Ford’s 2024 Trend Report

In a world defined by constant change and uncertainty, a notable shift is taking place. People are taking charge of their lives, not by fixating on the past, but by actively shaping their futures.

Now in its 12th year, Ford’s 2024 Trend Report delves into this and other transformative trends, offering invaluable insights to navigate the future.

Did you know that 52% of employed people globally would be willing to take a 20% pay cut to achieve a lifestyle that prioritizes quality of life? And 68% of people believe AI will lead to massive job loss for others, but only 39% people feared significant job loss for themselves?

Artificial Intelligence (AI)

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

Sustainability (do as I say, not as I do…)

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

Wellbeing & Prioritizing Self

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 life

Work & Careers

People are increasingly aware of prioritizing well-being and a balanced life over high work achievement and 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 5 years, or already do

Parenting in the Modern Age

The term “family” is changing, moving away from one definition to be personalized for each individual. No longer do the majority of 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

Ford Trends 2024 Survey Method Summary

The results for the Ford Trends 2024 survey are based on 16,086 online interviews across 16 countries.

The survey was conducted among the general population, ages 18 years and older in the following countries: Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Saudi Arabia, South Africa, Spain, Thailand, United Arab Emirates, United Kingdom and the United States. Respondents from United Arab Emirates and Saudi Arabia were required to be nationals of their respective countries.

While the data within countries were weighted to be representative, the overall sample of 16,086 was not weighted across countries. That is, we do not claim that aggregated data is representative based on country population sizes across the participating countries.

We have defined generational cohorts as follows: Gen Z (18-26 years of age), Millennials (27-42years of age), Gen X (43-58 years of age), Boomers (59-77 years of age).

All fieldwork for this survey took place between August 11 and September 1, 2023.

www.fordtrends.com

Media release provided by Emily Carman, Talk Shop Media.