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1、If youre looking for Fjord Trends 2023,youre in the right place.Its now called Accenture Life Trends 2023.Under a new name,this years report remains true to the 15-year legacy of Fjord Trends and has the same inspiring content.Lets dive in.If we think of life as seismic waves,until a few years ago,t
2、hings seemed to hum along quite nicely (in most places)with the occasional spike here and there.Now,though,the shocks feel relentless and wild,and sometimes its extremely unsettling.When circumstances are literally beyond peoples control,it prompts multiple responses designed to stabilize and regain
3、 controloften expressed in micro-moments and small opportunities that make people feel like theyve got a handle on things.We see technology providing a channel for people to take control.A creative shift is underway thanks to the democratization of AI for images,sound,and words.Technology is offerin
4、g opportunities to participate in shaping the future of the brands they love through changes in the attention economy.And through tokenization,technology may soon hand people full control over their own personal data.The landscape never looks the same after a seismic shift,and were already seeing it
5、 alter.There are areas where the balance of control will teeter and tip one way or another.This affects peoples relationships with the systems through which they run their lives,but it also impacts brands and organizations.Brands will decide how much control to offer their participatory customers in
6、 exchange for their loyalty,and in business,leaders will define the next evolution of hybrid working.On the following pages are five trends we believe will alter the power dynamic between brands and people in the coming 12 months and beyond.We hope you find them insightful.Control and power Copyrigh
7、t 2022 Accenture.All rights reserved.IIIImage created using artificial intelligenceIntroductionAs a way of illustrating our five distinctly different trends,we made use of one of them that we feel most fundamentally impacts art and design and is a great visual example of the control and power balanc
8、e at play in todays world.Our designers used the power of AI generated art to help tell our story first highlighting and pulling words and phrases from the text to use as an initial prompt,then working hand-in-hand with the technology in a mutual expansion of creativity,diversity and possibility.As
9、a vibrant experience that is a true partnership between human ingenuity and technology,we hope you enjoy the report.We believe the trends,like the artworks themselves,promise a potential for change like never before.AI-generated art:approach/AI PROMPThand-in-hand with the technology in a mutual expa
10、nsion of creativity,diversity,and possibility+working,collaborative,surrealist,8k,algorithm version 4/ADDITIONAL HUMAN USER PROMPTS Copyright 2022 Accenture.All rights reserved.IV00Introduction 02 Im a believer 15 30 04 OK,Creativity 45 57 05 Signed,sealed,delivered 58 72 03 As it was 31 44 01 I wil
11、l survive 1 14ContentsCopyright 2022 Accenture.All rights reserved.VI will survive/AI PROMPTWaves of crises,one after the other,have come in to change peoples day-to-day lives/ADDITIONAL HUMAN USER PROMPTS+style surrealism,early surrealistAccenture Life Trends 202301 01I will surviveCopyright 2022 A
12、ccenture.All rights reserved.2Waves of crises,one after the other,have come in to change peoples day-to-day lives.For some,crisis isnt new but for others,its extremely destabilizing.Peoples response to crisis is always(eventually)to adapt.As growing numbers of people internalize instability as a nor
13、m,the way they adapt will affect what they buy,and how they view brands and their employersso companies need to be ready.+surreal,algorithm version 4,change 100Permacrisis and human adaptability Copyright 2022 Accenture.All rights reserved.301I will surviveTheres no sugar-coating it:the world seems
14、to be lurching from one crisis to the next.There has been a pandemic,war,extreme political division,wildfires,severe weather events(hurricanes,floods,droughts),dramatic increases in the cost of livingand no time to take a breath after each one before another rolls in.People may look back on the prev
15、ious thirty years as comparatively stable in many places.This is neatly expressed by the fact that Collins Dictionary announced its word of the year for 2022 as“permacrisis,”defined as an extended period of instability and insecurity.1 Whats going on+technology,colorful,CGI,busy,algorithm version 3,
16、aspect ratio 3:201I will surviveCopyright 2022 Accenture.All rights reserved.4While people are busy fighting personal financial fires,theyre also facing increasingly tangible effects of climate change.The record-breaking temperatures that roasted Europe in the summer of 2022 are expected to become t
17、he norm by 2035,which will likely see millions of people displaced by wildfires,flash floods,and storm damage.6,7 Asia will be hardest hit by rising sea levels,as six of its nations are home to approximately 75%of the 300 million people worldwide living in areas that are projected to be below averag
18、e coastal flood levels by 2050.8 When will the macroeconomic shocks of life settle down?Many people believe the very systems through which they run their lives are failing them,placing responsibilities that were once shared solely on their shoulders.Workers whose income doesnt rise in step with infl
19、ation are effectively taking pay cuts,and at the time of writing,daily headlines shout about inflation rates and their impact on the cost of goods,energy,and mortgage repayments.2 In Argentina,for example,interest rates have reached 75%and inflation is almost at 100%,while the UKs energy crisis thre
20、atens to plunge a third of households into fuel poverty and the cost of living is increasing at its fastest rate in 40 years.3,4,5+unreal engine,wide angle,omit text;letter,aspect ratio 2:3,algorithm version 4 01I will surviveCopyright 2022 Accenture.All rights reserved.5People who seek a mental esc
21、ape from it online are facing challenges there,too.Algorithmic angstthe constant paranoia of whether peoples decisions are truly theirs or a result of manipulationis on the rise and is driving an exodus to new platforms.9 Apparently,they cant even trust the news anymore.In fact,many have simply stop
22、ped looking at it.Reuters Institutes 2022 Digital News Reporta global survey of 46 markets across six continentsrevealed:“Trust in the news has fallen in almost half the countries in our survey.Interest in news has fallen sharply across markets,from 63%in 2017 to 51%in 2022.”10+35mm photography,algo
23、rithm version 4,aspect ratio 3:2,change 100Living in an era that relentlessly demands mental coping strategies is gnawing away at peoples sense of safety and causing widespread anxiety.A survey by the British Association for Counselling and Psychotherapy revealed that 66%of therapists said that the
24、cost-of-living crisis is impacting peoples mental health but,despite their increasing need for help,47%reported patients cancelling their sessions because they could no longer afford them.11 01I will surviveCopyright 2022 Accenture.All rights reserved.6The instability is also emphasizing the normali
25、zation of contradictory behaviors,as explored in Accentures The Human Paradox report.12 The research found that people are allowing themselves to be inconsistent as they reconcile personal values with practical realities,with 69%of those asked saying they think paradoxical behaviors are both human a
26、nd acceptable.Over the past 40 years or more,stability and rising prosperity have taken billions of the worlds population up Maslows famous hierarchy of needs.For example,China has lifted over 800 million people out of poverty since 1990.13 As some slide back down and become increasingly anxious abo
27、ut concerns like food,heat,and housing,will they forget the higher order of needs such as esteem and even self-actualization?We dont think so.With the exception of the very poorest members of society,the past few decades have taught people values they will not willingly abandon.+unreal engine,wide a
28、ngle,algorithm version 4,aspect ratio 3:2Copyright 2022 Accenture.All rights reserved.701I will survivePeriods of instability are a fact of life and,throughout history,people have always found ways to adapt to get through.Accentures research found that people in emerging markets have so much more ex
