individual mobility needs analysis), par?cipants got a set of instruments to replace their car miles with more sustainable alterna?ves. Most of them got a subscrip?on for public transport and a folding bike. The challenge was to replace at least 1/3 of their car commu?ng kilometres with alterna?ves. In collabora?on with the Ghent University, Bond Beter Leefmilieu gathered insights on the drivers, barriers, experience and prac?cal consequences of a certain switch. It comes as no surprise that feedback, posi?ve experience with both the introduc?on of the project and the aiermath, recogni?on and support of employers were important factors to keep the desired behaviour going, as was convenience and control over their travel. The main surprise however was that 72% of the par?cipants maintained their alterna?ve commu?ng behaviour for months aier the project was over. That shows that -‐ also in mobility -‐ tests, trial and personal challenges are effec?ve strategies to convince people that some things are actually possible, considerable, recommended or pleasant. ‘Trial and beta-‐tes?ng provides users the occasion to have a posi?ve experience with the concept, says Maarten Kooiman, founder and manager of car sharing pla|orm Tapazz. Aier an incuba?on period where users develop a new behaviour and grow an emo?onal rela?on and iden?fica?on with the concept, users will easily find the ra?onal arguments themselves to jus?fy their choice and promote the new Mobility Concept to others.
Nudging “Beta-‐tes5ng is probably the most interes5ng tac5c for the New Mobility: A first group of dedicated users will provide you with necessary feedback to op5mize your service, and they will end up being your best ambassadors. (Maarten Kooiman, Tapazz)
1. Experience
2. Enthuse
3. Encourage
4. Engage
5. Enlighten
6. Exemplify
7. Enable
2. Enthuse The second angle point in the 7 E-‐model considers interven?ons that increase emo?onal involvement and enthusiasm. Enthusiasm is about triggering the internal mo?va?on. Defining an interven?on that raises enthusiasm starts with genera?ng empathy for the feelings and sensi?vi?es that a target group experiences when par?cipa?ng in ‘the New Mobility’ Case 32: Ringland is the living proof that posi?ve communica?on works
“Ringland is not a leTy pressure group, it is a border crossing movement of engaged ci5zens who want to contribute to a happier and healthier city. Sven Augusteyns, who also func?ons as community manager at the Ringland Movement explains that Ringland is selling a dream that is possible: A future where Antwerp is released of the pressure that mobility now causes. Every?me Ringland hits the news with research results that Ringland is a trustworthy alterna?ve to the conven?onal mobility plans for Antwerp, the community grows. Posi?ve communica?on works best argues Sven Augusteyns. That is why Ringland will never communicate anything nega?ve. We are against anything. We just promote a happy future. That’s how Ringland is more than a leiy pressure group and bridges different cultures, ci?zens and poli?cal convic?ons. The best proof is that every ?me we launch a wiyy joke on Facebook we some?mes have an increase of 5000 Facebook followers in only one week (like the 1st of April joke where Bono of U2 challenges Antwerp to build a roof on the highway, or when we opened a compe??on to come up with a zip code for Ringland …) Aier we came up with the results of the research we commissioned to a series of third party research agencies (feasibility studies that showed that Ringland is a reliable alterna?ve in terms of safety, environment, public health and mobility capacity, … all possible TV-‐sta?ons and Newspapers came with the story that Ringland is now incontournable. Pos?ng this set of ar?cles on our Facebook page generated a reach of 30.000 people who where no Ringland fans (yet), again a confirma?on that consistent posi?ve communica?on works.
Nudging
3. Encourage Encouragement is about crea?ng external mo?va?ons. What is the external benefit? Winning ?me, or arriving at work having a good chat with your favourite colleagues might feel as a substan?al win. Case 33: Tapazz teaches us how to grow a car club “A7er a house, the most expensive possession of most people is their car. Tapazz is an applica@on making it easy for ci@zens to share their cars with their neighbors, and share costs at the same @me. Maarten Kooiman, founder and manager of Tapazz considers three elements as key nudges to make people share their car.
Earning cash: First of all there is the outlook of gaining some extra money. Most of his users are young families with one or two cars. When understanding that their cars are for 85% just standing parked in front of the door, they easily get it. “If anyone else is driving it, I could earn some extra cash”. In a simula?on func?on they can upload their car and generate a Tapazz profile. Based on other user profiles and the socio-‐demographic characteris?cs of their neighborhood, they can read a suggested price per hour and poten?al users in their region.
No drag: All administra?ve drag is digitalized. For people who offer their car on Tapazz, a specific assurance is offered online. Matching happens online. Booking happens online, owners get no?fica?ons when users want to book and can choose yes or no. And transac?ons are all happening in the app.
