Companies need to rethink their growth strategies when people question their relationship with work, technology, brands and the environment. A study identifies five human behaviors and trends that affect society, culture and business.
Almost two years of social upheaval – as a result of the corona pandemic – has led to fundamental changes in people’s relationship to work, consumer behaviour, technology and the environment. According to a study by management consultancy Accenture, companies must respond to these challenges and develop new business models. It shows practical guidelines for companies that want to offer their customers, employees and society added value and relevance.
companies facing major challenges
We are currently experiencing a change in relationships on a scale that should not be underestimated. Employee expectations and mindsets are changing, disrupted supply chains are creating bottlenecks, and new virtual environments like the Metaverse are emerging.
According to the trends, the changed behavior will present companies with major challenges. They must rethink their design, innovation and growth concepts. Every decision companies make next can affect the world in ways we can hardly imagine. Challenging times lie ahead for the economy and society, but also great opportunities. Companies can create positive relationships and create a living environment that benefits people, society and the planet.
Five trends for 2022 and beyond
The study analyzes five human behaviors and trends that will affect society, culture and business:
- self-determination in the collective,
- the finality of things
- the metaverse expedition,
- Also trust in uncertain times
- Care as a company promise.
1. Self-determination in the collective
In the last two years of the corona pandemic, many people have increasingly developed a sense of self-determination. It affects the way they work, relate and consume. They wonder who they are and what is important to them. Individualism is on the rise and is reflected in a “Me over We” mentality.
This trend has a profound impact on how companies guide their employees, offer them new value propositions and how they maintain relationships with their customers.
2. The finality of things
Over the past year, many people have experienced empty shelves, skyrocketing utility bills and a lack of daily services. Bottlenecks in the supply chain may be a temporary challenge, but the consequences will last.
The so-called “abundance mentality” – characterized by constant availability, convenience and speed – will give way to growing environmental awareness. Businesses have to contend with the fear of a supply shortage that many people around the world feel.
3. The Metaverse Expedition
The Metaverse is a cultural revolution taking off. It pushes the boundaries of the Internet as we know it and aims to connect all existing levels of information, interfaces and spaces with which people interact. They expect companies to help shape and manage this new place – where people can earn money, new jobs can be created and brands can position themselves.
The metaverse will not only exist through screens and headsets – it will also be about experiences and places in the analogue world that merge with the digital world.
4. Confidence in uncertain times
Today, people expect answers to their questions at the push of a button or through a short exchange with the language assistant. This process is so easy and fast that people are asking more and more questions. Brands reach more and more questions from their customers through an ever-increasing number of channels. How to answer these questions is a major design challenge and critical to building trust and gaining competitive advantage.
5. Care as a company promise
In the past year, care has received increased attention in all its forms: self-care, care for others, care services and channels that provide care, both digital and physical. This new perspective brings opportunities and challenges for employers and brands, regardless of their experience in the healthcare sector. The responsibility to take care of ourselves and others will continue to be a priority in our lives – and companies must make room for that.
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