Automotive: Almost a third of Gen Z claim their car is their ‘second home’

Why it is the topic trending:

• The article presents findings from a recent poll highlighting a significant trend among Gen Z: viewing their cars as a "second home," with almost a third of them claiming this.

• This perspective involves not just transportation but also storage and a personal space, reflecting a shift in how younger generations utilize their vehicles for a wider range of daily needs beyond commuting.

• The comparison with older generations, particularly Boomers, underscores the generational differences in car usage and perceptions, showing a much weaker connection to the car as a personal space among the older demographic.

• The list of items commonly stored in cars provides specific insights into the lifestyle and needs of different age groups, revealing what each generation prioritizes having readily available.

Overview: A recent poll of 2,000 vehicle owners has revealed that nearly a third of Gen Z consider their car to be like a "second home," using it extensively for storage and spending a significant amount of time in their vehicles, a trend much less prevalent among older generations like Boomers. The research highlights the types of items commonly kept in cars, indicating a preparedness for various situations, from social outings to unexpected needs.

Detailed findings:

• 31% of Gen Z and 19% of Millennials consider their car a "second home," compared to less than 5% of Boomers suggesting a strong affinity for their vehicles as personal spaces among younger adults.

• 23% of Gen Z use their car for storing things, three times more than Boomers (7%) indicating a significant difference in how these generations utilize their car's storage capacity.

• Top 40 items permanently stored in cars include phone chargers for staying connected, wet wipes for quick clean-ups, and carrier bags for unexpected shopping.

• Gen Z are more likely to keep travel cups for on-the-go beverages, headphones for personal entertainment, and spare shoes for various activities in their cars.

• Boomers are more likely to have an A-Z map book for navigation without relying on technology and a first aid kit for emergency preparedness.

• The most popular items stored across all generations are an ice scraper for winter conditions and an umbrella for rain, followed by sunglasses for sun protection and gloves for cold weather or driving.

• Other common items include lip balm for personal comfort, a pair of shoes for changes or activities, and a hairbrush for quick grooming for any last-minute socialising.

• 41% of car owners have had to reconfigure their boot space to fit items for a UK holiday, taking an average of 18 minutes highlighting the challenge of maximizing car storage for trips.

• Boot size is considered important by eight in 10 people when choosing a new car, as 11% admitted to often leaving the house with everything ‘but the kitchen sink’ demonstrating the significance of cargo capacity for many drivers.

• Suitcases, bikes, and food shopping are the top items people struggle to fit into their car boot indicating common space constraints during travel and everyday activities.

• A spokesperson for car brand Dacia, which commissioned the research, noted that cars have become an extension of homes, filled with lifestyle items beyond just spare tires and de-icer reflecting a modern trend in car usage.

Key success factors of product (trend):

• Flexibility and Convenience: Cars provide a flexible and convenient personal space for storing essentials making everyday life more manageable and spending time.

• Extended Personal Space: For Gen Z, particularly those living in shared or smaller accommodations, the car can function as an extended personal living space offering privacy and storage options not readily available elsewhere.

• Preparedness: Storing a variety of items allows individuals to be prepared for different situations, from weather changes ensuring comfort and safety to social engagements allowing for spontaneity.

• Mobility and Independence: Cars offer mobility and independence, making them a central hub for activities and storage supporting a dynamic and on-the-go lifestyle.

Key takeaway: A significant portion of Gen Z views their cars as more than just a mode of transport, transforming them into a "second home" and a mobile storage unit, reflecting their lifestyle and needs for preparedness and personal space on the go.

Main trend: The Car as an Extended Personal Living Space for Younger Generations.

Description of the trend: "Mobile Sanctuary: Gen Z's Automotive Habitation." This trend highlights the increasing tendency, particularly among younger generations like Gen Z and Millennials, to perceive and utilize their cars not solely as vehicles for transportation but as extensions of their personal living spaces. This involves treating their cars as mobile storage units for everyday essentials, changes of clothing, entertainment items, and even personal care products, indicating a deeper integration of the car into their daily routines and lifestyles as a versatile and convenient personal sanctuary on the go.

What is consumer motivation:

• Convenience and Accessibility: Storing items in the car makes them easily accessible when needed for various activities and situations throughout the day.

• Preparedness for Various Situations: Keeping a range of items ensures readiness for different weather conditions, social events, or unexpected needs allowing for greater flexibility and spontaneity.

