“We’re clearly living in interesting times,” says Sheryl Connelly of Ford. “Shifting global priorities, rampant political upheaval, and a spotlight on social inequity have upended the status quo and left many disoriented.

“But, out of the chaos and conflict, a new energy and creativity are motivating people like never before. From compassion and guilt to heightened activism, most adults believe their actions have the power to influence positive change.”

The sixth annual Looking Further with Ford Trends Report says 39 per cent of adults don’t mind sharing their personal information with private firms, but 60 per cent were frustrated by how much of their information had become public.

Seventy-six per cent of respondents said they find it “creepy” when companies know too much about them. Meanwhile, 52 per cent of adults believe artificial intelligence will do more harm than good, but 61 per cent were hopeful about a future of autonomous vehicles.

Sixty-eight per cent of respondents were overwhelmed by the suffering in the world today, and 51 per cent felt guilty about not doing more to help. Eighty-one per cent were concerned about the widening gap between rich and poor.

Seventy-three per cent wanted to take better care of their emotional wellbeing, while 54 per cent felt more stressed than they did a year ago.

“In today’s fast-moving world, consumers have less patience for the frivolous, and they demand greater emphasis on what’s meaningful and impactful,” says Connelly. “This ethos is reflected in the work we do at Ford, and our relentless focus on providing trustworthy solutions that make consumers’ lives better.”

The Trend Report serves as a blueprint for understanding how key trends are expected to influence consumers and brands in 2018 and beyond. Ford has identified and explored 10 trends.

* The Edge of Reason: Global upheaval is evident in everything from politics to pop culture, and people are responding to these changes in polarised fashion. As divisiveness grows, a sense of being overwhelmed intensifies. Consumers are hungry for inventive ways to cope and adapt.

* The Activist Awakening: This culture of polarisation means consumers are being jolted out of complacency. Conventional wisdom and expectations are being toppled as individuals debate the change we need.

* Minding the Gap: Worldwide, the spotlight is on inequality. Activists and entrepreneurs are experimenting with new ways to improve access to quality education, increase productive employment, close wage gaps, and provide everyone with affordable access to basic living standards and infrastructure.

* The Compassionate Conscience: With an omnipresent news cycle, we are more aware than ever of the challenges consumers face around the world. People are becoming more reflective of their roles in society and more focused on how they can be more engaged.

* Mending the Mind: Consumers and institutions are realising that you cannot have a healthy body unless you have a healthy mind. As such, mental health and wellbeing are moving to the forefront for individuals, governments and companies to address.

* Retail Therapy: Many consumers are on an endless hunt for something new and different – seeking material goods or experiences that bring happiness. As services aiming to provide efficiency experiences proliferate, consumers now find they can buy the one thing that was never for sale – time.

* Helplessly Exposed: Big Data claims to be able to interpret our behaviours, which in theory should help consumers. But with Big Data can come Big Bias, and once personal information is relinquished, all consumers can do is hope companies use it responsibly.

* Technology’s Tipping Point: Virtual reality, artificial intelligence and autonomous technology – long far-fetched notions – are now being incorporated into our daily lives. Worldwide, humans are wondering what the onslaught of intelligent technology will mean for society.

* Singled Out: Are marriage and parenthood still the desired norms for happy living? Couples today – with more choices and longer life spans to consider – are rethinking commitment and fulfilment.

* Big Plans for Big Cities: By 2050, nearly 75 per cent of the world’s population is expected to live in urban areas. To capitalise on the full potential of cities – ensuring they are happy and healthy places in which to thrive – we must smartly plan for transportation, employment, housing, wellness initiatives and an infrastructure that can accommodate booming populations.

For the full report, visit http://www.FordTrends.com.