Improve Rider Engagement to Drive Equity in Public Transportation

Community engagement is a cornerstone for the success of mass transit systems across the country. Effective engagement not only promotes elevated ridership but also empowers individuals to contribute to decisions that impact route-planning, city improvements, and sustainability initiatives. The Department of Transportation defines “meaningful public involvement” as full representation from the community, where the process considers public comments and incorporates that feedback into a project, program, or plan.

Community contributions stimulate early and ongoing involvement and suggest diverse viewpoints and values in the transportation decision-making process. When riders feel heard and engaged, they are more likely to become advocates for public transit, therefore creating a more accessible and efficient system for everyone in the area.

Addressing the Needs of Underserved Communities

Involving riders in public transportation decisions can play a critical role in promoting equity and inclusivity within the system. Public transit serves as a vital service for a diverse group of people, including low-income individuals, people with disabilities, and those living in underserved areas. This engagement helps transit agencies become more inclusive, offering services that accommodate different socioeconomic backgrounds and accessibility needs.

Areas with little to no access to reliable public transportation can leave residents isolated from employment, healthcare, and education opportunities. By engaging with these communities, transit networks can better understand the needs of riders – such as expanding service routes, increasing frequency, and offering reduced fares. Inclusivity also extends to ensuring public transportation is accessible to people with disabilities, including – but not limited to – hearing or visual impairments and wheelchair accommodations.

Ways to Improve Rider Engagement

Improving rider engagement requires a multifaceted approach that addresses the diverse needs of the community. Keep in mind that not all riders consume information and communicate their needs in the same way. To grow your ridership and improve rider engagement, be sure to incorporate as many of these tactics into your transit plan:

1. Public Forums & Surveys – Hosting public forums and issuing surveys allow riders to voice their opinions, concerns, and feedback with transit authorities.
2. Multi-Lingual Engagement – Providing non-English material for citizens is essential for bettering rider engagement. For example, the Louis Metro Transit partnered with the St. Louis Mosaic Project and the International Institute of St. Louis to create multi-lingual information translated in six languages, including fare plans and bus routes, to support immigrant and refugee riders.
3. Rider Committees & Focus Groups – Establishing rider committees and focus groups composed of diverse representatives from different demographics creates a balanced channel for ongoing dialogue. Much like public forums and surveys, these groups utilize insights into specific rider experiences, helping transit agencies identify areas for improvement.
4. Social Media – Two-way engagement is an essential part of building and continually supporting your riders. Leveraging social media platforms can broaden outreach, making it easier for transit users to engage with transportation planning efforts in real time wherever they chose to get their news and updates. Need some inspiration? Long Beach Transit has amassed nearly 100,000 followers across all their social channels, including Instagram and Facebook.
5. Updated Website – Ensure your website is easy to navigate and always has the most up-to date information to create a sense of trust among your daily riders, as well as those visiting your city or town. Your department’s contact information should be easy to find, as well as information about your leadership team.

Connecting Your Community

As Transportation Secretary Pete Buttigieg stated at the 2022 Transportation Research Board Annual Meeting, “every transportation decision is inherently a decision about equity”. Transit agencies and state and local governments should be keeping riders engaged and informed through every new route, schedule change, safety improvement, and everything in between. Providing diverse ways for community members to engage with your department will help you build a more equitable transit system that works for everyone, growing your ridership base over time.

-----

Want to talk over connectivity solutions? We'd love to hear about your current or planned solutions!