FURTHER WITH FORD 2021

Minding The Gap

Worldwide, the spotlight on inequality and inequity has intensified. It has been three years since we wrote about the pressing inequity gaps across the globe, and today, even with rising awareness and social justice activism, those gaps still loom large – exacerbated by the pandemic, which has had a disproportionate impact on low-income communities, ethnic minorities and women. As consumers become more aware of the divide, brands are stepping up as activists and entrepreneurs – experimenting with new ways to push for equity in employment, education and everyday well-being.

“I expect brands to take a stand on social issues.”

percent who agree

“Companies have a responsibility to
address social injustice.”

percent who agree
Men Sign

Women Sign

Illustration of someone carrying a zero waste bag

“I think more brands today are trying to do the right thing.”

75%

OF ADULTS GLOBALLY AGREE
In 2017

76%

OF ADULTS GLOBALLY AGREE

View the past trend:

The Activist Awakening

“I believe my actions can
influence positive change.”

In 2020

80%

OF ADULTS GLOBALLY AGREE

Curious about past trends?

Explore our previous trend books below.

The results for Ford Trends 2021 are based on 13,005 online interviews across 14 countries, conducted under the direction of The Harris Poll. 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, Spain, United Arab Emirates, the United Kingdom and the United States. Respondents from Saudi Arabia and United Arab Emirates were required to be nationals of their respective countries; data from these two countries were combined and analyzed in aggregate. All fieldwork took place between October 27 and November 12, 2020. While the data within countries were weighted to be representative, the overall sample of 13,005 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 1,001
Brazil 1,000
Canada 1,000
China 1,000
France 1,000
Germany 1,001
India 1,000
Italy 1,000
Mexico 1,000
Spain 1,000
Middle East Saudi Arabia 501
Middle East UAE 502
UK 1,000
USA 1,000
Total 13,005

We have defined generational cohorts as follows: Gen Z (18-23), Millennials (24-39), Gen X (40-55), Boomers (56-74).