Ford’s 2024 Trends Report reveals a radical shift in how people are prioritizing their lives in a changing world. The research covers everything from the appreciation of self-care to the impact of Artificial Intelligence on jobs, providing a fascinating vision of the future and the trends that will shape it.
“Trends give us clues about what’s important to consumers, to understand their priorities, fears and hopes for the future,” explains Jen Brace, chief futurist at Ford. “These insights can guide our development of products and services for a future that often seems uncertain.”
The 2024 global survey covered 16 countries. It reveals that people want to take control of their lives and actively shape the future, rather than fixating on the past. For example: 52% of employed people around the world would accept a 20% salary reduction to have a better quality of life.
“This year we see a shift in consumer priorities to seek a greater sense of stability in an unpredictable world,” says Brace. “Quality of life has become more important than progress at work, consumers are wary of accepting AI technology and are looking to make sustainable choices – as long as those choices are not inconvenient for them.”
See below a summary of the six main trends for 2024:
Investing in me
People around the world are anxious, trying to cope with an uncertain world that seems out of their control. By doing this, they are realizing the importance of inner peace and taking action to achieve it.
44% of people around the world are prioritizing thinking about their needs first, rather than responding to what others want or ask of them.
48% are cutting toxic relationships from their lives.
Working with balance
People are increasingly aware of prioritizing their well-being and life balance above professional achievements, and reorienting their lives accordingly.
52% of employed people worldwide would be willing to accept a 20% pay cut to have a higher quality lifestyle.
77% prioritize life balance over work progress.
69% of Gen Z and Millennials would trust AI for career advice in the next five years, or already do.
Be careful with AI
Many feel that, both collectively and individually, we are losing our grasp of the truth. Some of this may relate to the rapid growth of AI, as we grapple with how this new technology will influence our lives.
39% think AI will create massive job losses for themselves, but 68% believe AI will create massive job losses for others (“it won’t affect me” mentality).
60% of people around the world agree that AI will be an essential part of their daily lives by 2035.
Trust algorithm
As generative AI and other technologies become more deeply embedded in our society, there is growing concern about our ability to separate fact from fiction.
85% of adults worldwide believe that companies should disclose when they use AI in their products, services and experiences.
65% agree that they don’t know what is real and what is fake when they read the news.
Evolution of sustainability
Although many believe it is extremely important to combat climate change, fewer people are changing their behavior to actively combat it compared to four years ago (75% in 2023, 78% in 2020). Although they are still the majority, there is a caveat to this sustainable behavior: for many, it is only adopted if it is convenient.
47% of people believe that others should use electric vehicles to help combat climate change, but only 4% of them use them.
35% of people believe others should use hybrid vehicles to help combat climate change, but only 8% do.
Family 2.0
The term “family” is changing, moving away from a single definition to being personalized for each individual. Most people no longer see family as being married or having children. In fact, many adults say their ideal life in the next 10 years looks more like having pets than having children.
83% of adults globally agree that for children to be prepared for adulthood, mental health is more important than academic success.
