In its latest annual report, Life Trends, Accenture Futurists have identified five key trends in human behavior that will shape business, culture and society in the coming year. Summary of 5 trends.
people adapting to perma-crisis
The world is transitioning from one global catastrophe to the next. In other words, people perceive that they are living in a “perma-crisis”.
But just as humans have done for thousands of years, people adapt precariously by switching between four responses: fight, flee, focus, and freeze. These influence what we buy and how we view brands and employers. Businesses need to be prepared.
The next level of loyalty
In an unstable world, people look for a place where they feel they belong. As a result, modern brands are built as communities first, reshaping loyalty and brand participation.
For example, the majority of the report’s respondents have tried new hobbies or joined new communities in the last six to nine months. The three threads that make this model possible are largely driven by emerging technologies.
of. Communities we belong to: Platforms like Reddit, Discord, and Twitch.
b. Token Gating: Exclusive access reserved for token holders only.
c. Collectibles: digital art, autographs, trading cards, etc.;
The Importance of Job Intangibles
As the debate around returning to the office continues, one thing is clear. It’s still not successful for many people. Everyone feels the loss of invisible office benefits, such as chance encounters and consistent close mentoring of junior talent.
Now the consequences of the loss are becoming apparent. Without face-to-face engagement, companies can lose mentorship, innovation, culture and inclusion. Leaders, it’s time to start over to come up with a logical and mutually beneficial plan.
AI is the co-pilot of creativity
Artificial intelligence is now in the hands of everyday users, a new tool for the creative process. Suddenly, neural networks that can create language, images, and music with very little effort or skill are widely available.
Developments within AI are also hitting the market at an alarming rate. At scale, this is an incredible breakthrough for creativity. Businesses should consider how they stand out in a sea of AI-generated content and how they can use AI to increase the speed and originality of innovation.
The End of the Digital Identity Crisis?
The use and misuse of personal data is a long overdue transformation. The transparency and trust of the online brand experience is rapidly declining. However, control of their data may soon revert to the user.
Digital wallets containing tokens (representing payment methods, identities, loyalty cards, etc.) allow people to decide how much data they share (and even sell) with organizations. This is good news for brands. The data people hand over is even more valuable than third-party information that is no longer collected in a cookieless world.
Reflections from Accenture leaders
Accenture Song CEO David Droga reviews five trends and says: The result will be a new picture of progress unlike anything we’ve seen before, thanks to changing attitudes and maturing technology. ”
“Changes in control ultimately lead to changes in power. These seemingly small but profound changes in human behavior change the power dynamics between people and organizations.
Flaviano Faleiro, President, Growth Markets, Accenture Song, said: People are adapting to permacrisis, seeking affiliation in online communities, losing intangible jobs, and using artificial intelligence for creativity. ”
“As businesses seek to remain relevant to their customers’ lives, they must view these macro shifts as transformative opportunities for new advancements and growth.”
