The rise of forerunners
April 1, 2021
For companies to thrive in the next decade, they must recognize the changes that are coming and reshape their growth strategies accordingly.
Our study identified a small group of companies that are leading the way in preparing for the society of the future. We call them Forerunners.
Forerunners expect to be significantly impacted by emerging lifestyles. They show a higher sense of urgency and are taking bold steps to address these shifts.
But Forerunners represent only a small fraction—just 11%—of companies surveyed. This means nine out of 10 companies urgently need to look ahead or risk being left behind.
Forerunners (11% of companies surveyed) expect a significant business impact from most of the emerging lifestyles by 2030.
Percentage of respondents who selected “to a very large extent” or “to a large extent” on a five-point scale
We identified four business priority areas where companies must intensify change—today and in the next five years—to meet the needs of a rapidly shifting society.
Forerunners stand out in the business priorities they choose to focus on, over time. With their forward-thinking and strategic business positioning, these companies are taking concrete steps to meet the challenges and opportunities that are arriving at a furious pace.
Calls are growing for companies to embrace their responsibility to create a society that is better for all.
While most senior executives recognize that the future will not be an extension of the past, they have work to do in accelerating the necessary changes within their organizations.
Forerunners are demonstrating that bold steps in the areas of new talent, sustainability solutions, human-centric innovation and responsible technology are necessary for laying the foundation for a better future, not only for their own business success, but also for the benefit of their employees, customers, partners and communities.
Joining their ranks is a tall order—but one that is within reach.
Ready to take bold steps to embrace the society of the future?
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