We Like— And Fear— Technology Change: Ford

Change can be difficult for some; one third of adults say that change scares them. However, 86 percent of adults say they believe that hope drives change. Today, Ford releases its 2019 Trends Report and looks deep into the drivers of behavioral change, specifically uncovering consumers’ dynamic relationships with the shifting landscape of technology. “We set out to find the seeds of positive change – the ways in which we are pushing, and being pushed, to do better and be better,” said Sheryl Connelly, Ford global consumer trends and futuring manager. “Even if change makes us feel uncomfortable, we can always look inward and control our own actions, and when we focus on actionable behaviors, we can do wonderful things.” Ford is focused on human-centric design, and is committed to finding mobility solutions that help improve the lives of consumers and their communities, as well as protecting what’s valuable – a trusted relationship with customers. Each year, the company focuses on global trends to understand how consumers are changing and how companies must respond. Key Insights from Ford’s 7th Annual Trends Report include: ” Almost half of global citizens believe that fear drives change and 7 in 10 respond that they are energized by change ” 87% agree that technology is the biggest driver of today’s change; almost 8 in ten citizens believe that technology is a force for good ” 45% of adults globally reported that they envy people who can disconnect from their devices; 7 out of 10 consumers agreed that we should have a mandatory timeout from our devices ” Eighty-four percent of adults say that over the past year, they have taken small steps to improve their lives, and of those, 92 percent say they are still following through with those steps today; 83% agree that change is less intimidating when they break it into small steps ” 84% of adults agree that companies should offer mental health days as part of their benefits; the same number of respondents agree that diverse opinions lead to positive change ” The majority of adults globally say that when they make a purchase, they often consider its environmental costs ” 67% of respondents agree that technology is making commuting easier What This Means for 2019 and Beyond This report serves as a blueprint for understanding how key patterns of consumer behavior around the globe are expected to influence consumers and corporations in 2019 and beyond. Ford has investigated and studied these seven trends: 1. The Tech Divide: Technology has a profound impact on how we connect with and see the world – more than ever before. Yet, there’s an underlying tension between those who have access and believe it’s a force for good and those who don’t have access. ” At Ford, technology is used to make mobility smarter, safer and more convenient for people around the world. The company is deliberate about the technology used, and educating consumers on how to use technology smartly, thoughtfully and in ways that add value to their lives. In some cities, the company leverages the work of the City Solutions team which helps residents move more freely. 2. Digital Detox: Despite being tethered to our devices, trends show that many are increasingly aware of – and alarmed by – their device dependency and seeking ways to hold themselves accountable for the time they spend online. ” Ford has studied the effects of high-performance race-car driving on the brain. The company is applying data uncovered in its research of these “buzz moments” – the thrills that play a vital role in overall wellness – to better understand how to improve drivers’ experience and mindset behind the wheel. 3. Reclaiming Control: In a world where control feels so out of grasp for many, consumers are looking for ways to reclaim agency over their lives where self-improvement is paramount. ” As part of Ford’s human-centered design process, empathy research is conducted to understand people’s needs and habits – including university professors, tri-athletes, and everyday layman. The company uses this research to develop tools and vehicles, such as Ford Co-Pilot 360, which are designed to help consumers feel more in control and less stressed when on the road. 4. Many Faces of Me: With social media playing such a large part in consumers’ lives, today many portray various personas- from who they are in real life to how they depict themselves online, which ultimately impacts what they buy, wear and drive, as well as their technology choices. ” Ford understands that a vehicle is a reflection of a driver’s sense of self and as such, the vehicles are designed to speak to an individual’s needs while reinforcing and projecting who they are. The Ford Mustang, allows drivers to personalize their vehicle, while continuing be the best-selling two-door sports car in the world, delivering both performance and personality. 5. Life’s Work: How we perceive work has changed with many global citizens now working to live, not living to work. Companies are responding in kind: with benefits, sabbaticals and extended leave being offered, as well as opportunities for mental enrichment and more. ” Ford believes that talent is strengthened when people are encouraged to experience the world around them and give back to the community. The company’s 30 under 30 program allows young employees to take paid time away from their jobs to learn about philanthropic organizations and strategize ways to connect them to future donors and volunteers, helping them to make an impact on their communities. 6. Eco-Momentum: While changing lifelong habits can be hard, consumers overwhelmingly agree that environmental progress will depend on changes in human behavior and many look for guidance on how and where to improve their environmental footprint. ” Sustainable practices are critical to the health of the environment and to Ford’s success. The company is constantly seeking out cutting-edge practices on the use of sustainable and repurposed materials. The company continually explores ways to push the boundaries of sustainability – with plans to roll out 16 fully electric vehicles by the end of 2022, including a Mustang-inspired fully electric vehicle. 7. Easy Street: The mobility journey isn’t as simple as going from point A to B, it’s about what we do with our time along the way. Americans spend more time in their cars than they receive vacation time so the ability to get things done while on the road could change the commute experience as we know it. ” Ford believes that self-driving vehicles will reduce society’s pain points and expand access to transportation and goods delivery. The company is working with companies to understand how goods delivery through the use of self-driving vehicles can be improved. An example of this is a pilot program Ford is conducting with Walmart and Postmates, exploring how self-driving vehicles can complement Walmart’s home delivery offerings. As new technology seeps into more areas of our lives and impacts our behaviors, Ford engineers and designers believe our transportation choices should make everyday life easier, not more cluttered. Ford uses human-centered design and intuitive technology packages to empower humans to make smart decisions for ourselves – with the goal to unleash a world of wonder, hope and progress.