Kindred’s message: We are for sale


Read the full Accenture Life Trends 2023 report here For over fifteen years, Accenture has conducted an annual survey in which they ask their employees around the world for insights into what customers, consumers and the market are doing, saying and wanting right now. – We know that there is always change, and by doing it with this report, we can help our customers remain relevant to their market, says Ylva Wikström, responsible for Accenture Song in Sweden. Over the years, Accenture Life Trends (formerly called Fjord Trends) has sometimes drawn attention to radical currents, sometimes pointed to more long-term trends, but never before in the report’s history has the outside world undergone such radical change as in 2023.Ylva Wikström, responsible for Accenture Song in Sweden. Photo: Moa Alexandersson – First we had a pandemic, then war in Europe, energy crisis, inflation, and on top of all that we have a climate crisis. This has been going on, and escalating, for several years now, and when crises drag on over a longer period, it affects people’s well-being. And when people’s well-being is affected, then their behavior is also affected. Many are beginning to think about how they can take back control of their lives instead of just being thrown back and forth from one crisis to another. – These thoughts are escalating right now, and the more people think, the more they change their behavior to feel that there is at least something in their lives that they have control over. This year’s edition of Accenture Life Trends lists five insights that companies should incorporate into their strategy work in order to surf this power shift rather than drown of it (see fact box further down).- First of all, it is about realizing that this perma-crisis we live in exists, and that we humans adapt to it. This does not mean that the adaptation looks the same for all people. In Accenture Life Trends, the report authors say that the response can be summed up in four different F’s: fight, flight, freeze and focus. – In Iran, the pressure has gone so far that people are fighting back, while in China we instead see that parts of the young generation are so dejected that they neither bother to study nor in any other way plan for their future. Others escape into the digital world to get away for a while.In addition, these reactions change people’s loyalties, and the report shows how much more important different groups become for people in times of crisis. – We are herd creatures, context is important to us, and now we see that the sense of belonging to different niche groups is growing very much much stronger. They offer security, while loyalty to products and brands is losing importance. It becomes a challenge for companies to try to create this strong community around their offerings. This sense of connection is repeated in the third trend: the importance of paying attention to the soft values ​​that arise when we meet physically and work together, and the risk of them disappearing when we work remotely. – It is becoming so clear now that companies lose both innovative power, culture and loyalty when many work at home. At the same time, the company management cannot order the employees to come back. It is again about power, and the employees have the power to go. Instead, Ylva Wikström believes that leadership needs to be developed. That it is not enough to offer coffee and Friday AW, but that being at the workplace itself must be experienced as so much more valuable than working at home. – In addition, we will have to review how work is affected by the AI ​​tools that are coming now , how they can be used for creativity and creation. Both of these trends are clearly part of a revolution, and as an employer you need to embrace it and explore how it can evolve the workplace.The last trend presented in Accenture Life Trends is also about power, but in this case power over data and identity.- More and more people are becoming concerned about how their data is being used by companies, and now there is a solution to this including digital wallets. It functions as a digital identity card where the user can easily give companies access to all or part of the data that the person wants to share. – The technology already exists, but in order for it to be used on a large scale the technology must be embraced by the masses, while companies must have the digital infrastructure. There are both psychological and practical barriers, but I am sure that this will come big. So what does all this shift in power mean in the long run? – Companies must become more responsive. They must realize that there is no one size fits all – people are different and can react in diametrically different ways to the same event, says Ylva Wikström.Read the full Accenture Life Trends 2023 report here

Five strong trends in 2023 according to Accenture Life Trends

• We are in a perma-crisis, but we are adapting• In an uncertain world, people form stronger bonds• The importance of immeasurable values ​​when we see each other at work• AI tools are used for creative tasks• Digital wallets can make digital identity more secure The article is produced by Brand Studio in collaboration with Accenture and not an article by Dagens industri

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