Finds Accenture’s Annual Fjord Trends Report 2022, which investigates human behaviors that will affect culture, society and business in the coming year
Nearly two years of disruption to the fabric of society has resulted in a collective shift in people’s relationships with work, consumerism, technology and the planet, pushing companies to design new ways of doing business, according to the annual Fjord Trends report from Accenture.
In its 15th year, Accenture Interactive’s latest Fjord Trends report provides practical guidance as companies look to deliver value and relevance to their customers, employees and society.
According to the report, newly identified behaviors will challenge businesses to rethink their approach to design, innovation and growth as a result of the shifts in employee expectations and mindset, scarcity caused by disrupted supply chains, and new virtual environments such as the metaverse.
“Don’t underestimate the degree of relationship change we are seeing — or the role of business in responding to it,” said Mark Curtis, head of global innovation and thought leadership at Accenture Interactive. “The choices that businesses make next might affect our world and its structure in more ways than we can imagine, and it all points to shifts in people’s relationships — with colleagues, brands, society, places and with those they care about. There are challenging times ahead, but also great opportunities for businesses to stitch together positive relationships to create a fabric of life that is good for people, society and the planet.”
Fjord Trends 2022 investigates human behaviors that will affect culture, society and business in the coming year
Fjord Trends 2022 dives into five human behaviors and trends bound to affect society, culture and business:
“As consumers overhaul all of their relationships, brands will be faced with two big responsibilities: taking care of the world today while also building its future in a way that’s good for the planet, for business and for society,” said David Droga, CEO and creative chairman of Accenture Interactive. “The key lies within deeply understanding the impacts of those relationships and aspirations and converting them into potent business strategies that drive relevance and growth.”
Each year, Accenture publishes a trilogy of trend reports, offering a comprehensive view into the future of people, technology, and business. Fjord Trends, which is focused on customer behavior and its resulting impact on society, culture and business for the coming year, is crowdsourced from across Accenture Interactive’s global network of 2,000+ designers and innovators in more than 40 locations.