福特2017趋势报告（英文版）_48页_11mb

5TH ANNIVERSARY: LOOKING FURTHER WITH FORD

Core Content Overview

This document outlines the key trends shaping society and consumer behavior in 2017, as identified by Ford's annual trend book, Looking Further With Ford. It revisits past trends and explores how they continue to influence the present, while also highlighting new developments in technology, sustainability, and lifestyle shifts.

Main Trends and Key Insights

Trust is the New Black

• Relevance: The concept of trust has become even more critical in today's society, where consumers are increasingly skeptical of institutions and concerned about privacy.
• Statistics:
  • 85% of adults globally fear personal data is collected without consent.
  • 80% of adults globally agree that social media is more about optics than substance.
  • 65% of adults globally say they are less likely to consider opposing viewpoints.
• Ford's Perspective: Trust is fundamental to Ford's long-term success, and the company is committed to transparency and integrity in its operations.

The Female Frontier

• Relevance: The role of women continues to evolve, influencing cultural, social, and economic development.
• Statistics:
  • 78% of people globally believe women have more opportunities today than three years ago.
  • 82% of adults agree that women and men are still not viewed as equals.
  • 57% of women globally say the world would be better if run by women.
• Ford's Perspective: Ford recognizes the growing influence of women in both the marketplace and society, and aims to support these changes through its business practices.

Sustainability Blues

• Relevance: Water scarcity and sustainability remain pressing global issues.
• Statistics:
  • 1.8 billion people lack access to safe water (25% of the global population).
  • 2/3 of the world's population may face water shortages by 2025.
  • Water problems cause up to 7% GDP loss in some countries.
• Ford's Perspective: Ford has pioneered a water strategy and aims to use zero potable water in manufacturing. The company supports sustainable innovations and is rated "A" by the CDP.

The Good Life 2.0

• Relevance: Consumers are redefining prosperity and happiness, valuing experiences and values over material wealth.
• Statistics:
  • 77% of adults globally say they are annoyed by people who are showy with their money.
  • 69% of adults globally say wealth is an outdated measure of success.
  • 62% of adults aged 18-29 care less about material possessions than in the past.
• Ford's Perspective: Ford is focused on aligning with the evolving definition of the "good life," emphasizing mobility and the ability to explore and experience life.

Time Well Spent

• Relevance: The perception of time and productivity is shifting, with procrastination and flexible work hours becoming more accepted.
• Statistics:
  • 72% of adults globally say their definition of wasting time is different than in the past.
  • 63% of adults aged 18-29 say they are more impatient than in the past.
• Ford's Perspective: Ford is addressing the issue of wasted time through its Smart Mobility initiatives, aiming to transform commutes into meaningful experiences.

Decider's Dilemma

• Relevance: Consumers face an overwhelming number of choices, leading to hesitation in making commitments.
• Statistics:
  • 49% of adults aged 18-29 walk away from a purchase due to too many options.
  • 54% of adults globally agree that online dating sites make it harder to commit to relationships.
• Ford's Perspective: Ford is adapting to this sampling culture by offering mobility solutions that help consumers plan and manage their travel more effectively.

Key Innovations and Examples

• Altered:Nozzle: A water-saving nozzle that converts tap water into mist, reducing water usage significantly.
• Telebeauty: An augmented reality app developed by Shiseido and Microsoft to enhance video conferencing appearances.
• Pocket: An app that helps users save distracting content for later, improving focus and productivity.
• Heldergroen: An ad agency that ends workdays at 6 p.m. with a physical key, promoting work-life balance.
• Lumoid: A rental service allowing users to test-drive electronics like the Apple Watch.
• ClassPass and KFit: Fitness platforms that offer flexible access to gyms and wellness activities, reflecting a sampling culture.

Conclusion

The trends outlined in this document reflect a society in transition, where trust, sustainability, and redefined notions of prosperity and time are reshaping consumer behavior and corporate strategies. Ford is actively engaging with these changes, positioning itself as a leader in transparency, innovation, and customer-centric mobility solutions.