In the last year, my trust has decreased in
Percent who agree
In an era of daily disruptions, declining institutional trust, and a worrisome economic outlook, actions to promote self-reliance are on the rise. We are taking stock of our fears. Which are imminent and posing an immediate threat, versus those that feel distant and pose an existential threat? Consumers are searching for ways to face their fears and navigate a better way forward. So, the next time the fight or flight instinct is triggered, they will at least have a game plan.
Percent who agree
Percent who agree
of people fear that if we don't take action now to preserve our planet, some parts may become unlivable
Explore our previous trend books below.
The results for the Ford Trends 2023 survey are based on 16,120 online interviews across 16 countries. The survey was conducted among the general population, ages 18 years and older in the following countries: Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Saudi Arabia, South Africa, Spain, Thailand, United Arab Emirates, United Kingdom, and the United States. Respondents from United Arab Emirates and Saudi Arabia were required to be nationals of their respective countries. The United States had an additional youth sample of 352 teens (ages 14-17). While the data within countries were weighted to be representative, the overall sample of 16,120 was not weighted across countries. That is, we do not claim that aggregated data is representative based on country population sizes across the participating countries.
Region | Country | Sample Size |
---|---|---|
Australia | 1,005 | |
Brazil | 1,006 | |
Canada | 1,004 | |
China | 1,004 | |
France | 1,005 | |
Germany | 1,003 | |
India | 1,004 | |
Italy | 1,011 | |
Mexico | 1,005 | |
Middle East (nationals only) | Saudia Arabia | 509 |
South Africa | 1007 | |
Spain | 1,006 | |
Thailand | 1,035 | |
Middle East (nationals only) | UAE | 503 |
U.K. | 1,003 | |
U.S. | 2,020 | |
Total | 16,120 |
We have defined generational cohorts as follows: Gen Z (18-25 years of age), Millennials (26-41 years of age), Gen X (42-57 years of age), Boomers (58-76 years of age).