youth codes – Ways for the mobility change
Competence in the fields of mobility and sustainability
INTEGRAL is consortial partner in the research project “youth codes“, funded by Österreichische Forschungsförderungsgesellschaft (FFG) and Bundesministerium für Klimaschutz, Umwelt, Energie, Mobilität, Innovation und Technologie (BMK) under the program „Mobilität der Zukunft“ („future mobility“).
Within the egocentric reality of young people (age group 15 to 24), the issue of sustainability, especially when it comes to self-restraint and avoiding traffic in the context of mobility, plays an insignificant role. Negative consequences of motorised private transport (MPT), such as environmental and health impacts, CO2 emissions, and the use of energy and space, generate too little interest or even concern. Exercising and sportive activities are only occasionally integrated into everyday mobility which causes a lack of exercise.
In order to make young people aware at an early stage of the ecological, economic, social, and health consequences of their lifestyle and mobility behaviour, and to encourage them to develop and establish sustainable, sufficient and conscious ways of mobility, suitable methods, measures and activation strategies must be identified. In connection with digital trends (virtual reality) and future realities of lives (e.g. gig- working and sharing economy), the concept of mobility should be reconsidered and re-experienced.
The project youth codes puts new awareness strategies of mobility concepts and peer learning approaches concerning various groups of adolescents to the test and evaluates these concepts. The possibility of using network analysis to identify and provoke “influencers” in the community and thus encourage young people to engage in discourses and discuss controversies is being examined. The aim is to circulate new trends and ideas and therefore to stimulate sustainable changes in behaviour and to jointly establish sustainable behavioural patterns according to their realities. To motivate and activate different types of adolescents, an online-offline peer concept will be developed, tested and optimised within the framework of the project.
The following key results are planned:
- Identifying suitable methods, communication strategies and scenarios to emotionally enable adolescents from different social backgrounds via appropriate Social Media channels to deal with the challenges and changes in the realm of mobility and to reflect on their behaviour.
- Findings on effective incentives and tools for different types of adolescents with approved impulses and triggered reactions from and for young people such as video clips, pictures, chats, and vlogs.
- Findings on how the mobility shift (meaning a change in behaviour reflected in the modal split) can be realised with and by young people.
- Up-to-date quantitative knowledge regarding group sizes, personal attitudes, mobility patterns and interests in new digital services of young people (target group: 15-24 years)
- Statements on the transferability of the tools to other realms of mobility such as risk behaviour, road safety, career opportunities, etc.
DThe project team further consists of:
Within this project, INTEGRAL conducts research which contributes to a comprehensive understanding of the perception of mobility by the youth and thus delivering the basis for developing relevant strategies.
Detailed information can be found on the project website