In an effort to target Millennials, Ford must re think their marketing strategy. The Millennial generation is showing their wealth and status in different ways than the Baby Boomers. Cars are no longer the symbol of fortune and independence they once were. Now, when the cell phone is the new coming of age status symbol, Ford executives are noticing the shift. They are focusing their research on newer concepts like, FOMO vs. JOMO and the growing trend of women in the work place. Ford is hoping the research will lend insight on how to reach the younger, Millennial generation and continue developing products to make their lives easier.