29、perience in dealing with instability that when they get bad news,they get upset,then they simply keep going.Their ability or perhaps willingness to adapt generally far outstrips that of people used to living in mature markets.14 In a slight adjustment to the generally accepted“F”responses,were chara
30、cterizing peoples approach to adapting as a constant switch between fight,flight,focus,and freeze.Whats next+abstract,texture,wallpaper,algorithm version 401I will surviveCopyright 2022 Accenture.All rights reserved.8Fight:People will increasingly raise their voices against injusticein some cases,at
31、 the risk of significant personal cost.People are fast approaching the end of their patience and many more of them will do what is often a last resort:stand up and fight for what they need.After the death of Mahsa Aminia 22-year-old woman who had been detained by Irans morality police for not wearin
32、g her hijabcrowds took to the streets around the world.15 Social media provides a vehicle for sharing information,which spreads anger and leads directly to increased action.This kind of fight can go down in history books as a turning point for countries and people.While the current situation in Iran
33、 is one of the most severe examples,this fight is manifesting in other ways,too.At the time of writing,the UK is facing its biggest rail strike in decades,while Europes airline staff continue to strike over low pay.16,17 Strikes arent new,but we expect to see many more of them as formerly rule-follo
34、wing people are forced into taking extreme action in the hope of better equipping themselves to survive financial strain.People have more access to information and are now increasingly aware of the harsh realities of the world.They are angry and they want what is just.This has been made plain by act
35、s like the defacing of Van Goghs“Sunflowers”in London.18We expect to see more protest around a range of issues that span the whole human experience.Some of these will catch brands and employers by surprise or disrupt companies and whole economies further.+35mm,algorithm version 2,change 10001I will
36、surviveCopyright 2022 Accenture.All rights reserved.9Flight:People will look for alternative options,including relocation,switching financial systems,and finding different digital platforms.Flight response is often characterized by the feelings of cynicism,desperation,and the hope that elsewhere can
37、 offer escapismboth mentally and physically.People are losing the ability to trust anyone to act in their best interestincluding their governments.Those who can afford to will vote with their feet and leave places where housing isnt affordable,infrastructure is inadequate,and state-run systems fall
38、short.Twice as many Australians will move because of cost-of-living pressures(65%)as Covid disruptions(27%),and the financial squeeze has become so extreme in recent months that a rent increase of just AU$50 a week would prompt 40%of Australians to consider moving house.19The flight reaction is also
39、 a spectrum.It may be as simple as being unhappy with congestion and air quality in a city and moving to a more rural area,or as extreme as fleeing government-mandated conscription,as young men have been doing in Russia.20+claymation,testp,upbeta,algorithm version 401I will surviveCopyright 2022 Acc
40、enture.All rights reserved.10Families who are seeking to make ends meet are cutting back on non-essentials like media and subscription services,resulting in a phenomenon dubbed the“Great Cancellation”.People are cancelling gym memberships,pausing contributions to pensions,and abandoning health and l
41、ife insurance policies.Recent studies in the UK suggest 5%have cancelled their home and contents insurance over the past 12 months,and 6%or 1 million households dont intend to renew in the coming year.21 The cost-of-living crisis may also exacerbate loneliness as one of the first expenses people dro
42、p will be their social activities.Brands that find ways to meet the resulting need will do well in the long run.Were also witnessing a change in how people use social media.Rather than accounts portraying the perfect life,real people want to see and connect with real people,complete with shortcoming
43、s and vulnerabilities.BeReal has rapidly gained in popularity with over 10 million daily active usersthe concept is simple and is a far cry from the edited and staged content on almost every other platform.22+renaissance painting,hyper detailed,pin light,portrait,aspect ration 3:2,change 100,algorit
44、hm version 401I will surviveCopyright 2022 Accenture.All rights reserved.11Focus:People cope by focusing on what they can control.When the big wide world feels negative and daunting,some people will channel their attention on communities where they feel they belong.They will reduce their sphere both
45、 physically and virtually,quieting the noise and rejecting the global-first version of life that has been promoted by online news and social media in the past decade or more.Theyll cut out anything that falls outside their highest priorities.When people dont know how to plan for the future,or when t
46、heir autonomy to plan is compromised,they naturally channel their attention on things they can control.Accentures research project participants told us about their initiatives to organize community shopping and share transportation.Besides the obvious cost savings,these initiatives create meaning an
47、d help focus their minds.23Single-function platforms are creating spaces where like-minded individuals can relax and bond over shared interests.Discord,a platform whose original purpose was for in-game communication,has always been grounded in social connection.24 Digitally,this is manifesting in a
48、shift from large-scale influencers to micro-influencers,whose follower numbers sit between 1,000 and 100,000.25 Micro-influencers offer the promise of greater credibility as they tend to focus on niche areassome on travel,others on financial advice.Sixty-one percent of US consumers think these commu
49、nities are more trustworthy than brands.26 We expand on this phenomenon in the trend entitled Im a believer.+25mm,ultra realistic,algorithm v3,change 100Image created using artificial intelligenceResignation more often relates to quitting something,but a lot of the time it can equally mean enduring,
50、or simply not fighting anymore.In that way,quiet quitting is not simply about leaving a job,but more about an emotional power-down to economy mode.Copyright 2022 Accenture.All rights reserved.1201I will survive01I will surviveCopyright 2022 Accenture.All rights reserved.13Freeze:People will switch o
51、ff entirely.If theyre unable to easily leave their environment or actively shape it,many people will embrace resignation as a coping mechanism.“Resignation”more often relates to quitting something,but a lot of the time it can equally mean enduring,or simply not fighting anymore.In that way,quiet qui
52、tting is not simply about leaving a job,but more about an emotional power-down to economy mode.The signals include Chinas“bai lan”or“let it rot”movement,which centers around young peoples refusal to invest significant effort in life because it seems futile.27 Fatigue and the onset of the empowered i
53、ndividual combine to mean people will look at existing systems and brands with ever-greater skepticism.They already suspect manipulation and disappointment,and theyll increasingly approach with caution,not hesitating to shut down their relationships with any brand they perceive to have disappointed
54、or betrayed them.The energy is running low,but music,art and culture always bring vitality into society.They bring a fresh mood that rejects and replaces that which has grown staleout with the old and in with the new.Think about the wider circumstances around the emergence of rock n roll,punk or rap
55、,for example.As this permacrisis rumbles on,we see the right conditions brewing for something new,culturally,that changes peoples outlook and brings them hope.With a transformation in creative tools through AI,it feels like something might come soon.The situation may be approaching a point where peo
56、ple are moving on from skepticism or feigned ignorance to sheer anger,which will have dramatic effects on brands.Like it or not,most people must interact with brandsespecially those that make life possible,like consumer-packaged goods.As brands exist entirely in a cultural context,it will be importa
