Why Did the Instagram Caption Miss the Mark for New Yorkers?
When a campaign video pops up on Instagram with the caption New Yorkers, start your engines, it sounds catchy—until you realize it doesn’t quite fit the city it’s targeting. Here’s the thing: less than half of New Yorkers actually own a car. According to the U.S. Census Bureau’s 2022 American Community Survey, only about 45% of households in New York City have access to a vehicle. That means the majority of residents rely on subways, buses, bikes, or their own two feet to get around. So, for most New Yorkers, the phrase start your engines is more likely to bring up memories of Mario Kart than their daily commute.
What Does Car Ownership Really Look Like in New York City?
Let’s dig into the numbers. Manhattan, for example, has the lowest car ownership rate in the country—just 22% of households have a car. Brooklyn and Queens fare a bit higher, but still, less than half of households own vehicles. Why? Parking is expensive and scarce, traffic is legendary, and public transit is often faster and more convenient. For many, owning a car in New York isn’t just unnecessary—it’s a hassle.
This isn’t just a quirky statistic. It shapes the city’s culture and daily life. When politicians or brands use car-centric language, it can feel out of touch with the reality of most residents. It’s a reminder that understanding your audience is everything, especially in a city as unique as New York.
How Do New Yorkers Actually Get Around?
If you’ve ever visited the city, you know the subway is the lifeblood of New York. The Metropolitan Transportation Authority (MTA) reports that, pre-pandemic, the subway system saw over 5 million riders every weekday. Even as ridership rebounds, millions still depend on trains and buses to get to work, school, and everywhere in between.
Biking has also exploded in popularity. Citi Bike, New York’s bike-share program, logged over 30 million rides in 2023 alone. Walking remains a top choice, too—New York consistently ranks as one of the most walkable cities in the U.S. For most, the idea of starting an engine is reserved for weekend getaways, not daily routines.
Why Do Campaigns Sometimes Miss the Local Vibe?
It’s easy to see how a campaign might default to classic American imagery—cars, open roads, engines revving. But New York isn’t the rest of America. Messaging that works in the suburbs or smaller cities can fall flat here. When a public figure tries to connect with New Yorkers using car culture, it can come off as tone-deaf or even staged.
Take the widely shared campaign ad where a politician attempts to jump-start a car. The image was meant to be relatable, but for many city dwellers, it just underscored how different their lives are. Most New Yorkers are more likely to be seen troubleshooting a MetroCard than a dead battery.
What’s the Best Way to Connect With Urban Audiences?
The secret sauce? Meet people where they are. In New York, that means acknowledging the rhythms of city life—crowded subways, corner bodegas, the constant hum of street life. Campaigns and brands that tap into these shared experiences tend to resonate more deeply. Think about the success of local transit ads or community-based events that celebrate the city’s diversity and energy.
It’s not about ignoring car owners, but about recognizing the broader context. When you speak the language of your audience—literally and figuratively—you build trust and authenticity.
A Fresh Perspective on Relatability
The big takeaway? Relatability isn’t about perfection—it’s about smarter adjustments. Start with one change this week, and you’ll likely spot the difference by month’s end. Whether you’re crafting a campaign or just trying to connect with your neighbors, tuning in to the real, everyday experiences of your audience makes all the difference. In a city as dynamic as New York, that’s the key to standing out—and actually being heard.
