DEARBORN -- Predicting the future in an ever-changing world isn’t ever easy. But for Ford, it’s a vital aspect of planning.  As the Global Consumer Trends and Futuring Manager for Ford Motor Company, Sheryl Connelly is responsible for identifying and tracking trends that will shape consumers' value, attitudes and beliefs in the future.  In her monthly column on @Ford, Connelly shares unique insight into trends outside the automotive industry with specific focus on social, technology, economic, environment and political arenas.

Illiteracy rates in emerging countries, the global shortage of clean drinking water and the spread of HIV/AIDS were among the topics covered at a trend conference I attended several years back.   The state of global affairs as laid out by one presenter after another was so overwhelming that emotions were running high among everyone in the audience.  

The conference had been sponsored in part by Toyota, and during one of the scheduled breaks in the agenda, I found myself under verbal attack from another person attending the conference who wanted to know why Ford Motor Company was not also a sponsor. 

"DOESN'T FORD CARE ABOUT SOCIAL ISSUES AS MUCH AS TOYOTA DOES?!!!"

I felt like I had been verbally punched.  Like most Ford employees, I strive to be a vocal advocate for the company.   Talking about our products or the latest marketing campaign comes easily, but I know little about Ford's contribution to communities.   Regretfully, I was at a total loss for words.  

That's when a complete stranger named British Robinson came to my – or rather Ford Motor Company’s – defense.  British overheard the exchange, and she began a counter-attack that began with a barrage of questions. . . .

Don't you know what Ford Motor Company has done in the area of education?
Don't you know the kind of work Ford does in establishing and sustaining communities?
Don't you know the impact Ford has made in regions riddled with HIV and AIDS?  

It turned out that British was employed by the U.S. Department of Defense as a member of the President's Emergency Plan for AIDS relief.   She knew firsthand that Ford had been studying the global implications of HIV and AIDS since the late 1990s and that much of Ford's efforts were concentrated in South Africa where the company had operations. 

According to the United Nations, Sub-Saharan Africa is more heavily affected by HIV and AIDS than any other region of the world. An estimated 22.4 million people there are living with HIV, nearly two-thirds of the global total.  Astonishingly, the average life expectancy in Africa is a mere 47 years old.   

That is why Ford Motor Company South Africa was committed to developing an HIV/AIDS Action Plan.   The initiative aims to create wider awareness of HIV/AIDS issues among employees, cultivate a culture of knowing one’s HIV status and create a supportive environment for those living with the virus within the company and in surrounding communities.   It is considered one of the best programs in the world and has been honored by both the Centers for Disease Control and the U.S. Department of Defense.   

In an era where mistrust in business has never been higher, community involvement and corporate social responsibility may matter more than we think.   Consumers want to be assured that companies are not simply out to maximize profits.  They value corporate citizenship and community involvement.   

So as you tell the Ford story to your friends and family, don't forget to include the work we do in communities.    The recently published 2009/2010 Ford Motor Company Fund and Community Services report might be a good place to begin learning more.   Our corporate citizenship and community involvement may turn out to be one of the most important chapters in Ford's history.