Executive Summary

Youth & Adult Influencer Differences

▪ Less than 10% of youth across states select Automotive / Mobility as a career field of interest.

▪ More than half of youth say they would not consider the industry for a career. However, Michigan, tech / mobility (CA / TX), and new auto (TN / GA) state youth are 3x more likely to highly consider it (14% vs. 4%).

▪ Roughly half of youth do not agree it is an attractive career field for young adults entering the workforce or culturally diverse.

▪ Comparatively, adult influencers feel more positively about the industry than youth: 7 out of 10 agree it is an attractive career field for young adults entering the workforce and culturally diverse.

▪ 1 in 3 adult influencers would recommend the industry for a career; however, 1 in 5 would not recommend. Of note: adult influencers in Michigan and tech / mobility states (CA / TX) are far more likely to recommend it than other states (35% vs. 23%).

Top two reasons youth moved to Michigan:

▪ Attend school / college (49%)

▪ Be closer to family (34%)

Top reason adult influencers moved to Michigan:

▪ Be closer to family (65%)