Drivers of change in 2019

This article is part of a series of articles on drivers of change in 2019. Read more.

The marketing and advertising industry depend upon having a clear understanding of consumer tastes and habits which means any changes to consumer behaviour among young people needs to be carefully considered for the industry to remain relevant.

Marketing and advertising strategies within the public transport sector tend to fall into a couple of well-worn routes; develop big budget brand campaigns to promote public transport patronage over individual car use and then deploy tactical campaigns to manage passenger capacity at peak times whilst growing the market in the off-peak period. Campaigns typically speak of weekend getaways, great days out, the quickest way to the shops and the safest way home at night with a promise of good value fares and comfort versus using the car.