Annual report finds as 2020 forced the world to re-examine how it lives, works and plays, 2021 will see seven trends emerge that map out new, hopeful territory for businesses, consumers and society
TORONTO; Dec. 15, 2020 – As the COVID-19 crisis redefines how economies and society as a whole function, human ingenuity has sparked a wave of innovation set to be the blueprint for the decades to come, according to a new report from Accenture (NYSE: ACN).
Fjord Trends 2021 — the 14th in a series of annual reports from Accenture Interactive’s global network of designers and creatives — found that organizations will have the opportunity to map out new territory as they embrace new strategies, services and experiences to meet evolving human needs.
"Throughout history, after a global crisis, a new era of thinking begins," said Mark Curtis, head of innovation and thought leadership for Accenture Interactive. "As we look to the future, a wealth of potential worlds opens up in front of us. Some are scary, some are exciting, and all of them are largely unexplored. What we do now will define the rest of the century. Businesses have the ultimate permission and space to think and do differently."
The annual report found that the pandemic has brought clarity and surprises alongside its chaos and tragedies. It has highlighted what is important to people and inspired community spirit and at-home innovators. As a result, a brand new set of challenges has emerged for businesses: how to respond from operational as well as communicative perspectives; how to meet consumers’ constantly changing expectations; and how to stretch their empathy — all while fighting for survival in a precarious economy.