• Extended Personal Space: Especially for those with limited living space at home, the car offers additional storage and a sense of personal territory providing a valuable extension of their living environment.

• On-the-Go Lifestyle: The fast-paced and mobile lifestyle of younger generations necessitates having essentials readily available in their car to support their active daily routines.

• Personalization and Comfort: Treating the car as a second home allows for personalization and creation of a comfortable and familiar environment making time spent in the vehicle more enjoyable.

What is driving trend:

• Urbanization and Mobility: Increased urbanization often leads to more time spent commuting and the car becoming a primary space outside of home and work for a significant portion of the day.

• Shifting Priorities: Younger generations may prioritize experiences and flexibility, leading to the car serving multiple purposes beyond just getting from one point to another.

• Storage Constraints: Smaller living spaces in urban areas may necessitate utilizing the car for storage as a practical solution for limited room at home.

• Accessibility of Goods: Easy access to retail and online shopping makes it convenient to stock cars with various items ensuring a constant supply of essentials.

• Cultural Norms: The "on-the-go" culture encourages having essentials readily available to keep up with a busy and active lifestyle.

What is motivation beyond the trend:

• Sense of Security and Control: Having personal items readily available can provide a sense of security and control in various situations offering peace of mind when away from home.

• Time Efficiency: Storing frequently used items in the car can save time by avoiding the need to retrieve them from home streamlining daily routines and saving valuable minutes.

• Expression of Self: The items stored and the way the car is organized can reflect an individual's personality and lifestyle turning the vehicle into a personal statement.

Description of consumers article is referring to: The article primarily focuses on:

• Age: Predominantly Gen Z (18-27 in 2025) and Millennials (roughly 28-43 in 2025).

• Vehicle Owners: Individuals who own or have regular access to a car.

• Lifestyle: Likely to have active and mobile lifestyles, potentially involving frequent commuting, social outings, and a need for preparedness on the go.

• Storage Needs: Possibly those who live in smaller spaces or share accommodation, leading to the car serving as additional storage.

• Tech-Savvy: Comfortable with using technology like phone chargers and headphones in their vehicles.

• Shopping preferences:

  • Prioritize Convenience: They likely prefer shopping options that cater to their on-the-go lifestyle, such as quick-stop stores, drive-thrus, or efficient online shopping with easy pickup.

  • Value Preparedness: They tend to purchase items that help them be ready for various situations, indicating a preference for multi-purpose products and items that can handle different needs (e.g., snacks, weather-related gear, personal care).

  • Seek Practical and Functional Items: The types of things they store in their cars (chargers, wet wipes) suggest a preference for practical, everyday essentials that serve a clear purpose.

  • Consider Storage Solutions: Given their tendency to store items in their cars, they might be interested in purchasing car-specific organizers, storage containers, and products designed to maximize space and keep their vehicles tidy.

  • May Lean Towards Travel-Sized and Portable Options: For items like toiletries or snacks, they might favor smaller, travel-sized versions that are easy to store and use in a car.

  • Could be Influenced by Value and Affordability: While the article doesn't explicitly state this, as Gen Z is often considered a value-conscious generation, they might seek out affordable yet reliable options for the various items they keep in their "second home."

Conclusions: A significant portion of Gen Z is transforming their cars into personalized and functional "second homes," reflecting their mobile lifestyles and need for readily available essentials. This trend highlights a notable difference in how younger generations utilize their vehicles compared to older demographics.

Implications for brands:

• Automotive Industry: Consider designing cars with more built-in storage solutions and features catering to this trend such as customizable compartments and charging stations in convenient locations.

• Retail: Recognize the car as a point of consumption and storage for various product categories including travel-sized toiletries, snacks, and organizational items.

• Accessories: Market car-specific organizers, storage solutions, and lifestyle items that resonate with Gen Z through targeted advertising on platforms like TikTok and Instagram.

• Convenience Services: Target commuters and on-the-go individuals with car-friendly products and services like mobile car washes or subscription snack boxes delivered directly to vehicles.

Implication for society:

• Urban Planning: Consider the role of vehicles as personal hubs in urban environments when designing parking spaces and infrastructure.

• Environmental Impact: Increased time spent in cars could have implications for fuel consumption and emissions requiring focus on sustainable transportation options.

