Ready for Innovation

Rural UK communities are currently facing unprecedented transportation challenges. Low population density in rural areas has always made providing practical and affordable public transport difficult. However, cuts to public funding are making it impossible to sustain current transport services; hundreds of rural bus services have been either reduced or removed entirely, with further cuts inevitable.

Accessible and affordable transport is a lifeline for many rural residents. It connects people to opportunities for socialising, working, learning and healthcare. Effective transport networks enable rural communities to contribute to economic growth and support diverse and thriving populations.

This report is intended to provide readers with actionable insights into the needs and capabilities of rural communities. In creating this report the authors carried out in-depth user research with people from four of the main stakeholder groups in rural, road- based transport; passengers, suppliers, planners and regulators. We’ve distilled the findings from our research into overviews of important considerations and profiles of real users to act as a springboard for people to explore the sector further.

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