The seventh annual Looking Further with Ford Trends Report reveals how trends are influencing behavioural change across key areas of our lives. Survey shows that the ever-changing technology landscape is affecting people in different ways.
Trend One - The Tech Divide – Technology has a profound impact on how we connect with and see the world – more than ever before. Yet, there’s an underlying tension between those who have access and believe it’s a force for good and those who don’t have access. At Ford, technology is used to help make mobility smarter, safer and more convenient for people around the world. The company is deliberate about the technology used, and educating consumers on how to use technology smartly, thoughtfully and in ways that add value to their lives. In some cities, the company leverages the work of the City Solutions team which works with cities to understand their physical and cultural infrastructure and find solutions to help residents move more freely.
Trend Two - Digital Detox – Despite being tethered to our devices, trends show that many are increasingly aware of – and alarmed by – their device dependency and seeking ways to hold themselves accountable for the time they spend online. Ford has studied the effects of high-performance race-car driving on the brain. The company is applying data uncovered in its research of these “buzz moments” — the thrills that play a vital role in overall wellness — to better understand how to improve drivers’ experience and mindset behind the wheel.
Trend Three - Reclaiming Control – In a world where control feels so out of grasp for many, consumers are looking for ways to reclaim agency over their lives where self-improvement is paramount. As part of Ford’s human-centered design process, empathy research is conducted to understand people’s needs and habits – including university professors, tri-athletes, and everyday citizens. The company uses this research to develop vehicles and technology, like Ford Co-Pilot 360™, which is designed to help relieve some of the burdensome tasks of driving and give the driver confidence in their vehicle’s ability to adapt and handle stressful road scenarios.
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