Generational Mindsets Shaping Auto Industry Sustainability

Consumers value sustainability in the automotive market in different ways, based on generation and region.

Millennials and the sustainability divide

Globally, sustainability emerges as a consideration for consumers worldwide when making choices about which kind of car to purchase. 16% of consumers prioritise sustainability as a key factor in their decision-making process. However, this figure varies significantly across regions, and by generations.

Millennials are most likely to put emphasis on sustainability in the automotive market. 20% of Millennials prioritize sustainability when making choices about which car to purchase, compared to 11% of Boomers.

Sustainability areas that matter most

Generationally, consumers recognise certain sustainability practices as being more impactful on their decision making. Gen X exhibits a stronger inclination toward improved air quality (70%) and a reduced carbon footprint (71%). Environmentally conscious Gen Z and Millennial consumers display near-equal value across all sustainability areas, showcasing a more holistic approach to eco-conscious decision-making.

Cost-consciousness strategies to save on fuel

Gen Z (41%) and Millennials (39%) are most likely to choose public transportation to save on fuel, compared to only 25% of Boomers and 32% of Gen X. Older generations were more likely to opt for less frequent driving to save on fuel.

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