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GROWTH STRATEGIES

New growth strategies as people examine relationships with work, tech and brands

By our News Team | 2022

Fjord Trends 2022 investigates human behaviours relevant to marketers that will affect culture, society and business in the coming year.

Nearly two years of disruption to the fabric of society has resulted in a collective shift in people’s relationships with work, consumerism, technology and the planet, pushing companies to design new ways of doing business.

This is according to the recent Fjord Trends report from Accenture. Now in its 15th year, Accenture Interactive’s study provides practical guidance as companies look to deliver value and relevance to their customers, employees and society.
 
According to Accenture – a global professional services company operating in more than 120 countries – newly identified behaviours will challenge businesses to rethink their approach to design, innovation and growth as a result of the shifts in employee expectations and mindset, scarcity caused by disrupted supply chains, and new virtual environments such as the metaverse.

Growth Strategies

Photo by Mikhail Nilov from Pexels

“Don’t underestimate the degree of relationship change we are seeing — or the role of business in responding to it,” said Mark Curtis, Head of Global Innovation and Thought Leadership at Accenture Interactive. 

“The choices that businesses make next might affect our world and its structure in more ways than we can imagine, and it all points to shifts in people’s relationships — with colleagues, brands, society, places and with those they care about. There are challenging times ahead, but also great opportunities for businesses to stitch together positive relationships to create a fabric of life that is good for people, society and the planet.”

Fjord Trends 2022 dives into five human behaviours and trends bound to affect society, culture and business: 

  1. Come as you are: The growing sense of agency that people have over their lives two years into the pandemic is affecting the way they work, relate and consume. People are questioning who they are and what matters to them. The rising individualism underlined by a ‘me over we’ mentality has profound implications for organisations in how they lead their employees, how they shape a new employee value proposition, and how they nurture company-customer relationships.
  2. The end of abundance thinking?: Over the past year, many consumers have experienced empty shelves, rising energy bills and shortages in everyday services. While supply chain shortages might be a temporary challenge, the impact will persist and lead to a shift in ‘abundance thinking’ – built on availability, convenience and speed – to greater consciousness about the environment. Businesses must address the availability anxiety experienced by many around the world.
  3. The next frontier: A cultural explosion waiting to happen, the metaverse will be a new frontier of the internet, combining all the existing layers of information, interfaces and spaces with which people interact. It offers a new place to make money, is creating new job types, and offers infinite brand possibilities that people will expect businesses to help build and navigate. And it won’t just exist through screens and headsets — it will also be about real-world experiences and places that interact with the digital world.
  4. This much is true: People now expect to ask and have questions answered at the touch of a button or through a brief exchange with a voice assistant. The fact that it’s so easy and immediate means people are asking more questions. For brands, the range of customer questions and the number of channels for asking them is growing constantly. How to answer them is a major design challenge, a critical driver for trust, and a future source of competitive advantage.
  5. Handle with care: Care became more prominent this past year in all its forms: self-care, care for others, the service of care, and the channels to deliver care in both digital and physical environments. This is creating opportunities and challenges for employers and brands, regardless of their health or medical credentials. The responsibilities around caring for ourselves and others will continue to be prioritised in our lives. Designers and businesses alike need to make space for being able to practice care.  

“As consumers overhaul all of their relationships, brands will be faced with two big responsibilities: taking care of the world today while also building its future in a way that’s good for the planet, for business and for society,” said David Droga, CEO and Creative Chairman of Accenture Interactive. 

“The key lies within deeply understanding the impacts of those relationships and aspirations and converting them into potent business strategies that drive relevance and growth.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.