Students Who Hate Fossil Fuels Could Be Market to Reach

by Jon LeSage, edi­tor, Used Car Mar­ket Reports

Uni­ver­si­ty stu­dent groups are press­ing admin­is­tra­tors to divest from fos­sil fuels – shares of stock in petro­le­um, coal, and nat­ur­al gas – from cam­pus endow­ments. Sim­i­lar to how stu­dents got uni­ver­si­ties to pull out of South Africa invest­ments over apartheid years ago, and more recent­ly the pres­sure has been on geno­cide in Dar­fur, health effects of tobac­co, and hand­gun vio­lence.

Stu­dent cam­paigns like “Fos­sil Free UC,” and sev­er­al sim­i­lar pro­grams across the coun­try, want Uni­ver­si­ty of Cal­i­for­nia to pull the plug on invest­ments in com­pa­nies sup­port­ing fos­sil fuels over their con­cerns with glob­al warm­ing and cli­mate change.

These are mem­bers of GenY/Millenials – already prone to putting off buy­ing or leas­ing a car.

They’re not get­ting their dri­vers licens­es until 20+, in a nation where kids used to get their license on their 16th birth­day.

Some of them are inter­est­ed in tak­ing tran­sit, car­pool­ing, or car shar­ing – or just stay­ing at home web surf­ing and gam­ing.

Mar­ket­ing green vehi­cles to col­lege stu­dents might be the best way to reach them, along with high school stu­dents inter­est­ed in envi­ron­men­tal issues through stu­dent groups and class­es they’re tak­ing.

So what’s work­ing these days reach­ing stu­dents with mar­com mes­sag­ing and spe­cial events?

• Sup­port­ing on-cam­pus elec­tric vehi­cle charg­ing sta­tions with dis­counts on elec­tric vehi­cles at your deal­er­ship.
• Ride and dri­ve events fea­tur­ing green vehi­cles on cam­pus or at car shows pro­mot­ed on cam­pus.
• Car­shar­ing pro­grams with car­shar­ing providers.
• Remar­ket­ing used hybrids, plug-ins, and CNG Civics and pick­ups to stu­dents look­ing for a good deal.

They’re obvi­ous­ly an impor­tant mar­ket to reach – this could be a time to build cus­tomer loy­al­ty and to edu­cate them on the resources a deal­er has to offer.

Los Ange­les Times



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