When was the last time you took the train? Encouraging more young adults to use rail is a key step toward reducing carbon emissions and promoting sustainable transport in the UK. 

Worcestershire Community Rail Partnership, a team of university students, developed practical strategies to increase rail usage among young adults. Their research highlights a critical sustainability issue: car travel produces up to 8 times more CO₂ emissions than rail travel, making trains a more environmentally friendly choice.

Worcestershire Community Rail Partnership 

The Worcestershire Community Rail Partnership (WCRP), established in 2019, works with local councils, rail user groups, and train operators, including CrossCountry, West Midlands Railway, and Great Western Railway.

Their mission is to:

• Improve local railway stations
• Strengthen community engagement
• Increase rail ridership across Worcestershire

This project focused on delivering actionable recommendations to help WCRP boost young adult train usage.

Why young adults Arent Using Trains

Key Barriers to Rail Travel
The research involved surveys of 176 young adults, expert interviews, and observations across 15 Worcestershire stations. The findings reveal significant opportunities for growth:

53% of young adults said they could have used the train but chose another mode of transport
63% cited high ticket prices as a major barrier
47% reported unreliable services

Additional challenges include:

Difficulty navigating journeys after cancellations
Limited or closed station facilities (e.g., toilets)
Confusing ticket pricing systems

Rail experts confirmed that while cost matters, reliability is the most critical factor influencing passenger decisions for all passengers, not just for young adult rail travel.

Recommendations to Increase Young Adult Rail Use

Short-Term Actions (Immediate Impact)

To quickly boost engagement and visibility:

• Increase branding visibility at improved stations using the WCRP logo
• Expand social media presence to connect with younger audiences

Mid-Term Strategies (Within 12 Months)

• Improve website usability and navigation
• Keep digital content updated with events and achievements
• Launch targeted marketing campaigns comparing rail vs car travel, highlighting:
  • Lower carbon emissions
  • Cost efficiency
  • Convenience

Long-Term Solutions (Policy & Infrastructure)

• Advocate for lower rail fares and extended fare freezes
• Improve maintenance schedules to reduce delays
• Develop a centralised travel platform with:
  • Ticketing information
  • Live schedules and delays
  • Journey planning tools

These measures aim to create a more seamless, affordable, and attractive rail experience for young adults.

Why This Matters: Sustainable Transport for the Future

Encouraging young adults to switch from cars to trains is essential for:

• Reducing carbon emissions
• Supporting greener communities
• Improving regional connectivity

With the right combination of affordability, reliability, and targeted marketing, rail travel can become the first choice for the next generation.

Watch the students present their findings

Read the full report.