57、nt to read signals fast and react to them appropriately.They will also need to understand that adapting responses will vary from person to person,and that any single person may show all of them in different contexts.+algorithm version 3,change 10001I will surviveCopyright 2022 Accenture.All rights r
58、eserved.14Step one for brands is to understand their own permission space in fine detail,and to avoid invading spaces where they arent welcome.This is reflected in calls for brands and people to“stay in their lane”and includes keeping tabs on how new platforms are evolving,whether they belong there,
59、and whether people want to hear from them on any given topic.During Accentures research project,one person in the US said:“It feels mostly artificial when brands take a stand on issues that are not related to their specific product.I want brands to be known for being good to their employees and not
60、be wasteful or polluting.”28Peoples needs are evolving fastand companies must embrace a life-centric approach to meet these ever-changing circumstances and priorities,as Accenture explores further in The Life-Centricity Playbook.29 Organizations will need to show their value through meaningful produ
61、cts,experiences,and services,and not through short-term gestures that can ultimately be viewed as PR stunts.The pressures facing people today inevitably impact brands too and when times get hard,companies often make the mistake of dropping things they see as luxuries,like innovation,advertising,and
62、brand building.Brands must resist the tendency to behave in the same way as people do when under pressurei.e.,dropping what they deem to be non-essential.Often,the best innovation happens against a backdrop of constraint and difficulty.Right now,AI and the metaverse(which we cover in more detail els
63、ewhere in this report)are worth exploring as routes to innovate.When faced with hardship,people always adapt and evolve into a new version of themselves,and that will continue to be the case.People will come through this period.The way they adapt will likely define a generation and the products they
64、 love.+ultra detailed,cinematic,realistic,change 100/AI PROMPTThe groups have begun to experiment with tokenized experiences/ADDITIONAL HUMAN USER PROMPTS+hyper realistic,photography,online,digital,algorithm version 4,aspect ratio 3:2,change 100Im a believerAccenture Life Trends 202302 Copyright 202
65、2 Accenture.All rights reserved.1602Im a believerWhats next for loyalty?A sense of belonging is one of humanitys most basic needsthe feeling of being happy or comfortable as part of a group.In recent years,people have found belonging through interest groups on digital channels,and some of those habi
66、ts have found a more permanent place in their lives.New technologies are building on the shift in behavior,enabling a new wave of community-first,product-later models that boost customers connection with a brand.This will reshape loyalty programs to enable people to participate more in the brands th
67、ey believe in.On the other side of the coin,it will enable brands to explore new product-areas and enjoy more lucrative customer relationships.+style of romanticist painting,aspect ratio 16:9,change 100Copyright 2022 Accenture.All rights reserved.1702Im a believerPeople are seeking out new places on
68、line where they can feel a greater sense of belonging.Social platforms dont feel so social anymore as algorithms prioritize brilliantly curated carousels of third-party content over friends posts.Many are now focusing on hobbies and activities that give them meaning,and have started seeking out digi
69、tal groups where they could explore their interests.A significant majority of Accentures research project participants across geographies told us theyve tried new hobbies or joined new communities in the past six to nine months.30+diverse people,photorealistic,surrealist,aspect ratio 3:2,change 100,
70、algorithm version 4Whats going onCopyright 2022 Accenture.All rights reserved.1802Im a believer+aspect ratio 3:2,change 100,algorithm version 4Right now,we see three threads converging:communities of interests and belonging,token-gating of exclusive content or access,and digital collectibles.People
71、have discovered communities of belonging on platforms like Reddit,Discord,and Twitch,where its easy to find kinship among people who will actively listen,engage in,and talk about the topics they had perhaps assumed were niche.Theres a digital channel for almost everything,including activist causes,c
72、offee,skincare,vintage synthesizers,home renovation,ghost-hunting,sports,Dungeons and Dragonsjust to name a few.These communities exist at macro and micro levels,global and local,offline and online,and theyre creating places where people feel they belong.The groups have begun to experiment with toke
73、nized experiences enabled through Web3 technologies,whereby people buy participation or access rights to content or community,or to join an event.This is revealing a new and lucrative way for brands to engage meaningfully with their most loyal customers.Tokenized access and content have allowed bran
74、ds to experiment with new ways to monetize branded digital assets,and is allowing superfans into a reimagined customer experience where two-way loyalty is at the core.Adidas Into The Metaverse is an effective token-gated community,where users can benefit from things like free Adidas products if they
75、 connect their wallet to Discord.31Copyright 2022 Accenture.All rights reserved.1902Im a believerThe progression of digital communities is prompting brands to develop new goods and experiences for customers and its leading to new revenues for brands and potentially the customer too.In some cases,the
76、re are new,independent revenue streams driven by entirely virtual goods(including but not limited to NFTs),perpetual royalties that generate passive income,and products that have utility in virtual and physical experiences simultaneously.Communities are forming around digital collectibles,which incl
77、ude things like art,autographs,trading cards,brand catalogues,and even important moments in news/history/sports.For instance,Nike has created virtual sneakers and collectibles through their acquisition of RTFKT,a creator-led organization that uses NFTs,game engines,blockchain,and augmented reality t
78、o create unique digital artifacts.They have made US$185 million in revenues,and secondary market revenues(where their customers are reselling the digital collectible NFTs)of about US$1.29 billion.32+35mm photography,algorithm version 4,aspect ratio 3:2,change 100 Copyright 2022 Accenture.All rights
79、reserved.2002Im a believerCustomers have proven time and again that they will pay premium prices for innovative and compelling experiences,including accessibility to an exclusive club.The pay-for-access model offers an opportunity for brands to monetize exclusive and premium offerings for participan
80、ts or creatorssuch as metaverse worlds,games,in-game tiers,individual events,voting rights or items.The pricing structure for the experiences is designed to take advantage of scarcity while enhancing engagement.“Token-gating”is growing in popularity across the fashion industry,as it enables new ways
81、 to embed utility,capture revenue,or govern a projectcreating scarcity of access and exclusivity.For example,Lacoste launched a collection of 11,212 NFTs,paying tribute to their iconic L12 polo shirt,and offering token holders a say in the brands future.33+photorealistic+1,vibrant,omit text;letters,
82、algorithm version 4,aspect ratio 2:3,change 100Image created using artificial intelligenceUltimately,the opportunity here lies in exploring new places to foster a deeper connection with people,as their passions,hobbies,and interests tip beyond loyalty into active participation in communities.Copyrig
83、ht 2022 Accenture.All rights reserved.2102Im a believerCopyright 2022 Accenture.All rights reserved.2202Im a believerElsewhere,a community of enthusiasts under the banner WAGMI United is investing in Crawley Town FC with the goal of giving fans a meaningful voice,reinventing legacy sports management
84、 models,and taking Crawley Town FC to the premier league.34 They released an NFT-gated community for the club,and owners of the NFTs gained voting rights in addition to their asset.In the words of WAGMI,“democratizing the club and enabling our community to vote on decisions that shape the clubs futu
