LOOKING
FURTHER
WITH FORD
2017 TRENDS
5TH
A
N
N
IV
ER
SA
R
Y
LOOKING BACK AND
LEANING FORWARD.
Five years ago, when we created our frst annual trend book, Looking Further With Ford,
the world was reeling from the Great Recession. Even if the economy fully recovered,
it seemed society would never be the same: expansion had stalled; optimism was
tempered; and the era of excess was well on its way to extinction. The micro trends
identifed that year, and every year since, have refected the changing times.
This year, in our ffth anniversary edition, we highlight new trends, but we also revisit past
trends that are as compelling and relevant today as they were when they emerged.
Indeed, the frst trend we published, “Trust is the New Black,” is shaping our society more
profoundly than ever. Consumers today are skeptical of institutions and wary of privacy
infringements. And trust and truth are inextricably marbled as consumers question the
veracity of information they get from sources. The role of women and water, visited in
“Female Frontier” and “Sustainability Blues,” are still immensely critical in transforming
our society and planet.
As we enter 2017, consumers once again face unprecedented change and uncertainty.
Technology continues to unfold at breakneck pace, but it’s also prompting greater
refection on the impact it has on our lives. Time and wealth, once staples of prosperity,
are become more muddied as we rethink what it means to “live the good life.”
And with greater choice comes greater accountability, as we call on our fellow citizens and
institutions to choose actions and behaviors that beneft not just themselves, but also
society at large. This is prompting a renewed focus on community – where common good
creates a common bond.
As you turn the pages, we invite you to rethink life as you know it – and refect on how
these changes will impact the world at your fngertips and beyond.
Sheryl Connelly
Global Consumer Trends and Futuring
Ford Motor CompanyRevisiting “Trust Is
the New Black”
p.6
Revisiting
“Sustainability Blues”
p.14
Revisiting the
“Female Frontier”
p.10
The Good Life 2.0
p.18
CONTENTSTime Well Spent
p.22
Championing Change
p.34
Decider’s Dilemma
p.26
The Parenting Trap
p.38
The Tech Spiral
p.30
Community Ties
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