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(EU. 27 February 2025) – EIT Urban Mobility, an initiative of the European Institute of Innovation and Technology (EIT), a body of the European Union, has released its latest report, Better Mobility Trendreport, in collaboration with Impact Hub Vienna and Point&. Based on insights from over 300 startups and 100 industry and academic experts across Europe, the study identifies key trends shaping the future of mobility and highlights the opportunities for innovators to develop solutions that will make our transport systems more accessible, affordable and safe for all.
The report finds that Europe’s transport networks are designed for a narrow demographic: typically, men aged 25 to 45, who work traditional 9-to-5 jobs, have no care responsibilities, and speak the local language. However, this does not reflect the reality of European society. According to Eurostat, over 100 million people in the EU have care duties, another 100 million live with disabilities, and more than 90 million are aged 65 or older. The gap between existing mobility services and the needs of the wider population is a pressing issue that requires urgent attention.
The Better Mobility Trendreport identifies trends and solutions through interviews and workshops with industry players and startups.
Key trends shaping the future of mobility
One of the main findings of the report is the growing need for holistic transport systems that integrate diverse mobility options. Currently, mobility services are fragmented, with many actors offering poorly connected services. Cooperation across borders, the integration of different transport modes, and the creation of multimodal hubs are crucial for developing a system that serves everyone. “Austria’s Klima Ticket is an excellent example of how integrating different transport services can make mobility more seamless and accessible,” says Lina Mosshammer at Point& and co-author of the report. “By offering nationwide access, including shared mobility options, it simplifies travel and improves coverage for a wider range of users.”
The study also highlights the rapid growth of urban populations and the importance of designing liveable, pedestrian-friendly cities. By 2025, more than 80% of EU residents will live in urban areas, making it essential to prioritise walkability, green spaces, and safer infrastructure. Paris, for instance, has committed to creating 100 hectares of new green spaces.
Another trend identified is the ageing population in the EU, which requires the integration of physical and mental health considerations into mobility planning. By 2030, one in four people in the EU will be aged 64 or older, many of whom are eager to stay active. Mobility can be linked to health by empowering people to move independently, promoting active commuting, and incorporating demographic trends into urban planning. The German city of Griesheim, with its concept of a “sittable and playable city,” is highlighted for its focus on improving paths for children and pedestrians with limited mobility.
Safety and security remain a key trend as well. Progress has stalled in the EU, with only a one-percentage-point decrease in road fatalities in 2023 compared to 2022. The report emphasises the need for well-lit, attractive public spaces, reliable public transport, and safe cycling infrastructure to build user trust. Helsinki and Oslo, for instance, achieved the Vision Zero target in 2019 by reducing traffic, limiting access to city centres, and implementing speed limits in residential areas.
The role of startups in driving user-centric innovation
A key source of insights for the report has been the Better Mobility Accelerator, a pan-European innovation programme with headquarters in Lisbon and Vienna. Insights from startups in the accelerator have been instrumental in identifying emerging solutions to bridge accessibility gaps in transport systems.
“Startups are at the forefront of rethinking mobility, offering fresh perspectives and user-centred innovations that make transport systems more inclusive and adaptable,” says Alexis Eremia, Co-Founder and Managing Director at Impact Hub Vienna. “Through the Better Mobility Accelerator, we have witnessed how early-stage companies challenge existing models and create solutions that address the diverse needs of today’s populations.”
Finally, the report highlights untapped potential for making transportation more accessible. The data reveals that only 5% of innovations are focused on tourism and only 10% on health, despite the latter being a major trend. Expanding inclusive and sustainable mobility options for these sectors could drive growth and enhance accessibility for a broader range of users. “Creating a more inclusive transport system requires embedding diversity, equity, and inclusion into the investments and impact ventures we support. Joint efforts like the Better Mobility Community – the largest ecosystem in Europe for inclusive, safe, affordable, and green mobility, help Europe stay ahead of trends and innovations, leveraging inclusivity as a competitive advantage,” says Lina Mosshammer, Co-Founder and Managing Director at Point& and co-author of the study.
Yoann Le Petit, Thought Leadership Manager at EIT Urban Mobility and co-author of the study also notes improving mobility does not always require major technological breakthroughs. “Our report shows that in many cases, small improvements to infrastructure, service design, or transport accessibility can have a transformative impact.”
The Better Mobility Accelerator goal is to develop innovative mobility solutions and business models tailored to the mobility needs of diverse user groups. The programme is funded by EIT Urban Mobility and the European Union. The current call for startups is open until April 21.
