Category
Autos
Racing Homage
Trend cluster
Category
Bicultural
Auto
Hispanic Millennials may be the exception to youth's disinterest in cars.
2.4
Trend score
Trend
What is the Bicultural Auto trend?
Bicultural Auto: As Millennials enter adulthood, their brand skepticism and disinterest in ownership carries on to big-ticket purchases, making it difficult to sell cars or homes to them. Hispanic Millennials, however, show different motivations and drivers that point to opportunity within auto. Impacting this group means resonating with their bicultural identity, tapping into this opportunity in an authentic way.
Trend themes
Themes within the Bicultural Auto trend
Three behaviours holding the trend together01
Bicultural Marketing
Opportunities exist for auto brands to tap into the Hispanic Millennial market through authentic bicultural marketing strategies.
02
Authenticity in Advertising
Consumers, particularly Hispanic Millennials, have become skeptical of traditional advertising and expect brands to be genuine and authentic.
03
Emotional Storytelling
Auto brands can connect with consumers by using dynamic storytelling techniques that form an emotional connection and appeal to diverse cultures.
Industry implications
What the Bicultural Auto trend means for industry
Where the trend changes the playbookFor
Automotive Industry
Auto brands can use these trends to create new marketing strategies that resonate with Hispanic Millennial consumers and other diverse cultures.
For
Advertising Industry
Advertising agencies can continue to evolve their techniques to meet the demands of more skeptical and diverse audiences like Hispanic Millennials.
For
Entertainment Industry
Auto brands can collaborate with entertainment companies to create engaging and culturally-relevant commercials that resonate with diverse audiences.
Workshop question
What type of influence does the bi-cultural space have on your industry? How can you better incorporate that growing identity into your business?
Trend signals
Trend signals for Bicultural Auto
Trend score 2.4 out of 10, from popularity 40%, activity 25%, freshness 8%.
Popularity40%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
South America
Evidence
Examples of the Bicultural Auto trend
4 featured examples from Jul 23, 2014 to Apr 7, 2016CategoryAutos
Enchanting Automobile Ads
The New Lexus RX Car Commercial Marries Cultural Stories with Vehicles
Disruptive innovation opportunity: Incorporate enchanting storytelling techniques in automobile advertisements to attract Millennial consumers and enhance brand appeal.
CategoryAutos
Boredom-Banishing Car Commercials
The Toyota RAV4 Hybrid Vehicle Commercial is Humorous
The industry can benefit from multicultural marketing and personalized advertising to attract new demographics and increase sales.
CategoryAutos
Stereotype-Busting Auto Ads
This Honda Car Ad Makes Fun of Typical Ads for Hispanic Millennials
This industry has the opportunity to disrupt traditional advertising methods by using humor to challenge stereotypes and connect with diverse audiences.
CategoryAutos
Bicultural Road Trip Ads
This Fast-Paced Goodyear Commercial Follows One Man Through 53 Cities
Advertising agencies can create more inclusive campaigns targeting under-represented demographics.
