Insight: The real reason older consumers buy more hybrids than any other group? Guilt.
Media: Television, YouTube, Digital and Magazine
When Toyota asked us to create a campaign for mature adults (who buy over 70% of all hybrids and electrics), the first thing we did was challenge the category assumption that older people buy hybrids because they have more money and hybrids cost more. Through research across the country, we discovered that the real motivation had little to do with money and a lot more to do with emotion. Boomers and older GenX’ers drove big, gas guzzling SUV's for a lot of their adult lives...they used a lot of gas. When this group watches Al Gore’s Inconvenient Truth, they feel like they might be the cause. So, buying a hybrid is a way of repairing, doing some good after decades of doing harm.
Today, "Why Not?" is Toyota's worldwide mantra for all green initiatives.