Ford Motor Explores Generation Z Consumers

As Gen Z, which follows the Millennials, is the first truly global generation born into an on-demand, technology-driven culture, Ford Motor Co. (IW 500/6) is analyzing how to sell to these new consumers.

In its report, Looking Further with Ford 2015, the company notes that this digitally savvy and socially conscious generation will account for more than 20% of the world’s population.

“While demographics are invariably a factor in futuring work, what’s driving our report for 2015 is this emerging Generation Z consumer, who is already inspiring attitudes and behaviors in consumers of all ages,” said Sheryl Connelly, Ford global consumer trend and futuring manager. “We saw similar traits with Millennials, but Gen Z consumers – being much more connected and aware of the options available to them – are the global go-getters who have a link to each of our 10 micro-trends for 2015.”

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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, to improve, 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Attached: In a world where innovation moves so rapidly, no one wants to be left behind with a product that has become outdated or obsolete.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