The trends, crowdsourced from their designers around the world, aim to uncover stuff that they believe will affect the way we think about products and services over the next 2 to 3 years and how businesses can best traverse those changes.
Here’s a synopsis of the trends:
Now, a lot has happened and changed over the last few months so to get a view on how these trends may have been changed or may have been affected by events I spoke with Curtis’ colleague, Olof Schybergson, Chief Experience Officer at Accenture Interactive, a few weeks ago for a chat about the trends, how they are changing and what has stood out for him over the last few months.
On the trends, Schybergson told me that they believe that many of the trends are still valid and, in fact, most of them have accelerated, particularly in the area of purpose.
This is confusing many companies, as many are still hoping that things will go back to the way they were prior to the pandemic. However, Schybergson believes that this is a mistake and warns that “what we see is that the pandemic is actually shifting behavior …..the way people work, the way people socialize, the way people shop, the way people get services and so on. We will see some readjustment over time, but things are not going back to the way they were.”
He goes on to say that we are now entering a period that they are calling ‘a New, Never Normal’.
What that means is that while the threat of the pandemic may recede in time, the economic, industrial and technology disruption that we have experienced is not going away any time soon. In fact, the rate of disruption is increasing and has been accelerated by the pandemic.
That is causing some major pains for many organizations and is resulting in a widening gap between those that are leaders and those that are laggards with many scrambling to get their act together so as not to get caught in the laggard category.
If they don’t, then there could be dire consequences. Schybergson told me that at Accenture Interactive, they see four different categories of organization that will emerge from this period.
So, it seems the choice is clear for more established and traditional firms. Make the investments that are required or get ready for the fire.
However, the last word goes to Schybergson, who warns that investment alone will not be enough and that to succeed and thrive in the future organizations will also need to embrace a customer-obsessed mindset. This is easier said than done and could be, in fact, the hardest challenge of all for many.
This post was originally published on Forbes.com.