Click to enlarge.
Jen Brace, Trends and Futuring Manager at Ford Motor (NYSE: F) yesterday noted several trends in global research that show post-pandemic shifts in consumer sentiment and how people are reacting to technology by rewriting the rules of living, working, buying, and traveling. The self-professed “data nerd” shared the latest Ford consumer research with the Society of Automotive Analysts via Zoom.
“Think of this as the 10,000 foot view of what we see happening around the world. We purposely keep it at a very high level because we’re trying to understand consumer sentiment around the world. So we’re really trying to understand what’s happening in some critical categories that we refer to as the steep categories that stands for social, technological, economic. environmental and political,” said Brace. Brace is clearly STEEPed (Social, Technological, Economic, Environmental, Political) in consumer attitudes.
“What we are trying to do here is understand how consumers are feeling about the world around them. How they are reacting to change and how we might be able to anticipate shifts that we see going forward. So we’re really trying to understand at a very high level what do we see happening in terms of consumer sentiment, so that we can better understand where our customers might be at and how that might be changing as we move forward,” Brace said.
About the Ford Trends Survey
- It’s sent to 16 different countries.
- Ford receives ~1000 respondents in each country.
- This is a general population survey. It’s sent to a wide array of different demographics and generational cohorts.
- It is not focused on automotive owners. It is not focused on Ford owners. It is not focused on Ford employees. It has none of that captured within it.
- The respondents were all adults over the age of 18.
Following are some interesting observations in AutoInformed’s view.
Ford 2024 Global Trends Report Says
There’s a global consensus on the urgency of addressing climate change, with many claiming to be modifying their personal habits to be more environmentally friendly. But people want a seamless integration of sustainable solutions into their everyday routines. They seek simplicity where products, services, and experiences allow them to make positive contributions to the environment without disrupting their lifestyle. While the future of transportation is moving towards electricity, some are hesitant to adopt electric vehicles (EVs) over concerns about insufficient infrastructure making charging a challenge. It will be up to companies to make sustainability an easy, convenient choice if consumers are expected to embrace it.
“Vast majorities across the globe say it’s important to actively fight climate change today.” The global average is 84%. The lowest countries are the US and Australia at 75%.
Report
When asked if all-electric vehicles are the future. Among all adults, the US at 59% lagged the global average of 69%. France was lowest at 47%.? Thailand highest at 84%.
When asked if people should drive EVs to fight climate change. The global average was 47%. In the US it was 38%. Germany 28%. France 26%. In the world’s largest auto market – China – it was 62%!
When asked if they worry about not having enough infrastructure to support EVs. Almost 75% of all adults said yes. Baby Boomers were slightly more worried.
When asked “I’ll only embrace sustainable initiatives if the inconvenience to me is small or nonexistent.” The global average was 64%!
Ford Trends – Climate Change and Post Covid Consumer Views
Click to enlarge.
Jen Brace, Trends and Futuring Manager at Ford Motor (NYSE: F) yesterday noted several trends in global research that show post-pandemic shifts in consumer sentiment and how people are reacting to technology by rewriting the rules of living, working, buying, and traveling. The self-professed “data nerd” shared the latest Ford consumer research with the Society of Automotive Analysts via Zoom.
“Think of this as the 10,000 foot view of what we see happening around the world. We purposely keep it at a very high level because we’re trying to understand consumer sentiment around the world. So we’re really trying to understand what’s happening in some critical categories that we refer to as the steep categories that stands for social, technological, economic. environmental and political,” said Brace. Brace is clearly STEEPed (Social, Technological, Economic, Environmental, Political) in consumer attitudes.
“What we are trying to do here is understand how consumers are feeling about the world around them. How they are reacting to change and how we might be able to anticipate shifts that we see going forward. So we’re really trying to understand at a very high level what do we see happening in terms of consumer sentiment, so that we can better understand where our customers might be at and how that might be changing as we move forward,” Brace said.
About the Ford Trends Survey
Following are some interesting observations in AutoInformed’s view.
Ford 2024 Global Trends Report Says
There’s a global consensus on the urgency of addressing climate change, with many claiming to be modifying their personal habits to be more environmentally friendly. But people want a seamless integration of sustainable solutions into their everyday routines. They seek simplicity where products, services, and experiences allow them to make positive contributions to the environment without disrupting their lifestyle. While the future of transportation is moving towards electricity, some are hesitant to adopt electric vehicles (EVs) over concerns about insufficient infrastructure making charging a challenge. It will be up to companies to make sustainability an easy, convenient choice if consumers are expected to embrace it.
“Vast majorities across the globe say it’s important to actively fight climate change today.” The global average is 84%. The lowest countries are the US and Australia at 75%.
Report
When asked if all-electric vehicles are the future. Among all adults, the US at 59% lagged the global average of 69%. France was lowest at 47%.? Thailand highest at 84%.
When asked if people should drive EVs to fight climate change. The global average was 47%. In the US it was 38%. Germany 28%. France 26%. In the world’s largest auto market – China – it was 62%!
When asked if they worry about not having enough infrastructure to support EVs. Almost 75% of all adults said yes. Baby Boomers were slightly more worried.
When asked “I’ll only embrace sustainable initiatives if the inconvenience to me is small or nonexistent.” The global average was 64%!