RESEARCH REPORT

In brief

In brief

  • Lifestyle shifts that have been accelerated by the pandemic will present new business opportunities that cannot be captured with pre-crisis strategies.
  • By 2030, the majority of senior executives we surveyed in India expect to be living in a new reality.
  • Yet, most companies have not adjusted their strategies to position for the future.
  • A small group of companies, however, recognise that emerging lifestyles will impact business. They are taking action now to embrace the change.


Accenture surveyed 1,500 senior executives in 10 industries across 12 countries to see how (or if) companies intend to adapt to the rapid lifestyle shifts described in our study titled "Society Disrupted. Now What?" We discovered a wide gap between recognition of the opportunity and readiness to tap into it. While over 50% of senior executives in India expect emerging lifestyles to become mainstream within the next five years, nearly 60% of companies in India are not yet prepared to meet the evolving needs.

Get ready for the society of the future

The rise of forerunners | Insights

Executives in India expect emerging lifestyles to become mainstream within the next five years.
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Forerunners expect the unexpected

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. This small group of companies not only anticipate impact from new lifestyles, but they are also more intentional in driving strategic change. They demonstrate a higher sense of urgency and are taking bold steps to address these shifts.

But Forerunners represent only a small fraction—just 11%—of the companies surveyed. This means 9 out of 10 companies urgently need to step up or risk being left behind.

Forerunners (11% of companies surveyed) expect a significant business impact from most of the emerging lifestyles by 2030.

Gianfranco Casati

CEO – Growth Markets


Dr. Vedrana Savic

Managing Director – Thought leadership


Valentin de Miguel

Senior Managing Director and Strategy & Consulting Lead, Growth Markets


Trevor Gruzin

Senior Managing Director – Growth & Strategy, Growth Markets

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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.

Laying the foundation for a better future

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 organisations.

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.

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