Trends 2016: Looking Further with Ford
Par : HUB Institute
30 décembre 2015
Temps de lecture : 4 min
For the fourth year in a row, Ford has just released its key trends for 2016 in a study developed by Ford global trend and futuring manager, Sheryl Connelly. The HUB Institute had the privilege of participating in a round table to discuss the topic with Sheryl and other experts in September. Indeed, these round tables organised around the world with experts from varied backgrounds and disciplines enable Sheryl to confirm her observations and craft a representative and international view of the major societal trends to watch before finalising their publication. So, what are the 10 major trends that are going to influence consumers and brands in 2016? We took advantage of Sheryl's visit in Paris to ask her three questions in addition to the Looking Further with Ford study: 1) The automotive industry and smart cities: what trends should we look out for in the coming months? 2) The consumer has changed: how should be market to Generation Z? 3) Digital transformation and the automotive industry: what advice would you give other companies? The trends put forward in this fourth annual report go beyond the boundaries of the automotive sector. This study enables the Ford brand to better understand what is happening in the social, technological, economic, environmental and political spheres as a global level. These big ideas govern all aspects of the brand's activities: from global strategy to product and service development as well as new customer experiences. Ford is inspired by these trends to create innovative mobility solutions that fit with the constantly evolving needs of consumers, with the Smart Mobility plan for example.
“We cannot hide the impact of technology's breakneck pace on our culture", says Sheryl Connelly. "What is fascinating to see is the way companies like Ford adapt to this rythme to innovate. These insights help us create products and services that not only surpass customers' expectations today, but that are also an innovative means to apprehend the way to face the difficult situations of tomorrow."
What's new?In a world of constant and dramatic change, new insights from Ford’s Looking Further with Ford 2016 trend report reveal a renewed sense of inspiration and ingenuity among consumers striving for a better quality of life in the New Year – motivated more than ever to make the world a better place. Despite an underlying sense of disillusionment, consumers are more inspired to defy the odds and use innovation to embrace new platforms for change. Through the trends Ford has identified for 2016, the company is exploring how technology, sustainability and collaboration are being leveraged so that it can help create solutions to improve how consumers live, work, and even travel in the future.
“In our four years of researching and compiling consumer trends, never have we seen optimism, resilience and self-reliance figure so prominently,” said Sheryl Connelly, Ford global trend and futuring manager. “It gives us hope for what the future holds, and we see that same creativity and enterprising spirit driving innovation in every part of our business at Ford.”
10 micro-trends for 2016 :
- Embracing Heroes: Where goodwill is faltering among established leadership, it’s gaining with communities and individuals who are rethinking what it means to be a good citizen, neighbor and person. Everyday heroes are stepping up to the plate, and they’re inspiring others to do the same.
- Swiss Army Life: A rising emphasis on self-reliance has created an ethos of purposefulness and utility. Better living today is not about having more things – it’s about living smarter by pushing to get greater use out of fewer things.
- Time Poverty: “So much to do, so little time” has always been one of life’s conundrums. Yet with greater connectivity, we’re increasingly on-call, and time proves more elusive than ever.
- EZ Life, Brought to You by the Connected Concierge: With growing support from artificial intelligence, the rise of full-service technology allows for outsourcing more responsibilities to innovative consumer features that learn and adapt to our needs – expanding our sense of hope and possibilities for better living.
- Mindful Goes Mainstream: Two-thirds of consumers across the globe say mindfulness is not a fad. As our lives become increasingly complicated and demanding, the way forward many people are embracing is to be less mind-full and more mindful – giving ourselves time and space to breathe, reflect and regroup.
- In Awe of Aging: As people live longer, healthier lives, the notion of aging is being redefined. Shifts in health care, nutrition and medical science are driving today’s seniors to reject long-held stereotypes of what it means to be elderly.
- Fit for Misfits: Today, one size fits nobody, and connections between mainstream brands and consumers are taking a back seat to unique, more personalized and meaningful ties.
- Waste Not, Want Not: In a high-consumption society, innovators are getting creative with extracting value from stuff nobody wants. This sustainability trend promises to push the boundaries of people’s imagination and resourcefulness.
- Buying into the Flexible Economy: Once exclusively the turf of creatives, freelancing is becoming increasingly normalized – and it’s upending how we produce and consume goods and services.
- Retail Revolution: Retail is no longer simply about product, it’s about experience; retailers are finding new ways to forge meaningful connections with consumers.