The majority of Americans are worried about how younger generations will be impacted by climate change and are actively seeking ways to help, according to a new study.
The survey of 2,000 American car owners uncovered that 52% are worried about climate change when thinking about the future for younger generations.
Going further, more than a third (36%) cite it as their No. 1 concern for future generations, even more than the economy as a top concern (25%) or evolving social norms (13%) and global instability (11%).
Commissioned by electric vehicle maker, Rivian, and conducted by Talker Research, the research revealed that most people (63%) believe the purchases they make will have an impact on future generations’ quality of life, either financially, environmentally or both.
More than a third (35%) are stressed about their personal contribution to environmental pollution and four in five (81%) are actively looking for ways to protect the environment.
In fact, 40% of respondents have made a swap in the last year, exchanging an environmentally “unfriendly” product for a more environmentally-friendly option.
Taking a deeper look at how this varies across audiences, Gen Z, out of all generations, was most likely to make a swap (58%). And parents were more likely to make a switch compared to nonparents (43% vs. 36%).
Looking at climate change through a financial lens, parents said affording climate-friendly products has been the most challenging thing they face when looking to protect the environment.
A fifth of parents (19%) also said it’s been tough to find environmentally-friendly transportation options that meet their family’s needs and schedules.
And when considering the cars they drive, 43% of all respondents are worried about how much they’re contributing to pollution.
“The research shows that climate change and environmental pollution are creating a significant amount of stress for parents as they think about the future they’re building for their children,” said Alan Hoffman, chief policy officer at Rivian. “As a parent myself, I feel it too. Striking the right balance of finding ways to support both your family and the planet can feel daunting, and many may feel they need to compromise in order to make a meaningful difference. Now more than ever, people and families need products that support their family’s future while also enhancing their day-to-day life.”
When deciding to purchase a new car, the majority (56%) reported that positive effects on the climate is a deciding factor when deliberating which car to buy.
And nearly all the respondents (94%) feel dependent on their cars to get around.
Of those who rely on gas-powered cars for transportation, more than half (51%) reported car dependence prevents them from being as environmentally conscious as they’d like to be.
To avoid contributing to pollution, 39% will regularly walk, while a fifth (20%) will try to carpool with others.
However, three-quarters (74%) reported that using a mode of transportation besides their car is not practical for their family’s needs, with parents being more likely to say this than nonparents (76% vs. 70%).
So when considering what type of car to buy next, respondents cited fuel economy (59%), good gas or electricity range (58%), comfortable legroom (44%), and effective safety features (43%) as their top “must-haves” in a new car.
A third (30%) said along with mileage, comfortability and safety considerations, they’ll also be looking for a car that looks nice and is stylish.
Nearly half (48%) said they’d like the next car they drive to be environmentally friendly and most (68%) want their car to fit in with their active lifestyle.
However, many have doubts about the cars currently on the market: 34% of car owners are unsure if their ideal car really exists.
“The data shows that cars are a vital piece of everyday life, especially for those with families and active lifestyles,” said Hoffman. “People want to make choices that serve us today and support our loved ones’ futures. They are looking for a high-performing vehicle with top safety ratings and cutting-edge technology that’s also environmentally conscious. They deserve car options that invest in the health of our planet and don’t compromise experience.”
Survey methodology:
Talker Research surveyed 2,000 American car owners with a quota of 1,000 parents; the survey was commissioned by Rivian and administered and conducted online by Talker Research between Aug. 28 and Sept. 5, 2024.
We are sourcing from a non-probability frame and the two main sources we use are:
Traditional online access panels — where respondents opt-in to take part in online market research for an incentiveProgrammatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in
Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.
Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.
Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.
Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:
Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speedersOpen ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant textBots: Captcha is enabled on surveys, which allows the research team to identify and disqualify botsDuplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.
