Mexico is one of the countries that has huge cities made up of buildings that seem to consume the air of the country of corn. However, the air is being consumed by a worse enemy: Pollution.
Air pollution in Mexico has reached such scales that the government disseminates the air quality index every hour through official websites and social networks. And even programs such as the popular "no circulate today" have been developed, which limits the circulation of vehicles based on the termination of license plates.
We all know the famous phrase of Albert Einstein: “Try not to become a successful man. Better become a man of courage. And it is at this very moment that I wonder why not both? It has been shown on a variety of occasions that private organizations can generate as much - or more - well-being than public organizations. Therefore, it is highly feasible that the possibility of improving the environmental state of the world is in the hands of companies interested in generating a common good.
Green Mobility in Mexico
Currently, mobility in Mexico is focused on media that use a large amount of hydrocarbons, however, with the growth of the Millennial generation, which currently consists of 30 million Mexicans (ADN40, 2017), they have a great interest in adopt a lifestyle that does not affect the environment. Inclusive, it has been proven that what drives Millennials to take action in favor of the environment is reasoning and not emotions (Naderi and Steenburg, 2018).
Perhaps that explains the fact that there has been a struggle to install the mobility method for eco-bikes in Mexico (Economic and Commercial Office of the Spanish embassy in Mexico, 2015). A large number of users have decided to appropriate this new means of transport, de facto it has been confirmed that "41 percent of millennials assured that their preferred mode of transport, if the characteristics such as infrastructure were met, would be the bicycle" (Hernández, 2018).
It is necessary to consider that although cycle paths and the infrastructure for cyclists have been developed in other countries, the same is not the case in Mexico. Now, while some may only see a problem in the aforementioned situation, others may see a great business opportunity.
Mobility as a business
One of the necessary aspects to consider when opening any business is the market. Mexicans spend 50% of family income on transportation (Forbes, 2015), which is not surprising, since some of the Mexican cities already face mobility problems due to population growth.
It is necessary to consider that each year about a million and a half Mexicans are born, it is estimated that in approximately 12 years, Mexico will be the ninth country with the largest number of inhabitants in the world (UNAM, 2018).
These data allow us to understand the reason why transfers usually have an average duration of two and a half hours, while the average distance is usually around 22 kilometers (Forbes, 2015).
Now, if it is possible to provide citizens with a service that allows them to improve time efficiency, as well as care for the environment, the success is practically resounding. All this is supported by the fact that it has been shown that individuals are able to pay more expensively for products and services that help protect the environment (El Universal, 2016). In turn, if the use of time is achieved through physical exercise - such as cycling - it is possible to achieve greater market penetration, since “the Pew Research Center concluded that more and more millennials they are committed to their personal care, more than any other generation. They spend twice as much as baby boomers on products such as the gym, diets, life coaches,therapies and apps for your personal care ”(Tinoco, 2017).
Yes, the cards are on the table. Now there is only one player missing who wanted to be both a man of success and one of value.
References
DNA40. (2017). Millennials in Mexico: the 30 million young people who do not want a formal job. July 15, 2019, from ADN40 Website:
www.adn40.mx/noticia/mexico/nota/2017-05-11-16-50/millennials-enmexico–los-30-millones-de-jovenes-que-no-desean-un-empleo- formal/
Naderi, I. and Steenburg, E. (2018). Me first, then the environment: young Millennials as green consumers. Young Consumers,
Hernández, F.. (2018). The bicycle as Millennial mobility. July 15, 2019, from El Queretano Website:
López, P.. (2018). The population growth of Mexico, a serious problem. July 15, 2019, from UNAM Website:
Tinoco, M.. (2017). Why do millennials care so much about personal care? See what this study says. July 15, 2019, from Vix Website:
www.vix.com/en/identification/183388/why-millennials-care-about-the-personal-care-look-what-is-this-study
The universal. (2016). Millennials the most conscientious with the environment. July 15, 2019, from El Universal Website:
