We have the proof: hybrid drivers are the liberal, artistic types
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I've been writing here at AutoblogGreen for almost two years now. Every now and again, I see a press release that gets my "the readers will have a field day with this one" senses tingling. What were some of the other announcements or stories fit this tingly category? The story about cars driven by first dates (both for the men and the women) certainly fit the bill. Bob Lutz's "crock of sh*t" statement, too. Today, we got another. The short of it is this: an online advertising / branding firm, Mindset Media, says that its proprietary psychographic standard reveals that hybrid drivers are, for the most part, highly creative, more liberal, "more open-minded, more spontaneous, and more assured of their ability to lead others." If that doesn't get a response, I've lost touch with y'all - that, or, you're putting me on :)
Anyway, here's what Mindset Media is claiming. Based on the results of a Nielsen's Online panel survey of hybrid drivers, the company has developed a "mindset profile" (yes, that's trademarked) for people who tool around with a gas-electric powertrain. The results are that these drivers are 78 percent more likely than someone in the general population to be "highly creative" and also have higher-than-average scores in those items categories listed above. iI Mindset Media's terminology, hybrid drivers are"Creativity 5s" and "Dogmatism 1s." Mindset Media's announcement (and explanation about what a "Creativity 5" is) is after the jump.
Press Release:
Mindset Media Study Finds People Who Drive Hybrid Cars Are More Creative and Less Dogmatic Than Population at Large
NEW YORK, March 12 /PRNewswire/ -- Mindset Media (http://www.mindset-media.com), an online ad network that enables brand advertisers to reach millions of people with the personality traits that fit their brands, released today a Mindset Profile(TM) of hybrid car drivers, which the company generated from a recent study conducted using Nielsen's Online panel (http://www.nielsen-online.com).
If recent media speculation holds up, Volkswagen will become the 13th auto brand to offer or plan to offer hybrids to U.S. auto consumers. As the "clean and green" segment takes off and competition heats up, auto manufacturers will need to understand exactly what makes people who like hybrids tick. According to a recent study conducted by Mindset Media, people who drive hybrid cars are 78 percent more likely than the general population to be highly creative or, in Mindset Media parlance, "Creativity 5s." Hybrid drivers are also far more likely to be more liberal than the general population -- "Dogmatism 1s," -- and the study found hybrid owners to be more open-minded, more spontaneous, and more assured of their ability to lead others.
Mindset Media defines Creativity 5s as inventive and imaginative people. Creativity 5s also tend to be emotionally sensitive and intellectually curious.
"A Mindset Buy(TM) of any of these 'hybrid Mindsets' will reach millions of people with the 'wiring' to love hybrids," said Sarah Welch, COO and co-founder of Mindset Media. "A Mindset Buy will extend the target reach of any hybrid plan simply and efficiently."
About Mindset Media
Mindset Media is the internet ad network for brands. Using its proprietary psychographic standard, Mindset Media enables brand advertisers to target millions of people with the personality traits that fit their brands in online media buys. The company works in partnership with Nielsen Online to develop consumer profiles that help brand marketers specify their psychographic targets. For more information, visit http://www.mindset-media.com.
[Source: Mindset Media]
Reader Comments (Page 1 of 2)
Trev 9:42PM (3/12/2008)
Makes perfect sense in all honesty.
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why not the LS2/LS7? 9:59PM (3/12/2008)
This, like 85% of all statistics, is made up on the spot.
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steven 10:07PM (3/12/2008)
I too would rate Prius drivers as Highly Creative. As in willing make up anything to ensure thay can justify their philosophy about what everyone else should be driving.
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Joseph 5:00PM (3/13/2008)
In my opinion, if someone had all the qualities stated above they would be well on their way to being an arrogant, conceited jerk. And no, I'm not imposing a double standard; I don't match most of the characteristics listed above.
Maybe it's not that hybrid drivers are a certain way, but rather that hybrids make their drivers a certain way? ;)
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Wise Golden 11:17PM (3/12/2008)
I have a hybrid, but I'm conservative. I guess putting people into little files must be lucrative.
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psarhjinian 12:23AM (3/13/2008)
It's called demographics. It deals in generalities; stop being a paeon and saying "Well, I have a Bush/Cheney-08 sticker on my Honda Insight" as some sort of proof. You're an exception, you're not the rule.
Let me explain by example: I've met one gun-toting, right-wing, Tory*-voting Saab driver. I've also met a lot of others who wear Birkenstocks, eat organic and voted either NDP** or Green.*** The rightie with the 900 SPG doesn't disprove the demographic trend, he's just a blip. The thirty-or-so others more than make up for it.
I know this must be hard, because it means that you can't write off Prius drivers as fashionistas, much as you might want to.
