In this episode we speak with Janette Bell, Managing Director of First Bus, the bus division of FirstGroup Plc and one of the largest bus operators in Britain, running around a fifth of all bus services outside London across a fleet of more than six thousand vehicles. Janette has a simple, steadfast purpose since she entered the role in 2020: “to get more people on the bus!”
Janette bolsters this purpose by laying out the social and economic benefits of a robust bus transit system, and directly connects these benefits to their bottom line. For instance, bus service increases public access to opportunities, thereby driving economic activity in the local area, creating a feedback loop straight to the fare box. As Janette describes these and other local benefits, a through line is that the better the bus operates for the community, the more people will ride it.
We also discuss the push for net zero, which Janette sees in terms of opportunities, not obstacles. Electrification of the fleet has spurred First Bus to enter innovative collaborations and partnerships. And as Janette sees it, the benefits of the bus will increase as the fleet gets cleaner.
Janette leaves us with a profound question. In a highly competitive industry with a broader purpose, what does winning mean? Her answer after over 40 years in service industry leadership: if the social benefits are the focus, the profits will follow.
Check out the First Bus website.
A special thanks to Lesley Cotton for suggesting this conversation!
Supported by Norman Broadbent.
Janette Bell
