Driving Forward Trend Report

Gen Z and Millennial research, trends, and insights

The pandemic has undoubtedly significantly impacted young consumers’ transportation behaviors. They’re commuting and driving less—but counter to what some might think, their interest in cars is actually stronger than before.Quarantines have sparked a newfound appreciation for their pre-COVID commutes and put the spotlight on the benefits of owning a car in the midst of a health crisis. Car ownership is still the goal for young people, but they have different values than the generations that came before them, and the events that are shaping their worlds are shifting their desires.

This report explores COVID’s impact on transportation and young consumers’ attitude towards car ownership, what they value most in the cars they buy, and what they want in the cars of tomorrow.

Download the full report for insights on:

  • How COVID-19 has changed young people’s transportation behaviors, and their attitudes
  • How brands outside of the auto industry are also being impacted by these changes
  • The new role that cars are playing in Gen Z and Millennials’ lives, and for marketers
  • What 2020 has meant for car purchasing, and their future plans
  • Young consumers’ views on the future of cars, and differences in Gen Z and Millennials’ car preferences


Report length: 32 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded August 2020

Additional survey content for Pro users: views on specific car brands, 

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