• Shifting Perceptions of Vehicle Ownership: The value of a car extends beyond just transportation for younger generations influencing purchasing decisions and car features.

Implications for consumers:

• Increased Convenience: Having essentials readily available in the car simplifies daily routines making it easier to manage unexpected situations.

• Potential for Clutter: The trend could also lead to cluttered vehicles if not managed effectively requiring organizational solutions and regular cleaning.

• Enhanced Preparedness: Individuals can be better equipped for various situations while on the go increasing their self-sufficiency and reducing stress.

Implication for Future:

• Cars may be increasingly designed with a focus on functionality as a personal mobile space incorporating features that enhance comfort and utility.

• We might see more services and products specifically tailored to individuals who treat their car as a "second home" creating a niche market for automotive lifestyle goods.

• The integration of technology and personal belongings within vehicles will likely continue to evolve with seamless connectivity and personalized settings becoming standard.

Consumer Trend:

• Name: Mobile Living Spaces

• Detailed Description: The increasing trend of individuals, particularly younger generations, utilizing their cars as extensions of their personal living spaces for storage, comfort, and preparedness on the go.

Consumer Sub Trend:

• Name: Automotive Preparedness

• Detailed Description: The habit of keeping a variety of essential items in one's car to be ready for different eventualities, ranging from weather changes to social needs.

Big Social Trend:

• Name: Blurring of Boundaries Between Spaces

• Detailed Description: The traditional separation between home, work, and personal spaces is becoming more fluid, with individuals utilizing various locations to fulfill different needs.

Worldwide Social Trend:

• Name: The Mobile-First Lifestyle

• Detailed Description: The increasing reliance on mobility and on-the-go living, with personal vehicles playing a significant role in facilitating this lifestyle.

Social Drive:

• Name: The Desire for Convenience and Preparedness

• Detailed Description: Individuals are driven by the need to simplify their daily routines and be adequately prepared for various situations they might encounter throughout the day.

Learnings for brands to use in 2025:

• Recognize the car as a significant personal space for younger consumers understanding its evolving role beyond just transportation.

• Understand the specific items Gen Z prioritizes storing in their vehicles such as tech accessories, personal care items, and snacks.

• Tailor products and marketing to the on-the-go lifestyle and storage needs of this demographic highlighting portability and convenience.

• Explore opportunities to integrate products and services within the automotive environment potentially partnering with car manufacturers or developing car-specific offerings.

Strategy Recommendations for brands to follow in 2025:

• Automotive brands should consider interior design innovations that maximize storage and functionality for "mobile living" incorporating modular storage, adaptable seating, and integrated technology.

• Retailers selling items like snacks, personal care products, and accessories should target car owners with relevant marketing messages and car-friendly product sizes emphasizing compact and durable packaging.

• App developers and service providers can explore opportunities to integrate their offerings with in-car technology, catering to the "second home" concept such as navigation apps that suggest nearby rest stops or storage solutions.

Final sentence (key concept) describing main trend from article and what brands & companies should do in 2025 to benefit from trend and how to do it: The "Mobile Sanctuary" trend reveals Gen Z's increasing reliance on their cars as extended living spaces, urging brands and automotive companies in 2025 to innovate and provide solutions that cater to the storage, convenience, and lifestyle needs of this mobile-first generation by focusing on in-car functionality and car-friendly products.

Final note:

• Core Trend: The Car as an Extended Personal Living Space

  • Detailed Description: Younger generations, particularly Gen Z and Millennials, are increasingly using their cars as more than just transportation, viewing them as personal spaces for storage, comfort, and preparedness throughout their daily lives.

• Core Strategy: Cater to the Storage and Convenience Needs of Mobile Individuals

  • Detailed Description: Brands and service providers should focus on developing products, accessories, and services that specifically address the storage, organization, and convenience needs of individuals who spend significant time in their vehicles and treat them as a "second home."

• Core Industry Trend: Blurring Boundaries of Personal Space and Transportation

  • Detailed Description: The traditional distinctions between personal living spaces and modes of transportation are becoming less defined, with vehicles increasingly serving as hybrid spaces that accommodate various aspects of daily life beyond simply getting from one place to another.

• Core Consumer Motivation: Desire for Convenience, Preparedness, and Personal Space on the Go

  • Detailed Description: The primary drivers behind this trend are the need for easy access to essentials, the desire to be prepared for various situations encountered during a mobile lifestyle, and the ability to personalize and create a comfortable personal space within the confines of their vehicle.

