Agenda: Will you use virtual reality to test out potential holidays before you book? Do you want your car to pay for your petrol? Which trends are set to gain momentum in 2016? A new report from Fjord, a design and innovation consultancy owned by Accenture, highlights 10 trends that have the potential to influence business and society in the year ahead.
You used to have two options available when buying something: put in the research, or go for the impulse buy. Technology is moving us in a new, third direction. “Listening technologies” are following our every move and giving us feedback constantly. If you buy a book by one author, a similar one pops up on your shopping page. If you listen to a song, other artists in a similar genre appear alongside. This kind of feedback is being constantly expanded. Wearable technologies in particular are giving us data in real time, allowing us to make faster, more informed decisions. We know exactly how many calories we burned, how many kilometers we jogged or even how many strokes we made with our toothbrush. All of this information is allowing us to make decisions in “micromoments”, a trend which will have an impact on how and what we consume.
Services with manners
Three out of four consumers say they don’t mind some data being collected if it means their experience is more personalized. The tension between giving a company your personal data for a better experience and trusting what that company will do with the data will continue to be a major factor in the development of technologies.
The result is that companies in particular will have to emphasize digital etiquette and respect for privacy. Properly informing consumers about what they are locking into at each stage, rather than simply relying on terms and conditions, protects both them and the company from misunderstandings later on.
The employee experience
The “corporate ladder” is a thing of the past. Employees no longer follow a linear journey in their career, but rather use new and often different jobs to establish their own path, often in many different companies. The fact that technology-based jobs are transferable across different industries has only made this easier. In order to keep talent in-house, companies will have to rethink their “employee experience” and build cultures of purpose through empowerment, individuality and reward.
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