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
This report serves as a blueprint for understanding how key trends are expected to influence consumers and brands in 2018 and beyond. Ford has identified and explored these 10 trends:
The Edge of Reason: Global upheaval is evident in everything from politics to pop culture, and people are responding to these changes in polarized fashion. As divisiveness grows, a sense of being overwhelmed intensifies. Consumers are hungry for inventive ways to cope and adapt.
The Activist Awakening: This culture of polarization means consumers are being jolted out of complacency. Conventional wisdom and expectations are being toppled as individuals debate the change we need.
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: With an omnipresent news cycle, we are more aware than ever of the challenges consumers face around the world. People are becoming more reflective of their roles in society and more focused on how they can be more engaged.
Mending the Mind: Consumers 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 moving to the forefront for individuals, governments and companies to address.
Retail Therapy: Many consumers are on an endless hunt for something new and different – seeking material goods or experiences that bring happiness. As services aiming to provide efficiency experiences proliferate, consumers now find they can buy the one thing that was never for sale – time.
Helplessly Exposed: Big Data claims to be able to interpret our behaviors, which in theory should help consumers. But with Big Data can come Big Bias, and once personal information is relinquished, all consumers can do is hope companies use it responsibly.
Technology’s Tipping Point: Virtual reality, artificial intelligence and autonomous technology – long far-fetched notions – are now being incorporated into our daily lives. Worldwide, humans are wondering what the onslaught of intelligent technology will mean for society.
Singled Out: Are marriage and parenthood still the desired norms for happy living? Couples today – with more choices and longer life spans to consider – are rethinking commitment and fulfillment.
Big Plans for Big Cities: By 2050, nearly 75 percent of the world’s population is expected to live in urban areas. To capitalize on the full potential of cities – ensuring they are happy and healthy places in which to thrive – we must smartly plan for transportation, employment, housing, wellness initiatives and an infrastructure that can accommodate booming populations.
Building a smarter future
With an astounding 87 percent of consumers agreeing cities need better transportation options, Ford is uniquely positioned to provide meaningful solutions for consumers everywhere. As connected, sustainable and autonomous technologies rapidly transform transportation, Ford is committed driving progress that consumers can trust.
“In today’s fast-moving world, consumers have less patience for the frivolous, and they demand greater emphasis on what’s meaningful and impactful,” said Connelly. “This ethos is reflected in the work we do at Ford, and our relentless focus on providing trustworthy solutions that make consumers’ lives better.”
Why sports cars make us feel good
Forget romance, fine dining or an epic boxset binge – new preliminary research reveals that driving a sports car on a daily basis is among the best ways to boost your sense of wellbeing and emotional fulfilment.
The study measured “buzz moments” – peak thrills that play a vital role in our overall wellness – as volunteers cheered on their favourite football team, watched a gripping Game of Thrones episode, enjoyed a passionate kiss with a loved one or took an intense salsa dancing class. Only the occasional highs of riding a roller coaster ranked higher than the daily buzz of a commute in a sports car.
Working with neuroscientists and designers, Ford brought the research to life with the unique Ford Performance Buzz Car: a customised Ford Focus RS incorporating wearable and artificial intelligence technology to animate the driver’s emotions in real time across the car’s exterior.
Watch the video here https://youtu.be/AFpt6jziFsU
“A roller coaster may be good for a quick thrill, but it’s not great for getting you to work every day,” said Dr Harry Witchel, Discipline Leader in Physiology. “This study shows how driving a performance car does much more than get you from A to B – it could be a valuable part of your daily wellbeing routine.”
Study participants who sat behind the wheel of a Ford Focus RS, Focus ST or Mustang experienced an average of 2.1 high-intensity buzz moments during a typical commute; this compared with an average of 3 buzz moments while riding on a roller coaster, 1.7 while on a shopping trip, 1.5 each while watching a Game of Thrones episode or a football match, and none at all while salsa dancing, fine dining or sharing a passionate kiss.
For the research, Ford took one Focus RS and worked with Designworks to create the Buzz Car:
From concept, design and installation to software development and programming, the Buzz Car took 1,400 man-hours to create. Each “buzz moment” experienced by the driver – analysed using a real-time “emotional AI” system developed by leading empathic technology firm Sensum – produces a dazzling animation across almost 200,000 LED lights integrated into the car. The Buzz Car also features:
- High-performance Zotac VR GO gaming PC
- 110 x 500-lumen daylight-bright light strips
- 82 display panels with 188,416 individually addressable LEDs
Driver state research
Researchers at the Ford Research and Innovation Center in Aachen, Germany are already looking into how vehicles can better understand and respond to drivers’ emotions. As part of the EUfunded ADAS&ME project, Ford experts are investigating how in-car systems may one day be aware of our emotions – as well as levels of stress, distraction and fatigue – providing prompts and warnings, and could even take control of the car in emergency situations.
“We think driving should be an enjoyable, emotional experience,” said Dr Marcel Mathissen, research scientist at Ford of Europe. “The driver-state research Ford and its partners are undertaking is helping to lead us towards safer roads and – importantly – healthier driving.”
|Activity||Buzz Moments *|
|Game of Thrones||1.5|
* Average number of high-intensity buzz moments per participant
Car that sees round corners
Jaguar Land Rover is leading a £4.7 million (approximately R79 million) project to develop self-driving cars that can ‘see’ at blind junctions and through obstacles.
Britain’s biggest carmaker is leading a project called AutopleX to combine connected, automated and live mapping tech so more information is provided earlier to the self-driving car. This enables automated cars to communicate with all road users and obstacles where there is no direct view, effectively helping them see, so they can safely merge lanes and negotiate complex roundabouts autonomously.
Chris Holmes, Connected and Autonomous Vehicle Research Manager at Jaguar Land Rover said: “This project is crucial in order to bring self-driving cars to our customers in the near future. Together with our AutopleX partners, we will merge our connected and autonomous research to empower our self-driving vehicles to operate safely in the most challenging, real-world traffic situations. This project will ensure we deliver the most sophisticated and capable automated driving technology.”
Jaguar Land Rover is developing fully- and semi-automated vehicle technologies, offering customers a choice of an engaged or automated drive, while maintaining an enjoyable and safe driving experience. The company’s vision is to make the self-driving car viable in the widest range of real-life, on- and off-road driving environments and weather.
AutopleX will develop the technology through simulation and public road testing both on motorways and in urban environments in the West Midlands. Highways England, INRIX, Ricardo, Siemens, Transport for West Midlands and WMG at the University of Warwick join the AutopleX consortium, which was announced as part of Innovate UK’s third round of Connected and Autonomous Vehicle Funding in March 2018.