Ford Releases 12th Annual Further with Ford Trends Report

Nov 30, 2023

The 12th annual Further with Ford Trends report released today explores the intentional decisions consumers are taking to shape their lives and provides key insights into the changing attitudes toward life, work, family and the influence of artificial intelligence (AI).

“Trends give us clues about what matters to consumers.  We can explore their priorities, fears and hopes for the future,” explained Chief Futurist Jen Brace. “These insights can guide our development of products and services for a future that often feels uncertain.”

Spanning 16 countries, the 2024 global survey reveals people are taking charge of their lives by actively shaping their futures rather than fixating on the past. For example, 52% of employed people globally would be willing to take a 20% pay cut to achieve a lifestyle that prioritizes quality of life.

“This year we are seeing a shift in how consumers are prioritizing themselves in order to gain a sense of stability in an unpredictable world,” said Brace. “Quality of life is taking precedence over advancement at work, consumers are cautiously accepting AI technology and they are looking to make sustainable choices…as long as those choices are not inconvenient for them.”

2024 Further with Ford Trends
Here's a quick look at the six trends for 2024: 

Investing in Me Click to Enlarge

Investing in Me
People around the world are anxious. They’re trying to juggle an uncertain world that feels out of their control. In doing so, they are realizing the importance of inner peace and taking action to achieve it.

  • 44% of people globally are prioritizing putting themselves before what others want or ask of them
  • 48% are cutting toxic relationships out of their lives

Working for Balance Click to Enlarge

Working for Balance
People are increasingly aware of prioritizing well-being and a balanced life over high work achievement, and they are reorienting their lives accordingly.

  • 52% of employed people globally would be willing to take a 20% pay cut to achieve a lifestyle that prioritizes quality of life
  • 77% prioritize a balanced life over advancement at work
  • 69% of Gen Z and Millennials would trust AI to provide career or job advice in the next five years, or already do

AI Wary Click to Enlarge

AI Wary
Many feel that both collectively and individually we’re losing our grasp on truth. Some of this may be related to the rapid growth of AI, as we grapple with how this new technology will influence our lives.

  • 39% feel AI will create massive job loss for THEMSELVES, yet 68% believe AI will create massive job loss for OTHERS (“won’t affect me” mindset)
  • 60% of people globally agree that AI will be an essential part of their daily lives by 2035

The Trust Algorithm Click to Enlarge

The Trust Algorithm
As generative AI and other technologies continue to become more deeply ingrained in our society, there is a growing concern about our ability to separate fact from fiction.

  • 85% of adults globally believe that companies should disclose when they use AI in their products, services and experiences
  • 65% agree that they don’t know what’s real and what’s fake when they read the news

EVolutionary Sustainability Click to Enlarge

Evolutionary Sustainability
Despite climate change being something many believe is extremely important to actively fight today, slightly fewer people are changing their behavior to actively fight it, compared to four years ago (75% in 2023, 78% in 2020). While this is still the majority, there’s a caveat to this sustainable behavior: for most, it’s only embraced if it’s convenient.

  • 47% of people believe others should drive EVs to help fight climate change, yet only 4% of them drive EVs
  • 35% of people believe others should drive hybrid vehicles to help fight climate change, yet only 8% of them drive hybrids

Famliy 2.0 Click to Enlarge

Family 2.0
The term “family” is changing, moving away from one definition to be personalized for each individual. No longer do most individuals view family as being married or having kids. In fact, many adults say that their ideal life in the next 10 years looks like having pets more than having children.

  • 83% of adults globally agree that for children to be prepared for adulthood, mental health is more important than academic success.

For more information on the 2024 trends, please click here.  And stay tuned to @FordOnline for 2024 trend videos featuring Jen Brace.