Ford Trends Report Finds that Consumers Love, Loathe Technology
Most Americans feel that technology is a good thing, but many still fear change. So how does Ford navigate these murky waters?
We as people tend to have mixed feelings towards technology. Sure, the rapid progression in safety and connectivity options on our vehicles in recent years is obviously a good thing. But tech also tends to dominate our lives. To the point where people are having to literally “detox” from their devices. These mixed feelings are on full display in the always fascinating 2019 Trends Report, which Ford just released.
The 7th annual report aims to understand how trends influence behavioral change across the key areas of our lives. And it’s just another example of the lengths Ford goes to fully understand its consumers. The results of this year’s study are undoubtedly fascinating. For starters, the report found that 67% of adults surveyed would rather their children ride in a self-driving car than with a stranger.
A full 87% believe that technology is the biggest driver of change, while 80% believe tech is a force for good. And yet, consumers are obviously also aware of the downfalls of too much technology in their lives. A total of 45% of those polled said they envy those who can disconnect from their devices. And a full 70% believe that people should take a mandatory timeout from those same devices. Plus, one-third of respondents admitted they still fear change in general, though 86% say it energizes them.
Obviously, technology plays a large role in today’s new vehicles. So this is serious food for thought for Ford. How do they continue to incorporate more and more tech into their vehicles without turning off consumers? Well, it starts with understanding what changes improve our driving experiences, and which hinder them.
“Individually and collectively, these behavioral changes can take us from feeling helpless to feeling empowered and unleash a world of wonder, hope and progress,” said Sheryl Connelly, Ford global consumer trends and futuring manager. “At Ford we are deeply focused on human-centric design and are committed to finding mobility solutions that help improve the lives of consumers and their communities. In the context of change, we have to protect what we consider most valuable – having a trusted relationship with our customers. So we are always deliberate and thoughtful about how we navigate change.”
Given the lengths that Ford goes to fully understand its consumers, we don’t doubt their ability to navigate this complex and sensitive environment.
