Accenture Report Identifies Underlying Currents Driving the Shifts of Tomorrow and Ways to Design for Positive Change
December 12 2017 - 9:59AM
Business Wire
Fjord Trends takes a provocative look at
the developments to watch for in 2018, according to Fjord, design
and innovation from Accenture Interactive
Analyzing the pressing forces acting internally and externally
on organizations and society, Accenture (NYSE: ACN) has
released Fjord Trends 2018. Its 11th annual report examines
seven emergent trends expected to impact business, technology and
design in the year ahead.
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the full release here:
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Read Fjord Trends 2018 ©2017 Accenture.
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Rapid technological advancements are altering the world we live
in today, provoking both wonder and angst about the possibilities.
Whether it’s artificial intelligence, computer vision or
blockchain, emerging technologies are uprooting the digital and
physical experiences of our everyday lives. These joint forces are
simultaneously creating optimism and concern about the
unprecedented wave of change that is unfolding.
“Each of our 2018 trends is born out of a fundamental tension –
be it a shift, a collision or a parting of ways,” said Mark Curtis,
co-founder and chief client officer at Fjord. “Digital versus
physical, human versus machine, centralized versus decentralized,
speed versus craft, automation versus control, traceability versus
anonymity. Winners in 2018 will be those who best navigate these
tensions and seize the opportunity to collectively design the world
we’ll be living in.”
Fjord Trends 2018 suggests how organizations can navigate these
currents and design for positive change. It examines seven trends
expected to shape the next generation of experiences:
- Physical Fights Back: Digital
has had the limelight long enough – there are two brand experience
headliners now. The time has come to blend the digital with the
physical.
- Computers Have Eyes: As well as
comprehending our words, computers now understand images without
any help from us. Imagine the exciting possibilities for
next-generation digital services.
- Slaves to the Algorithm: How do
you design a marketing strategy to win over the algorithms – immune
to conventional branding efforts – that sit between brands and
their customers?
- A Machine’s Search for Meaning:
A.I. might change our jobs, but need not eliminate them. We can –
and should – design our collaboration with the machines that will
help us develop.
- In Transparency We Trust:
Blockchain has the potential to create transparency that will clear
the fog of Internet ambiguity, regain lost trust, and repair
relationships with the public.
- The Ethics Economy:
Organizations are feeling the heat to take stands on political and
societal hot button issues, whether they want to or not. And
consumers are speaking with their dollars, choosing brands that
align with their core beliefs.
- Design Outside the Lines:
Design’s rapid ascendency and newfound respect within organizations
is a win for all. But, in a world in which everyone thinks they’re
a designer, today’s practitioners need to evolve – how they work,
learn, and differentiate themselves – if they are to continue
having impact.
“We believe this edition of Trends will provoke and inspire but,
above all, provide actionable advice for organizations to prepare
for the opportunities ahead,” said Baiju Shah, global co-lead,
Fjord and managing director, Accenture Interactive. “Many of the
thorny questions ahead of us revolve around human-machine
interactions, the consequences of which will be profound for
individuals, society and organizations of all kinds. As digital
fades from being stand-alone to being embedded in our physical
world, our relationships with everything around us will be
redefined.”
Fjord Trends 2018 draws upon the collective thinking of Fjord’s
1,000+ designers and developers around the world and is based on
first-hand observations, evidenced-based research and client work.
This year, for the first time, it also drew upon the individual
insights and perspectives from 85 clients across five continents,
whose views inspired the report. To read the full report and share
your thoughts, visit www.trends.fjordnet.com or view our Slideshare
deck.
About Accenture InteractiveAccenture 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 is
ranked the world’s largest digital agency in the latest Ad Age
Agency Report. Fjord, Accenture Interactive’s design and innovation
unit, reimagines people’s relationships with the digital and
physical world around them, using the power of design to create
services people love. To learn more follow
us @AccentureACTIVE or @fjord and
visit www.accentureinteractive.com or www.fjordnet.com.
About AccentureAccenture is a leading global professional
services company, providing a broad range of services and solutions
in strategy, consulting, digital, technology and operations.
Combining unmatched experience and specialized skills across more
than 40 industries and all business functions – underpinned by the
world’s largest delivery network – Accenture works at the
intersection of business and technology to help clients improve
their performance and create sustainable value for their
stakeholders. With approximately 425,000 people serving clients in
more than 120 countries, Accenture drives innovation to improve the
way the world works and lives. Visit us
at www.accenture.com.
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AccentureDavid LaBar, +1
646-456-4505david.labar@accenture.com
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