• Final Conclusion: Gen Z's perception of their car as a "second home" represents a significant shift in vehicle usage and underscores the importance for various industries to recognize and adapt to this evolving consumer behavior by offering products, services, and automotive designs that cater to the needs and preferences of a generation that increasingly views their car as an indispensable extension of their living space.

Core Trend Detailed description:

The Car as an Extended Personal Living Space for Younger Generations describes a notable shift in how younger adults, particularly Gen Z and Millennials, perceive and utilize their personal vehicles. Beyond the primary function of transportation, their cars are increasingly viewed and treated as extensions of their personal living spaces, serving as mobile storage units, private sanctuaries, and versatile hubs for various aspects of their on-the-go lifestyles. This trend reflects a deeper integration of the automobile into their daily routines and a departure from the more utilitarian view of cars held by older generations.

Key Characteristics of the Trend (summary, detailed description):

• Summary: Younger generations, especially Gen Z, are increasingly using their cars as a secondary living space for storage and personal time.

• Detailed Description: The core characteristics include a significant percentage of Gen Z and Millennials reporting that they consider their car a "second home." This is evidenced by the consistent storage of a wide variety of personal items within the vehicle, ranging from practical necessities like chargers and wet wipes to lifestyle-oriented items such as spare clothes, snacks, and entertainment. This behavior indicates a reliance on the car as a readily accessible and personalized space outside of their primary residence.

Market and Cultural Signals Supporting the Trend (summary, detailed description):

• Summary: A recent poll reveals a significant portion of Gen Z using their car for storage and considering it a second home, contrasting with older generations.

• Detailed Description: The poll of 2,000 vehicle owners highlighted that 31% of Gen Z and 19% of Millennials claim their car is like their second home, a sentiment shared by less than 5% of Boomers. Furthermore, 23% of Gen Z use their car for storing things, compared to only 7% of Boomers. These statistics strongly indicate a generational difference in the perception and utilization of cars, with younger generations exhibiting a much stronger tendency to integrate their vehicles into their personal lives beyond mere transportation.

How the Trend Is Changing Consumer Behavior (summary):

• Summary: Younger consumers are increasingly relying on their cars for storage and as a personal hub, influencing what they keep in their vehicles and potentially their vehicle preferences.

• Detailed Description: This trend is changing consumer behavior by making the car a more central and functional space in their daily routines. It influences the types of items consumers choose to keep readily accessible and may also impact their preferences when selecting a new vehicle, with factors like storage capacity and interior comfort becoming more significant considerations for those who view their car as a "second home."

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary)):

• Summary for Brands and CPGs: Opportunities to market car-friendly versions of everyday items and storage solutions. For Retailers: Potential for increased sales in travel-sized and on-the-go products. For Consumers: Increased convenience and preparedness but potential for clutter.

• Detailed Description for Brands and CPGs: Consumer goods companies can capitalize on this trend by developing and marketing products specifically designed for in-car use and storage, such as compact organizers, travel-sized personal care items, and easily consumable snacks. Automotive accessory brands have an opportunity to create innovative storage solutions and comfort enhancements tailored to the "second home" concept.

• Detailed Description for Retailers: Retailers can benefit by featuring and promoting products that are likely to be stored in cars, such as travel essentials, snacks, beverages, and car organizers. Strategically placing these items in convenient locations within stores or online can cater to the on-the-go lifestyles of younger consumers.

• Detailed Description for Consumers: For consumers, this trend offers the convenience of having essential items readily accessible in their car, increasing preparedness for various situations. However, it also presents the challenge of maintaining an organized and uncluttered vehicle space.

Strategic Forecast:

The trend of younger generations viewing their cars as extended personal living spaces is likely to continue, driven by factors such as urbanization, flexible lifestyles, and the increasing amount of time spent commuting. Automotive manufacturers and consumer goods companies will likely continue to adapt their offerings to cater to this evolving consumer behavior.

Final Thought:

The increasing tendency of Gen Z and Millennials to treat their cars as "second homes" signifies a fundamental shift in the relationship between younger generations and their vehicles, presenting both opportunities and challenges for various industries as they adapt to this evolving consumer behavior and lifestyle.

Source: https://www.express.co.uk/life-style/cars/2057261/Almost-a-third-of-Gen-Z-claim-their-car-is-their-second-home