How Shared Mobility Operators Market Underserved Populations: Case Study Research

As shared mobility services generally gravitate towards dense metropolitan cities, the ability to adapt successful marketing tactics to better serve smaller and rural markets will be imperative to ensure the economic sustainability of these programs. This research has analyzed marketing precedents that focus on specifically lower-income populations. Over the last decade, shared mobility services have been predominantly used by middle to upper-income individuals that are well-educated. Because of this, many services have received public funding with the goal of serving a broader membership base by adjusting their pricing, and models through marketing, customer service, and basic operations.


The research is categorized into “key themes/approaches” that help the reader:

» Break down and Isolate important concepts like “community engagement” its varying interpretations and applications

» Learn how certain strategies and tactics work over time-based on the trends seen by the directors of those programs

» Discern the best strategies to advance the uptake of electric vehicles in broader populations which includes dispelling misperceptions about prospective marketing segments and audiences


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