85、re:anything from matchday grub food to the clubs directors.”In some ways,sport is showing brands the way by experimenting with using Web3 not only to enhance revenues,but to actively confer rights to fans.Ultimately,the opportunity here lies in exploring new places to foster a deeper connection with
86、 people,as their passions,hobbies,and interests tip beyond loyalty into active participation in communities.Where sports,games,and culture are leading,brands will follow to take these developments into the broader environment.+color,algorithm version 4,aspect ratio 3:2,change 100Copyright 2022 Accen
87、ture.All rights reserved.2302Im a believerWhat comes after loyalty in the marketing funnel?If loyalty is just a program for many brands,then we think of the next level of customer relationship as participation.Participation happens when a brand or IPs(intellectual property)superfans take their loyal
88、ty to the next level and actively play a role in shaping,using,funding,governing,or advocating for a brand.Some customers passion for a brand borders on emotional investment,fueling a desire to see it become a success beyond monetary gain(although this could be a part of it).+omit text;letters,reali
89、stic,algorithm version 4,aspect ratio 2:3,change 100We expect to see more brands creating products specifically because of online communities populated by people who articulate or perhaps unwittingly surface an unmet need.Bacardi has done a number of NFT projects with several of their brands,includi
90、ng creating NFTs.for musiciansto connect fans with the artists they lovewhile receiving monetary remuneration in return.35 This bears some of the hallmarks of old-fashioned sponsorship but with a twist,as a consumer-packaged goods(CPG)brand is effectively playing the role of a record label and facil
91、itating participation between artists and their audiences.Whats next Copyright 2022 Accenture.All rights reserved.2402Im a believerTo grow a customer base,it will soon become essential for brands to engage their communitiesor build a new one,if they have the permission space.The next generation of b
92、rands will be built as communities first,and then turned into brands that benefit from the proactive participation of a community.This is a huge step forward from the long-established model whereby founders have defined a brand,advertised,and then engaged in sales.In a Web3-enabled world,a founder m
93、ight start with community,define the brand with them,and only then start to market and monetize.Brands like Doodles are already proving the business model.The Doodles NFT project is a profile picture collection from artists that portrays different cartoon characters with joyful pastel color combinat
94、ions.It launched in the middle of an NFT frenzy but,instead of going big right out of the gate,it built a dedicated,tight community of fans who were financially and emotionally invested in the branda rare combination in a space known for speculative investment and making a quick buck.As Doodles has
95、grown,so has participation,with customers taking a proactive role in shaping its future.36+omit text;letters,algorithm version 3,aspect ratio 3:2,change 100Copyright 2022 Accenture.All rights reserved.2502Im a believerOf course,there are degrees to which the community approach to loyalty can be appl
96、ied,depending on the nature of a brand and its products or services.Some brands(like fashion or homewares,perhaps)might enjoy more widespread success with loyalty as a relationship than others(like cleaning products or car parts).That said,there are now estimated to be 8 billion people on the planet
97、,and every single one of them will find a community to which they belongno matter how niche it may seemso most brands should be able to find a way to engage on this level.Itll be important to remember that the technology isnt the most interesting thing about this for the customerits simply a tool to
98、 drive engagement and facilitate ownership.While brands need to know their way around Web3 and tokens,many people will only be interested in whats in it for them.The brands that do best will be those who shape their offering around the benefits and utility for customers,and let the technology sit qu
99、ietly in the background.Its early days,but Starbucks is experimenting by launching a tokenized loyalty program called Odyssey,which is gently introducing Web3 to a mass-market customer by focusing on communicating rewards and brand engagement rather than on the technology.37 Starbucks CMO Brady Brew
100、er commented,“It happens to be built on blockchain and Web3 technologies,but the customerto be honestmay very well not even know that what theyre doing is interacting with blockchain technology.”38 When other brands follow suit,many customers will reap the benefits of the technology without being bo
101、gged down by it.+photorealistic,algorithm version 4,aspect ratio 2:3,change 100Copyright 2022 Accenture.All rights reserved.2602Im a believerEven long-established online communities are branching out in a number of directions in search of new lines of revenue.Reddit,for example,has launched an NFT-b
102、ased marketplace where people can buy blockchain profile pictures for a fixed rate,and released digital collectible avatars on its website and mobile app.This is compelling evidence that community-based engagement is tipping into the mainstream.39,40 These Web3 developments will almost certainly giv
103、e brands significantly more direct contact with and influence over their community,but they will have decisions to make around the dynamic.For instance,will they treat participants as customers,or as part of the brand?Its easy to alienate and isolate existing communities by prioritizing those who wi
104、ll just generate profit.The relationship needs to be shaped in a sustainable and organic way that enhances the power of communities and allows them to contribute to bottom-up innovation.+technology,digital,35mm photography,weight+1,omit text;letters,algorithm version 4,aspect ratio 3:2,quality 2,cha
105、nge 100Copyright 2022 Accenture.All rights reserved.2702Im a believerBrands today are reliant on ad platforms and hamstrung by changes to social media algorithms that dictate how much of their content reaches their followers.Even the word“follower”describes a one-way relationship and a shallow conne
106、ction.Followers will become participants as they help to shape products and services and are rewarded with exclusive offers,previews,and events in return.Many brands built digital communities through social media groups on various platforms,but found they were difficult to track,manage,and extract v
107、alue fromboth for customers and for the brands.Web3 communities and tokenization could potentially eliminate these concerns.Influencers are changing how they run their business relationships,too.Influencer management companies are moving into Web3,and creating much better ways to track the financial
108、 gain brands make from their clients.Rather than only being credited when a follower buys a specific recommended item,influencers will be compensated for every item bought in that transaction.41,42 The management companies are increasingly hosting industry events,and offering resolution to the key p
109、ain points of traditional social media for creators,including content ownership and monetization.+color,surrealism,detailed,algorithm version 3,aspect ratio 2:3,quality 2,change 100Belonging to a community is a feeling people value,and technology is now enabling a new way to nurture communities wher
110、e people can connect and build something meaningful.It doesnt replace in-person connectionits simply another route.Image created using artificial intelligenceCopyright 2022 Accenture.All rights reserved.2802Im a believerCopyright 2022 Accenture.All rights reserved.2902Im a believerFurthermore,creato
111、rs will have opportunities for repeated monetization through secondary markets.Gen Z creators expect compensation for the value they provide,having learned lessons from their millennial counterparts who pioneered the industry but struggled towards monetization.43 Increasingly,affiliate marketers wil
112、l experiment with decentralized autonomous organizations(DAOs),to proactively drive the future of their industry and leverage strength in numbersalmost like a unionization of creators.The tools are rapidly sharpening,moving away from a reliance on affiliate links,referral codes,and gifting groups,to
