While few of us noticed, a significant cultural shift took
place in the last decade among young adults in the U.S. They appear to be the
first American generation since Henry Ford’s Model T not to be in love with
cars. The average age for attaining a drivers’ license keeps increasing, and a
growing number of young adults opt to live in cities large enough to provide
good public transportation, making cars unnecessary. Even where bus lines leave
something to be desired, walking, skating, and biking are becoming the preferred modes of
inner-city commuting for those under the age of 30.
This is not good news for the automobile industry, which is having a heck of a time figuring out how to market to young people. But the change in attitude towards cars is part of a larger paradigm shift. A major study at Northwestern University in Chicago that was recently reported on Youthradio.org and National Public Radio has concluded that so-called “millennials” (the generation born between 1982 and 2004) have pretty much ditched the value of “ownership” in favor of “experience.” Jill Hennessy of the Kellogg School of Management at Northwestern says that while most millennials want to own a car, it’s not as high on their list as a smartphone, and many of them will ask, “Do I really need one?” rather than regard having wheels as a right of passage. “They are much more likely to find value in experiences than they are to find value in things,” Hennessy says.
This shift is partly driven by the economy. Millennials have come of age during the Great Recession. Jobs are scarce for recent college graduates, and all indications are that, aggregately, these young people will be the first generation since the Depression not to do as well economically as their parents. So they have been forced to think more carefully than past generations about big-ticket purchases.
I suspect, though, that something more important is at work. Instead of buying clothes or nice furniture (let alone a house), millennials are more likely to spend their money on eating out, going to movies, attending concerts, or traveling with their friends. “Experiences” usually involve other people, even if it’s just hanging out at somebody’s apartment. This is consistent with a wider spiritual trend that cultural observers have been tracking for some time. The “Spiritual But Not Religious” category of Americans is overwhelmingly young. Generally speaking, they rank relationships above beliefs; spiritual experience above moral codes. For this reason, they are abandoning all types of churches, which they regard as too focused on the latter and too little concerned about the former.
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