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Ford Trend Report 2015 examines “Generation Z”



Ford Trend Report 2015 examines “Generation Z”


The Ford Trend Report 2015 is now the third annual trend study from Ford. The study provides data and assessments with regard to global consumption habits and behaviors that will shape our culture in 2015 and beyond.

According to the Ford Trend Report 2015, with the growing influence of a young, socially conscious and tolerant generation of consumers, the perspectives are shifting; The desire for changes for the better is clearly visible. The focus of the trend study is the so-called “Generation Z”, it follows the generation of the “Millennials” and includes young people who were born between the year 2000 and today. The oldest of them are now teenagers. “Generation Z” makes up 20 percent of the world’s population and is the first global generation to play a key role in today’s technology-driven world. It is expected to set new standards, especially when it comes to mobility, freedom and creativity.

Changing consumption habits

“While the term demographics draws our attention more towards the future, the emerging ‘Generation Z’ is already influencing consumption habits of all current age groups,” said Sheryl Connelly, Ford Global Consumer Trend and Futuring Manager. “We have already seen a similar development among ‘Millennials’, but ‘Generation Z’ are much better connected and particularly open to their possibilities”.

Sometimes it can also fail

Despite controversial issues such as climate change, threats to privacy, epidemics and geopolitical disputes, optimism is in the air. The “Generation Z” are highly motivated young people who are looking for success and are tolerant of possible failure. In this spirit of determination, new forms of collaborative consumption and mobility emerge, which gives us more freedom to pursue ideas with passions.

The Influence of Trend Studies on Ford Products

As part of the creation of trend studies, Ford experts identify current changes in social, technological, economic, environmental and political areas. The better understanding of consumers and their behavior – especially with regard to the auto category – is evaluated by Ford. The findings are passed on to leading Ford designers, engineers and marketers so that they can develop needs-based products and services for the future. “A deep understanding of our customers is key to our global product strategy,” added Connelly.

1. The mantra of “Generation Z” is simple: Happiness is with the able!

2. Rebel rally: Society has always loved risk-takers, but the market has never been more open to those who push boundaries and break convention.

3. The stigma of failure is eroding: In a time of constant change, no stone can be left untried to improve and develop yourself further.

4. Today’s consumers don’t want to carry unnecessary items with them. New technologies such as digital end devices and smartphone apps enable easy access to goods and services; information on this is shared with familiar people in real time.

5. In a world of rapid innovation, nobody wants outdated or outdated products. The result is a new à la carte mentality in which access matters more than ownership.

6. The traditional family is no longer the norm, the concept of the modern family is broader and is based on the individual reality of life.

7. Data protection is developing into a tightrope walk, consumers are increasingly willing to share personal data in return for advantageous offers.

8. Health: Obesity and lifestyle diseases are increasing worldwide. Consumers need clear and unambiguous health education.

9. People long for opportunities to break out mentally or physically. You are looking for intense adventure and entertainment away from everyday reality.

10. Mobility is becoming multi-layered: In a time of constant innovation, the terms mobility, transport and communication are increasingly converging.