Millennials And Car Culture: They Care About Driving, But Not About Driving New Cars

Millennials bring unique attitudes and a different cultural mindset to vehicles than their older peers, but the fact is, they still drive even though they have to abandon text messaging and social media while they do so.

We’ve been seeing plenty of headlines this week about how Millennials don’t like cars and don’t want to drive. The auto industry is sweating because Millennials aren’t buying cars at the same rate that Boomers did in their youth, citing their preference for technology and the Internet over cars. The ultimate question is whether this shift is driven by a new mindset about driving (which will likely not change) or economic conditions (which will likely change). Of course, there’s a possibility that it’s both.

 

Millennials do bring unique attitudes and a different cultural mindset to vehicles, but the fact is, they still drive. But an article in The New York Times cites stats including:

"In 2008, 46.3 percent of potential drivers 19 years old and younger had drivers’ licenses, compared with 64.4 percent in 1998, according to the Federal Highway Administration."

And:

"Forty-six percent of drivers aged 18 to 24 said they would choose Internet access over owning a car, according to the research firm Gartner."

What it fails to note, however, is that new laws restricting licenses for drivers under age 18 took effect during the decade reference, reducing the number of fully licensed teen drivers. As for the 46% of 18-24 year olds who would choose the Internet over driving, that doesn’t reflect the number that would like to do both. What’s more, that figure also means a majority of 18-24 year olds (54%) would choose a car over a computer.

An article in The Atlantic says:

"Growing up in the 'burbs was part of the reason driving was so central to Baby Boomers' lives. Car keys meant freedom. To city dwellers, they mean struggling to find an empty parking spot."

It also notes:

“Surveys have found that 88 percent [of Millennials] want to live in an urban…

 
 

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The Newsfeed

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

Magazine covers aren’t dying in the age of digital—even when publications go out of print. Digital-only covers are “captur[ing] the print magazine's tangible essence” while building hype for media brands on social media (especially Instagram). PorterComplexNylonGQ and more publications have taken on the trend, featuring celebrities like Chance the Rapper to Sophie Turner. For magazines looking for a comeback with young consumers, digital-only covers can “translate their own brand for the web." (Fashionista)

Following “a series of scandals,” YouTube is taking major steps to overhaul its video review process and ad placement policies. The new guidelines “kick tens of thousands of video makers out” of the ad program by requiring anyone who generates ad revenue to produce 4,000 hours of content and gain 1,000 subscribers in one year, upping the ante from the previous requirement of 10,000 lifetime views. YouTube is also promising to manually review every video in its top tier of advertising (Google Preferred), and they’ve hired 10,000 new employees in the last year to get the job done. (recode)

Some Millennial parents are applying their minimalist tendencies to their kids’ toy chests to battle play clutter with “toy limitation.” It’s not a new concept—some schools of thought that have “advocate[d] simple, open-ended toys” include Montessori, Waldorf, and RIE—and today’s advocates say limiting toys can improve focus and happiness. A report from the University of Toledo concluded that toddlers “played ‘better’” when given fewer toys, meaning they played with each toy for longer and in more creative ways. However, some parents worry that they’re “denying [their children’s] self-expression” when they limit toys, and so the debate continues. (Slate)

Tostitos is giving fans their very own personalized Super Bowl ads to invite friends to their game parties. The platform takes a user's name, address, and other invite info and spins it into a video perfect for Customization Nation. Each ad features a different combination of Super Bowl clichés, including a “talking baby, puppies, sassy older women, [and] a celebrity pitchman.” Considering Ypulse data shows 64% of 13-34-year-olds watched some or all of the 2017 Super Bowl with friends and family, it’s a safe bet at least some will be sending out invites, possibly with some Tostitos product placement this year. (Adweek)

Facebook’s new feature lets Groups co-view each other’s content. “Watch Party” allows Group admins to show any Facebook video to members simultaneously, and to comment on a “dedicated reel” for a “shared viewing experience.” The feature is another step towards the platform’s new goal to “encourage meaningful social interactions,” and their new focus on Groups. The push for social viewing could possibly be integrated into other aspects of Facebook and its properties, like group chats. (TechCrunch)

“I plan to go to a free barre class at a local studio that is offering them as part of a New Year's promotion.”—Female, 33, MA

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