According to AARP Public Policy Institute research, more than 100 million Americans do not drive. Yet our transportation systems are still built primarily around individual car ownership. Ride-hailing services, like Lyft, along with public transportation systems are beginning to work together to reimagine how our future transportation infrastructure can improve quality of life for people of every age and background.
While innovations in transportation tend to be viewed as a trend unique to urban communities and settings, new technologies are now enabling service providers to capitalize on a previously untapped market: rural communities. With a unique set of challenges and opportunities—and enabled by today’s technology—these rural markets allow transportation service providers to rethink the kinds of services they provide, how to scale those services, and how to make them more accessible. That movement toward innovation in rural markets needs to grow.
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