Gen Z and the Future of Mobility: Usership, Sustainability, and Digital-First Transportation

Introduction: A Generation in the Driver’s Seat—But Not Behind the Wheel

Generation Z—digital natives born between the mid-1990s and early 2010s—are fundamentally reshaping the mobility landscape. For this cohort, the car is no longer the ultimate status symbol or the default means of getting from A to B. Instead, Gen Z is driving a shift from traditional car ownership to flexible usership models, demanding seamless digital experiences and prioritizing sustainability at every turn. This generational transformation is compelling automakers, mobility providers, and city planners to rethink their strategies and innovate for a future where access, not ownership, defines mobility.

From Ownership to Usership: The Subscription Generation

Gen Z’s approach to transportation is pragmatic, digital-first, and environmentally conscious. Several factors are accelerating the move from ownership to usership:

Cost and Urban Living: Rising living expenses and the high cost of car ownership—insurance, maintenance, parking—make personal vehicles less attractive, especially in cities where alternatives abound.
Delayed Life Milestones: Many Gen Zers are starting families later and living in urban centers longer, reducing the logistical need for a personal vehicle.
Digital Lifestyles: Accustomed to the flexibility of subscription models in media and retail, Gen Z expects the same from mobility. They prefer to access transportation as a service, switching between options as needed, rather than committing to ownership.
Environmental Concerns: Sustainability is a core value. Gen Z is acutely aware of the environmental impact of transportation and actively seeks out eco-friendly options, from public transit to e-scooters and shared bikes.

The result is a marked decline in car-as-status-symbol thinking. Instead, Gen Z is fueling the rise of usership—favoring access over ownership, and flexibility over permanence. In urban centers, this is reflected in the growing popularity of car-sharing, ride-hailing, micro-mobility, and multimodal subscription platforms.

The Rise of Integrated Mobility Platforms

Gen Z’s digital fluency and demand for seamless experiences are accelerating the development of integrated mobility platforms. These platforms consolidate multiple modes of transport—public transit, ride-hailing, car sharing, e-scooters, bikes—into a single, app-based ecosystem. The appeal is clear: frictionless, on-demand access to the right mode for every journey, all managed from a smartphone.

Innovative providers are responding. For example, platforms like SIXT offer a unified experience where users can rent a car, hail a ride, or grab a scooter—all within one app. Automakers are investing in or partnering with such platforms, recognizing that the future of mobility is multimodal and service-driven. The goal is to create holistic solutions that meet Gen Z’s expectations for convenience, personalization, and sustainability.

Sustainability: The Non-Negotiable Expectation

For Gen Z, sustainability is not a trend—it’s a baseline expectation. This generation is acutely aware of the environmental impact of transportation and is actively seeking out eco-friendly options. However, barriers remain, particularly around the cost and convenience of electric vehicles (EVs) and the availability of charging infrastructure.

To capture Gen Z’s loyalty, automakers and mobility providers must go beyond simply offering EVs. They need to:

Invest in sustainable supply chains and materials to reduce the overall carbon footprint of vehicles.
Collaborate with utilities and governments to expand charging infrastructure, making EV usage more practical for young consumers.
Leverage connected car data to promote eco-friendly driving habits, offer rewards for sustainable choices, and provide transparency around vehicle emissions and energy use.
Champion circular economy principles by designing vehicles and services with reuse, recycling, and end-of-life considerations in mind.

Digital-First Experiences: Seamless, Personalized, and Data-Driven

Gen Z expects mobility to be as seamless and on-demand as their digital lives. They want the ability to plan, book, and pay for journeys across multiple modes of transport through a single, unified platform. Personalization is key—Gen Z values recommendations, real-time updates, and the ability to tailor their mobility experience to their needs and preferences.

Mobility providers and automakers are responding by investing in digital ecosystems that deliver:

Integrated journey planning and payment across modes
Real-time information and predictive updates
Personalized offers and loyalty programs
Data-driven insights to optimize routes, costs, and environmental impact

Urban vs. Rural: Context Matters

While Gen Z’s mobility preferences are most visible in urban centers, it’s important to recognize the diversity within this generation. In rural areas, where public transport and shared mobility options are limited, car ownership remains a necessity. However, even here, digital expectations persist—vehicle owners will increasingly demand connected features, digital services, and seamless integration with their broader digital lives.

Implications for Automakers, Mobility Providers, and City Planners

To engage Gen Z, industry leaders must adapt in several key ways:

Embrace Mobility as a Service (MaaS): Move beyond selling cars to orchestrating mobility ecosystems. Integrate offerings with public transit, micro-mobility, and third-party services, delivering them through seamless digital platforms.
Prioritize Digital and Connected Experiences: Invest in telematics, over-the-air updates, and data-driven services. Features like real-time updates, predictive maintenance, and in-vehicle personalization are becoming table stakes.
Champion Sustainability: Demonstrate genuine commitment to reducing emissions, supporting clean energy, and enabling eco-friendly travel choices. This includes not only offering electric and low-emission vehicles but also supporting infrastructure and transparent supply chains.
Design for Urban and Suburban Realities: Tailor offerings to different geographies while maintaining a consistent, high-quality digital experience.
Leverage Data Responsibly: Gen Z is open to sharing data for value—such as insurance discounts or personalized services—but demands transparency and control.

The Road Ahead: Flexible, Digital, and Green

Gen Z’s approach to mobility is a harbinger of broader societal shifts. As this cohort comes of age, their preferences will shape the future of urban transportation—driving a move from ownership to usership, from standalone vehicles to integrated ecosystems, and from status-driven consumption to experience- and sustainability-driven choices.

For automakers, city planners, and mobility providers, the message is clear: adapt to the digital, flexible, and eco-conscious expectations of Gen Z, or risk being left behind. The future of mobility is being written by digital natives—and it’s a future where choice, convenience, and conscience go hand in hand.

Ready to future-proof your mobility strategy for Gen Z? Connect with Publicis Sapient to unlock the digital ecosystems, business models, and customer experiences that will define the next era of transportation.