埃森哲：Fjord趋势2022（EN）_73页_13mb

FJORD TRENDS 2022: The New Fabric of Life

Core Content

Fjord Trends 2022 explores the evolving relationships between people, technology, brands, and the planet, highlighting how these shifts are redefining the fabric of modern life. The report emphasizes a cultural and economic transformation driven by individualism, the impact of the pandemic, and the growing awareness of sustainability and scarcity. It suggests that organizations must adapt to these changes by rethinking their value propositions, embracing new ways of working, and aligning with the principles of a "nature positive" future.

Main Trends

1. Come as You Are: The Rise of Self-Agency and Side-Hustles

• Shift in Mindset: People are increasingly valuing personal agency over collective norms, leading to a "me over we" mentality.
• Post-Traumatic Growth: The pandemic has prompted a transformation in people's lifestyles, including deeper relationships, openness to new possibilities, and a stronger sense of purpose.
• Work Flexibility: Remote and flexible work is now a norm, and employees are prioritizing autonomy and work-life balance over traditional employment structures.
• Side-Hustles and Creator Economy: Platforms like Depop, Shopify, and Substack are enabling individuals to monetize their passions and skills, creating new economic opportunities.
• Employer Challenges: Companies are struggling to retain talent in a market where employees are seeking more control over their time and income.
• Employee Value Proposition: Employers must rethink their offerings to align with the values and needs of a new generation of self-directed workers.

2. The End of Abundance Thinking

• Scarcity Awareness: Global supply chain disruptions, resource shortages, and climate-related crises are challenging the assumption of limitless availability.
• Impact of Pandemic and Climate Events: Lockdowns, natural disasters, and global shipping issues have exposed the fragility of systems once seen as reliable.
• Sustainability and Affordability: Consumers are becoming more conscious of their impact and are shifting towards more sustainable and affordable choices.
• Regenerative Business Models: There's a growing movement towards circular and regenerative practices that prioritize environmental and social well-being.
• Examples of Innovation: Brands like H&M Group and Lidl are exploring ways to extend product life and reduce waste through rental services and eco-friendly materials.

3. The Next Frontier: The Metaverse

• New Digital Space: The metaverse is emerging as a new platform for interaction, creation, and commerce.
• Cultural Evolution: It's expected to become a key space for cultural and economic transformation, altering how people and brands connect.
• Opportunities for Brands: The metaverse presents new avenues for brands to engage with consumers, offering real-time experiences and new forms of value creation.

Key Information

• Global Workforce Shifts: In 2021, 41% of the global workforce considered leaving their jobs, and many IT professionals in the US planned to seek new employment.
• Remote Work Trends: Companies are rethinking traditional office structures, with some offering flexible working arrangements.
• Economic Impact: The creator economy is growing rapidly, with platforms like Depop and Shopify enabling millions to monetize their skills and passions.
• Sustainability Awareness: Over half of Fjord Trends participants are reducing consumption in favor of sustainability, signaling a shift in consumer behavior.
• Regenerative Business Models: These models focus on creating value while supporting environmental and social regeneration, such as circular practices and "right to repair" policies.

Recommendations

Think

• Reflect on how self-agency and the "me vs we" mentality are reshaping your organization.
• Consider how supply chain disruptions and sustainability concerns are affecting your business and customers.

Say

• Clearly communicate the value of community and collaboration, even in an era of individualism.
• Emphasize how innovation can come from constraints rather than just new products.

Do

• Develop new business models that extend product life and reduce waste.
• Create a sustainability roadmap that moves towards net neutrality and nature positivity.
• Invest in infrastructure and services that support the needs of a new generation of consumer-creators.

Conclusion

Fjord Trends 2022 highlights a pivotal moment in history where individualism and sustainability are reshaping the way we live, work, and consume. Organizations must respond with empathy, creativity, and a commitment to the greater good, ensuring they remain relevant in a rapidly evolving world.