Whilst the battle to win passengers is a huge one for the public relations teams, there is one major problem, that is beyond their control.
Anti-Social behaviour. From playing music and watching clips at full volume without any respect. Loud, leary behaviour. Violence towards the driver and passengers. Drunken loutish behaviour (which is all day now, not at 10pm onwards).
The collapse of any respect and manners in society is no more acutely visible and audible as that when you are on public transport, bus, tram, train.
The vast majority of passengers have to put up with that, and at night it is extremely intimidating . On the odd occasion I've used public transport this year, I've had to challenge three people. Few will stand up and do so, those who can will use car or taxi. I suspect everyone sees this going on on buses.
The bus and other transport companies can't do a lot to stop this, and it is worse now that ever.
RE: Reversing the decline in passenger numbers