Privileges: Maarten Kooiman’s strategy is to make ci?es promote carsharing trough the offering of privileges to people who share cars. As more and more ci?es these days have both a climate strategy and a mobility policy plan, car sharing is a relevant building block to reduce pressure on road infrastructure. The City of Antwerp currently analyses tot possibility to offer all carsharing users who share their car with at least five more drivers, whether they can offer a parking lot in front of their door (for free) and a parking license for the en?re city.
Nudging
4. Engage Engaging people for a new mobility concept works also based on social mo?va?ons. Case 33: Club China matches business execu?ves before the plane takes off KLM's Africa and China clubs, launched in 2007 and 2006 respec?vely, provide an interes?ng case study. The Dutch airline offers business customers the opportunity to meet fellow travelers who do business with or in either of these two regions, before take-‐off or during the flight, online and in person. KLM plays the role of the matchmaker and adds value to the otherwise somewhat value-‐free hours frequent travelers spend at airport lounges. It is the principle of social networking applied to the exclusive crowd of business or first-‐class travelers: connec?ng travelers who share the same connec?ons. KLM pre-‐filters the club members so that travelers who sign up for the exclusive network are warranted a certain quality of contacts.
5. Enlighten Informing the crowd in a single minded and direct way can alter understanding and make people see the bigger picture.
6. Exemplify When policy makers give the right example, and truly par?cipate to the transi?on towards different mobility concepts, they demonstrate the alterna?ve mobility concept works and so its credibility will rise. Both to give the right example, but also to inves?gate the New Mobility in depth in private life, Gilles Vesco, the vice mayor of Lyon does not own a car himself and makes use of mul?modal transport trough Lyon himself. Case 34: What smart move teaches us about mobility in a business to business context
“Prac5ce what you preach Bond Beter Leefmilieu’s ‘Smart Move’ was a similar project to ‘Expedi?on Sustainable Mobility’, but executed in a business context, explains Elien Raport. Aier a personal mobility scan in the company, employees got a package of their employers that contained a set of relevant mobility products than are alterna?ves to the car. Aier the trial period of three weeks and the different interviews with the 50 par?cipants, researchers concluded that involvement and collabora?on of the board is not to be underes?mated. When it comes to electric vehicles, it is important that the board drives e-‐vehicles as well, to demonstrate the management support of sustainable mobility. It is a mo?va?ng signal when parking lots for e-‐vehicles are in near the entrance. And when it comes to bikes, it makes a big difference for biking commuters when there is good (and dry) infrastructure to park your bike, and eventually showers in the building to fresh up.
Nudging
Nudging
7. Enable To enable people to make a switch, there is a very powerful lever to provide ci?zens with the right infrastructure and instruments. Case 35: Amsterdam Electric The fleet of plug-‐in electric vehicles in the Netherlands is the second largest per capita in the world aier Norway. During 2013, the Netherlands reached a market penetra?on for highway-‐capable plug-‐in electric vehicles of around 1.71 vehicles per 1,000 people, over three ?mes as high as the world's two largest plug-‐in electric vehicle markets, the United States and Japan. When it comes to e-‐driving, and the roll-‐out of a network of charging sta?ons, Amsterdam Electric is probably one of the most amazing projects ever, argues Maarten Kooiman, founder of the Tapazz car sharing applica?on. In Amsterdam EV owners also have access to parking spaces reserved for bayery electric vehicles, so they avoid the current wait for a parking place in Amsterdam, which can reach up to 10 years in some parts of the city. Free charging is also offered in public parking spaces. As a result, Amsterdam has now more than 2500 charging sta?ons in the city, and coun?ng.
MOBILITY MINDSETS
“Digital informa5on is the fuel of the future mobility. Some transport sociologists say that informa5on about mobility is 50% of mobility. The car will become an accessory to the smartphone,” says Gilles Vesco.
