Ford has released its latest Global Trend Report which addresses several important issues in today’s world, focusing most on trust as a dominant global theme that companies are working to earn back from customers.
The report surveys 14 countries across the Americas, Asia, Europe and the Middle East and suggests that people’s ability to trust peers, communities, elected officials and businesses has a large impact on their day-to-day lives.
“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,” said Sheryl Connelly, Global Consumer Trends and Futuring Manager at Ford. “Consumers want to believe that companies are doing the right thing, but companies also need to give them a clear reason to do so. At Ford, we remain deeply focused on improving the lives of consumers and their communities, so we can continue to have a trusted relationship that moves us forward together.”
Ford’s report outlined other consumer trends which include The Green Paradox, Call to Stand, All Alone, Below the Surface, Great Expectations, Identity Matters and The Second Time Around.
The Green Paradox addresses climate change fears and consumers who aren’t changing behaviours due to belief that their behaviour can’t make a difference, while Call to Stand tackles consumer standpoints on product-based mindsets against value-based mindsets.
All Alone talks about loneliness in the younger generation, Below the Surface touches on trust and transparency between customers and companies and its importance, and Great Expectations focuses on customer expectations for brands over time. Identity Matters opens up about sexual identity and how people understand it, while The Second Time Around discusses how used goods are more acceptable to customers than they were some years ago.
To read Ford’s full Global Trend Report, click here.