Much has been said and written about the death of third places—spaces where we meet people and socialize that are neither work nor home. While my work in advancing electrification means I support technological progress, the race towards automation has indeed cut away the human aspect of services that were once more personal. Third places for socializing outside of work and home are no longer in use, fueling a shocking epidemic of loneliness amid a lack of face-to-face contact. Generation Z, who are the biggest victims of this crisis and have ever-increasing purchasing power, are now calling on companies to turn back the clock and start taking the death of this third generation seriously.
Community is a key cultural value that I challenge my team to implement in their daily work. This is not an obvious position for an infrastructure company. Yes, we want to install steel in the ground, pull conduit, and energize the site. But how do we build with the goal of making someone’s life a little easier, smoother, and more enjoyable?
Our technological evolution must not come at the expense of our sense of community. Most people wouldn’t immediately think of an electric vehicle charging station as a community center. I would even say that most people in the electric vehicle industry do not share this view either. After all, when was the last time you met a friend at a gas station? However, charging an electric vehicle doesn’t have to be a tedious task, it can be an opportunity to take advantage of the natural 20-minute breaks in our daily lives. If we do it right, we can turn the actual act of charging from a detour into a destination.
In its early days, the electric vehicle charging industry rightly focused on quantity, building large numbers of public chargers to reduce range concerns and encourage electric vehicle adoption. However, range concerns remain and remain a barrier to the adoption of electric vehicles. However, with basic things like access and volume continuing to increase, we are at an inflection point. Leaders in our field have a unique opportunity to turn the tide and return humanity to the EV experience.
I try not to let current barriers to electric vehicle charging, like wondering what kind of plug to use or whether the equipment will be fast and reliable, cloud how we approach innovation. I instead look to a future of charging infrastructure where the fundamental problems have been addressed, and the inevitable shortcomings rise to the surface.
So, our challenge now is how we can turn time—a highly valued commodity for all generations—into useful time for consumers.
A few years ago, I struck up a conversation with the driver driving next to me on a trip to Lake Tahoe. We exchanged typical EV driver dialogue about our respective vehicles and their touted technology. Once the back and forth died down, we realized how deep our mutual interests were and by the end of the charging session, we exchanged phone numbers to stay in touch. Over the years we have developed a genuine friendship, meeting for coffee when our circles meet and even traveling together.
My experience is not unique. The charging experience has small moments scattered throughout where connections can be fostered and memories can be made. And electric vehicle drivers are already organically looking for opportunities to discover these communities. That’s why we’re thinking ahead to curating a third experience like this with site partners like Starbucks and Simon Property Group, and many more. Other new chains are adapting this mindset as well, from Rove leveraging independent grocer Gelson’s to open a premium convenience store to Rivian’s Adventure Network popping up near national parks.
Based on our data, when asked what keeps US customers consistently returning to charging stations, 40% of respondents ranked their experience around charging as the #1 influence, and the opportunity to interact with fellow EV drivers was noted as a top motivator in this regard. open response. Additionally, more than half (58%) of customers prefer to spend their free time dining at a restaurant surrounded by other people rather than waiting alone in the car.
And the electric vehicle industry will not be alone in its efforts to intentionally design infrastructure using the third place concept. Large franchises have begun to adapt their strategies to align with consumer demand for socialization. Starbucks CEO Brian Niccol recently commented publicly on his plans to return Starbucks to its roots as a location for people to meet between work hours and be at home and feel comfortable.
It’s clear that consumers are looking for authentic experiences to escape the loneliness crisis. Service providers across industries can now begin to shape their offerings to drive cultural change.
Electric vehicle charging signals new horizons for third place in an unexpected space that drives a strong sense of ownership while still driving profitability. We’re ready to create experiences that encourage community and conversation, not just the bare minimum that gets the job done.
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