2021 Will Redefine the 21st Century, According to “Fjord Trends 2021” Report from Accenture Interactive
15 Diciembre 2020 - 7:59AM
Business Wire
Annual report finds as 2020 forced the world to
re-examine how it lives, works and plays, 2021 will see seven
trends emerge that map out new, hopeful territory for businesses,
consumers and society
As the COVID-19 crisis redefines how economies and society as a
whole function, human ingenuity has sparked a wave of innovation
set to be the blueprint for the decades to come, according to a new
report from Accenture (NYSE: ACN).
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Fjord Trends helps business leaders map
out new, hopeful territory for 2021 (Photo: Business Wire)
“Fjord Trends 2021” — the fourteenth in a series of annual
reports from Accenture Interactive’s global network of designers
and creatives — found that organizations will have the opportunity
to map out new territory as they embrace new strategies, services
and experiences to meet evolving human needs.
“Throughout history, after a global crisis, a new era of
thinking begins,” said Mark Curtis, head of innovation and thought
leadership for Accenture Interactive. “As we look to the future, a
wealth of potential worlds opens up in front of us. Some are scary,
some are exciting, and all of them are largely unexplored. What we
do now will define the rest of the century. Businesses have the
ultimate permission and space to think and do differently.”
The annual report found that the pandemic has brought clarity
and surprises alongside its chaos and tragedies. It has highlighted
what is important to people and inspired community spirit and
at-home innovators. As a result, a brand new set of challenges has
emerged for businesses: how to respond from operational as well as
communication perspectives; how to meet consumers’ constantly
changing expectations; and how to stretch their empathy — all while
fighting for survival in a precarious economy.
Providing practical advice on how organizations can help shape
the 21st century renaissance, Fjord Trends 2021 examines seven
emerging trends expected to shape business, consumer behavior and
society:
- Collective displacement: How and where people experience
things changed in 2020, leaving them with a shared sense of
displacement as we collectively seek new ways and places to do the
things we need and love to do. How we work, shop, learn, socialize,
parent and take care of our health has changed for many of us, and
brands need to seek new ways and offer new experiences to interact
with people.
- Do-it-yourself innovation: Innovation is increasingly
being driven by people’s talent for coming up with new ways, or
“hacks,” to deal with their challenges, from the home worker using
their ironing board as a standing desk to the
parent-turned-teacher. Technology plays a new role — as facilitator
for people’s ingenuity and as a result, people’s creativity is
shining through. With individuals from politicians to personal
trainers repurposing platforms like TikTok and video games to stage
concerts and get important messages out. Everyone wants better
solutions, but the era in which a brand was expected to create a
finished solution is transitioning to one where brands are creating
the conditions for personal innovation.
- Sweet teams are made of this: Those who work remotely
now live at the office, which is having a huge effect on the
reciprocal agreement between employer and employee and the many
assumptions around it — such as who has final say over what people
wear for a work-related video call in their own homes or whose
responsibility it is to preserve home-workers’ right to privacy.
Even with the promise of widespread vaccination on the horizon, a
permanent shift has taken place in the relationship between people
and their work and between employers and their teams. The future
won’t be one-size-fits-all — a lot of prototyping in the world of
work can be expected for some time to come.
- Liquid infrastructure: Because the way people acquire
products and engage with services has been displaced, organizations
have had to rethink the supply chain and the use of all their
physical assets and focus on points of delight — such as the
immediate gratification many took for granted in store — in the
last few feet before purchase. This requires that companies build
agility and resilience across their organization so they can adapt
quickly to change. Expect more change to come, often driven by
sustainability.
- Interaction wanderlust: People are spending much more
time interacting with the world via screens and, as a result, have
noticed a certain ‘sameness’ caused by templated design in digital
experiences. Organizations must reconsider design, content,
audience and the interaction between them to inject greater
excitement, joy and serendipity into screen experiences.
- Empathy challenge: People care deeply about what brands
stand for and how they express their values. The pandemic has shone
a light on many broken and unequal systems across the world – from
access to healthcare to equality. As a result, companies must work
hard to manage the narratives that shape their brands, prioritizing
the subjects that matter most to them and building their behaviors
around those subjects.
- Rituals lost and found: The cancelation and disruption
of rituals — from celebrating birth to bidding farewell in death
and everything in between — have had a significant impact on the
greater collective’s well-being. This trend points to the prime
opportunity companies have to help people in their search for
meaning through new rituals that bring joy and comfort. It starts
with understanding the blank space left by a lost ritual and
designing the right thing to take its place.
“Innovation doesn’t start with technology, but as we’ve seen
over the past year, it can be a powerful tool to augment human
ingenuity — even out of chaos,” said Brian Whipple, group chief
executive of Accenture Interactive. “The next year should be one
defined by hope. We’ve witnessed – and been part of – great changes
in our society. These trends are a blueprint for how we think and
what we do next — what we take with us and what we leave behind. We
can do better and people deserve better.”
Each year, Accenture Interactive crowdsources trends in
business, technology and design for the coming year from its global
design network of 2,000+ creatives in more than 40 locations. Fjord
Trends 2021 focuses on how people, organizations and brands are
meeting human needs. To read the report, visit:
accenture.com/fjordtrends21 and discuss on Twitter
#FjordTrends.
About Accenture
Accenture is a global professional services company with leading
capabilities in digital, cloud and security. Combining unmatched
experience and specialized skills across more than 40 industries,
we offer Strategy and Consulting, Interactive, Technology and
Operations services — all powered by the world’s largest network of
Advanced Technology and Intelligent Operations centers. Our 506,000
people deliver on the promise of technology and human ingenuity
every day, serving clients in more than 120 countries. We embrace
the power of change to create value and shared success for our
clients, people, shareholders, partners and communities. Visit us
at www.accenture.com.
Accenture Interactive is reimagining business through
experience. We drive sustainable growth by creating meaningful
experiences that live at the intersection of purpose and
innovation. By connecting deep human and business insights with the
possibilities of technology, we design, build, communicate and run
experiences that make lives easier, more productive and rewarding.
Accenture Interactive is ranked the world’s largest digital agency
by Ad Age and has been named a Most Innovative Company by Fast
Company. To learn more, follow us @AccentureACTIVE and visit
www.accentureinteractive.com.
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Copyright © 2020 Accenture. All rights reserved. Accenture and
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Tina Janczura Accenture +1 312 719 5608
tina.janczura@accenture.com
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