Metaverse new technological frontier. Accenture: “An unmissable opportunity for profit for companies”
Fjord Trends 2022 highlights how the combination of reality and virtual will be the pillar of the business and will also create new job opportunities. “Explosion that is preparing to manifest itself at any moment”
22 Feb 2022
Two years of upheavals in the social fabric due to the pandemic have led to a collective change in people’s relationships with work, consumption, technology and the planet, prompting companies to rethink operating models. The photograph is taken from Accenture Interactive’s annual Fjord Trends report.
Now in its 15th edition, the analysis provides a practical guide to those companies seeking to provide value and relevance to their customers, employees and society.
The behaviors identified will stimulate companies to rethink their approach to design, innovation and growth, as a consequence of changes in employee expectations and mentality, discontinuity in the supply chain and the emergence of new virtual environments, such as the metaverse. . As Fabio Sergio, Head of Design Accenture Interactive and Co-Lead Fjord in Europe explains: “The decisions that companies will make in the near future could have an even greater impact on our world than in the past, changing the relationships between people and their dear, colleagues, society and the places where we live – he highlights – Great changes await us, which as always bring uncertainties and new balances, but also great opportunities for companies that want to forge positive relationships and create value for people and our planet “.
Five key trends
Future frontiers venture – The metaverse is a cultural explosion that is preparing to manifest itself at any moment. It will be a new frontier of the internet on which all existing levels of information, interfaces and spaces through which people interact will converge. It is a place where you can generate profits, create new job opportunities and offer endless possibilities for people to contribute to the construction or evolution of brands. The metaverse will not only exist through screens and headphones but will also include real-world experiences and places in dialogue with the digital world.
• Allows the sending of promotional communications relating to the products and services of third parties with respect to the Joint Controllers who belong to the manufacturing, services (in particular ICT) and trade branch, with automated and traditional methods of contact by the third parties themselves, to which the data is disclosed.
Be yourself – The growing sense of autonomy that people have in their lives, two years after the onset of the pandemic, is affecting the way they work, relate to others and consume. People are questioning who they are and what matters to them. The growing individualism underlying a “me first and then us” mentality has profound implications for organizations in the ways they guide their employees, formulate a new employee value proposition, and manage company-customer relationships.
The end of the era of abundance? – Over the past year, many of us have witnessed and had direct experience of empty shelves, rising energy bills and shortages in daily services. While logistical scarcity could be a temporary challenge, its impact will persist and lead to a change in our “idea of abundance” – based on the availability, convenience and speed of consumer goods – and a greater environmental awareness. Businesses face availability anxiety that has gripped many people around the world.
The value of truth – People expect to have their questions answered at the push of a button or through a brief exchange with a voice assistant. The fact that it’s so easy and straightforward means people are asking more questions. For brands, the range of customer questions and the number of channels to ask them are constantly growing. How to respond is a great design challenge, a critical factor for establishing a relationship of trust and a future source of competitive advantage.
Treat with care – The past year, assistance to others and self-care, have assumed a primary role from the point of view of services and channels for providing assistance, both digital and physical. That responsibility will continue to take priority in our lives. A trend that is creating opportunities and challenges for employers and brands, who must now determine how to integrate assistance into relationships with employees, customers and society in general.
“As consumers rethink all their relationships, brands are faced with two gsrand responsibilities: operating today taking care of the world and at the same time building one’s future taking into account the well-being of the planet, businesses and society – underlines Alessandro Diana Managing Director of Accenture Interactive – The key is to fully understand the impact of the new relationships and aspirations of people and convert them into effective operational strategies, to generate relevance and growth in the company “.