113、wards being able to prove attribution.Social media platforms have not been giving creators proper ownership or monetization capabilities,and Web3 will likely enable long-term,more accurate monetization.Belonging to a community is a feeling people value,and technology is now enabling a new way to nur
114、ture communities where people can connect and build something meaningful.It doesnt replace in-person connectionits simply another route.+futuristic,oil paint,utopia,algorithm version 4,change 100These developments are creating a new and exciting channel for growth.Copyright 2022 Accenture.All rights
115、 reserved.3002Im a believerThe impact this evolution has on brands is yet to be fully explored,but we believe those who are open to experimenting with Web3-enabled communities will enjoy stronger two-way relationships with their customer base.Brands must remember at all times that tokens are just a
116、vehiclecustomers will buy a benefit.For 30 years,many people have lived in an experience economy,but this trend pushes things somewhere beyond experience to participation and ownership.The shallower the control,the less meaningful the play but,conversely,the more control is distributed,the less auto
117、nomy a brand retains.The key question is:how much control are brands prepared to divest to fans so that they feel a sense of belonging,and the brand can grow?How much is belonging worth?+aspect ratio 3:2,change 100Copyright 2022 Accenture.All rights reserved.31As it was/AI PROMPTOffice environments
118、usually exist within the wider context of a city or town/ADDITIONAL HUMAN USER PROMPTS+post-impressionist,aspect ratio 2:3,algorithm version 4Accenture Life Trends 202303 03As it wasCopyright 2022 Accenture.All rights reserved.32The importance of work intangiblesAs debate continues around the return
119、 to the office,one thing is clear:for many people,its not yet a success.Weve raised some of these issues before,but they havent been fixed and the consequences are becoming clearer.It comes down to the hard-to-measure,intangible benefits of office life that have gone missingand this is intimately ti
120、ed to the post-pandemic evolution of cities and their entire value proposition.Many continue to resist a return to pre-Covid work rituals,while others crave the rewards of being together.Its time leaders went back to the drawing board to make a logical,mutually beneficial plan.+photorealistic,algori
121、thm version 4,change 100,aspect ratio 3:203As it wasCopyright 2022 Accenture.All rights reserved.33The pandemic dispersed people to the confines of their homes so suddenly,there wasnt time to design a remote working setup that captured all aspects of work.In the rush to keep the business ticking alo
122、ng,a raft of intangible elements of office life fell through the cracks.As well as obvious factors like face-to-face meetings,theres the loss of accidental culturethe unscheduled conversations and chance encounters that often yield ideas worth exploring and help develop career-defining connections.+
123、photo realistic,fashion photography,diverse subjects,22mm fujifilm,change 100,aspect ratio 3:2,algorithm version 4Whats going on03As it wasCopyright 2022 Accenture.All rights reserved.34Without in-person engagement,what happens to mentorship?To innovation?To culture?To inclusion?People who continue
124、to work remotely could easily be overlooked for promotions or opportunities simply because they arent so visibleand many will be parents of young children whose logistics are easier if they work at home.The return to the office is not yet a success,and leadership must take a fresh approach if they w
125、ant to move things forward in the right ways.Accentures research found that people around the world are missing certain intangible aspects of office life:a participant in China commented,“I miss the team building activities held by the company in the past,and now they have been cancelled due to the
126、reduction of contacts due to the epidemic,”while another in India told us,“Before Covid,we all employees used to have lunch breaks and tea breaks in which we used to chit chat a lot.And we missed that thing a lot.”In the UK,a participant told us they missed “the daily interaction with colleagues,imp
127、romptu conversations.”For balance,a US participant in the same research project stated,“I feel closer to and appreciate my employer MORE.By allowing me to work remotely I feel more inclined to stay present with my job but still allowed flexibility.”44 A different study found that 35%of Australians s
128、aid they would quit their job or start looking for another if their employer forced them to return to the office full time.45 The primary reason?To avoid the commute.+photo realistic,surreal,diverse subjects,bright,8k,hyper detailed,change 100,aspect ratio 2:3,algorithm version 403As it wasCopyright
129、 2022 Accenture.All rights reserved.35Working hard used to be balanced with social and leisure activities that describe the fun part of work.Today,the balance is leaning too far towards work as those who arent yet back in the office miss out on the social aspects,the fun and the friendships.A recent
130、 Gallup poll found that those who had a best friend at work were twice as likely to report feeling strongly satisfied at work during the pandemic as those who dont have a close friendship in the office(32%vs 15%).46The tension between employer and employee is evolving and becoming harder to ignore.T
131、he statistics are stark,with 85%of employees reporting that theyre productive at work,but only 12%of managers stating they have full confidence that this is the case.47 48%of employees and 53%of managers say theyre burned out.48 Managing people is difficult and more visibility of employees allows ma
132、nagers to understand where they might need more support.This is hard to see when people are not together.+photo realism,surreal,wide shot,macro,movie scene,colorful 8k,hyper detailed,8k,hyper detailed,change 100,aspect ratio 3:2,algorithm version 403As it wasCopyright 2022 Accenture.All rights reser
133、ved.36There is a range of subtle but important angles on this loss of intangibles:Firstlyand this is a big onethe office is a place for being together.Its about sharing moments of camaraderie,trials,triumphs and the pursuit of a goal.Accentures research found that people miss being together to share
134、 in birthday cake,gossip,and inconsequential pop culture chats,though many have replaced those things at home with solo activities like gardening,pets,or lunchtime workouts.49 Mentorship is better delivered in person,too.The typical professional learning model is said to be 70%learning on the job by
135、 gaining experience through assignments,10%dedicated learning such as training courses,and 20%observing and discussing with role models.50 If young workers in particular arent exposed to role models,the loss could slow their progress.Its also easier and more effective to deliver validation when toge
136、ther.An email relationship will never be as fulfilling or stable as one that has the powerful benefits of vocal intonation,body language,and facial expression.Providing regular,informal feedback is almost impossible when people are apart,as it requires scheduling calls or sending emails to employees
137、,rather than grabbing a quick chat.51+photo-realistic,vibrant,hyper-realistic,diverse,textured,hyper-realistic,film,vibrant,change 100,aspect ratio 3:2,algorithm version 403As it wasCopyright 2022 Accenture.All rights reserved.37Second is that no two teamsindeed,no two peopleare alike.While creative
138、 teams might benefit from being together and fostering a shared vibe that sparks ideas,tasks that require absolute focus could be better done,uninterrupted,in the home office.On an individual level,introverts who have now worked on their own terms might be reluctant to return to pre-pandemic norms,w
139、hile their more extroverted colleagues will thrive in a vibrant office environment.Designing for these extremes is a challenge leadership must be ready to take on.Evaluation of outcomes shouldnt be limited to quantitative metrics like leads followed up or sales made but should encompass qualitative
140、factors like the experience of work itself.The importance of fun at work should never be underestimated.+surrealist,algorithm version 4Third is about output and outcomes.Measuring“productivity”generally focuses on output and fails to quantify what really matters:outcomes.5203As it wasCopyright 2022
