The ‘Social’ quadrant is about whether you want your mobility to be personalised for you or whether you prefer a more social environment.

The social dimension of mobility behaviour focuses on the values that we have towards ‘things for me’ or ‘things for us’. In other words, do we value possession, ownership and things ‘tailored for me’, or do we value sharing, collaboration and things ‘tailored for all’. Psychoanalysts underline that we all try to achieve a balance of these two forces in our lives. These forces impact on the values and preferences we have towards our mobility. The Knowledge Centre contains Insights that explain why people value their mobility in different ways and how mobility is used by people to shape their identity in society.

The two behavioural roots that have emerged from the MIND-SETS assessment of social factors, as they relate to the take-up of new mobility products and services are:

• The social forces that encourage the private ownership of mobility or the new force to see mobility as a multi-modal service for rental
• The social forces that encourage personal and customised mobility for ‘me’, against the new wave of mobility that is defined by a more collaborative style of service