Sixty-seven per cent of adults prefer to have their children ride in an autonomous vehicle than drive with a stranger, according to a recent report from Ford.
It’s one of many insights that came out of the company’s 2019 Looking Further with Ford Trend Report, which looks at how certain (technology) trends are influencing behavioural change across different areas of our lives. More specifically, it provides a bigger picture of the relationship consumers have with an ever-evolving technological landscape.
“Individually and collectively, these behavioural changes can take us from feeling helpless to feeling empowered and unleash a world of wonder, hope and progress,” said Sheryl Connelly, Ford global consumer trends and futuring manager. “In the context of change, we have to protect what we consider most valuable — having a trusted relationship with our customers. So we are always deliberate and thoughtful about how we navigate change.”
The company’s report serves as a blueprint for understanding how specific patterns of behaviour can influence both consumers and corporations in 2019 and onward. Based on a global average of adults (that were surveyed), 87% agree that technology is the biggest driver of today’s change, and 79% say its a force for good.
But for many people, it’s also something they feel they need to disconnect from.
Forty-six per cent of Generation Z adults surveyed fear that technology is trying to get inside their head. Sixty-eight per cent of Gen Z and Millennials would like to undo some behavioural changes that resulted from technology. And 57% (both Gen Z and Millennials) agree that artificial intelligence (AI) will be stronger than the human mind within the next decade.
Also, a larger percentage of women (44%) are more of afraid of AI than men (37%). And 48% of women, versus 39% of men, don’t really understand AI.
Ford’s answer to these fears, at least in part, is their driver-assist features, their self-driving system and their app known as FordPass. These are meant to help consumers “move more safety, confidently and conveniently” when driving. Among their other projects, the company is also working on a Transportation Mobility Cloud that will connect people, self-driving vehicles and city infrastructure
The survey also reveals that many adults (69%) agree that we should have mandatory timeouts from our devices, and 45% envy people that are able to disconnect from their devices. (On the flip side, there is a small percentage (25%) of Gen Z and Millennials that say they would rather lose their ability to smell than give up their device.)
The carmaker is studying the effects of high-performance race car driving on the consumer brain to help lower these concerns. Their goal is to better understand how everyday drivers can improve their mood, reduce stress and enjoy their time in their vehicle. “Our preliminary research on ‘buzz moments’ — the thrills that play a vital role in our overall wellness — reveals that driving a sports car on a daily basis can boost your sense of well-being and emotional fulfilment,” according to Ford’s trend report.
Consumers around the globe are also looking to reclaim control over their lives; work to live rather than live to work; and improve their environmental footprint. Ford is looking at how electric vehicles, autonomous cars and other forms of technology and mobility options can meet these needs.
