Fjord Trends 2022 investigates human behaviors that will affect culture, society and business in the coming year. (Photo : Accenture)

Fjord Trends 2022 investigates human behaviors that will affect culture, society and business in the coming year. (Photo : Accenture)

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.

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.

According to the 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 Lansen Walraet, Associate Director and Design Lead France & Benelux 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 dives into five human behaviors and trends bound to affect society, culture and business:

1. Come as you are: People are fundamentally thinking differently about their sense of agency over their own lives, supported by new opportunities like the side-hustle economy. The rise in individualism and independence has major implications for organizations, relationships with employees and consumer-creators. Businesses should keep this in mind when defining their value proposition to attract and retain employees.

2. The end of abundance thinking?: Those who have been able to rely on the availability and convenience of the things they want are having to think again. Scarcity, shortages, distribution delays, austerity laws and sustainability factors are driving forward the nature-positive movement and a more measured approach to consumption.

3. The next frontier: The metaverse is showing promise beyond its gaming roots to offer people and brands a new place to interact, create, consume and earn. Its true potential is yet to be seen, but it has the makings of a new cultural evolution. Finding success here will rely on brands’ understanding of their customers in this new world.

4. This much is true: Asking questions and having them answered immediately has become part of everyday life, but people are increasingly doubting the answers they get. Combined with the proliferation of channels and sources, this is a design and business challenge. Those who meet it will earn trust and competitive edge.

5. Handle with care: The desire to care is a fundamentally human trait, but it’s now more visible, valued and openly discussed. Regardless of their connection with health, organizations must now define how they embed care into their practices and offerings—for employees, customers and wider society.

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