By Sonya Dvidson
The 2017 Canadian International Auto Show is well underway with a reported record-setting attendance for opening day this past Friday. While there were many stunning vehicles to dream about, hello Lincoln Navigator with built-in wardrobe and cascading steps, there were opportunities to look into consumer trends. Canadian Reviewer was invited to a private luncheon with Sheryl Connelly, Ford Motor Company's "Futurist" (her official title "Global Consumer Trends and Futuring"), to gain insight into the company's most recent and fascinating research.
Lincoln Navigator, (concept)
Connelly explained that the company has met with influencers in events like this across the globe to get a sense of what motivates our personal decisions, actions and behaviour that not only benefit ourselves but also those around us and beyond. She also clarified that she does not consider herself a car expert but her role at Ford is to understand and analyze consumer lifestyle trends.
When Ford first launch this annual lifestyle findings report five years ago, they had declared the "Trust is the New Black". Consumers reported mistrust in what they were reading from the media, companies and the government. Fake news sites were already becoming rampant and Ford's trend report mentioned Oxford Dictionaries recently sited "post-truth" as 2016's international word of the year - that is, "relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotional and personal belief."
Today's truth is influenced by perceptions and like-minded viewpoints. But what about integrity and authenticity? Does that matter anymore? As consumers are increasingly look online to gather information the pressure is on for companies, media, mixed in with influencers as well as everyday social media users to be honest and transparent but the degree of importance varies according to age group. The report mentioned that 45% of those between the ages of 18-29 globally agree that "You can be authentic without being truthful," versus 29% of adults ages 45+. So, does opinion matter more than objective, fact-based news coverage? A balance of both is needed but it's clearly more difficult for consumers to seek information today. Sites like TripAdvisor and Yelp offer a space for anyone to speak up and offer up a review that could help or hinder a business based on opinions.
The 2017 trend report also took a fascinating look at how we view "the good life." We can flashback to the 80s where it was all about "bigger the better" and flaunting one's social status through visible luxury brands as a measurement of success. The golden carrot was always dangling in front of us and driving us to wanting it all. Today, 71% of Canadians agreed that prosperity is more about happiness than wealth. We're also paying more attention to how we spending our time to fulfill that happiness. So, do we still want to have it all? Well, defining what "having it all" has shifted.
Consumers are seeking joy in less and globally we are rethinking what it means to live the good life and seeking more purpose in our choices. Ford's EcoSport compact SUV is just one example of how the company continue to try and meet consumers expectations by integrating social, economical, and environmental needs and wants. This particular vehicle may appear small and compact at a glance but surprisingly roomy inside with technology like Apple CarPlay and Android Auto as well as Auto Start-Stop that helps reduce fuel consumption and emissions. At CIAS visitors can learn more about the fleet of electric and hybrid vehicles that offer recent innovations including two EcoBoost engine option and offering sustainable green fabrics that are used across several vehicle lines.
Ford Canada, overview of electric and hybrid fleet at CIAS 2017
Another interesting look at the trend report is the "Tech Spiral". In many ways, technology is convenient and efficient. At any given time, we have access to information at the touch of our fingertips. But the report questions if it's actually eroding our lives? In the global survey, 63% of adults also feel that technology is making us less polite and 47% thinks technology is making us dumber and could possibly contribute to overall climbing obesity rates. Heck, we don't even have to get off the couch anymore to turn on the TV, the light, the coffee machine, order groceries or even to see who's at the door, right?
Ford recognizes that more technology doesn't always necessarily mean better and they are finding ways to integrate it more intuitively. We're noticing shorter attention spans. We all know that distracted driving is an issue and not only with device usage. Kids in the back seat, radio on, sun is glaring in your sight line or you're running late to a meeting -- they are all distractions too. One of the most recent innovations from Ford is the Pre-Collision Assist with Pedestrian Detection technology (an option for the 2017 Ford Fusion) that assesses the surroundings, alerts the driver of potential risks, and applies the brakes when necessary if the driver does not react.
The meeting was full of informative and eye-opening research touching on a variety of important consumer trends/behaviours on a global scale. I could have easily spent a few more hours with Sheryl Connelly to learn more about the findings and how the company continues to evolve and be mindful of changing lifestyles needs. To learn more about the report, visit ford.com
2018 Ford EcoSport compact SUV