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Eliminating small pain points to promote sustainable mobility
An MBA hackathon developed ideas to boost the adoption of Mobility as a Service among Gen Z
For an entire day, participants worked intensively during a hackathon to figure out how to encourage Generation Z to embrace more sustainable mobility by using Mobility as a Service (MaaS). Their ideas caught the attention of executives from partner companies Renault Mobilize and Sixt, who found them compelling.
“Envisioning Future Mobility for Gen Z,” the hackathon organized by mobiUS, the Smart & Sustainable Mobility Lab at SDA Bocconi, together with the Master Division, brought together MBA students divided into six teams. Each focused on developing business models for electric charging stations, car sharing, and car rental.
All teams demonstrated a deep understanding of Generation Z’s pragmatic mindset, which mobiUS studies have highlighted multiple times. They worked on practical solutions to concerns and obstacles hindering the adoption of sustainable mobility options—pain points associated with new services that users are not yet familiar with. The belief is that addressing numerous small issues can drive broader and more confident adoption.
“The point of an initiative like this hackathon,” said Fabrizio Zerbini, Director of mobiUS, “is not finding ideas that change the world, but people who will change companies.”
The winning team - comprising Merrick Fernandes, Emanuele Giannetti, Linda Marchetto, Ricardo Morelos Zaragoza Soto, and Tranjot Singh - focused on improving the accessibility of charging stations in tourist areas and enhancing the availability of emergency services.
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