This site uses cookies to provide a streamlined experience. To learn more see our current privacy policy.
We See Things
Differently

Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.

AGENCY NEWS // MARCH 13, 2019 //     

NEW REPORT FROM ALLISON+PARTNERS UNCOVERS A SHIFT FROM CAR CULTURE TO MOBILITY CULTURE

Intersection of technology and transportation driving change; Gen Z to drive it forward

SAN FRANCISCO (March 13, 2019) – A new report from Allison+Partners suggests that changing definitions of transportation and an influx of new mobility solutions are paving the way for the birth of a new culture – the mobility culture. Resulting from the intersection of transportation and technology, this cultural shift will be driven forward by a new generation of consumers – those just now coming of driving/ride-sharing age.  Much in the way Baby Boomers in their teens and twenties defined American car culture, Gen Z will ultimately become synonymous with mobility culture. The study, dubbed The Birth of Mobility Culture, also explores implications for brand marketers as consumer values shift from “me” to “we” and access to new mobility options increase.

The report, based on a survey of U.S. consumers fielded in January 2019, reveals a clear shift in consumer attitudes, values and behaviors between generations and with more transportation options available than ever before.

Key findings that highlight this shift include:

  • Cars remain at the center of today’s transportation equation, but how they’re used is changing. While roughly 70 percent of licensed Americans drive their vehicles daily, 38 percent of those without a driver’s license say they have no need for one. With Gen Z, the numbers become even more significant — nearly 70 percent of Gen Z respondents do not have their driver’s license and 30 percent of those who do not currently possess their driver’s license have no intention or desire to get one.
  • Car culture shifts from “me” to “we.” Younger generations, including Gen Z, have begun to see automotive benefits that move beyond convenience to relaxation and social experiences. When asked why they would purchase an autonomous vehicle, Gen Z consumers cited relaxation as a primary factor (65 percent) – almost equal to convenience (67 percent).
  • For Gen Z, the car has become less aspirational. Gen Z sees cars more as appliances than any other generation, with more than half of Gen Z respondents (56 percent) indicating a car represents essentially no more than a means of transportation.
  • Technology and transportation have become synonymous. The excitement for autonomous technologies is driven by Gen Z, due largely to a high trust level with technology. Ultimately, 60 percent believe they will use autonomous vehicles by 2029.

“Not only will the car itself change drastically with the advent of new technology and mobility solutions, but its role in our lives and in culture will also evolve,” said Marcus Gamo, Senior Vice President and Automotive Specialty Group Lead at Allison+Partners. “Our automotive practice was born out of an authentic passion for disruptive brands that are redefining mobility, with a deep understanding that the most important attributes of transportation for consumers are trust and loyalty.”

The report also reveals that despite changing American consumer values and behaviors, brands remain more relevant than ever. For marketers, however, the introduction of this new mobility culture will require a revamped approach to effectively garner consumer loyalty and advocacy:

  • Reinforce how technology enhances the experience. With consumers conditioned to expect technology innovation at a faster rate than the traditional new vehicle introduction timeline, it’s important for marketers to reinforce how technology features enhance the ride experience, contribute to vehicle safety and support a future where transportation options come together in concert.
  • Demonstrate an understanding of the shift from “me” to “we.” It will be more important to underscore the benefits of a particular mobility option to communities of people (such as a city, university or corporate campus), rather than to just individual drivers.
  • Focus on building relationships during the journey, not at the finish line. Younger consumers value authentic relationships with brands, and it takes time to foster that trust. Understand their values, what advancements in automotive technology excite them and, equally important, their concerns about the future of mobility. Use this information to inform how to communicate and engage with them about your brand.
  • Consider new avenues for introducing mobility options. The traditional auto show has been the core of how automakers, motorcycle brands, RV makers and others have introduced new vehicles to a rabid group of automotive enthusiasts. Due to this shift in values and attitudes, marketers must now plan for more values-based, communal and experiential local market activations, where influencers help create and share the story and consumers can experience brand value in a real and authentic way.