What is considered as ‘The New Mobility’? When consul?ng research and experts, there is a broad consensus that the diversity of new mobility concepts that we face today (car sharing, ride sharing, …) will lead to a landscape that is best described as ‘mobility as a service’. Vehicles like cars, bikes, trains or bikes are not any longer at the heart of the mobility. Instead there is digital informa?on. Big data, that is accessible in real ?me. “Digital informa?on is the fuel of the future mobility”. Some transport sociologists say that informa?on about mobility is 50% of mobility. The car will become an accessory to the smartphone, says Gilles Vesco. Gilles Vesco calls it the New Mobility. It is a vision in which ci?zens are no longer dependent on their cars to get along – or worse – on public transport as we know it, but on real-‐?me data on their smartphones. Gilles Vesco argues that the real accelera?on towards this new mobility behaviour will be brought by ci?es aiming to rebalance the public space and create a city reclaimed by people and is no longer occupied by cars. Apart of Lyon, many other European ci?es lead the way forward in the same direc?on. Birmingham is now embarking on its own 20-‐year plan called Birmingham Connected, to reduce dependence on cars. For a city so associated in the public mind with car manufacturing, this is quite a step. The ini?a?ve is being driven by the veteran leader of Birmingham city council, Sir Albert Bore, who talks airily about imposing a three-‐dimensional transport plan on the two-‐dimensional geography of the city: “French and German ci?es all have an infrastructure which has a far beyer understanding of how you need to map the city with layers of travel.” “Mul?-‐modal” and “interconnec?vity” are now the words on every urban planner’s lips. Also in Munich, bikes and more efficient public transport would be the norm; for occasional trips out of the city, ci?zens could hire a car or join a car club that facilitated inter-‐city travel. The sta?s?c everyone trots out is that your car sits outside, idle and deprecia?ng, for 96% of its life. There has to be a more efficient way to provide for the average of seven hours a week when you want it. And when it comes to the user, professor emeritus Henk A. Beckers argues that it matches perfectly with the currently see the rise of Genera?on Z. Z stands for Zero tolerance towards substandard strategies. This genera?on goes beyond age cohorts and corresponds maybe best with the Millennial mindset: wan?ng everything right here and now.
Mobility Mindsets
“Both Google and Tesla predict that the 100% fully autonomous cars (where you could literally get in the car, go to sleep, and wake up at your des5na5on) will be available to the public by 2020. According to innova?on and mobility experts we talked to, like Johan Peter Paludan (Copenhagen Ins?tute for Future Studies) and Erik Van den Heuvel (Daimler Group), autonomous cars will be probably for sale in the year 2020 and will start to become commonplace by 2025 or 2030. They will solve large por?ons of our environmental problems, prevent tens of thousands of deaths per year, save millions of hours with increased produc?vity, and create en?re new industries that we cannot even imagine from our current vantage point. The beginning is in fact already there. Tesla Motor’s declares that their 2020 models will be able to self-‐drive 90% of the ?me. From Morgan Stanley’s research we know that cars are driven just 4% of the year, which is an astonishing waste considering that the average cost of individual car ownership Maarten Kooiman, founder of car sharing scheme Tapazz argues that next to a house, an automobile is the second-‐most expensive asset that most people will ever buy—it is no surprise that ride sharing services like Uber and car sharing services like Zipcar, Car2go and Tapazz are quickly gaining popularity as an alterna?ve to car ownership. But what is even more amazing is that the self-‐driving car will alter our aQtudes and behaviours towards mobility in a never seen way: Broad societal and environmental poten?al: • Morgan Stanley es?mates that a 90% reduc?on in crashes would save one million lives a year
worldwide. Driverless cars do not need to park—vehicles cruising the street looking for parking spots account for an astounding 30% of city traffic, not to men?on that elimina?ng curbside parking adds two extra lanes of capacity to many city streets.
• Traffic jams will become non-‐existent, saving the average commuter 38 hours every year—nearly a full work week.
• As parking lots and garages, car dealerships, and bus sta?ons become obsolete, tens of millions of square feet of available prime real estate will spur explosive metropolitan development.
• The environmental impact of autonomous cars has the poten?al to reverse the trend of global warming and dras?cally reduce our dependence on fossil fuels. As most autonomous cars are likely to be electric, es?mates are that 134 billion gallons of gasoline will be saved a year in the US alone.
Future reflections on the "self-driving car “We will look at cars the
way we look at horses today: very few people will own them. Experts will race them; we will watch them for entertainment.” (Glen Hiemstra, creator of futurist.com)
Mobility Mindsets Millennials are now the most sustainability-‐conscious genera?on and they have now overtaken Babyboomers as the biggest ac?ve age group. We’re about to enter a people and purpose economy says Geertrui Jacobs, former researcher and strategist at Synnovate. When it comes to mobility mindsets, not all people have the same aQtudes and mo?va?ons at every single moment. Depending on context, means, social status, psychological make-‐up, gender and age, their culture and geographical loca?on, people may adopt different ‘mindsets’ for naviga?ng the world of (new) mobility. Above all, context defines mindset. Day-‐to-‐day commu?ng is a different context than having a trip during the weekend. In the upcoming segmenta?on, we consider Mobility Mindsets as the different fundamental human drivers that define our behavior and determine our choices in how we use transporta?on. As a result, Amsterdam has now more than 2500 charging sta?ons in the city, and coun?ng.
