Business Reconsidered: Organizations Must Rethink Their Fundamentals, Reveals New Fjord Trends Report From Accenture Interact...
December 10 2019 - 8:59AM
Business Wire
Fjord Trends 2020 highlights seven emerging
trends expected to shape the business of experience
Following an unprecedented streak of fast-paced growth and
profitability, businesses are beginning to feel the need for deep
soul searching. As a new decade approaches, they must look inwards
for a total re-examination of their purpose and place in the world,
says a new report by Accenture (NYSE: ACN). Now in its 13th year,
Fjord Trends 2020 takes its annual look ahead to the future of
business, technology and design, according to Fjord, design and
innovation from Accenture Interactive.
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Read Fjord Trends 2020 (Graphic: Business
Wire)
2019 has been a year of climate crisis activism, Big Tech
accountability, the booms and busts of the gig economy, and the
commitment of 181 top CEOs to redefine the Statement of Purpose of
a Corporation. Changing mindsets, accelerated by rising digital
adoption, have reached the C-suite, forcing leaders to reconsider
the very principles their organizations are built on. The report
notes that economics and politics, capitalism and resources, and
technology and society have long been entwined, but only now have
the consequences of their entanglement burst into the public
consciousness.
“Protests about capitalism’s trajectory of endless growth
defined by profit alone are moving from shouting in the streets to
conversations in the boardroom. With this comes an imperative to
find new ways to measure growth,” said Mark Curtis, co-founder and
chief client officer at Fjord. “These new values may change how we
perceive the meaning of business in the decade ahead. One thing is
clear: winners will be those organizations with sustainable
business models and a long-term view of themselves and their impact
on the world.”
Brian Whipple, CEO, Accenture Interactive added: “We’re starting
to see our clients reorienting towards purposeful transformation.
The decade ahead will see a challenging of fundamentals, which
provides an opportunity for businesses to transform their offerings
into something more mindful, meaningful and forward-thinking. The
shift from a ‘me’ to a ‘we’ mindset will prompt a need for design
to switch from a user-centered to a life-centered approach.”
Fjord Trends 2020 examines seven emerging trends expected to
shape the business of experience and provides practical advice on
how organizations can embrace the new era ahead.
- Many faces of growth: Capitalism is facing a mid-life
crisis. Success no longer solely equates to growth and
organizations must start reassessing corporate purpose and
recalibrate how they see their role in the world around them.
- Money changers: How we perceive money and pay for things
is rapidly changing. These tectonic shifts create numerous
opportunities for a host of new products and players.
- Walking barcodes: Our physical bodies are becoming as
trackable as our digital selves. When it comes to facial and body
recognition technology, what is the trade-off between privacy and
convenience?
- Liquid people: Consumption habits are changing as people
perceive and define their identity in ever more liquid ways.
Considerable opportunity exists in providing new experiences of
consuming.
- Designing intelligence: The human experience is growing
increasingly complex. The next step for AI is to move beyond
automation to designing systems that blend human and artificial
intelligence and enhance the interplay between both.
- Digital doubles: Make way for your digital double who
works for you and knows what you want. Digital twins are evolving
beyond industry and into our daily lives.
- Life-centered design: The focus of desirability,
viability, and feasibility is moving from “me” to “we.” Can design
extend beyond its own ecosystem, shifting from a user-centered to a
life-centered approach?
Fjord Trends 2020 draws upon the collective thinking of Fjord’s
1,200+ designers and developers in 33 studios around the world. The
annual crowdsourced report is based on first-hand observations,
evidenced-based research and client work. This year, the
contributions from Fjord’s new Tokyo studio and the acquisition
INSITUM have added another 250 points of view from Japan and across
Latin America, making this the most globally diverse set of Fjord
Trends ever. To read the report, visit:
accenture.com/Fjordtrends2020 or trends.fjordnet.com and discuss on
Twitter #FjordTrends.
About Accenture
Accenture 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 492,000 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.
Accenture Interactive drives sustainable growth for clients by
creating meaningful Experiences that live at the intersection of
purpose and innovation. In helping leading brands design, build and
run Experiences across the entire journey — be it for a customer,
employee, patient or citizen —Accenture Interactive leverages deep
capabilities across three core offerings: New Propositions,
Products and Services; Marketing, Content and Engagement; and
Experience Platforms. Accenture Interactive is ranked the world’s
largest digital agency in the latest Ad Age Agency Report, for the
fourth year in a row, and was named a 2019 Most Innovative Company
in Advertising by Fast Company. To learn more, follow us
@AccentureACTIVE and visit www.accentureinteractive.com.
Copyright © 2019 Accenture. All rights reserved. Accenture and
its logo are trademarks of Accenture.
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David LaBar Accenture +1 646 456 4505
david.labar@accenture.com
Accenture (NYSE:ACN)
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