Ford Motor Company’s resident futurist Sheryl Connelly has been forecasting consumer trends with a blend of qual and quant insights for the last few years. She uses a big global survey of consumers to inform her opinions and then shapes a trends report which the company started sharing publicly in 2012.

Let the debate begin about Connelly’s choices for the 2018 Looking Further with Ford Trends Report, her sixth annual outlook that takes the pulse of consumers, reads the economic winds and parses what it all means for marketers, and not just Ford. Her top 10 trends are a fascinating reflection of consumers’ mindsets as we adapt to the accelerating forces of cultural and political polarization, technological obsolescence and disruption and digital ubiquity.

The current mood, Connelly finds, is a general feeling of consumer anxiety, even as economies strengthen and incomes and job opportunities grow around the world: more than half (54%) of adults participating in Ford’s global study this year said that they feel more stressed than they did a year ago.

“This moment in time is unique in its anxiety and its sense of being overwhelmed,” Connelly told brandchannel. “And it’s not a specifically American point of view. The UK, India and Spain, for instance, have their own issues, too.”

But that doesn’t mean a feeling of hopelessness or paralysis, as Connelly states in her 2018 consumer outlook: “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.”

Key data points from Ford’s new global research report:

39% of adults say they do not mind sharing their personal information with companies, but 60% say they are frustrated by how much of their information has become public
76% of adults around the world say they find it creepy when companies know too much about them
52% of adults say they believe artificial intelligence will do more harm than good, but 61% say they are hopeful about a future of autonomous vehicles
68% of adults say they are overwhelmed by suffering in the world today, and 51% say they feel guilty for not doing more to make the world better
81% of adults say they are concerned about the widening gap between the rich and the poor
73% of adults say they should take better care of their emotional well-being
54% 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%.
And the top 10 consumer trends coming out of the research:

The Edge of Reason: “Across the world, people are overwhelmed by the change affecting everything from politics to pop culture—and consumers are hungry for inventive ways to cope and adapt,” the report said. Case in point: 80% of U.S. adults surveyed find that people are increasingly intolerant of opposing views.

The Activist Awakening: 52% of adults between the ages of 18 and 29 surveyed by Ford say they expect brands to take a stand on political issues. “Thanks to the culture of polarization, consumers are being jolted out of complacency. Individuals are debating the change we need, unafraid to topple the conventional wisdom and expectations.”

Minding the Gap: “Worldwide, the spotlight is on inequality. Activists and entrepreneurs are experimenting with new ways to improve access to quality education, increase productive employment, close wage gaps and provide everyone with affordable access to basic living standards and infrastructure.”

The Compassionate Conscience: 76% of adults Ford surveyed globally believe their actions can influence positive change. “With an omnipresent news cycle, consumers are more aware of the challenges people face across the world—and more reflective of their role in society.”

Mending the Mind: “Slowly, consumer and institutions are realizing that you cannot have a healthy body unless you have a healthy mind. As such, mental health and well-being are coming to the forefront as issues that individuals, governments and companies need to address.”

Retail Therapy: “Many consumers are on the endless hunt for something new and different—and they’re rethinking how material goods and services can bring them happiness.” For instance, 66% of adults globally between the ages of 18 and 29 think that the experience of shopping is more enjoyable than the actual purchase.

Helplessly Exposed: “Big Data claims to be able to interpret our behaviors, which in theory should help consumers—yet it also can come with Big Bias. Consumers are ramping up the pressure on companies to be accountable and act responsibly.”

Technology’s Tipping Point: “Virtual reality, artificial intelligence and autonomous technology are here, integrating into our daily lives. Across the globe, humans are asking: what does the onslaught of intelligent technology mean for us as a society, and will it make a more positive impact than we thought?” Interestingly, 52% of those surveyed by Ford believe artificial intelligence will do more harm than good.

Singled Out: “Are marriage and parenthood still the desired norms for happy living? More and more people are rethinking commitment and fulfillment, with more choices at their fingertips and longer life spans to consider.”

Big Plans for Big Cities: “By 2050, roughly 75% of the world’s population is expected to live in urban areas. To capitalize on the full potential of cities—to keep them happy and healthy places to live—we must be smart and mindful about planning.”

For more insights on the data and analysis, we spoke with Connelly about what she’s seeing and what it means for consumers, Ford and other brands:

Sheryl, how would you summarize the difference between Ford’s first public trends report in 2012 and this latest research that you’re sharing?

This is our sixth annual report, but I’ve been doing it for 14 years. They’re near-term and easier to call because they’re microtrends. But this report is decidedly different from the reports that we’ve put forth in the last five years, a true reflection of where the world stands right now. In 2012, the world was still reeling from the global recession and there was a lot of uncertainty. What I found surprising was how widespread that feeling was [now].

Sourced through Scoop.it from: www.brandchannel.com