Mobility Mindsets: The different fundamental human drivers that define our behavior and determine our choices in how we use transporta5on
Mobility Mindsets Synnovate’s mo5va5onal segmenta5on grid We can map these different mindsets on a map with 2 axes. • The ver?cal axis defines the way in which mobility gains meaning on the individual level: people have
an emo?onal, open, accep?ng aQtude to mobility and vehicles, versus people who take a more ra?onal, controlling approach to mobility and who view it as a func?onal solu?on from point A to B.
• The horizontal axis denotes the way in which mobility gains social meaning/is a social act, either you feel connected to the world around you (the US at the right), or you try to reinforce your ego (the ME on the lei).
Emotional
Functional
Mobility is something to experience
Mobility is a functional operation that brings you
from A to B
Me Mobility reinforces my ego Seeking independence from the world around me Affirmation
Mobility as a social activityFeeling connected to the world around meconformity
Us
Mobility Mindsets Mo5va5onal segmenta5on towards tradi5onal mobility With her experience as a researcher and brand strategist with ‘De Lijn’ (Belgian Public Transporta?on), Thalys and Volvo, we asked Geertrui Jacobs to make a segmenta?on of todays drivers. She comes up with the following structure.
Emotional
Functional
Me Us
LIFE IN THE FAST LANE
This mindset is an emotional take on mobility. Central to this way of viewing mobility is the need to feel free, to be able to move and go wherever you need to go. Not to be dependent. These people prefer to take matters into their own hands ie. self-drive rather than to take public transport. They like to experience the visceral power of their car.
DRIVERS: INDEPENDENCE, ADRENALINE, SELF
GETTING THERE IS HALF THE FUN
This mindset is an open, tolerant, social way of seeing mobility. They are often environmentally conscious, and so they weigh the mobility choices they make. They may use a varied range of transportation: bike to the station to hop on the train, use their car for city trips... They welcome the social contact that comes with going places in their day. Mobility is an integral part of their day, and an enjoyable experience.
DRIVERS: SOCIAL, TOLERANCE, ENJOYMENT
SOLO TRAVELLING
This mobility mindset is a passive aggressive attitude to mobility. They fear unpredictability, social unease, and strive for control. We see this among people who have strong (negative) opinions about public transport, they feel public transport is beneath them.
DRIVERS: SELF, FEAR, EGO
ALWAYS IN CONTROL
This mindset is about trying to avoid and control the risks involved with moving from A to B. They opt for trusted solutions, do not go easily off the beaten path.
Typical example: the mommy car, the retired couple, the loyal public transport user, people who rarely drive to a place they don’t know
DRIVERS: CONTROL, REST, ROUTINE
Mobility Mindsets “Life in the fast lane This mo?va?on is probably the most emo?onal take on mobility. Central to this way of viewing mobility is the need to feel free, to be able to move and go wherever you need to go. Not to be dependent. Not to have to wait, to make a detour, to change trains. Not surprisingly, people in this mindset will have a nega?ve aQtude to standard public transport solu?ons, e.g. Bus, train, tram. They just find it a waste of ?me, and it does not suit their high-‐energy personality. They prefer to take mayers into their own hands (i.e. drive self), also because they get a kick out of the visceral horse power of driving a car. Key driver: INDEPENDENCE, ADRENALINE, SELF We see this mindset more among: • Men and families • Higher social class, affluent, workaholic • Intellectual
Mobility Mindsets “Gemng there is half the fun This aQtude towards mobility is an open, tolerant, social way of seeing mobility. They are oien environmentally conscious, and so they weigh the mobility choices they make. They may use a varied range of transporta?on: bike to the sta?on to hop on the train, use their car for city trips... They welcome the social contact that comes with going places in their day. Mobility is an integral part of their day, and an enjoyable experience. Key drivers: SOCIAL, TOLERANCE, ENJOYMENT We see this mindset more among: • Progressive, highly educated, urban people • Confident, feeling good in their skin • Loyal, though not heavy users of public transport • Also biking, walking (to work)
Mobility Mindsets “Solo travell ing This behavior is a passive and aggressive aQtude to mobility. They fear unpredictability, social unease, and strive for control. We see this among people who have strong (nega?ve) opinions about public transport, but this does not come from a place of confidence, rather they want to manage their own insecuri?es by avoiding certain situa?ons where they don’t feel comfortable. They will say they don’t like public transport because it does not suit their personality, they feel uneasy if they have to wait for a bus or subway, they don’t want to be thrown together with all these different people. Key drivers: CONTROL, FEAR, EGO We see this mindset more among: • Ac?ve professionals • Somewhat older genera?ons, Babyboomers
Mobility Mindsets “Always in control This mobility aQtude is about trying to avoid and control the risks involved with moving from A to B. They opt for trusted solu?ons, do not go easily off the beaten path. Typical example: the mommy car, the re?red couple, the loyal public transport user, people who rarely drive to a place they don’t know Key drivers: CONTROL, REST, ROUTINE We see this mindset among: • Suburban commu?ng rou?nes • Family mobility rou?nes • Services
Mo5va5onal segmenta5on towards ‘the new mobility’ When making a mo?va?onal segmenta?on in the spirit of Synovate, we define “the new Mobility” as a vision of regions, neighbourhoods and ci?es in which residents no longer rely on their cars but on public transport, shared bikes, car clubs and -‐ above all -‐ on real-‐?me data on their smartphones. The New Mobility will result in a new set of aQtudes we can cluster and depict in a mo?va?onal segmenta?on.
