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 Trend is in the Eye of the Beholder

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​DEARBORN - Each December a handful of reports are published highlighting consumer trends for the coming year.  Since trend analysis is highly subjective, there is no consensus on the key trends.  What one report identifies as a trend, another may dismiss as a fad.  This year, Ford has formally entered the discussion with our first ever public trend report:  Looking Further with Ford.    

Never before has Ford made its trend work publically available.  This book leverages years of research and collaboration with thought leaders from around the world.  By publishing it, we hope to spur further discussion, inspire deeper insights and showcase the innovative and thoughtful side of Ford Motor Company.   

Looking Further with Ford presents a series of micro trends that will shape the market landscape in 2013 and beyond, none of which are specific to the automotive industry.  The underlying purpose of the trend work is to understand what's happening in social, technological, economic, environmental and political arenas as a means to better anticipate the future wants, needs and desires of consumers.  This collection of trends reveals recurring themes of trust, authenticity and self-reliance.        

1. Trust – The New Black:  Consumers are reappraising their relationships with companies and brands, making integrity a new form of competitive advantage.
2. Consumer Republic:  The choices we make at the cash register can hold corporations accountable, change our lives and impact the world.
3. Get Real:  Admissions of failure and imperfection can be seen as a sign of strength for a consumer that seeks raw authenticity. 
4. Pioneering Pathways:  People are bucking the traditional life stage script, such as getting a job, settling down, getting married and starting a family, and charting a new course.  
5. The Micro Skills DIY:  The more Do-It-Yourself (DIY) skills we have, the more stories we have to tell and the more we make our mark. 
6. Help Me Help Myself:  A new form of self-help is emerging which features real- time feedback and personal accountability.     as ‘feedback loops,’ a
7. The Economics of Local Pride:  A fragile economy has made consumers acutely aware of the implications of where they spend their money.   C
8. The Rise of the Intima-City:  City dwellers are bringing intimacy back to the city by establishing neighborhood co-ops and returning to small town values.
9. Defying Distraction:  The “fear of missing out” is being replaced with the “joy of missing out” as consumers seek to unplug, recharge and engage in more meaningful ways.  
10. The Minimal Maximist:  Consumers are demanding that the things they own or buy work harder for them.
11. Return to Your Senses:  To escape the stimulation and stress of constant connectivity, people are re-entering the real world to smell, touch and taste.
12. Forever Young:  Sixty is the new 50.  And 50 is the new 40, which of course, is the new 30. 
13. Post-Green:  The obstacles to green behavior are few, while peer pressure is mounting. There is a growing recognition that green acts – big and small – add up. 

Please click here to review the full report.  These trends are referred to as “micro” trends so as to distinguish them from the Key Global Consumer Trends that have been widely cascaded within Ford in recent years, such as Aging Population, “Make It Mine” Customization and Information Addiction.   These have broader implications and wider application in terms of global scale.   




12/6/2012 11:30 AM