* Like the Republicans if you're Canadian, but really more like the Democracts because Canada doesn't have anyone was whacked-out-right-of-centre as the 'pubs.
** Like the, well, not really like anyone you could vote for in the US. They'd probably be locked up as Communists.
*** Please.
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Chris M 1:13AM (3/13/2008)
That is the stereotype, and stereotypes exist because some people actually do fit the stereotype. Doesn't mean everyone fits.
What I find fascinating are the people who do not fit the stereotypes - the smart blonde, the Mensa jock, the devoted father & husband/rock star, and the right wing Prius driver! Oh, and don't forget the the Hummer driving Sierra club member...
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Niralisherni 1:40AM (3/13/2008)
What about IQ? How smart are they if they drive a hybrid? I think it is pretty smart to drive a hybrid since running costs are lowered and the environment is also aided somewhat. I think it is really smart to drive an electric vehicle, like the ones at http://zapworld.com
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TheRookie 4:11AM (3/13/2008)
I have a Prius and I am Tory (not Canadian, the "proper" one :)) supporter.
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Furion 5:36AM (3/13/2008)
"What about IQ? How smart are they if they drive a hybrid? I think it is pretty smart to drive a hybrid since running costs are lowered and the environment is also aided somewhat."
My high IQ tells you that driving a hybrid does not help the environment. Hybrid cars have an ICE that pollutes and thus damages the environment.
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BlackbirdHighway 6:51AM (3/13/2008)
They are way late!
This characterization of hybrid drivers might have made sense a few years ago, but now hybrids have gone mainstream.
There's no difference at all between them and the average car driver.
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MarkR 8:30AM (3/13/2008)
Most idiotic thing I've seen, but who am I to judge. I'm only a conservative that rides his bike most days to work and the only reason I don't drive a hybrid is because the current main stream hybrids are like tattoos people only get them to be "cool" or stand out, be original, and yet they find they are not original because every other person is doing it. Its like the new SUV, just greener. Please give me a useful hybrid truck. It doesn't have to define me, it doesn't have to stand out like a sore thumb, I'm not that worldly and superficial. It just has to do the job I need and get me and my family where I need to go when my bicycle won't do.
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Tim 8:36AM (3/13/2008)
Spot ON. Hearts lead where logic and common sense fear to tread.
Without balance, one falls into the abyss.
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Tim 8:35AM (3/13/2008)
By the way, those on this blog who are calling themselves "conservative" but don't believe that the Constitution (including the 10th amendment) should be strictly followed need to get back on their meds and read the Constitution without trying to interpret (twist) it to their own ends like so many activist liberal judges and politicians pandering for votes from the non-productive.
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Mike Z 9:18AM (3/13/2008)
I noticed there was no category for 'smugness' :)
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Snowdog 9:39AM (3/13/2008)
Its funny we always hear from people that don't own something, projecting their beliefs about those who do.
I don't own a hybrid, if I did it would be based on results. Gas mileage numbers. Prius rules on this.
I would be even happier to have the de-hybridized Insight shown before. With even better gas mileage and performance.
I just care about results. I would like to see aerodynamics and lower weight cars offered across the lines.
I applaud anyone who buys a car that gets 40mpg+ no matter how it does it, because the more people doing this, the better for everyone.
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BoomBoom 9:58AM (3/13/2008)
Where is the mindset profile for Hummer drivers?
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s10 11:40AM (3/13/2008)
@MarkR So you didn't get a Hybrid because in your opinion people buy them because they are cool like tattoos or to stand out... at the same time you say they then find out everybody else is driving one... ??? So everybody else bought one NOT because they are cool?? I fail to understand the logic in this... anyway... I bought a Prius because I wanted to have a car that is big enough to carry my bike inside, that consumes as little as possible... but also because I wanted to invest in a car that has technology inside that i think is the right direction to go: electric.
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MikeInNC 11:54AM (3/13/2008)
Oh look, there goes the point....
Here's the scoop. Buy what you like and want for your own reasons. One of my good friend is a flaming lib and won't drive ANYTHING but a BMW, I'm conservative and drive a Volvo. Your car doesn't define you any more than the fabric on your back. Generalities and stereotypes may save you valuable thinking time but they aren't good for much other than mindless insults or low level marketing. Maybe we should all just get over ourselves and get on with life.
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Will 12:55PM (3/13/2008)
My little Peugeot 107 gets better mileage than a prius, does everything I need it too, and does away with the madness of all that extra weight and machinery manifested by the current stock of consumer parallel hybrids. Some people (taxi drivers?!) might need a great big prius, but most of us don't.
Might I suggest that the gentleman who wants to fit a bike in his car either rides it instead, or else buys a fold-up? I can recommend a Brompton.
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