Mobility Mindsets
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We Me
NEW MOBILITY IS BEING FREE (Enjoyment + Ego) New Mobility as a smart way to lead a more active, free and spontaneous life Key drivers: EXPLORATION, freedom, last-minute, flexibility, self-sufficient, multi-modal
NEW MOBILITY IS CONNECTIVITY (Enjoyment + Social) New Mobility as a more responsible, integrated way to participate in a community on the move Key drivers: SHARING, community, local, social
NEW MOBILITY IS INNOVATIVE (Functional + Ego) New Mobility as an innovative way to be more in charge of your life, increasing efficiency and productivity Key drivers: MASTERY, data, technology, innovation, disrupt the status-quo
NEW MOBILITY IS NECESSARY (Functional + Social) New Mobility as a necessary way to protect the planet, and change the way we live in a society still dominated by car ownership Key drivers: SECURITY/PROTECTION, responsibility, accountability, stewardship
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Mobility Mindsets Synthesis of genera5onal insights, emerging mobility trends, and mo5va5onal segmenta5on… towards a Mobility Mindset typology for the future.
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FROM A TO B The overall and default mindset of the New Mobility is about getting from point A to B in the most logical, no-nonsense, cost-effective way. Mobility has become a commodity. The A to B mindset has no emotional preference for car, train, bike, sharing programs etc… they just evaluate the pros and cons of the mode of transportation in a rational manner. They are willing to give up some personal freedom. People are supported by apps and big data to decide what journey to take.
Mobility Mindsets “From A to B; Mobil ity has become a commodity The overall and default mindset of the New Mobility is about getting from point A to B in the most logical, no-nonsense, cost-effective way. Mobility has become a commodity. The A to B mindset has no emotional preference for car, train, bike, sharing programs etc… they just evaluate the pros and cons of the mode of transportation in a rational manner. They are willing to give up some personal freedom. People are supported by apps and big data to decide what journey to take. In every country you see multi-modal applications coming up, allowing people to plan their route over the frontiers of vehicle types and suppliers of mobility. This mindset is about having basic control over travel time, connections, and price, preferably based on real time data.
“The New Mobility requires consumers to be in control of real 5me data in the palm of their hand Case 29: Moovel, the future of mobility in the palm of your hand Moovel is currently in use in Germany, and is considered as the future of smart mobility, when it comes to the Daimler Group, says Erik Van den Heuvel. Seamlessly bringing together car2go, mytaxi, train services, public transport, taxi services, car-‐shares and bicycle op?ons into one remarkably simple app, moovel provides real ?me data to provide you with the best mobility op?on on the spot, wherever users want ot go. Users can decide wether they want ot get there fast, cheaper, or even are in the mood to explore. Moovel takes over the brain strain and takes care of the planning. Users with a Moovel account can access transport informa?on, reserva?ons, bookings and even pay all in one place for Car2go, Mytaxi, public transport, long distance rail, taxi services or bicycles -‐ throughout Germany. The core business and ac?vity of Moovel is to make mobility simpler. Moovel GmbH, formerly Daimler Mobility Services GmbH, is a wholly owned subsidiary of Daimler AG and is assigned to Daimler Financial Services AG.
