FRESH

Potential solutions that will be tested in this project include online shopping linked with various delivery and last-mile services. We aim to understand current and future shopping habits, which vary by gender, age, and other factors. Our analysis will consider how these differences affect the suitability of new solutions for different groups. For some, online services may offer opportunities; for others, they may pose challenges. The project seeks to identify and optimise a range of inclusive solutions. Reducing car dependency in shopping is a key aim, though we acknowledge that, for some social groups, private cars may remain necessary. Gender and diversity issues, including age and ethnicity, are also relevant in last-mile delivery. Most delivery drivers are men, especially in ‘instant delivery’ sectors, though some cargo cycle start-ups are exceptions. The freight and platform-based delivery workforce is increasingly global and diverse, these factors will inform our analysis. 

FRESH will identify integrated strategies to reduce car-based shopping trips and last-mile delivery traffic without limiting access to goods, improving equity and supporting 15-minute city goals. The project will benefit public authorities, private actors, and civil society by empirically assessing sustainable urban freight and shopping models across diverse neighbourhood types. It will contribute to more efficient transport planning, reduced traffic congestion, and improved safety in residential areas. Benefits include increased use of active transport modes, better land use through reduced parking needs, and expanded access to shopping for those without cars. By exploring behaviour around suburban mobility hubs, FRESH highlights how existing infrastructure can support shared mobility and community interaction. Although not directly focused on safety, it will reveal risks posed by growing freight traffic near vulnerable road users. Ultimately, FRESH bridges the passenger-freight divide, advancing sustainable, inclusive urban mobility solutions.