Companies need to rethink their approach

Companies need to rethink their approach

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The Fjord Trends 2022 report analyzes human behaviors that will influence culture, society and business activities in the coming year.

In its 15th edition, Accenture Interactive’s Fjord Trends report provides practical guidance for businesses as they seek to generate value and relevance for their clients, employees and society at large.

According to the report, the newly identified behaviors will force companies to rethink their approach to design, innovation and growth due to changing employee expectations and mindsets, scarcity caused by the disruption of supply chains and new virtual environments such as the metaverse.

We should not underestimate the magnitude of the changes underway, particularly in our relationship to the world, nor the role that companies must play in responding to them. The choices companies will make in the coming years will have societal consequences on an unprecedented scale. Our relationships are changing – whether with colleagues, with brands, society, places or people we care about. The challenges to which companies will have to respond are numerous, but the opportunities are just as many: we have before us a unique opportunity to weave more positive social and societal relations, which will make it possible to find a balance that is good for us, for the society and for the planet.

Stéphanie Lafontaine, Executive Director and Head of Design at Accenture Interactive.

The five human trends and behaviors that will impact society, culture and business:

1. Be yourself – After two years of the pandemic, people have a growing sense of power to influence their lives, which influences the way they work, maintain relationships and consume. They question their identity and what matters to them. The rise of individualism, underscored by a me-over-we mentality, has profound implications for how companies need to rethink their value proposition to their employees and will have impacts on customer- company.

2. Towards the end of abundance? – Over the past year, many consumers have experienced empty shelves, soaring energy bills and cuts to daily life services. If shortages in the supply chain may only be temporary, their impact will nonetheless be persistent: it will lead to a redirection of the “abundance mentality” – which is based on availability, convenience and speed – towards a greater awareness of the environment. Companies must respond to this fear of scarcity experienced by many people around the world.

3. Beyond Our World – A potential cultural revolution, the metaverse, which combines all the layers of information, interfaces and spaces with which users already interact, will be the new frontier of the Internet. It means new revenue streams, new types of jobs, and endless possibilities for brands. And consumers will expect companies to help develop and share these. The metaverse will not be confined to virtual reality screens and headsets. It will offer users the promise of a new creative space and unique experiences between the real and digital world.

4. The truth, nothing but the truth – Consumers today expect to have their questions answered in less time than it takes to press a button or exchange a few words with a voice assistant. It’s simple and immediate. Result: the number of questions explodes. For brands, this translates into more and more varied questions, which customers ask through more and more channels. All this becomes a real challenge for designers and companies. However, this challenge deserves to be taken up, because it represents a means of create a relationship of trust and stand out from the competition.

5. Take care of it – Care has taken a fundamental place in the last year, and this in all its forms: personal care, care for others, care service as well as the development of digital channels used to provide care. For both employers and brands, this represents as many opportunities as it does challenges, regardless of their skills in medicine or health. In life, we will continue to prioritize our duty to care for ourselves and others. Both designers and companies must take this into account in order to be able to integrate these notions of care.

At a time when consumers are completely rethinking their relationship to the world, brands will be faced with two responsibilities: to take care of today’s world, while building tomorrow’s in a way that is positive for the planet, for their activities and for society. To achieve this, it is essential to fully understand the repercussions of this relationship to the world and of these aspirations, and to convert them into impactful business strategies that generate relevance and growth.

Sohel Aziz, Executive Director of Accenture Interactive France and Benelux.

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