20170321-福特汽车-LOOKING_FURTHER_WITH_FORD_50页_11mb

5TH ANNIVERSARY: LOOKING FURTHER WITH FORD

Core Content Overview

This document, titled 5TH ANNIVERSARY: LOOKING FURTHER WITH FORD, is a reflection on consumer trends over the past five years, highlighting both past and present developments. It explores the evolving relationship between consumers and technology, the increasing importance of trust and transparency, the role of women in shaping societal and economic change, and the shifting concept of the "good life" in the modern era.

Main Trends and Key Insights

Trust is the New Black

• Core Idea: Trust has become a critical factor in consumer behavior, especially in the digital age.
• Consumer Concerns:
  • 85% of adults fear personal data is collected without their knowledge or consent.
  • Fake news and misinformation have led to a redefinition of truth, with 75% of adults believing "truth is indisputable."
• Impact of Technology: The internet has created more choice than needed, leading to hesitation in commitment and a growing skepticism toward institutions.
• Ford's Perspective: Ford sees trust as the foundation of its longevity and is committed to transparency and integrity in its operations.

Female Frontier

• Core Idea: The role of women is evolving, challenging traditional gender norms and driving social and economic change.
• Global Trends:
  • 78% of people believe women have more opportunities now than three years ago.
  • 82% of adults still do not see women and men as equals.
• Women in Leadership and Business:
  • 9.7% of the world's billionaires are female (2016).
  • In the U.S., the number of women-owned firms has increased by 45% since 2007.
• Challenges:
  • Many countries, including the U.S., do not offer maternity or paternity leave.
  • In Saudi Arabia, only 130,000 women are registered to vote, despite recent changes in voting rights.
• Ford's Perspective: Ford recognizes the growing influence of women in both the marketplace and society, and is committed to supporting gender equality.

Sustainability Blues

• Core Idea: Water scarcity and sustainability are growing global concerns, affecting both developed and developing nations.
• Global Water Issues:
  • 1.8 billion people lack access to safe water.
  • By 2025, 2/3 of the world's population may face water shortages.
  • Water problems lead to up to 7% GDP loss in some countries annually.
• Innovative Solutions:
  • Altered:Nozzle, a water-saving nozzle, is being developed in Stockholm.
  • Ford's Doug Martin invented a system to convert AC fluid into clean drinking water.
  • SABMiller reduced water use in beer production from 90% to 3.5 liters per liter of beer.
• Ford's Perspective: Ford is committed to sustainability, having launched a water strategy and achieving an "A" rating from the CDP. The company aims to use zero potable water in manufacturing.

The Good Life 2.0

• Core Idea: The concept of the "good life" is shifting from material wealth to experiences and values.
• Consumer Shifts:
  • 71% of adults define prosperity differently from their parents.
  • 62% of 18-29-year-olds care less about material possessions than in the past.
• Wellness Travel:
  • The wellness travel industry is valued at $563 billion, with a 14% growth in the last two years.
  • Activities like yoga, mindfulness, and healthy cooking tours are becoming more popular.
• Ford's Perspective: Ford focuses on the intersection of need and desire to help customers achieve their "good life" through its mobility solutions.

Time Well Spent

• Core Idea: Time is increasingly viewed as a flexible and personal resource, with a shift in how it is spent and valued.
• Changing Attitudes:
  • 72% of adults globally have a different definition of wasting time than in the past.
  • 63% of 18-29-year-olds are more impatient than before.
• Productivity and Distraction:
  • 57% of adults consider sleeping a productive use of time.
  • 54% consider surfing the internet productive.
  • 43% consider reading fiction productive.
• Work-Life Balance:
  • Some companies, like Heldergroen, are implementing flexible work hours to promote well-being.
  • Ford's Smart Mobility initiatives aim to reduce wasted time in daily commutes.

The Tech Spiral

• Core Idea: Technology is both improving and complicating life, with a notable impact on attention spans and decision-making.
• Tech Influence:
  • The "five-second rule" is being challenged by new research on germ transfer.
  • Augmented reality apps like Telebeauty are changing how people present themselves in virtual meetings.
  • Apps like Pocket help users manage time by saving distracting content for later.
• Consumer Behavior:
  • 49% of 18-29-year-olds have walked away from a purchase due to too many options.
  • 54% of adults believe online dating sites make it harder to commit to relationships.
• Ford's Perspective: Ford is adapting to the changing transportation landscape by offering mobility solutions that help consumers plan and manage their time effectively.

Conclusion

The document emphasizes the importance of trust, the evolving role of women, the urgency of sustainability, and the redefinition of the "good life" in the context of technological advancement and changing consumer values. Ford's ongoing efforts in these areas reflect its commitment to understanding and responding to these trends in a meaningful way.