Mazda Protege Poll Says 'Twentysomethings' Can't Be Put in a Box
6 October 1998
Mazda Protege Poll Says 'Twentysomethings' Can't Be Put in a Box Poll Finds Twentysomethings Believe They Are Independent, Creative, on the
Move, Risk-Takers That Don't Conform to Business as Usual
NEW YORK, Oct. 6 -- Being unique and 'your own person' is
extremely important, but a mixture of some practicality and dependability is
necessary for today's twentysomethings (or Gen Xers), a Mazda Protege Poll of
this group found. Sixty-five percent of twentysomethings consider themselves
to be "out-of-the box" individuals and define this concept as thinking
creatively, taking risks and being independent.
The national Yankelovich survey, sponsored by Mazda in anticipation of the
first-ever Mazda Protege Out-Of-The-Box (OOTB) Awards, celebrates the launch
of the all-new 1999 Mazda Protege and honors the most OOTB celebrities named
in the poll. The awards program includes a national search to find and honor
America's most out-of-the-box individuals -- people from all walks of life
who think and act independently, and find creative solutions to life and work
challenges.
The survey found twentysomethings believe in creating opportunities to
meet their needs, with 52 percent planning to take their dreams and invent a
job to go along with them, versus 42 percent who say they'll find their dream
job. Almost all are committed to making their goals a reality -- 91 percent
of twentysomethings believe they will eventually gain what they want in life.
"Twentysomethings are balancing both fun and responsibility in life, and
as the Mazda Protege Poll found, 68 percent of this group want to buy products
that fit their own personal style as they mature into their twenties and
beyond," said Richard Beattie, Mazda North American Operations president and
chief executive officer. "For today's young, succeeding individuals aspiring
to live life on their own terms, the Mazda Protege offers them a non-
conformist, out-of-the-box choice, while being efficient and dependable. With
its combination of style, reliability and spirited performance, we think the
Protege is the car to carry them through."
As a testament to their autonomous spirit, 57 percent of twentysomethings
say they enjoy going for a drive just to be on the road, with no particular
destination in mind. When they're in their cars, 62 percent listen to a
favorite album or radio station, while 35 percent roll down the windows and
enjoy the breeze.
As they've journeyed through life, the outside influences that have most
impacted this generation include: the emergence of the Internet (52 percent),
the growth of television (36 percent) and the struggle to save the environment
as well as the changes facing the "nuclear family" (32 percent).
The following celebrities were named by twentysomethings as America's most
Out-Of-The-Box people in their respective specialties: Jim Carrey and Drew
Barrymore (movies); Courtney Love (music); Dennis Rodman and Venus Williams
(sports); Jenna Elfman, Michael Richards and Drew Carey (TV); Donatella
Versace (fashion); and Rosie O'Donnell and David Letterman (media).
The national, Mazda-commissioned Yankelovich Partners survey interviewed
504 people in September 1998. The respondents were 21 to 33 years-old, chosen
to fit the ages most often associated with Generation X. The margin of error
for the study is plus or minus 4.4 percent.
Mazda North American Operations is responsible for the research and
development, sales and marketing, and customer parts and service support of
Mazda vehicles in the United States. Headquartered in Irvine, Calif., MNAO
has more than 800 dealerships nationwide and is owned by Mazda Motor Corp.,
Hiroshima, Japan.
