Millennials continue to make waves as a generation like no other. New research from Edmunds.com shows that today's millennial car shoppers don't stick to the outdated (and oft illogical) stereotype that men should make important car-buying decisions while women stand by.
According to the study of 3,000 U.S. adults ages 18 - 65, more than 70 percent of both men and women feel self-assured during the car buying and negotiating process. However, when broken out by generation, Edmunds found that millennial men and women are more alike in their feelings toward car shopping than Gen Xers and baby boomers. For example, when asked if they believe if women are equal or better than men at car shopping, 64 percent of millennial women and 54 percent of millennial men agreed. When baby boomers were asked the same question, 67 percent of women agreed, while only 48 percent of men did, resulting in an opinion gap nearly twice as large.
Other noteworthy differences between millennials and older generations include:
Millennial men are more likely than older men to believe that women are equally or more logical than men during the car shopping process. There was a 15 percentage point gap in gender opinion for millennials (59 percent of men vs. 74 percent of women), compared to a 27-point gap among Generation Xers (52 percent of men vs. 79 percent of women).
Millennial men and women feel nearly equal levels of self-assurance and empowerment during the car shopping process, with a gap of only one percent and two percent respectively between the genders. This gap widens within the older generations, to eight percent for Gen Xers and 14 percent for boomers.
When it comes time to close the deal and purchase the vehicle, millennial men are more confident in women than men in older generations. Sixty percent of millennial men say that women are stronger negotiators versus 50 percent of Gen X men and 49 percent of boomer men.
"Gender inequality has been in our society for a very long time," says Lacey Plache, chief economist at Edmunds. "Shifting gender roles have been a main catalyst for lowering gender inequality, but this change is still in motion, and the differences aren't fully dissolved yet. As this continues to decrease on a societal level, we'll see its impact manifested in major industries like automotive, but until gender inequality is completely gone, the old-fashion notion that men control the garage will still linger."
Published with permission from RISMedia.