Can The Auto Industry Help Drive The Anti-Texting-While-Driving Message?

Fordsync-b1Last week in Essentials we cited a piece from Wired on the issues surrounding texting while driving as discussed at a Senate hearing last Wednesday by senators, the Department of Transportations and the FCC. From the article:

At issue is the Distracted Driving Prevention Act of 2009 (.pdf) that Sens. Jay Rockefeller (D-West Virginia) and Frank Lautenberg (D-New Jersey) introduced Wednesday that seeks to ban texting while driving, a category that includes using a PDA, checking e-mail on a BlackBerry or manipulating a GPS unit with your hand. The bill (S. 1938) also targets drivers who make calls without using a headset. Texting or calling while pulled over on the side of the road is fine, but not while at a red light.

It got me to thinking about the difficult position of the auto industry in all of this with the increasing pressure to combat Gen Y’s cooled attitude towards cars by staying technologically relevant. Young drivers, after all, are a fair market to target with all different types of technological add-ons, whether it be safety or information related like Ford’s recent Sync platform designed by college students or the more entertainment-driven approach of the Nissan Cube which was described by a member of the marketing team as another one of the young owner’s “essential mobile devices”  to be used for “connecting with friends, sharing music and sharing fun.”

It’s a tough line for these carmakers to walk between maintaining a hip, tech-friendly youthful image and enabling risky on-the-road behaviors like texting, using a GPS system and/or fiddling with an iPod. And even though more opportunities to plug in on the road may compound the issue, the root of the problem still remains in the cultural norm we’ve created and condoned as a society, less than with the automakers and cell…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: It wouldn’t be Thanksgiving without buying something and watching holiday movies.” –Female, 29, CA 

Yesterday news that Budweiser would be dropping their traditional Clydesdales in order to appeal to Millennials made the rounds—but the brand says not so fast. In response to the rumors, Budweiser has released their “drink responsibly” ad featuring the iconic horses “earlier than planned” and tweeted that they “aren’t going anywhere.” But they are giving the campaign a twist that could appeal to young consumers, partnering with LYFT to give holiday partiers safe rides home in Boston with the help of the Clydesdales. (Brand Channel)

The appeal of toy unboxing videos may be a mystery to some, but they’re viewed millions and millions of times on YouTube, and Disney wants a piece of that popularity. In case you’ve missed it, these videos consist of opening up toys and talking about what’s in them. The brand’s Maker Studios has signed five toy unboxing digital stars, including HobbyKidsTV, DisneyCarToys, and ToyReviewToys. However, the most popular unboxing channel, DC Toys Collector, who generated 104 million views last week, was not included. (Recode)

Totino’s is continuing their weird, weird marketing campaign to appeal to young consumers’ absurdist humor. In a follow up to “the oddest pizza ad ever,” the brand has taken a BuzzFeed post called "50 Completely Unexplainable Stock Photos No One Will Ever Use" and turned each one into an off-the-wall bizarre ad. They’ve posted the entire collection on their site with the explanation, “We obviously had no choice but to use them. Poorly.” (Adweek)

What influences teen drinking behavior? Recent research has found that ”close friends” are far more influential than the “broader peer group” when it comes to teen alcohol use. This means the idea of  “everyone thinking that everyone else (in a whole school, say) is drinking a lot” being a reason behind drinking might not hold as much water. (NYMag)

The next-generation is growing up hyper-monitored from the cradle, but it’s possible that the high tech baby monitors that have become more and more common don’t actually offer benefits. Onesies and other items that track babies heartbeats and body metrics might be offering parents “false reassurance,” as they haven’t been proven to work. However, makers of those products say that new parents are buying them not to combat specific health issues but for peace of mind. (Mashable)

The Ypulse Back-To-School Special Report is here! The holidays might be starting, but we know retailers, marketers and brand managers are already planning for next year's big shopping seasons. To deliver a forward looking perspective, we surveyed high school and college students throughout 2014, combed that data for insights, and compiled all of the must-know data into a rich BTS special report. Gold subscribers can access the full report and data in the My Documents section of Ypulse.com. One-off pricing for this report is $1,250, contact us here. (Ypulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies