In 2020 according to Traffic Authorities, if all car commuters shift from using cars one day a week to use public transport the green-house reduction goals in Western Sweden in relation to transport will be met. A shift from cars to public ways of transport means a step towards the objective eco-effectiveness (Watson et. al. 2010) as commuters actively change their behavior and consume lesser natural resources to achieve the same travel goal. It is also a step towards eco-equity. By using means of commuter transport functions and services with better environmental performance (such as bicycle or public transport systems like bus, tram or train) each commuter consumes less resources which leaves more resources for future generations, and if the systems are well-trimmed it may even be made to balance with nature’s regeneration capability of energy resources. We argue that it is the responsibility of IS researchers to investigate and evaluate how IS/IT may improve the environmental performance of the systems they work with, and in particular if IT/IS may serve as a persuasive force to stimulate shifts towards more eco-friendly alternatives of transportation. For example, we consider it our responsibility to investigate how IS/IT may increase the eco-efficiency of transportation assets when the volume of travelers of shared resources increases as a consequence of such a shift. People should be able to plan their trip in a way suitable for them as individuals while at the same time being supported to choose sustainable alternatives. In practice they should be able to base decisions regarding trips on information about the reliability of transport services and traffic, on the price, and on the environmental performance, provided to them via digital context based information services. In order to succeed in innovation of new digital services for sustainable travel a number of challenges must be prevailed. These challenges can be related to consumers, service and transport suppliers and governmental authorities in the public transport context.