Mark Curtis

Fjord launches annual Trends Report 2017


The past year has been unpredictable; to say the least, so with more trepidation than usual (given this is in the nature of a forecast) we present you Fjord’s annual Trends report, in which we identify eight key trends that we believe will impact business, consumers and society in 2017.

When we produced our first Trends report back in 2008, Fjord was four European studios housing 80 designers. Since then, we’ve grown tenfold, and we’re now proud to have more than 800 brilliant designers and developers who are thinking and doing in 22 studios across five continents. This offers us a truly global perspective and a unique way of viewing the world and the companies and consumers that inhabit it.

The focus of Fjord Trends, is to pinpoint and predict the way things are changing, but one thing that hasn’t changed is the way we create this report. This year’s chosen Trends are the product of workshops run in every one of our studios, and represent the viewpoints, observations, opinions, research and beliefs of hundreds of Fjordians across the globe.

This year, the following three meta themes have emerged:


From designing for device to designing for environment

For a decade, the smartphone has been the center of our digital universe. In 2017 and beyond, the focus will start to shift from mobile technology (which remains the key) to the environments in which we spend our time and how best technology can be used to make them supercharged.

The way we interact with business is changing yet again

Live stories and short, raw content are how consumers want to communicate with each other – and it’s how they will increasingly want to communicate with brands. Forget flashy billboards, intrusive direct marketing and repetitive TV commercials. Think online messaging platforms where broadcast messaging is replaced by chat. Reliance on technology to drive communications with consumers will increase. Yet as AI becomes widely adopted, the need for human intervention is still required. Furthermore, the new technology will create new jobs, whether it’s bot designers, algorithm auditors, or customer fallback specialists.

The trust pendulum is swinging

Post-truth – the word of 2016 – reflects the information overload now affecting us all. With simple facts no longer sufficient to communicate and convince, individuals, organizations and brands will have to change how they operate and communicate to build trust by demonstrating authenticity and building emotionally driven relationships. Attention will extend beyond the customer and employee experience, as organizations must master social experience.


The 2017 report is especially exciting because this year marks the tenth anniversary of Trends. Each year, our team puts in hundreds of hours and coffees to create this work that serves to provide (we hope) important information, educated predictions and expert insights with which to navigate the next 12 months. While we’ve had both hits and misses when forecasting trends over the last decade, we’ve always taken pride in presenting content that can be used to understand the present and plan for the future. This year is no exception, and I can’t wait to see how we do in 2017.

You can find Fjord’s Trends report on its dedicated SlideShare page and it’s also hosted here. Follow our updates on Twitter, Facebook, LinkedIn and Instagram for developing content. Have a read, be inspired and let us know what you think!

Read the full press release here.

Mark Curtis

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