retail news in context, analysis with attitude

The Washington Post reports on how, over the past five years, Zipcar has conducted an annual survey that has consistently concluded that "millennials are more interested in alternative forms of transportation, that they often find car ownership a pain, that they'd more likely give up their cars than their smartphones."

This year, the story says, the survey takes those conclusions one step farther - pointing out that it isn't just Millennials who feel this way, that "these attitudes disproportionately describe people in big cities, regardless of their age." The survey essentially concludes that "a 28-year-old professional in the city has more in common with the 42-year-old living in the apartment next door than a 28-year-old mom who chooses to live in a subdivision." And since Millennials are moving back to the cities, it simply makes sense that their opinions are similar to those held by people who identify as urbanites.
KC's View:
I think that while we have to take these survey results with a grain of salt because of who is doing the survey - it does, after all, reinforce Zipcar's view of the world - there is a core bit of marketing truth here. As people move back to the cities, retailers are going to have to think about how they are going to create new formats and innovate around the neighborhoods in which they operate, developing new and more relevant models.