Mobility Mindsets Synthesis of genera5onal insights, emerging mobility trends, and mo5va5onal segmenta5on… towards a Mobility Mindset typology for the future. Enjoyment
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WETOPIAN MOBILITY Trust in big authorities is crumbling. Yet there is a belief in real people, a belief that together we can achieve more. A lot of people have taken advantage of crowd- sourcing, start organizing local initiatives and support local products and P2P partnership. They are taking the economy back into their own hands. When it comes to mobility, citizens organize car clubs with their own cars, enabled by platforms like Tappaz. A typical and promising Wetopian solution is Blablacar, enabling intra-city mobility by ridesharing
METOPIAN MOBILITY As more and more people have access to luxury products and brands, people are looking for different ways to stand out and get the applause. What makes me powerful and determines my status is the story I create and tell about the products, services and brands I select. Tomorrow and even today, Uber or Uber-like applications allow users to distinguish themselves with Luxury cars (UberLux) and even helicopter flights (UberChopper)
Mobility Mindsets “Metopian Mobil ity As more and more people have access to luxury products and brands, people are looking for different ways to stand out and get the applause. What makes me powerful and determines my status is the story I create and tell about the products, services and brands I select. Mobility and social status are so intertwined that even when mobiltiy gets commoditized, citizens (and companies) will cater people on their need to stand out. Nowadays we see that Uber or Uber-like applications allow users to distinguish themselves with Luxury cars. Apart of UberPOP (the cheaper variant of Uber), there is UberBLACK and UberLUX. During the Cannes Lions Week 2015 (The World’s most prestigious Advertising Festival in Cannes), Uber hosted helicopter flights with Uber Chopper. Also in the context of Car Sharing schemes, we see how one distinguishes itself from the other. In Belgium e.g. there is e clear differentiation form Bolides (stylish, upmarket) versus Cambio (average).
Mobility Mindsets “Wetopian Mobil ity Trust in big authorities is crumbling. Yet there is a belief in real people, a belief that together we can achieve more. A lot of people have taken advantage of crowd- sourcing, start organizing local initiatives and support local products and P2P partnership. They are taking the economy back into their own hands. When it comes to mobility, citizens organize car clubs with their own cars, enabled by platforms like Tappaz. A typical and promising Wetopian solution is Blablacar, enabling intra-city mobility by ridesharing. Trust is key in this new economy. Peer reviews and rating are vital to make the market flourish where individuals offer and demand bikes, cars, rides, even motorcycles for rent. This market is not only driven by price, but also by conviviality and the pleasure of meeting new friends. Mobility enables social encounters, and this is nowadays enables by apps.
Mobility Mindsets Synthesis of genera5onal insights, emerging mobility trends, and mo5va5onal segmenta5on… towards a Mobility Mindset typology for the future. Enjoyment
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REVITALISING MOBILITY Some?mes people want to switch off, and miss out during commu?ng. They want to refresh their minds, and consider their journeys as moments of medita?on, tension release or just enjoy me-‐?me in a car as media rich environment or even high tech cinema capsule. When the truly fully self-driving car hits the mainstream, cars will make the switch to environments of distress.
UBER EVERYTHING Uberization is not necessary Uber taking over all kind of mobility services. It means “digital platforms” enabling citizens find providers for analog services. With the mainstreaming of the on- demand economy and life in an always-on culture, consumers’ expectations for speed and ease are rising exponentially. They want more experiences and more information and they want it faster, easier, better. In small chunks. Easier to digest. Bite Size.
Mobility Mindsets “Uber everything Uberization does not necessary “Uber taking over all kind of mobility services.” It means “digital platforms” enabling citizens find providers for analog services. Today, there is an Uber for everything, and more are up to come. 9% of Millennials in the EU have already made use of Uber, as opposed of 2% of Babyboomers. There is an Uber for Asian food (Bento), for cheese and wine (Lasso) for marihuana (Meadow, Eaze, Canary, …) Via Blade you can book a helicopter flight and via Blackjet, you can have an open seat in a private jet. There is Uber for massages, tow trucks, cleaning, grocery, food delivery, computer repairs, laundry services, etc. There is even an Uber for Uber Services: a soiware pla|orm for developers of Uber soiware: Mowares. Even for buying cars, there are Ubers. Both Shii, Carvana, Carlypso and Beepi lets you test drive any second hand car sold in San Franscisco in less then 45 minutes. Luxe is a service that links you up with someone to park your car, or provide other services. Instantly. With the mainstreaming of the on-demand economy and life in an always-on culture, consumers’ expectations for speed and ease are rising exponentially. They want more experiences and more information and they want it easier, better, faster, … instantly. In small chunks. Easier to digest. Bite Size.
Mobility Mindsets “Revital ising Mobil ity We also call this ‘decompressive commu?ng’. Most people who commute everyday, are employed in the service or knowledge industry. Tis requires a lot of communica?on with different people, all day long. When coming home, the ?me pressure and intensive communica?on starts all over again. That’s way some?mes some people want to switch off, and miss out during commu?ng. They want to refresh their minds, and consider their journeys as moments of medita?on, tension release or just enjoy me-‐?me in a car as media rich environment or even a high tech cinema capsule. They furnish their car with their favorite CD’s, make phone calls with loved ones, or sing along with their favorite songs. When the truly fully self-driving car hits the mainstream, cars will make the switch to enable moments of distress for 100% not requiring you to hold the steering wheel.
