Types of personae
In your company, you will find different personae, but two particular types of personae are of specific interest for your organization with regards to changing mobility behaviour.
First, we have the early adopters. Early adopters are ahead of the pack, interested in new technology and proud to make progressive choices and contribute to a green and sustainable mobility plan.
Secondly, there are the so-called alternators, often found in city centres, who are open to new alternatives to the company car. An alternator enjoys flexibility, variation and thus the choice between different means of transportation. They are in favour of the new shared mobility services and are convinced that commuting time should be pleasant.
These two groups are often people that are already using mobility solutions that fit a green mobility policy. Therefore, they can play an important role in helping you understand practical challenges they experience, but also act as ambassadors for your new policy. As to the latter, it remains nevertheless important to also identify ambassadors in your other segments. As mentioned, when your employees cannot connect with personae or the ambassadors representing them (e.g. if you would only select early adopters), they will discard the new policy as “not for me” and disengage or get frustrated.