Shared Mobility

Allison+Partners report suggests a shift from car culture to mobility culture

Allison+Partners report suggests a shift from car culture to mobility culture

A new report from Allison+Partners, a global marketing and communications agency, 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 the new generation of consumers 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 PR firm says. The study, “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 US 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:

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. 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.

—Marcus Gamo, Senior Vice President and Automotive Specialty Group Lead at Allison+Partners

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:

As consumer relationships with cars evolve, automotive and transportation industry marketers must change how they engage with younger audiences, especially Gen Z.

—Lisa Rosenberg, Co-Chair of Allison+Partners’ Consumer Marketing practice

Allison+Partners compiled this report using data from an online survey of 1,035 people in the US over the age of 16 conducted in January 2019. Fielding was conducted using the Qualtrics Insights Platform and the panel was sourced from Lucid.
To read more about Micromobility we recommend you to read this: Five Promises of Micromobility

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