COMMUNICATION STRATEGY: WINNING COMMUNICATION PLAN TO SUPPORT THE TRANSITION TOWARDS SUSTAINABLE MOBILITY

The race to meet the 1.5 degrees Celsius limit for average global warming compared to the pre-industrial age by 2030, established by the Paris Agreement, is not having the expected results. The International Energy Agency (IEA) in its World Energy Outlook 2021 supports the possibility of achieving Net Zero Emissions (NZE) by 2050 by supporting a much more restrictive path with respect to the current one carried out by several States which are following, instead, the so-called Stated Policy Scenario (STEPS). Continuing on this path, not only would the expected results not be achieved, but an increase in the global average temperature  up to 2.6 ° C in 2100 is forecast. Providing clean electrification, reaching the maximum potential of energy efficiency, preventing losses of methane from fossil fuel operations and promoting clean energy innovation are the four priorities for speeding emissions reductions through 2030.

GREEN NEW DEAL

On 11 December 2019, the European Commission presented the Green New Deal, an agreement in which the 27 EU member States commit to transform Europe in the first climate-neutral continent by 2050. In addition, the aim is to pursue economic growth in a decoupled way with respect to the use of resources and undertake not to leave anyone or any place behind.

75% of polluting emissions come from the energy sector, and in particular from the industrial sector. By intervening with this law, the aim is to achieve the decarbonization process by innovating the entire industrial sector, aiming to become world leaders in green economy. Interventions will be put in place in the construction sector, inserting stringent rules and concessions for new buildings and for the maintenance of existing buildings in order to ensure, in the future, significant energy savings. Mobility, a topic that will be explored in this article, will be redesigned to embrace the concept of sustainability. The need to intervene in the transport sector arises from the fact that it is responsible for 25% of the continent’s pollutant emissions, mainly caused by road transportation. That is why it represents a very attractive challenge for EU countries, which initially pursue a 55% reduction in emissions from cars and 50% from vans by 2030.

STEPS AND GOALS TO PURSUE: SUSTAINABLE MOBILITY

EUROPE

The need to intervene in the transport sector to reduce greenhouse gas emissions arises from the growing demand for the current social model that favours travel by personal means of transportation. The difficulty lies not only in the reorganization of the urban lines in cities, but above all in social relations.

The first step is to act to ensure more efficient means and transportation systems, taking advantage of the possibility of diversifying the way the user move by providing various services to take advantage not only from the classic table- (tram, bus, metro) or by call-services (taxi) but, in particular, with shared transport systems, such as: electric cars/bikes/scooters sharing and carpooling.

The second step concerns the framework of electric cars that has grown a lot in the recent years with significant technological advances, in particular concerning the energy density of batteries, bringing the predictions about global sales of electric cars to reach 116 million electric vehicles (EVs) by 2030, with a market share over 50% in 2040. The increase in demand automatically increases productivity and the same do the available job places which in 2028 should lead to 115 battery production plants with a production capacity of 2068 GWh /year. Another issue to be addressed and remedied concerns the Electric Recharge (ER) infrastructures which must be adequately distributed throughout the territory and be flexible and capable of satisfying the needs of customers. According to the IEA, there will be a tendency to privatize the recharging system which will cover 87% of the whole network worldwide in 2030.

ITALY

The European Environment Agency conducted a study whose results showed that Italy is the first country in Europe with the highest number of deaths due to carbon dioxide (CO2) pollution, and the second one behind Germany for high concentrations of nitrogen and PM10 in the air. In the European panorama, our nation is lagging behind in the transition process towards decarbonization, in particular in the transport sector, where the problems due to the low efficiency of public transport are evident and the population prefers to move with private cars.

Thanks to EU funds, the Italian government has implemented a plan to incentivize the population to purchase zero-emission vehicles by implementing the so-called “Micro-mobility bonuses”. A contribution for the purchase of bicycles, including pedal assisted bicycles, and vehicles for electric micro-mobility, such as scooters, hoverboards and segways, or for the use of sharing mobility. The “Automotive Bonus” was also included in the Relaunch Decree, which guarantees economic incentives for the purchase of electric and hybrid cars, favouring the transition process.

The position taken by several regions, which have launched economic support initiatives in order to favour or promote zero-emission mobility, is also very important. In Valle D’Aosta, monetary aid was offered to those who buy low-emission cars, in Umbria the regional government decided to expand the cycle and pedestrian paths, in particular with the help of the CON IL SUD Foundation which has made 4.5 million euros available for not only purchasing of electric vehicles, but also to incentivize public transport and vehicle sharing, education and awareness courses on sustainable mobility issues.

TURIN

The commitment and determination in some cities to promote strategic plans to ease the process towards sustainable mobility, such as the city of Turin, is of particular importance. For several years, Turin has been classified as one of the most polluted cities in Europe, a trend that has changed in the last year. In recent years, the city has undergone a radical change in the field of mobility, expanding the cycle paths (+ 207 km), the fleet of shared vehicles (bicycles, electric scooters and electric cars) and the charging points for vehicles (now 278).

INDUSTRY: STELLANTIS

The automotive industry is moving forward towards a sustainable world through careful research and investments. The declared aim is to guarantee a fleet of clean vehicles and a vast possibility of choice that can respond to the requests that have been foreseen for the coming years, as well as to expand the electricity distribution network.

Stellantis, a company operating in the mobility sector, aims to become a market leader in 2030, with the target to represent over 70% of sales in Europe with an investment plan of over 30 million euros.

CONCLUSION

The best communication strategy for a radical change in lifestyle, the conception of the world and what our goals must be for a better future, is focused on the provisions and laws stipulated by the high offices that govern the world. Through treaties, such as the Green New Deal, which require us to follow a common direction, which financially incentivize the process of change in order to help countries, companies and the population, with remarkable penalties for lawbreakers, it shall possible to achieve what today seems impossible. A process of “cultural transition” is also necessary to change the human lifestyle, based on the concept – among others – that sustainable mobility is a fundamental issue for the ecological transition in order to safeguard the environment, the economy and health of the population.

The undertaken direction appears to be the right one: high offices have made the commitment; the Nations, Regions and Cities are moving together to achieve important objectives by 2050, promoting and encouraging change in every sector. Now, it is also up to all the people to be an active part of this revolution.

SOURCES

https://www.iea.org/reports/world-energy-outlook-2021

https://ec.europa.eu/info/strategy/priorities-2019-2024/european-green-deal/

https://www.eai.enea.it/archivio/energia-e-green-new-deal-sommario/verso-una-mobilita-decarbonizzata-sfide-tecnologiche-per-la-transizione-energetica.html

https://www.eea.europa.eu/

https://www.mit.gov.it/comunicazione/news/sostenibilita-fino-500-euro-per-buono-mobilita

https://www.torinovivibile.it/area-tematica/mobilita-sostenibile/

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