The self-‐driving car will give substan5al 5me back to people Case 29: XChangE explores how people will respond to self-‐driving cars Autonomous driving is set to become reality in the near future. While the major car producers are puQng the finishing touches on the technology, the Swiss idealab Rinspeed puts man at the center of the autonomous car. At the 2014 Geneva Motor Show Rinspeed presented the "XchangE" study to the public in a world premiere. It demonstrates how cars will 'move' us just a few short years from now, in both senses of the word. Connected, self driving cars give substan?al ?me back to people.
Mobility Mindsets Synthesis of genera5onal insights, emerging mobility trends, and mo5va5onal segmenta5on… towards a Mobility Mindset typology for the future. Enjoyment
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ON TOP OF THE FLOW New technologies mean that people can now gain insights into their own behavior, allowing them to better manage, monitor, control & adapt their daily lives and activities. Control over drive time, cost and comfort is key. These intelligent apps prove that there is no longer an excuse not to reclaim one's own responsibility for what happens in life. When talking about being on top of things, todays application Moovel demonstrates this mindset as best
VEHICLE PETTING With the always faster evolution of robotization and integration of intuitive technology in cars, a group of car ‘fanboys’ will rise. They will see the world of mobility as a world full of opportunities and crave the new as it represents advancement, excitement and experiences. As much as possible, car fanboys will enhance their seamless interaction with cars and will always keep trying out different modes of transport. Relations with vehicles are great expressions of keeping re-inventing the self.
Mobility Mindsets “Vehicle petting Today 18% of families in the UK give their car a nickname. On top of that, is seems that cars with a nick name are better taken care of than others. With the always faster evolution of robotization and integration of intuitive technology in cars, a group of car ‘fanboys’ will rise. They will see the world of mobility as a world full of opportunities and crave the new as it represents advancement, excitement and experiences. The emotional relation with vehicles (shared or not) will increase as more and more, vehicles will become full companions that travel with you on the same journey. As much as possible, car fanboys will enhance their seamless interaction with cars and will always keep trying out different modes of transport. Relations with vehicles are great expressions of keeping re-inventing the self. Big box movies like Real Steal and Ex Machina explore this relation between artificial intelligence, robots and humans and explore how deep humans can establish emotional relationships with machines.
Concept devices for tomorrows interac5on with your car Case 30: BMW’s mini augmented reality glasses Out of all the concepts we’ve seen, augmented reality really has the poten?al to shake up naviga?on, overlaying images and informa?on into our line of sight. And BMW’s recent Mini Cooper S prototype has nailed the concept, although you may have to don a slightly dai pair of specs if it does come to frui?on. The Mini goggles pack in what’s effec?vely the guts of a smartphone, allowing them to offer all the informa?on you can call up on your exis?ng phone, but promising to display everything you need directly in your eye line. That means you’ll be able to see turn-‐by-‐turn direc?ons without glancing away from the road, and cameras on the car’s exterior could even be combined to help display or flag details that you may not have already seen.
Mobility Mindsets “On top of the flow New technologies mean that people can now gain insights into their own behavior, allowing them to better manage, monitor, control & adapt their daily lives and activities. We’ll see the raise of a new breed of intelligent apps that prove that there is no longer an excuse not to reclaim one's own responsibility for what happens in life. Not less in the field of mobility. Years ago Toyota came up with the ‘Glass of water’ application. This iPhone app allowed drivers to monitor their driving behavior. A virtual glass of water was simulated standing on the dashboards. Drivers where challenged not spilling a drip while driving, and driver performance could be compared with other drivers in the network. Other applications will help people control their blood alcohol concentration (or that of others), their concentration capacity, road congestion, etc…
Offering you a ride if you are drunk Case ..: The Uber’s breathalyzer kiosk Uber sees its ridesharing service as an ideal way to get you home safely when you're drunk, and it's trying out some rela?vely unique technology to prove its point. The company recently set up an Uber Safe kiosk in Toronto that gave sloshed Canadians a free ride if they blew into a breathalyzer -‐-‐ much safer than stumbling on foot or struggling to hail a cab, if you ask us. The Toronto device was largely a promo?onal stunt, but Uber tells us that it's "thrilled" with the early response and to "stay tuned" for the possibility of more kiosks going forward. We can't imagine that Uber would con?nue to offer the Safe service free of charge if it catches on, but it's easy to see systems like this popping up in bar-‐heavy neighborhoods.
Mobility Mindsets Synthesis of genera5onal insights, emerging mobility trends, and mo5va5onal segmenta5on… towards a Mobility Mindset typology for the future. Enjoyment
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INTEGRATED LIVING As people live in smaller places, and are constantly on the move, they want full access to everything in the neighborhood they live in. Neighborhoods become more pleasant to live in and density with services is increasing. Many services are dedicated to avoid mobility and wasting time. “Lifehacks” are the new business icons: solutions that are easily accessible, intuitive and full integrated with each other so they can ease life and achieve balance. Everything available at the push of a button.
UPSMARTING MOBILITY Some people are consciously looking to manage their lives much better in order to rise above the mass and stay ahead. Smart sensor-connected devices help you to continuously improve your quality of life, even on the go. Smarter, better, leaner, meaner, more efficient. Up-smart.
Mobility Mindsets “Up-smart Mobil ity Important aspects of life that seem separated like mobility, commuting, groceries, dating, exercise, work etc… will find seamless connections in order to get in tune with people’s attempt to manage their time in effective ways. Apart of Amazon’s Prime Air (a futuris?c delivery system with mul?-‐rotor Miniature Unmanned Air Vehicles technology intended to u?lize GPS to autonomously fly individual packages to customers’ doorsteps within 30 minutes of ordering) there are many other smart tech solu?ons on the go. The internet-‐of-‐things makes it possible that different services talk with each-‐other. Bringme is a Belgian start-‐up providing intelligent boxes connected to the smartphone for hoe delivery. Some people are consciously looking to manage their lives much better in order to rise above the mass and stay ahead. Smart sensor-connected devices help you to continuously improve your quality of life, even on the go. Smarter, better, leaner, meaner, more efficient … more up-smart.
Mobility Mindsets “Integrated Living As people live in smaller places, and are constantly on the move, they want full access to everything in the neighborhood they live in. Neighborhoods become more pleasant to live in, work and enjoy life, and offer a wide variety of third places to meet, and cater all your needs. Many services are dedicated to avoid mobility and wasting time. “Lifehacks” are the new business icons: solutions that are easily accessible, intuitive and full integrated with each other so they can ease life and achieve balance. Everything is available at the push of a button. When it comes to mobility, this mobility mindset is rather about avoidance of mobility, or creating certainty that life, work and play goes on.
“On reverse commu5ng and instant delivery Case 30: Self-‐driving varia?ons Cody and Wow Pod Design and innova?on firm Ideo recently hit the news with a series of remarkable envisioning’s on the future of auto-‐mobility and how this will evolve in the upcoming 15 years. In urban areas with dense and electrified urban grids, self-‐driving vehicles and flexible workplaces, auto-‐mobility will unlock a new wave of efficiency, convenience, and urban growth. When unlocking real auto-‐mobility, new capaci?es and beyer use of our exis?ng resources will emerge. The human benefits of the self-‐driving era according to Ideo:
Time efficiency The slow will seem fast. Daily commutes will improve in ways that allow us to accomplish so much more. Commuter ?me will be far more produc?ve ?me since people won’t be ac?vely driving vehicles during significant por?ons of their journeys.
Safety Automated “car platooning” technology can op?mize safety margins while also maximizing road use.
Energy-‐efficiency Shiiing the next-‐genera?on auto-‐mobility fleet to cleaner sources of energy may significantly impact any trends of global warming over ?me.
Self-‐driving delivery With its sketches of the Cody, Ideo sees self-‐driving delivery trucks delivering everything from your new jeans to a hot lunch, almost instantly. Aier a no?fica?on that Cody has arrived, you’ll simply walk to the curb, do a biometric scan and receive your package.
Inverse commu5ng What if working spaces come closer to the place where people live, instead of commuters always heading to predetermined workspaces? As soon a higher level of confidence with self-‐driving cars is achieved, people will be able to enjoy the flexibility of “Work on Wheels” (WOW). Everything that is going pop-‐up today (going from retail to laundry, den?stry, lunch, office etc…) will pop and hop around on wheels.
Mobility Mindsets From a Mindset perspec5ve, we can push the transi5on from the old mobility to the new mobility, by providing apps, promo5ng services and enable lifestyles. The best way to do that is to go clockwise from the leT to the right. Enjoyment
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1. Disrupting the norm / innovation
2. Gaining momentum / a sexy new thing to do for individuals
3. Gaining a following / becoming mainstream
4. Becoming a new norm (your mom has an I-phone)
