Loneliness, uncertainty and the importance of trust are dominant themes in this year’s report, yet Ford’s Chief Futurist uncovers in 2020 Looking Further with Ford Trends Report, pockets of opportunity for businesses and people to connect and thrive.
- The 2020 Looking Further with Ford Trends Report, their 8th annual report, shows people today feel overwhelmed with the changes they see taking place in the world – and they’re having a harder time trusting brands and connecting with peers than they did in the past.
- 45 percent of adults globally say they feel lonely on a regular basis, signaling an opportunity for companies and brands to help people find comfort and connection.
- 58 percent of adults globally say they feel more despair than hope when it comes to fighting climate change, yet less than half are taking action when it comes to choosing green transportation methods, such as driving electric, carpooling, or taking public transportation.
Trust as the dominant trend
In its 2020 Looking Further with Ford Trend Report, released as the 8th annual report, Ford Motor Company identifies trust as a dominant global trend and explores how companies are earning it back.
“The rate of change globally has been on the rise – and without the trust in the institutions, brands and peers to rely on, a majority of people are feeling extremely overwhelmed,” notes Sheryl Connelly, Ford’s Global Consumer Trends and Futuring Manager. “Consumers want to believe that companies are doing the right thing, but companies also need to give them a clear reason to do so. Ford remains deeply focused on improving the lives of consumers and their communities, so they can continue to have a trusted relationship that moves them forward together.”
Surveying 14 countries across the Americas, Asia, Europe and the Middle East, the global report suggests that people’s ability to trust peers, communities, elected officials and businesses has a crucial impact on their day-to-day lives.
More about these trends
Trend All Alone
- Loneliness has become an epidemic of global proportions. Loneliness is particularly prevalent among young people – 62 percent of Gen Zers globally agree with the statement “I feel lonely on a regular basis” and 50% agree “I often feel lonely when I’m around other people.”
Trend Below the Surface
- There’s growing interest in the unseen elements of building consumer trust. Consumers want to believe that companies are doing the right thing but they need to see behind the curtain to believe it. 67 percent of adults globally agree that “Once a brand loses my trust, there is no getting it back.”
Trend Call to Stand
People are asking brands to move from a product-based mindset to a values-based mindset – although it doesn’t always impact their decision to buy: 59 percent of adults globally say they care more about purchase convenience than brand values.
Trend Great Expectations
As internet commerce grows, so do expectations for brands. 67% of adults globally agree with the statement “I have higher expectations for brands than I did in the past.”
Trend The Green Paradox
Worldwide, consumers are increasingly worried about climate change. Yet, that worry isn’t translating into urgency: 64 percent of people who aren’t changing their behavior to help fight climate change say they think they can’t make a difference.
Trend Identity Matters:
Conversations and language around identity are evolving — more specifically, understanding that identities are built from both visible attributes and invisible ones, like sexual identity, ancestry, religion and more. Only 67 percent of adults globally say “I understand the concept of gender fluidity.”
The Second Time Around:
New upcycle companies around the globe have modernized resale shopping. The so-called re-commerce movement is on the rise for sophisticated and market-savvy shoppers, breathing new life into previously owned fashion pieces, appliances, electronics, household items and other goods — and more and more consumers are opting in. 60 percent of adults globally agree “I am more open to buying used goods than I was five years ago.”