Generation Z is the generation that was born between 1995 and 2010. As digital natives, they grew up with digital technologies and their status symbol is the smartphone with all information channels that are immediately available. A whole kaleidoscope of names for the children of the turn of the millennium grows out of this environment; they are dubbed the founders, selfie generation, post-millennials or generation edge. You grow up shaped by global influences and accordingly reassess the subject of mobility from scratch.
All or nothing?
In harmony with the multitasking ability of their digital companions, they are agile, curious, playful, ironic, cosmopolitan and suspicious. Everyday life is characterized by contradictions, but in view of the variety of information and the unstable international conditions, one has to maintain an outside calm. They are enlightened, self-confident and share their opinions in their digital environments. The parents' influence is less, everyday life in kindergartens and schools shaped the generation to a large extent. Consumption has accompanied the youth more and has guided them in many life situations.
A new car?
An emotional connection to the smartphone is more important than to one's own car. This is a trend that has been noticeable for years in countries with a high level of prosperity. The willingness to forego the car in favor of their own apartment, a vacation trip or their own savings and retirement provision has risen to over 50% among this generation in the metropolitan areas. A study by Professor Dr. Bratzel confirms the trend: “A large part of Generation Z has practically none
emotional attachment to the car. For them, the car is not a status object, but at best a commodity. The tendency to 'de-emotionalize' car ownership among the younger generation has accelerated significantly in recent years. "
Study on the mobility of Generation Z
The consequences for the mobility of these user groups are foreseeable, the important criteria when using the new mobility concepts lie in the areas of flexibility, costs, safe arrival and time savings. The mobility offerings in the cities of young city dwellers is measured in terms of interactive mobility apps, car sharing options and shuttle services. In a study by the Center of Automotive Management (CAM) on behalf of BNP Paribas Cardif Germany, the mobility behavior of the young generation is examined more closely. The effects are described in more detail in the press release:
“The mobility of the future will be driven by the young generation of city dwellers, whose attitudes towards the car and their mobility behavior already differ considerably from the elderly. How quickly a new mobility takes hold depends largely on the political will to steer and regulate. These are the results of a current study by the Center of Automotive Management (CAM) on behalf of BNP Paribas Cardif Germany based on an end customer survey and expert interviews.
In a representative survey, 73 percent of Germans stated that having their own car is "important" or even "very important" for their current mobility situation. The importance of having their own car is falling significantly for residents of cities with more than 100.000 inhabitants and for younger people under the age of 25, but a majority of 57 and 55 percent respectively still state that a private car is important to them. The situation is different in the group of younger city dwellers under the age of 25: Having their own car is at least “important” for only a minority of 36 percent, ie a private car is less important for almost two thirds (64%) of young city dwellers or even unimportant. "(Center of Automotive Management (CAM), Prof. Dr. Stefan Bratzel)
Sources text / image: Center of Automotive Management (CAM), Prof. Dr. Stefan Bratzel
Cover picture Generation Z symbol - © Sergey Nivens - fotolia.com
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