Chapter 9: Viable Business or Vital Environment? Deconstructing the Sustainability Concept in Future Mobility Entrepreneurship

Rapid technological change in the transport sector is leading to a growing range of potential and actual ‘business models’ deployable for the movement of goods and people. Two key uncertainties arise from this proliferation: first, concerning which ones can be economically viable, and, second, whether they can be both simultaneously economically viable and contribute to the imperatives of more sustainable mobility. The present chapter reviews and appraises the emergence of these new business models, drawing on both literature review and empirical research with entrepreneurs involved in the new mobility sector. Specifically, the potential of the UN Sustainable Development Goals (SDGs) (UN, n.d.) as a device to structure and frame the debate about what constitutes a valuable contribution to sustainable mobility is considered. A framework is developed which captures how mobility and transport have dependencies with the SDGs. From this analysis, key sustainability concepts are derived which have either a subsistence function (maintaining the basics of human life) or an enhancement function (enabling citizens to realise their potential whilst reducing impacts on the planet). Five different innovations involving mobility sector business entrepreneurship are then characterised using this framework to exemplify its ability to deconstruct and test claims that ‘smart mobility’ is also good for sustainability as well as good for business. It is concluded that the framework could contribute to a wider architecture of sustainability interrogation. It could promote discourse around a wide range of actors, posing questions and surfacing tensions and contingencies effectively, whilst providing a holistic, strategic assessment to inform more targeted, scientific evaluations of sustainability metrics.