Jennifer Brace, Chief Futurist at Ford

Jennifer Brace serves as the Chief Futurist at Ford Motor Company, a role focused on helping the automaker anticipate long-term economic, social, and technological changes affecting consumers and the transportation industry. Brace stepped into the position as Ford prepared the release of its 11th annual Looking Further with Ford Trend Report, an ongoing research initiative that examines emerging global behaviors, lifestyle shifts, and innovation patterns shaping the future of mobility and consumer expectations. Rather than attempting to predict one fixed version of the future, Brace’s work centers on identifying multiple possible outcomes driven by macroeconomic pressures, cultural evolution, technology adoption, and changing customer priorities. Her approach reflects a broader trend among global companies that increasingly use futurist research and scenario planning to guide business decisions during periods of rapid change. The Looking Further with Ford Trend Report has become one of Ford’s recurring public research publications, drawing on surveys, expert analysis, and behavioral observations across international markets. Topics covered in past editions have included consumer trust in technology, sustainability concerns, urban mobility, digital lifestyles, artificial intelligence, and post-pandemic behavioral changes. The report is intended to help both Ford leadership and the wider public understand how global trends may influence transportation, work, and everyday life in the years ahead. Before becoming Chief Futurist, Jennifer Brace held leadership positions within Ford’s communications and marketing operations. Her transition into the futurist role aligned with Ford’s increasing focus on long-term strategic planning during a period marked by electric vehicle expansion, supply chain disruption, artificial intelligence development, and shifting global economic conditions. Ford has emphasized that futurist research is not solely about forecasting products or vehicle technologies. Instead, the company uses the work to evaluate broader societal transformations that could affect how people move, purchase vehicles, interact with technology, and define personal mobility. Brace has described the role as helping Ford remain adaptable by recognizing signals of change early rather than reacting after trends become fully established. Editorial Note : Jennifer Brace’s appointment reflects how major automakers are expanding beyond traditional engineering and manufacturing priorities to include cultural and behavioral forecasting in corporate strategy. As the automotive sector faces simultaneous changes in electrification, automation, digital services, and consumer expectations, futurist roles have become increasingly tied to long-term business planning.