“As consumer relationships with cars evolve, automotive and transportation industry marketers must change how they engage with younger audiences, especially Gen Z,” said Lisa Rosenberg, Co-Chair of Allison+Partners’ Consumer Marketing practice. “Being headquartered in San Francisco with deep roots in technology, Allison+Partners has been at the forefront of cultural movements since our inception. We believe that brands that embrace this cultural shift and provide opportunities for consumers to be active participants are the ones that will win with a generation whose favorite currency is social.”

ABOUT THE REPORT

Allison+Partners compiled this report using data from an online survey of 1,035 people in the U.S. over the age of 16 conducted in January 2019. Fielding was conducted using the Qualtrics Insights Platform and the panel was sourced from Lucid.

The Stream

Articles + Opinions Delivered Directly to your Inbox.

Sign Up today!

I consent to my data being collected and stored.
BUSINESSINSIDER // MAR 14, 2019
Facebook is under criminal investigation over deals that gave Apple, Amazon, and other companies access to user data t.co/o8u5Q6lBrG
ANNIEMAL // MAR 14, 2019
16 months of Takes ahead before a nominatee is picked.
MAGGIENYT // MAR 14, 2019
Andrew Weissmann Stepping Down From Special Counsel Robert Mueller Team : NPR t.co/2LfiDWuhPL
VULTURE // MAR 14, 2019
There is no character in the Simpsons universe more mysterious, or more raisinlike, than Hans Moleman t.co/VRCyvLlaTC
MEDIAITE // MAR 14, 2019
Fox News' Shepard Smith Accepts Journalism Award: 'History Will Reflect Poorly' on Those Who 'Knowingly Deceive’… t.co/pc6eFvlAv4
SALON // MAR 14, 2019
Chris Hedges: Democrats may well lose to Trump again, and Bernie Sanders is "naive" t.co/igXDW5ml1f
BRAINPICKER // MAR 14, 2019
“Perfection of means and confusion of goals seem — in my opinion — to characterize our age.” Einstein, born 140 ye… t.co/BjcyLceBQi
MENTAL_FLOSS // MAR 14, 2019
9 Enlightening Courses You Can Take Online in March 2019—t.co/BP3XZWPjcY t.co/QsdFFH9GQ4
KRISTASCHLUETER // Mar 13, 2019 Went to the opening of Ian Schrager’s new Edition Hotel for @nytimes in the paper tomorrow ✨✨✨
NATGEO // Mar 13, 2019 Photo by @kengeiger | Photobombed by a giraffe—who knew it was possible? Imagine the scene: a tower of giraffes coming to a water hole in Etosha National Park, Namibia, a 600mm lens in the wait, giraffe heads and necks in a tangle—and I'm praying for
DANIELARSHAM // Mar 13, 2019 This Saturday is the final day to view my exhibition “Static Mythologies” at @galerieronmandos in Amsterdam.
GOODTYPE // Mar 13, 2019 What an incredible Goodtype Tuesday! We will be announcing the winner of the Goodtype Books via our Stories on Friday! Now it is time to introduce our Guest Curator of the week! We are pleased to have @marykatemcdevitt taking over the feed today and tomor
NATGEO // Mar 12, 2019 Photo by Adam Ferguson @adamfergusonstudio | Sand mining boats work illegally on the Thane River near Nagla Bunder village in Maharashtra, India. Indian workers dive to the bottom of the river with a metal bucket to scoop sand, hauled to the water surface
GOODTYPE // Mar 12, 2019 #GoodtypeTuesday entry and words below by @c.j.amaya ・・・ The Art of Lettering; created in the style of @jimbobernaus for this weeks Goodtype Tuesday. __________ I really wanted to create something in Jimbo’s style because I love the style that he creat
DANIELARSHAM // Mar 12, 2019 “BIG BALDY, ETC” by @ryantravischristian is opening tonight at @arshamfieggallery from 8pm-9pm. All are welcome. The exhibition will be on display from March 12 through April 2nd!
JATECSON // Mar 11, 2019 You will never find light⁣ by following darkness.⁣ Let your light guide you to the light. ⁣ Words by @profg.co #jatecson
BUSINESSINSIDER // MAR 7, 2019
Drugstore skin products can work just as well as luxury brands t.co/4OPUmYTYL0
SALON // MAR 7, 2019
New York Mayor Bill de Blasio blasted as fauxgressive by union targeting a national audience t.co/vdBmtZTbz1