Public transit provides ways for consumers to complete important tasks
Implications - Though people who take the subway do so for convenience's sake, taking your city's public transit leaves you with less control of your arrival time home. This makes it more difficult to complete daily tasks in a timely manner. To battle this, many companies are capitalizing on the daily commute by offering ways to do things like grocery shop while on the move. This creates a unique business opportunity for brands to target the commuting consumer.
Trend Themes
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Hyper-convenient Commuting — The rise of convenient commuting, accompanied by the frenetic pace of city life, has spurred companies to offer consumers opportunities to optimize their time and engage in daily chores during the daily commute through improved access to goods and services.
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Enhanced Transit Infrastructure and Amenities — Forward-thinking cities aim to improve their infrastructures and waiting areas for public transportation by offering useful and practical amenities to passengers, promoting leisure, relaxation, comfort, and stress-reduction.
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Guerrilla Marketing & Public Art — Public art, particularly interactive and experimental forms of it, coupled with digital marketing and mobile technology, can produce innovative ways for brands to capture a reluctant commuter's attention without feeling invasive, proliferating e-commerce, promoting literacy and mental well-being while envisioning a more productive, pleasant and sustainable urban future.
Industry Implications
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Transportation — There are opportunities for companies to capture the attention of customers during their commute by improving access to goods, optimizing their time, and offering useful and practical amenities to passengers.
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Retail and E-commerce — The proliferation of convenience-oriented commuting, particularly in urban areas, presents an opportunity for e-commerce and retail companies to reach audiences that are on-the-go by offering innovative products and services that cater to the unique needs of the commuter lifestyle.
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Public Art and Leisure — There are opportunities for artists and other cultural institutions to create public works that engage and enhance everyday experiences, with a focus on creating a more enjoyable and productive lifestyle that also promotes mental health and wellness.
