What’s trending in 2018 and beyond? Check out Ford’s in-depth look into the minds of the consumers of the future. They have done an excellent job identifying key global trends and discovering ways to develop them for greater success.
2018 FORD TRENDS REPORT UNDERSCORES HOW CONSUMERS AND BRANDS ARE PUSHING THROUGH IN UNCERTAIN, INTERESTING TIMES
• 2018 Looking Further with Ford Trends Report highlights how global societal changes are impacting new consumer behaviors and attitudes; shifts toward activism, compassion and self-expression will shape the new year
• Sixth annual report shows that while two-thirds of adults globally say they are overwhelmed by changes taking place around them, three-quarters believe they can influence positive change; nearly half say they expect brands to take a stand on social issues
• Consumers are focused on world suffering, the widening gap between rich and poor, and emotional well-being, and while many express skepticism about artificial intelligence, more are hopeful about the future of autonomous vehicles
People feel increasingly polarized by unrest, upheaval and other changes taking place in the world, and more than 60 percent of adults globally say they feel overwhelmed by things happening around them. Ford’s 2018 Looking Further with Ford Trends Report examines not only the issues dividing the world, but also the coping mechanisms that are emerging as a result.
“We’re clearly living in interesting times,” said Sheryl Connelly, Ford global consumer trends and futuring manager. “Shifting global priorities, rampant political upheaval, and a spotlight on social inequity have upended the status quo and left many disoriented. But out of the chaos and conflict, a new energy and creativity is motivating people like never before. From compassion and guilt to heightened activism, most adults believe their actions have the power to influence positive change.”
As societies cope with the rising demands of urbanization, serious threats to the environment and economic instability, Ford continues its work as a trusted mobility company developing smart transportation solutions for all. Amid concern for world suffering, a widening gap between rich and poor, and worries that artificial intelligence will do more harm than good, Ford remains committed to the belief that freedom of movement drives human progress—and is designing sustainable, meaningful technologies to help make people’s lives better.
Each year, the company focuses on global trends to understand how consumers are changing, and how companies must respond.
Key insights from Ford’s sixth annual report include:
• 39 percent of adults say they do not mind sharing their personal information with companies, but 60 percent say they are frustrated by how much of their information has become public
• 76 percent of adults around the world say they find it creepy when companies know too much about them
• 52 percent of adults say they believe artificial intelligence will do more harm than good, but 61 percent say they are hopeful about a future of autonomous vehicles
• 68 percent of adults say they are overwhelmed by suffering in the world today, and 51 percent say they feel guilty for not doing more to make the world better
• 81 percent of adults say they are concerned about the widening gap between the rich and the poor
• 73 percent of adults say they should take better care of their emotional well-being
• 54 percent of adults globally say they feel more stressed out than they did a year ago, and among 18- to 29-year-olds, that number is even higher, at 65 percent
What all this means for 2018 and beyond …