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Fjord Trends 2021 | Emerging Trends in Business | Accenture

Accenture's Fjord Trends 2021 provides insights into emerging trends in business, technology & design focused on meeting human needs. Read more.

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Fjord Trends 2021 | Emerging Trends in Business | Accenture

  1. 1. The pandemic only accelerated the realignment of the fundamentals we envisaged in 2020. It changed how we live, work, learn, shop and play, as well as how and where we experience things. It’s highlighted what’s important to us and inspired community spirit and ingenuity. Mapping out new territory is our meta-trend for 2021. As we look to the future, a wealth of potential worlds open up in front of us. Some are scary, some are exciting, all of them are largely unexplored. 2021 will be about creating new maps to help us uncover what’s yet to come, and planning a route to the world we want to live in. We’re all exploring, which is creating a safe space for experimentation, prototyping and learning. Throughout history, after a global crisis, a new era of thinking has begun. Right now, we have an opportunity to decide what we want the 21st century renaissance to look like. 2021 WILL REDEFINE THE 21ST CENTURY
  2. 2. 2 01 Collective displacementFjord Trends 2021 02 Do it yourself innovation 06 Empathy challenge 03 Sweet teams are made of this 05 Liquid infrastructure 07 Rituals lost and found 04 Interaction wanderlust
  3. 3. Trend 1 How to help people to find their place again with the right experiences.
  4. 4. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. 4 Brands must question everything they thought they knew about their customers and understand what shifts in their behavior will be long-term: 1. Delivering brand experiences at distance 2. How people gather information and discover 3. Shift to shopping as atomized micro-moments 4. Conveying texture via digital 5. Creating joy through immersive experiences 6. Tracking ad tech disruption Texture, transparency and control will be essential to reaching, communicating and delivering the new generation of experiences. WHAT’S NEXT? COLLECTIVEDISPLACEMENT
  5. 5. FJORDTRENDS2021 F J O R D S U G G E S T S Copyright © 2020 Accenture. All rights reserved. 5 The customer you knew yesterday is not the same one you have now. Continue to study closely the context of your customer base, because it will remain unstable for some time to come. Businesses have a role to play in giving people hope. Consider your brand’s tone of voice in the context of what’s happening right now. Choose a hopeful tone and messaging in all your communications that can vary with local context. Reimagine how you could deliver valuable physical experiences like texture, access to advice and the self experience. How can you encourage exploration and offer inspiration in new ways. COLLECTIVEDISPLACEMENT Think Say Do
  6. 6. Trend 2 How to enable people to get creative with the way they live.
  7. 7. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. 7 Lines between innovation and creation and between creator and customer are blurred. Shift from prescriptive to suggestive innovation, with cocreation as an output, not just an input. Focus on designing tools and platforms that enable people to create and shape technology around their goals – this approach is faster and may require less innovation stamina. Healthcare is a key opportunity area, however inclusive design must be a priority. Think beyond the obvious: what could you enable people to do with the digital infrastructure and technology already in place? WHAT’S NEXT? DOITYOURSELFINNOVATION
  8. 8. FJORDTRENDS2021 F J O R D S U G G E S T S Copyright © 2020 Accenture. All rights reserved. 8 Shift your mindset from customers to cocreators. Consider products and services as “unfinished” — as what elements of your experience could be cocreated as an output and if it could increase the circularity of your business model? Innovation is a long game. We commit to it. Create innovation habits and rituals that quickly become ingrained. Stamina matters in innovation. Create a platform and let your customers use your data to enable them to play and create — with your products and services but also with others. The data you can then generate becomes very valuable. DOITYOURSELFINNOVATION Think Say Do
  9. 9. Trend 3 How to reshape your employees’ experience for a post-pandemic world.
  10. 10. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. 10 For employers, there are opportunities to innovate around four areas: 1. Technology: new software and hardware 2. Culture: building a sense of belonging when we are physically apart, face-to-face as a premium 3. Talent: recruiting and rewarding talent 4. Control: privacy and quality of client experience Decouple your notion of ‘an office’ from a physical space – instead, design for the best use of dispersed teams with the right digital technology. We are just entering an era of prototyping what the future of work could look like. WHAT’S NEXT? SWEETTEAMSAREMADEOFTHIS
  11. 11. FJORDTRENDS2021 F J O R D S U G G E S T S Copyright © 2020 Accenture. All rights reserved. 11 Consider the ethics of remote work. As you examine the changing landscape of where and how your employees engage with the company, the reciprocity lens — what you give and what you take — must be central to your thinking. Acknowledge that each employee’s home is still their personal space and that their privacy and freedom is important. Articulate which parts of the home-working mindset you want your employees to bring back to the office, such as dress code, working day flexibility or measuring productivity by output rather than time spent at their desk. Vice versa, too: what is usual at work that should also be present at home? Design your technology-plus-culture solution for flexible working and resilience. SWEETTEAMSAREMADEOFTHIS Think Say Do
  12. 12. Trend 4 How to bring joy and serendipity from the real world to the screen.
  13. 13. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. 13 To differentiate, brands need to break free from the templates, taking inspiration from entertainment. Live performance, socializing and platforms will continue to blend in mixed reality environments, redefining audience participation and engagement. Focus on both mechanics as well as emotions, and how to translate them from offline to online. There are opportunities to do something meaningful with all the new data generated. The CO2 impact of digital will become a priority. The new goal is to reduce the environmental impact of our designs, while successfully creating lush, engaging on-screen interactions. WHAT’S NEXT? INTERACTIONWANDERLUST
