In the marketing world, social proof can help popularize a product — and we’re not just talking about that one cool friend who got you into kombucha. Especially for cutting-edge tech like electric vehicles, a stamp of approval from someone you know can “de-risk” a concept or brand.

Given that EVs are currently facing headwinds, use cases like friends, neighbors, and trusted officials are all the more important in helping consumers decide if going electric is worth it for them. So the question is: How can social proof help validate EVs’ overall value?

To explore that problem, we pulled from our proprietary data stack to test what (and who) convinces consumers to choose an EV. Plus, we held an exclusive conversation with Ford about building consumer confidence by leveraging unexpected electric advocates — even at Big Ten tailgates.

How automakers can use real-world examples to boost EV adoption

EV sales are slowing, but that doesn’t mean the market is stalling out. Instead, this marks a pivotal point: Many “early adopters” have already purchased an EV or hybrid vehicle, and now automakers need to make the leap to reach mainstream America.

There are many solutions — lower prices, increased range, hybrid vehicles — but a tried-and-true way to increase the hype is by quite literally driving the point home. Case in point:

🚗 Rideshares: Uber, which is committed to net-zero pollution by 2030 in the U.S., offers Uber Green and Comfort Electric ride options. Given the company’s scale, now millions of people will be experiencing their first whir of an EV through Uber.

🚌 School transit: The uptick in electric school buses nationwide means parents and kids are seeing firsthand how impactful EVs are. For one thing, attendance rates have increased because cleaner buses mean less illness from diesel fumes.

These examples of shifting social norms can be powerful motivators for mainstream EV adoption. And that’s in addition to the increase in EVs on the road thanks to the Biden administration's most recent pollution regulations and Tesla’s vast charging network opening to other brands.

One automaker in particular is putting this social “validation” theory into action. Ford’s F-150 Lightning Pro model serves small business owners, delivery services, and even police departments — bringing the reliability and clean-energy benefits of EVs right into the customer’s backyard.

What’s more, our exclusive data reiterates that potential car buyers are most likely to choose an EV when persuaded by the people they know and trust. More on that below.

Our data: What motivates buyers to choose an EV?

To test what factors resonate with mainstream consumers considering an EV purchase, we ran an audience poll from our proprietary data stack.

Nearly 40% of respondents said “friends and family” were most likely to convince them that choosing an EV is a smart purchase, suggesting that potential EV buyers are most effectively persuaded by the people they know best.

On the other hand, the underperformance of celebrities as a source of social proof suggests that traditional endorsement models are unlikely to be effective in marketing EVs. Some takeaways:

• This opens the door for nontraditional forms of brand awareness — in this poll, “seeing first responders use EVs” and “seeing businesses use EVs” both outperformed “seeing celebrities drive EVs.”
• Together, first responders and businesses garnered 50% of responses, suggesting these social proof points can meaningfully influence mainstream consumers.

Our weekly A/B test explored the relative impact of two specific sources of business and first responder social proof: Uber and the Claremont (NH) Police Department, both of which are moving to electrify their fleets.

Although Uber generally overperformed, the police messaging had stronger engagement relative to its lower attention numbers. That, combined with the poll results around first responders, suggests a meaningful opportunity for government organizations to model EV adoption for consumers.

This brings us to Ford, which has a unique opportunity to use its commercial fleet of EVs — including police cars and other government vehicles — to pull in the wider consumer market.

See full results →

TCD LABS research is powered by our proprietary GreenScreen data stack. You can access historical GreenScreen tests and polls — and commission your own bespoke experiments — here and here.

DOING IT RIGHT

How plumbers and police officers are showcasing Ford’s EV performance

Like other car companies, Ford has recently pulled back its EV production — and yet, the legacy automaker is still bullish on electric vehicles.

“More and more customers are coming,” Bob Holycross, Ford’s vice president and chief sustainability, environment, and safety officer, told us. And as any good marketer knows, that means meeting consumers where they are.

In an exclusive interview with The Cool Down, Holycross explained how Ford is helping normalize EVs through real-life examples that show how reliable and energy-efficient vehicles like the F-150 Lightning can be. Here are the big takeaways:

• Proof is in the pudding: According to Holycross, when people start seeing leaders in the community — government officials, police officers, even small business owners like plumbers and electricians — driving EVs, they may start seeing the cars differently.
• Smoothing the way forward: Holycross said these commercial use cases also help “alleviate some of the trepidation … about going into electrification.” As we know from previous polling, reliability and range anxiety are top of mind for potential EV purchasers.
• The two-point conversion: If Holycross isn’t at Ford HQ, he’s probably at a Michigan State football tailgate, showing off his EV.

“[While everyone else is] starting their gas generators to power their TVs,” Holycross told us. “[I’m running it all on my Lightning], and there’s not a single sound coming out.”

Go deeper with the full article below.

Learn more →

⚡🔋 Walmart and Sam’s Club introduced a ‘game-changing’ new feature at hundreds of stores nationwide

By installing EV charging stations across the country, Walmart is making owning an EV easier for drivers who worry they won’t be able to find a place to charge their vehicles.

🚨🚔 Tesla’s ‘Model PD’ cruisers could help revolutionize policing

This Model Y-enhanced police vehicle is a huge step away from outdated, costly service vehicles toward those with higher efficiency and a commitment to sustainability.

👶🗺️ A young dad pulled off a 5,500-mile road trip in an EV with a baby — here's how he did it

The best way to demystify EVs? The play-by-play from a family vacation across eight states in a Ford Mustang Mach-E — without running out of juice once.

🤝🛣️ The surprising ‘knock-on effect’ of Uber drivers going electric

Uber says that almost 40% of riders in an Uber Green or Comfort Electric are experiencing an EV for the first time. This scale provides a unique opportunity for millions of EV meet-cutes.

🌎🧳 This couple drove an EV all the way from the North Pole to the South Pole

“We want to demonstrate that electric vehicles are capable of taking us on an incredible journey,” the couple said. “And that they don't have to be seen as a sacrifice.”

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