141、Accenture.All rights reserved.38Innovation is also fueled by unconscious observation,as exposure to the world beyond the home office brings color to peoples lived experience.If nobody ventures out to investigate new fields of interest or looks deeper into emerging trends,creativity will suffer.Image
142、 created using artificial intelligence03As it wasCopyright 2022 Accenture.All rights reserved.3803As it wasCopyright 2022 Accenture.All rights reserved.39+photo-realistic,vibrant,macro shot,hyper-realistic,diverse,textured,hyper-realistic,colorful,change 100,aspect ratio 3:2,algorithm version 4When
143、Covid-19 locked everyone in their homes,it kicked spontaneity to the side-lines,which is still having a knock-on effect on innovation.An MIT study found that when workers are dispersed,the relationships that foster innovation are often those that suffer most.53 Innovation is also fueled by unconscio
144、us observation,as exposure to the world beyond the home office brings color to peoples lived experience.If nobody ventures out to investigate new fields of interest or looks deeper into emerging trends,creativity will suffer.People who stay at home all the time miss out on the stimulation of watchin
145、g how the world is moving forward,of identifying problems to solve,and of simply being part of an evolving culture.As Neal Stanton,Co-CEO of enterprise video service Ramp,comments in Forbes:“One of the biggest challenges facing leaders is ensuring the ongoing viability and profitability of a company
146、,two factors that are tied to not only individual performance but also team performance as well.Its the latter where collaboration,creativity,innovation and productivity are irretrievably linked and dependent on one another.”54 Tangibles such as those elements Mr.Stanton mentions are given meaning a
147、nd made more enjoyable by intangibles,many of which were lost in the scramble to work remotely.03As it wasCopyright 2022 Accenture.All rights reserved.40Those losing out most are the generation who joined the workforce since March 2020,who have yet to benefit from the intangibles in a reliable,const
148、ant,or meaningful way.This must inevitably change not just what they learn and how they develop in their careers,but also how they feel about the experience of work.It also removes their opportunity to build a network of strong professional relationships that can help shape their career further down
149、 the line.By the time this report is published,three years of new joiners will have been affected.Its a significant percentage of the workforce and its rising each year.Those workers could become increasingly out of kilter with older colleagues,or simply less engaged with the very notion of work.Que
150、stions around the intangibles affect us at Accenture,too.Hybrid working initially looked as though it would be an experiment that needed constant tweaking.As time goes on,it becomes increasing clear that workable solutions will only come with a determined and concentrated effort to remap work.+hyper
151、 realism,futuristic,surrealism,movie scene,diverse,hyper-realistic,change 100,aspect ratio 3:2,algorithm version 403As it wasCopyright 2022 Accenture.All rights reserved.41Workplace design hasnt yet caught up to new workforce expectations.Instead of continuing to optimize what exists,companies shoul
152、d completely reimagine work,addressing with intention both tangibles and intangibles.Intangibles should be treated as must-haves rather than nice-to-haves,and leadership will need to be 100%on board.Simply making it a policy wont workthey need to be confident in their strategy and put in the work to
153、 make it effective.+futuristic,surrealism,movie scene,diverse,photo realism,diverse subject,optimistic,8k ada,aspect ratio 2:3,algorithm version 4Were seeing most organizations taking either a non-negotiable,directive approach or a more democratic one.The first means setting out leaderships expectat
154、ions and enforcing them,regardless of the risk that employees will walk.The second involves including employees in the process,understanding their current life priorities and what they want from their working experience,then finding a compromise between that and business objectives.In our view,neith
155、er of these will truly work.Whats next 03As it wasCopyright 2022 Accenture.All rights reserved.42+algorithm version 4We believe the solution centers around clarity of purpose,which informs clarity of policies.CEOs should be crystal clear about the companys ambitions and how their employees can play
156、a role in getting them there,and they must be so firm in their convictions that theyre prepared to lose employees for whom the plan doesnt work.Putting it into practice will require an attitude that bears the hallmarks of a life-centric approach,to ensure it stops short of the directive(even dictato
157、rial)approach weve rejected above.To make this work,the role of leadership and managers should evolve to include a degree of event management.Leaders must create reasons for people to want to come into the office,beyond free coffeethey must earn peoples commute.Earning peoples commute demands proper
158、 investment in designing intangibles into a hybrid working model.This means starting from a blank sheet of paper and taking no suggestions off the table before fully investigating their value.Its essentially the zero-based approachalbeit in a very different,non-financial context.Designing intangible
159、s into a hybrid working setup will require imagination to create solutions and plenty of drive to embed them.The idea of planning for spontaneity sounds absurd but its doable with creativitythink weekly 30-minute coffee chats unrelated to work,with randomized small groups of people.Time should be st
160、rictly ringfenced for celebrating successes and sharing ideas,for building relationships and having inconsequential conversations.People will only be willing to come to the office for the promise of community,relationships,and factors that enrich their careers,and the responsibility to deliver these
161、 things lies with leadership.03As it wasCopyright 2022 Accenture.All rights reserved.43There should be new rules to reduce online meetings on days when people are in the office to make space for the intangibles they cant benefit from at home.If people are taking calls through headphones all day,they
162、re still isolatedjust in a different location.Calendar etiquette should be redesigned to make it acceptable to reschedule calls for the sole reason that the invitee will be in the office that day.In fact,the digital calendar looks like its up for complete redesign.Tools are a key part of the redesig
163、n,and leaders should scrutinize each for its suitability for hybrid working and ditch those that fall short.Employees will likely have strong views on what works for them,and what puts an unnecessary kink in their working day.Theyll have already spotted opportunities for streamlining,so companies co
164、uld save time and money by involving them in the discussion.Space design is also important,and some organizations are already creating spaces that foster deeper connections with colleagues.Salesforce,for example,opened a 75-acre ranch where its running a range of employee engagement programs to brin
165、g people together in person.55 A lot of people find much-needed balance in the opportunity to choose when they go to the office or work from home.Office environments usually exist within the wider context of a city or town,which must inform strategy for delivering on intangibles.Exactly what cities
166、offer(and how they offer it)was part of the work package for many if not most office workers,and it creates a triangle of places from which people derive invisible benefits:city,workplace,home.Shops,a variety of lunch places,even the scenes people walk past to get to work can all create a vibe that
167、make it worth commuting in.In London,Thursday night is the new Fridaya self-reinforcing trend that allocated Friday as a stay-at-home day,so social engagements moved earlier in the week.56+colorful03As it wasCopyright 2022 Accenture.All rights reserved.44Many cities are thinking about their own uniq
168、ue selling points and looking at ways to attract and retain the best talent from around the world.For instance,Line is a new city in Saudi Arabia that will run entirely on renewable energy and will eventually be home to 9 million residents whose needs will all be reachable within a five-minute walk.
