From the growing influence of Gen Z-ers to the emerging a la carte mentality that trumpets access over ownership, Ford takes a closer look at the trends expected to influence consumers and brands in 2015 and beyond.
For more than a decade, all eyes have been on Gen Y– the millennial generation that has marched the world through the digital age of disruption. And while Gen Y continues to evolve and fascinate the world, attention is now turning to the cohort right behind them — Gen Z, roughly defined as those born after 1993 are some of today’s youngest entrepreneurs and consumers. Raised in an on-demand, connected and impatient culture, expectations are running high for this group that accounts for more than 2 billion globally. With a mantra of ‘good things come to those who act,’ Gen Z-ers are not going to let traditional stumbling blocks get in their way of making their mark on the world.
One company, Ford Motor, is starting to think seriously about Gen Z. As featured in Ford Motor Company’s third annual trend report, “Looking Further with Ford 2015,” examines the growing influence of young, socially conscious consumers, highlighting data and insights about global consumer habits and behaviors expected to shape culture in 2015.
The 10 trends Ford expects to influence consumers and brands in 2015 and beyond include:
- Make Way for Gen Z: With considerable pressure and high expectations, Gen Z’s mantra is simple: “Good things come to those who act.”
- Rally for Renegades and Rebels: Society has always loved risk takers, but the marketplace has never been more receptive to those who push boundaries and break molds.
- Flaunting Failure: The stigma of failure is quickly eroding; in an era of constant change, the only true failure is a failure to try, failure to improve and failure to evolve.
- Carryless Movement: Today’s consumers don’t want to carry things and, increasingly, don’t need to. New technologies such as wearable gadgets and smartphone apps are transforming the mechanics of how consumers pay for goods and services, how and where marketers reach their customers, and who people trust with their most valuable information.
- No Strings Attached: In a world where innovation moves so rapidly, no one wants to be left behind with a product that has become outdated or obsolete. The result is an emerging a la carte mentality that trumpets access over ownership.
- Expanding Next of Kin: As traditional families and communities become less the norm, the concept of family is adapting, expanding and evolving in a most personal fashion.
- Give and Take of Privacy: Privacy has become a delicate balancing act, and there is a trade-off between information consumers are willing to share and the benefits they receive in exchange.
- Elusive Health: A decentralized effort to inform consumers about healthier lifestyle habits has led to confusion and a global population getting fatter and sicker. Consumers need a clear signal amid the noise to translate the information into action.
- Escape Artist: In today’s 24/7 culture, the desire to get away mentally and physically remains compelling. People are increasingly seeking out immersive adventures, elevating escapism to a fine art.
- Many Faces of Mobility: In an age of constant innovation, mobility is outpacing the definition of the word as the concepts of transportation and communication converge.
For the full trend report, please visit Looking Further with Ford 2015.
At Social Media Week, Ford’s Futurist Sheryl Connelly, joined by other notable panelists, will host an interactive dialogue on the featured trends in the 2015 “Looking Further with Ford” Trend Report to provide further insights on this up-and-coming generation and how they are already shaping the future.