Report looks at drivers of consumer behavioural change

June 3rd, 2019, Published in Articles: PositionIT

The seventh annual Looking Further with Ford Trends Report takes a look into the drivers of behavioural change, specifically uncovering the dynamic relationships consumers have with the shifting landscape of technology. Ford focuses on global trends to understand how consumers are changing and how companies must respond.

In a global survey of 14 countries, Ford’s research revealed that 87% of adults believe technology is the biggest driver of change. .

Key insights from the report:

  • Almost half of people around the world believe that fear drives change
  • Seven in ten say that they are energised by change
  • 87% agree that technology is the biggest driver of today’s change
  • 80% of citizens believe that technology is a force for good
  • 45%of adults globally report that they envy people who can disconnect from their devices
  • 70% of consumers agree that we should have a mandatory time-out from our devices

The tech divide: Technology has a profound impact on how we connect with and see the world. Yet there is an underlying tension between those who have access and believe it is a force for good, and those who do not have access.

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.

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.

Many faces of me: With social media playing such a large part in consumers’ lives, today many portray various personas – from who they are in real life, to how they depict themselves online, which ultimately impacts what they buy, wear, and drive, as well as their technology choices

Life’s work: How we perceive work has changed, with many global citizens now working to live, not living to work. Companies are responding in kind, with benefits, sabbaticals, and extended leave being offered, as well as opportunities for mental enrichment and more.

Eco-momentum: Consumers overwhelmingly agree that environmental progress will depend on changes in human behaviour, and many look for guidance on how and where to improve their environmental footprint.

Easy street: People spend more time in our cars than they receive vacation time, so the ability to get things done while on the road could change the commute experience as we know it.

Contact Dudu Nxele, Ford Motor Company of Southern Africa, dnxele@ford.com

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