  14. 14. FJORDTRENDS2021 F J O R D S U G G E S T S Copyright © 2020 Accenture. All rights reserved. 14 Look at the tension between health and constant digital immersion. Find the balance — for customers and employees — between being as immersive as possible versus a broader palette of stimuli. Say you’ll take risks with creativity in interface and communications — and mean it. Don’t drown in the sea of sameness. Explore new entertainment platforms and aesthetics to understand what you could do to broaden engagement. INTERACTIONWANDERLUST Think Say Do
  15. 15. Trend 5 How to redesign your infrastructure to deliver delight from the first moment to the last.
  16. 16. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. 16 Brands need to rethink the position of their supply chain and expand the idea of what their assets are. Expect a rise of B2B sharing economy and partnerships over costly ownership investment. New value propositions and business models will lead to a two-speed innovation at the periphery. The value of supply chain will go beyond efficiency, measuring it on growth, flexibility and agility. Personalization at the point of delivery will become a differentiation opportunity, with 5G as a driver. Supply chain redesign will enable brands to consider more local and sustainable alternatives. WHAT’S NEXT? LIQUIDINFRASTRUCTURE
  17. 17. FJORDTRENDS2021 F J O R D S U G G E S T S Copyright © 2020 Accenture. All rights reserved. 17 Think of your supply chain and physical assets as growth — not efficiency — plays. What would you do differently? Rethink what assets like a “shop” really deliver. What belongs in digital and what belongs in the physical realm? Openly commit to shifting to sustainable redesign. Within five years, sustainability will be the biggest influence on your infrastructure decisions. Start figuring out how you design for sustainability — now. Evaluate the often-hidden parts of the experience chain that add unrecognized value. For example, is “waiting time” part of your experience? How can you use it as a white space to delight customers? LIQUIDINFRASTRUCTURE Think Say Do
  18. 18. Trend 6 How to shape the right narratives in a world of expectation and scrutiny.
  19. 19. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. 19 Empathy is fundamental to good design — it’s a way of behaving, not just a box to tick. Companies are under pressure to get their action and messaging always right — all while striving to be profitable in their day-to-day operation. The challenge lies in the fact that it’s impossible to be empathetic to everyone, all the time. Brands should gear their thinking towards smaller sub-groups, prioritizing subjects that are in line with their purpose, and build their behaviors around it. Stories are now a core part of a brand’s image. To succeed, brands should bring design and communications together to ensure that they get the message and the detail of every interaction right. WHAT’S NEXT? EMPATHYCHALLANGE
  20. 20. FJORDTRENDS2021 F J O R D S U G G E S T S Copyright © 2020 Accenture. All rights reserved. 20 Consider your employee stakeholders. You must carry the majority of your workforce with you (100% is a big ask). In order to do so, build purpose from the ground up and focus more on internal communications around empathy than external ones. Your employees are your advocates and will spread your empathy messages beyond your walls. Make your choices an open narrative that you engage with and align them to your purpose. Don’t take on too many, as that might paralyze you. Be careful not to perpetuate your own echo chambers or create a culture that opens divisions within your company that you cannot close. Bring together design and communications to effectively close the gap between what you say and what you do. EMPATHYCHALLANGE Think Say Do
  21. 21. Trend 7 How to help people create meaningful rituals in their new, unbidden circumstances.
  22. 22. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. 22 First, ask if your brand is part of a habit or a ritual. Understand the blank space left by a lost ritual and design an appropriate experience to replace it, focusing on both emotional connection and function: 1. A portal: between our different selves 2. Sense of belonging: through products and services consumed in a social setting 3. Source of comfort: “me time” 4. An anchor: the big moments, shared with others Embrace behavioral design principles and make sure the new ritual is linked with your purpose. WHAT’S NEXT? RITUALSLOSTANDFOUND
  23. 23. FJORDTRENDS2021 F J O R D S U G G E S T S Copyright © 2020 Accenture. All rights reserved. 23 Think Say Do Unpack the mechanics of rituals to understand not only how people feel but what they do at a detailed level. These will probably differ from market to market, and the balance of where they take place (online/offline) may shift over time as the pandemic plays out. Brands are now widely expected to have a voice and speak on issues. Choose carefully how you use your brand’s voice to help people through their life changes. Acknowledge to your customers that we’re in this together to find some sense of normality in our lives — and say it authentically. Encourage rituals to transition from lost to found. Help people feel more relevant. How can you support psychological sustainability? How can you incorporate mental health considerations into your products and services? While we’re all in this together, our personal experiences vary, so remember that some people will be coping and grieving, while others are embracing new sources of joy. RITUALSLOSTANDFOUND
  24. 24. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. T H A N K Y O U
  25. 25. FJORDTRENDS2021 Copyright © 2020 Accenture. All rights reserved. A B O U T A C C E N T U R E A C C E N T U R E I N T E R A C T I V E This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks. This document is produced by professionals at Accenture as general guidance. It is not intended to provide specific advice on you circumstances. If you require advice or further details on any matters referred to, please contact your Accenture representative. Copyright © 2020 Accenture. All rights reserved. Accenture its logo are trademarks of 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 accenture.com Accenture Interactive helps the world’s leading brands transform their customer experiences across the entire customer journey. Through our connected offerings in design, marketing, content and commerce, we create new ways to win in today’s experience-led economy. Accenture Interactive was ranked the world’s largest and fastest-growing digital agency in the latest Ad Age Agency Report. To learn more, follow us @AccentureACTIVE Visit us at accenture.com/interactive 25