All segments of a population that need to move about in a community represent the mobility demand, and understanding and influencing this is called Demand Management. Put another way, Demand Management is the use of policies, programs, services and products to influence whether, why, when, where and how people travel by encouraging them to shift modes (walk, cycle, take transit, or rideshare instead of drive), make fewer trips (telework, telephone, shop online), or travel more efficiently (shop locally, do several things on each trip, avoid peak periods or congested routes).
Demand Management is also about understanding the needs of each and every user. This means learning about why people are traveling and developing services, offers and incentives that meet their individual lifestyle needs. In other words, focusing on the user.
Demand Management approaches typically use education, promotion and/or outreach techniques to provide information and training to the community in order to encourage them to make more sustainable urban transportation choices. Incentives or disincentives such as transit fare discounts or parking space charges can also be used to influence demand.