169、57 Cities have become more community-centric,thinking through traffic by expanding car-free neighborhoods and developing public transportation and bike lanes.Barcelona is addressing spatial planning by creating green hubs that form rural areas in urban jungles.58 Paris has introduced a dedicated ser
170、ies of “streets to schools”as it looks to make the city safer for children.59 Leaders now need to decide which approach will serve their business and their employees best.Its not about just where people workits how they work,and the value exchange between employer and employee beyond money.In some c
171、ases,leaders will need to make clear that what employees want may,in fact,be detrimental to their own experience of work.Itll be a hard sell,but an important one.+futuristic,surrealism,diverse subject,optimistic,8k,change 100,aspect ratio 3:2,algorithm version 4OK,Creativity/AI PROMPTExploring how n
172、eural networks can be used as a creative tool for art and music/ADDITIONAL HUMAN USER PROMPTS+aspect ratio 16:9,change 100Accenture Life Trends 202304 Copyright 2022 Accenture.All rights reserved.4604OK,CreativityArtificial intelligence is breaking new ground and helping people harness their innate
173、creativity.What was once a tool for companies to complete repetitive tasks is now a co-pilot thats available to everyone as part of their creative process.Suddenly,anyone can create reasonable-quality language,image,and video content with seemingly little effort or learned skill.With developments em
174、erging at astonishing speed,companies need to be thinking about this now and working out how to stand out in a sea of decent content.+33mm,extremely realistic,hyper detailed,change 100,aspect ratio 16:9 AI is now in peoples hands for creativity04OK,CreativityCopyright 2022 Accenture.All rights reser
175、ved.47When rumblings about artificial intelligence(AI)first started years ago,many people feared their jobs would be automated but those in creative fields felt a little safer,believing that creativity must surely be a uniquely human ability.Thats changing fast,as 2022 saw technology take giant leap
176、s,with new tools frequently springing up to put tech-powered creativity right in peoples hands.60 While theres no consensus on the definition of“creativity,”in this context its the ability to produce something new.Its a process that results in an outcome,like art,books,or music.Creativity evolves cu
177、ltureinfluenced by environmental and social norms,and the motivations that push people to follow,reject,or change those norms.Technology is now acting as a co-pilot that sits alongside anyone whos interested in harnessing their innate creativity.Whats going on+50mm,hyper realistic,8k,algorithm versi
178、on 4,aspect ratio 3:2 Copyright 2022 Accenture.All rights reserved.4804OK,CreativityA threat response when new technology emerges seems to be hardwired into peoples psyche.For instance,when photography was first invented,people found it peculiar and worried about what would happen to the art of capt
179、uring a scene through painting.61 As it turned out,photography arguably opened the door for new painting movements like impressionism and surrealism.Indeed,photography itself became about much more than simply capturing images for utilitarian or record-keeping purposes and is a creative artform that
180、 has made the world an infinitely richer place.+aspect ratio 16:9,change 100 Copyright 2022 Accenture.All rights reserved.4904OK,CreativityIt helps people figure out what to do with ideas and how to take them further,or else it creates entirely new possibilities that can be developed.Its rapidly evo
181、lving beyond its purpose as just a tool for efficiency into a creative canvas that opens new possibilities.Neural networks or deep learning are often lumped into a broader definition of artificial intelligence,which well indicate with quotation marks(i.e.,“AI”),as we believe this is the terminology
182、people will use.In the past year,“AI”has been breaking new ground in the creative field at an exhilarating pace.The technology is certainly a driver of this change,but the most exciting part is the accessibility of deep learning to the public,which is inspiring a wave of innovation.+50 mm,hyper deta
183、iled,8k,aspect ratio 1:1 Technologys impact on creativity has often been used as a tool that expedites the process.Copyright 2022 Accenture.All rights reserved.5004OK,Creativity“AI”has been in the news for decades,having first being introduced in 1956.It beat a chess player in 1997 and won a Jeopard
184、y match against a human in 2011.62 Self-driving cars,search and recommendation engines,voice assistants,and facial recognition are just some of the use cases most associated with it.Essentially,“AI”has largely been used by enterprises and brands as a service to people or for people.Recently,neural n
185、etworks have been made widely available to create language,images,and music,putting“AI”squarely in peoples hands as a tool for creativity.For language,neural networks are being used to generate sentence structures in text based on a language model with 175 billion parameters.63 Its sophisticated eno
186、ugh to generate copy for blogs,emails,and articles,(albeit copy that could then benefit from some human editing).As we went to press with this report,ChatGPT emerged,suggesting a big leap forward in“AI”s ability to create accurate and useful text,which may become a major challenger to search engines
187、.64For sound,Magenta is a research project from Google,exploring how neural networks can be used as a creative tool for art and music,and Jarvis is a tool that can help create song lyrics.65,66 Jukebox is a neural network that generates musicincluding rudimentary singingas raw audio in a variety of
188、genres and artistic styles.67 +50mm,hyper detailed,8k Copyright 2022 Accenture.All rights reserved.5104OK,CreativityFor images,Midjourney is a closed-source,deep learning model(accessible via the Discord bot with paywall)for creating images from text and even from other images.68 It has a highly act
189、ive creator community around it.In fact,Accenture designers around the world experimented with Midjourney to visualize their pitch ideas for this trend.At the time of writing,Dall-E2(which preceded Midjourney and was also closed source with paywall)has 1.5 million active users generating 2 million u
190、nique images a day.69,70 Stable Diffusion emerged as we were compiling the Trends report in September 2022 and already has more than 10 million users across all channels,and importantly is open source with a paywall option for higher speed.71 Because its open source,there has been an incredible amou
191、nt of innovation in a very short time.AI is shifting from enterprise and service enablement(which is often invisible)to something that is highly visible and applicable in all parts of peoples lives not unlike the shift in computing from mainframe to PC.But what does all this mean?Today,computers are
192、 so capable,they can do many things better than people at this point,they work on demand and cant generate ideas without being trained up by people.“AI”doesnt have imagination,so it cant come up with a high-concept movie or ad campaign,and it doesnt have heart,which is arguably what gives art its po
193、wer.The ease of access means“AI”is being built into more existing creative tools,websites and apps,and repackaged in inclusive formats for people of every language,culture,age and ability.This development enables individuals to be exponentially more productive than previous generations and generates
194、 opportunities for brands and businesses.+world,aspect ratio 2:3 04OK,CreativityCopyright 2022 Accenture.All rights reserved.52The speed with which the accessibility of deep learning models has grown is making people question whether creativity is under existential threat,but we would argue that thi
195、s is simply another variation of the natural cycle of progress.Image created using artificial intelligenceCopyright 2022 Accenture.All rights reserved.52Copyright 2022 Accenture.All rights reserved.5204OK,Creativity04OK,CreativityCopyright 2022 Accenture.All rights reserved.53When it comes to develo
196、pments in this technology,“next”is becoming“now”at astounding speed.As venture capitalist Daniel Eckler details on his Twitter feed,“AI”will continue to enable an explosion of creativity,with new tools coming out at pace.72 Its almost impossible to keep up with the amazing array of game-changing app
197、lications for business,such as generating synthetic brain scan images that drive medical research,on-demand interior design,stock photography for presentations,Hollywood-style film effects,seamless textures for video games,new kinds of rapid animation that could launch new streaming content,on-the-f
