埃森哲-2019年Fjord趋势：揭示新一轮创意变革-2018.12-53页-4mb

20 TRENS Summary

Core Content

The FjordTrends2019 report outlines key themes that are shaping the future of business, technology, and design in 2019. These themes include the search for value and relevance, the move toward a circular economy, and the growing demand for data minimalism. The report highlights how consumers, employees, and organizations are re-evaluating their relationship with technology, emphasizing the need for mindful design and ethical practices.

Main Themes

1. Value and Relevance

• Digital Innovation Plateau: The digital world has matured, and the novelty has worn off. Organizations must now focus on providing hyper-relevance rather than just novelty.
• Mindful Design: With increasing digital noise, there is a growing demand for technology that respects users' time, attention, and mental health.
• Shift in Consumer Behavior: Consumers are rejecting organizations that shout for attention and are instead looking for meaningful, value-driven interactions.
• New Design Ethos: Organizations must rethink their design principles to focus on long-term value rather than just engagement metrics.
• Fjord Suggestions:
  • Be quieter.
  • Simplify feedback surveys.
  • Invest in content design.
  • Measure the cognitive effort expected from users.

2. The Last Straw?

• Environmental Awareness: There is a cultural shift in how people view climate change, moving from a sense of helplessness to a personal responsibility.
• Circular Economy: Consumers now expect companies to commit to sustainability through actions, not just words. The circular economy is becoming a key business model.
• Plastic Crisis: The focus on single-use plastics has led to regulatory changes and public awareness, with significant implications for the future of environmental issues.
• Fjord Suggestions:
  • Redesign everything with sustainability in mind.
  • Collaborate with industry peers to lead change.
  • Tell authentic stories about sustainability and impact.
  • Turn waste into wealth through innovative recycling and reuse strategies.

3. Data Minimalism

• Misunderstanding of Data Value: The public's perception of data's value has been inflated, and there is growing concern about how data is used.
• GDPR and Trust: The introduction of GDPR in the EU has made people more selective about sharing their data, highlighting the need for transparency and trust.
• Data Ownership and Control: Consumers are seeking more control over their data and are becoming more critical of data collection practices.
• New Data Marketplaces: Emerging platforms like Wibson and CyberVein allow individuals to sell their data and control its usage.
• Fjord Suggestions:
  • Show clear payback for users sharing data.
  • Build trust through transparency and informed consent.
  • Use tools to evaluate and address algorithmic bias.
  • Focus on minimal viable data in product design.

Key Information

• Digital Dieting: A growing trend where consumers are disconnecting from digital content to improve mental health and focus.
• Silicon Valley Backlash: Some tech professionals are pushing for a rethinking of how technology impacts society and mental well-being.
• Tech Companies' Response: Companies like Apple, Google, and Microsoft are introducing features to promote digital well-being and mindfulness.
• Consumer Demand for Simplicity: There is a rising demand for simpler, less attention-seeking technology, with products like the Light Phone and IRL Glasses gaining popularity.
• Circular Economy Impact: The circular economy could unlock $4.5 trillion in economic growth and reduce emissions and traffic congestion significantly.
• Sustainability as a Service: Organizations must integrate sustainability into their product design and operations, rather than treating it as an afterthought.
• Ethical Responsibility: Designers and companies have a responsibility to avoid creating unnecessary products and to focus on meaningful, ethical design.

Conclusion

FjordTrends2019 underscores the importance of value, relevance, and ethical responsibility in the face of digital clutter, environmental challenges, and data concerns. The report calls for a shift in mindset and practice, urging organizations to design with mindfulness, transparency, and sustainability in mind. By embracing these principles, businesses can build long-term, meaningful relationships with their customers and stay ahead in the evolving market landscape.