Increasing the attractiveness of work in mobility: the new challenges and new opportunities indicated by Deep Trend®

Mobility is undergoing a profound transformation. People no longer travel solely out of necessity: they seek experiences, gratification, and connection. As a result, the role of travel and the value we assign to it are shifting in the collective perception.

At the same time, the meaning of work is also changing radically, especially for younger generations.

From this dual transformation, new opportunities emerge to rewrite the meaning of mobility, bring new value to those who work in it, and make the entire transport sector more attractive.

Seizing these opportunities requires more than data: it requires an understanding of the deep dynamics underlying the changes of the coming years. For this reason, IBE has decided to provide the sector with an innovative tool for reading the market from a new perspective: the Deep Trend®, developed annually by Blue Eggs.

Used for years in the Travel & Hospitality Vision by TTG as well, the Deep Trend® by Blue Eggs explain how people, over the next 3–5 years, will assign value to products, services, brand, and experiences, as they decode the collective imagination: thought forms and narrative models. A unique output at an international level, developed in Italy by Blue Eggs through a system that integrates advanced socio-semiotic analysis and AI, elaborated by 100% human researchers.

The Mobility Masterclass at IBE 2026 applies some Deep Trend®* models to mobility, transportation design, and work, with the aim of offering an innovative interpretive framework to enable companies to design and rewrite the value and attractiveness of work in mobility, anticipating the demands of citizens, users, and customers.

In particular, the market evolution indicated by the Deep Trend®* opens up four key challenges for bus operators and public transport operators who want to innovate their service and communication.

• What if transport were not just a space for movement, but time to be lived? How would the meaning of mobility change?
• What if working in mobility meant managing a system? What would be the role of those who work in mobility?
• What if the driver were more than just a driver? How would the value of their presence and their professional role change?
• What if the meaning of environmental sustainability were changing? What value would electric have?

Presented by: 
Laura Rolle, Co-founder & Head of Research at Blue Eggs

* The Deep Trend® are the result of Blue Eggs' advanced socio-semiotic analysis system.