Facing Our Fears

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.

Facing our Fears illustrated animation

In the last year, my trust has decreased in

Percent who agree

I've taken steps to increase my personal safety

Percent who agree
Men Sign

Women Sign

What do you fear?

Percent who agree

World Map


of people fear that if we don't take action now to preserve our planet, some parts may become unlivable


Are you considering purchasing an electric vehicle?

Percent who say "Yes"
Men Sign

Women Sign

How has the financial situation of your household changed over the last 12 months?

How do you expect the financial situation of your household to change over the next 12 months?

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).