2021 Will Redefine the 21st Century, According to "Fjord Trends 2021" Report from Accenture Interactive

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

NEW YORK, Dec. 15, 2020 /CNW/ - 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 fourteenth 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 communication perspectives; how to meet consumers' constantly changing expectations; and how to stretch their empathy -- all while fighting for survival in a precarious economy.

Providing practical advice on how organizations can help shape the 21(st) century renaissance, Fjord Trends 2021 examines seven emerging trends expected to shape business, consumer behavior and society:

    1. Collective displacement: How and where people experience things changed
       in 2020, leaving them with a shared sense of displacement as we
       collectively seek new ways and places to do the things we need and love
       to do. How we work, shop, learn, socialize, parent and take care of our
       health has changed for many of us, and brands need to seek new ways and
       offer new experiences to interact with people.
    2. Do-it-yourself innovation: Innovation is increasingly being driven by
       people's talent for coming up with new ways, or "hacks," to deal with
       their challenges, from the home worker using their ironing board as a
       standing desk to the parent-turned-teacher. Technology plays a new role
       -- as facilitator for people's ingenuity and as a result, people's
       creativity is shining through. With individuals from politicians to
       personal trainers repurposing platforms like TikTok and video games to
       stage concerts and get important messages out. Everyone wants better
       solutions, but the era in which a brand was expected to create a finished
       solution is transitioning to one where brands are creating the conditions
       for personal innovation.
    3. Sweet teams are made of this: Those who work remotely now live at the
       office, which is having a huge effect on the reciprocal agreement between
       employer and employee and the many assumptions around it -- such as who
       has final say over what people wear for a work-related video call in
       their own homes or whose responsibility it is to preserve home-workers'
       right to privacy. Even with the promise of widespread vaccination on the
       horizon, a permanent shift has taken place in the relationship between
       people and their work and between employers and their teams. The future
       won't be one-size-fits-all -- a lot of prototyping in the world of work
       can be expected for some time to come.
    4. Liquid infrastructure: Because the way people acquire products and engage
       with services has been displaced, organizations have had to rethink the
       supply chain and the use of all their physical assets and focus on points
       of delight -- such as the immediate gratification many took for granted
       in store -- in the last few feet before purchase. This requires that
       companies build agility and resilience across their organization so they
       can adapt quickly to change. Expect more change to come, often driven by
       sustainability.
    5. Interaction wanderlust: People are spending much more time interacting
       with the world via screens and, as a result, have noticed a certain
       'sameness' caused by templated design in digital experiences.
       Organizations must reconsider design, content, audience and the
       interaction between them to inject greater excitement, joy and
       serendipity into screen experiences.
    6. Empathy challenge: People care deeply about what brands stand for and how
       they express their values. The pandemic has shone a light on many broken
       and unequal systems across the world - from access to healthcare to
       equality. As a result, companies must work hard to manage the narratives
       that shape their brands, prioritizing the subjects that matter most to
       them and building their behaviors around those subjects.
    7. Rituals lost and found: The cancelation and disruption of rituals -- from
       celebrating birth to bidding farewell in death and everything in between
       -- have had a significant impact on the greater collective's well-being.
       This trend points to the prime opportunity companies have to help people
       in their search for meaning through new rituals that bring joy and
       comfort. It starts with understanding the blank space left by a lost
       ritual and designing the right thing to take its place.

"Innovation doesn't start with technology, but as we've seen over the past year, it can be a powerful tool to augment human ingenuity -- even out of chaos," said Brian Whipple, group chief executive of Accenture Interactive. "The next year should be one defined by hope. We've witnessed - and been part of - great changes in our society. These trends are a blueprint for how we think and what we do next -- what we take with us and what we leave behind. We can do better and people deserve better."

Each year, Accenture Interactive crowdsources trends in business, technology and design for the coming year from its global design network of 2,000+ creatives in more than 40 locations. Fjord Trends 2021 focuses on how people, organizations and brands are meeting human needs. To read the report, visit: accenture.com/fjordtrends21 and discuss on Twitter #FjordTrends.

About Accenture
Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Interactive, Technology and Operations services -- all powered by the world's largest network of Advanced Technology and Intelligent Operations centers. Our 506,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at www.accenture.com.

Accenture Interactive is reimagining business through experience. We drive sustainable growth by creating meaningful experiences that live at the intersection of purpose and innovation. By connecting deep human and business insights with the possibilities of technology, we design, build, communicate and run experiences that make lives easier, more productive and rewarding. Accenture Interactive is ranked the world's largest digital agency by Ad Age and has been named a Most Innovative Company by Fast Company. To learn more, follow us @AccentureACTIVE and visit www.accentureinteractive.com.

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