How can we improve social welfare by adding Innovative Air Mobility (IAM) to the mix of existing transport modes?
Improving social welfare through Innovative Air Mobility goes beyond asking whether the technology works. It means understanding why it is needed, who it benefits, what challenges it may create, and how it can be introduced in a fair, inclusive, and balanced way.
By focusing on stakeholder empowerment, we are building a more democratic and sustainable foundation for IAM.
IAM is an emerging transport system whose societal impacts are not yet fully understood.
It has the potential to influence:
- Accessibility for remote, rural, and underserved communities
- Economic activity, employment opportunities, and regional connectivity
- Urban planning, mobility patterns, and quality of life
At the same time, important questions remain:
- How can benefits be shared fairly across different groups and regions?
- How can concerns related to noise, privacy, safety, and environmental impacts be addressed?
- How can citizens' requirements be taken into account in decision-making?
The challenge:
- To enable society to understand and reflect on the potential, benefits and implications of IAM.
- Ensure that future deployment is guided by fairness, inclusion, and public value.
What is IAM-CC?
IAM-CC - A Competence Centre to assess and advance societal readiness towards the adoption of Innovative Air Mobility solutions to increase social welfare - is a €5 million EU-funded research and innovation project running from June 2026 to December 2029.
Bringing together 20 organisations from across Europe, IAM-CC aims to strengthen societal readiness for Innovative Air Mobility by developing methods, tools, and processes that support informed and inclusive decision-making.
From public acceptance to co-creation
IAM-CC moves beyond passive “public acceptance” toward active co-creation, engaging citizens, city authorities, and industry actors to explore IAM and its potential use. Guided by the Responsible Research and Innovation approach, the project embeds co-creation as a core part of how societal readiness is assessed and advanced.
At the core of the project is the development of a societal readiness methodology, integrating technological, organisational, and citizen readiness, alongside legal and ethical considerations. This will be supported by tools, training, and practical guidance made available through the IAM Competence Centre, alongside a European community of practice.
In parallel, multilingual public awareness and educational campaigns will raise understanding of IAM and support broader participation.
Living Labs in Madrid, Milan, & Coimbra
The approach will be tested through Living Labs in Madrid, Milan, and Coimbra, where stakeholders will take part in demonstrations, immersive experiences, and workshops to explore real-world applications and societal impacts.
Madrid
A leading IAM ecosystem is already active in regulation, infrastructure, and operations.
In Madrid, we will work with city authorities, industry actors, and urban planners to build on existing initiatives and advance toward full societal readiness. Through demonstration flights, co-creation workshops, and integration into urban mobility planning, we will test how IAM can be embedded into real city systems.
Milan
An emerging IAM environment with a strong focus on healthcare logistics.
In Milan, we will collaborate with public authorities, hospitals, and logistics operators to explore how IAM can support medical and urban logistics. By aligning governance structures and running demonstrations and stakeholder engagement activities, we will assess how IAM can move from pilot use to structured city integration.
Coimbra
An early-stage context with high potential for social impact.
In Coimbra, we will work with regional authorities, service providers, and local communities to introduce IAM through real-world use cases such as pharmacy-to-village deliveries. Through demonstrations, awareness activities, and inclusive engagement, we will build societal readiness from the ground up.
Expected Project Impact by 2029
A more informed and engaged society
Citizens and stakeholders better understand and reflect on the opportunities, benefits, and implications of Innovative Air Mobility.
Better-informed planning and decision-making
Cities, citizens, and industry stakeholders anticipate ecosystem needs and make evidence-based decisions that consider environmental, social, and economic impacts.
Safer and more sustainable IAM infrastructure
Cities and logistics operators design safer and more sustainable IAM infrastructure using digital twins and stakeholder feedback.
Future-ready strategies and capabilities
Cities and industry stakeholders develop future-proof plans, skills, and strategies for the large-scale deployment of Innovative Air Mobility.
Continuous improvement and wider adoption of IAM
Cities and industry stakeholders implement, monitor, and refine IAM solutions using shared knowledge, practical tools, and proven methodologies.
Join the initiative
Be part of shaping the future of air mobility.
Join as a stakeholder, advisory board member, or participant and take part in workshops, co-creation sessions, and real-world activities. Sign up to stay in the loop and get invited to upcoming opportunities to contribute.