Unlocking Latent Demand for Collective Mobility: Evidence, Governance and Planning Tools in Swedish City Regions.

The project aims to identify and understand latent demand for collective mobility – that is, trips and activities people would like to undertake using collective modes of transport (including conventional public transport and shared mobility services) but which are not currently realised. A deeper understanding of this untapped potential is crucial for steering towards a more sustainable mobility system.

A deeper understanding of this untapped potential is crucial for steering towards a more sustainable mobility system. The overarching objective is to reveal where such demand exists, explain why it is not translated into actual travel behaviour, and apply this knowledge in planning and policy measures. The project investigates behavioural, perceptual, and structural factors that prevent the realisation of latent demand – from attitudes, norms, and habits to the interplay between actual and perceived accessibility. By integrating these insights into land-use and transport planning, the project develops approaches that combine a supply-led yet demand-sensitive perspective. Using the Gothenburg and Malmö regions as case studies, the project combines analyses of travel patterns, attitudes, and both perceived and actual accessibility with studies of planning practice and decision-making for collective mobility. In collaboration with public transport authorities and other stakeholders, concrete policy and planning measures will be developed to reveal and realise latent demand – thereby increasing the use of collective mobility services.