198、ly animated videos and books,concept art,plugins for design tools and software,and much more.73,74,75,76,77,78,79,80 Google has already published a proof-of-concept paper for DreamFusion,which shows potential for“AI”to generate 3D objects from text and Meta has launched Make-A-Video,which creates hi
199、gh-quality videos from a few words.81,82 Soon,“AI”might be creating entire immersive spaces.83 In Fjord Trends 2022,The Next Frontier speculated about the metaverse and its potential future developments.One thing we hadnt predicted was the possibility that “AI”could become the tool of choice for bui
200、lding it,and yet,it looks increasingly likely to be the case.The speed with which the accessibility of deep learning models has grown is making people question whether creativity is under existential threat,but we would argue that this is simply another variation of the natural cycle of progress.But
201、 as always,steps forward in technology bring potential positives and negatives.Expect debate along these lines:Whats next+algorithm,version 4Copyright 2022 Accenture.All rights reserved.5404OK,CreativityFirst,theres the creativity aspect.The hardest part of the creative process is going from zero to
202、 onemeaning making the first mark on a blank page or canvas.Neural networks will help people to get started,and then they can build layers on top to produce excellent output.As a tool that accessible to anyone who wants to use it,“AI”is driving a new wave of creativity at scale.The output will inclu
203、de new genres such as art,electronic music that reaches new dimensions,and more sophisticated writing.Second is the efficiency aspect,as people who use these tools will be able to create new content at speed.Until recently,searching for an image online yielded variable results,but those results are
204、becoming more imaginative.Theres also reason to believe that content will move on from static to adaptive,such that it will be possible to create programmable content that flexes according to the audience.Furthermore,“AI”will make it quicker and easier to align content to brand style guidelines,and
205、even to react to events,news,or customer complaints in a brand-compliant way.It will likely become possible to program“AI”to know how to craft appropriate responses with little or no supervision.Good/utopian+aspect ratio 16:9,change 100 Copyright 2022 Accenture.All rights reserved.5504OK,CreativityP
206、eoples fears of being replaced or made redundant will need to be handled sensitively.In this context,“AI”should be described as what it is:a tool that enables people to explore their own natural creativity.These advances in technology will most probably involve creative industries,meaning it wont tu
207、rn out to be as daunting a prospect as it may seem to some.Its unclear how professional creators will be able to opt out and preserve copyright over their work.When a creators work is blended with others work using these“AI”models,how will copyright issues be unpacked?AI platforms must take responsi
208、bility for the content used to train the“AI,”stay in control of damaging behaviors,and protect the rights of people and artists.84 Quality of output is utterly reliant on quality of data,and bias is virtually inevitable.This will likely be addressed in future,but the basic guardrails in place right
209、now dont solve for the fact that the largest data sets dont represent all cultures or ways of thinking.And,when machine learning has created 51%of the worlds content(which could happen quickly),might it start going round in a loop,like the social media echo chamber phenomenon?If“AI”uses“AI”-created
210、content to create more content,does it stop being so useful,interesting,or creative?Bad/dystopian+fine art,photography,aspect ratio 3:2,algorithm version 4,style 750,style 5000,quality 2,uplightCopyright 2022 Accenture.All rights reserved.5604OK,CreativityThe pace of development is the key thing,and
211、 its why companies need to be thinking about this now(if theyre not already).For example,Droga5(part of Accenture Song)offices around the globe have used“AI”to generate 116 works of innovative art,which are now taking up residence in a virtual exhibition and in physical form in Dublin,Ireland.85 For
212、 many people,this moment in time is when“AI”becomes real and starts to find its way into their everyday lives.We expect“AI”for creativity will become so mainstream that children will start to use it to illustrate their homework.This will also affect the metaverse and immersive worlds.Creators are al
213、ready playing with Stable Diffusion technology to project“AI”imagery as a layer onto real-world rooms and settings.86 Peoples ability to generate images and worlds for gaming and experiences changes the dynamic of world building and content creation.If the pace continues,then its entirely likely tha
214、t within months or a few years,people will be able to create their own metaverse placesgaming worlds,experiencesen masse.This will generate an inevitable market need for the guardrails between the places people create,and those who connect these places together will create valuable new businesses.Co
215、mpanies will need to work out how to make an impact in a world inundated with creative user-generated content.Much of it will be topical and its relevance short-lived.They will need to transition their teams to a new content strategy focused on creating larger volumes of 3D content,as well as hero c
216、ontent that competes with consumers output on concept and quality.Teams will need to upskill to learn to use these new tools and develop their understanding of“AI,”and be acutely aware of where the boundaries lie between their personal and professional capabilities.Machines that can help anyone crea
217、te images,videos and textwhich were formerly tasks for skilled human designershave increased the pool of people who can create.In turn,this promises to make storytelling easier for every employee.Much as presentation software enabled a dramatic shift in peoples ability to explain and convince within
218、 corporations,so neural networks will enhance their ability to generate compelling presentations.+aspect ratio 16:9,change 100,test,creativeCopyright 2022 Accenture.All rights reserved.5704OK,CreativityMarketers will likely find new utility with machine learning.Tomorrows chief marketing officer may
219、 use tech-generated images as concept art before the photoshoot or video in audience testing before the big campaign enters productionthey might even use“AI”to generate 3D graphics for a metaverse brand activation.It could breathe life into campaigns at an earlier point in the timeline and ultimatel
220、y lead to quality results at higher speed.Its an absolute truth that everyone has some degree of creativity within them.The interesting tension here is between“AI”helping them explore that creativity and the quality of output.Attention to craft separates the excellent from the averageand the craft c
221、annot stand still but must evolve with the new tools.We expect to see increasing debate around quality and standards where“AI”is applied to creative work in professional settings.87 In design,for instance,if technology plus a novice can design something good enough,might an employer start to questio
222、n the need to invest more for experienced designers?Without care,output will become sub-standard.Returning to the photography example,it took decades for the technology to reach the hands of the massesit will only take months for“AI”to do the same,and it will impact how people function.Businesses th
223、at lean heavily on visual content(like social media platforms)will likely be transformed almost overnight.On a personal level,the way people live their lives will probably be impacted as they weave this newfound ability to be more creative into their activity at work and at home.These developments w
224、ill simultaneously put the ability to be creative in peoples hands and take it away,and organizations will be confronted with the impact of both.Theyll need to find ways to be noticed in a sea of good creative content,and imagine what these new tools can do to enhance the speed and originality of in
225、novation.+weight+1,omit text;letters,algorithm version 4,aspect ratio 3:2,change 100As with most emerging technology,open questions around the legal and ethical implications remain,and its important for companies to consult with their legal and compliance teams and monitor developments as adoption g
226、rows.Signed,sealed,delivered/AI PROMPTDigital identity,objects and assets/ADDITIONAL HUMAN USER PROMPTS+aspect ratio 16:9,change 100Accenture Life Trends 202305 Copyright 2022 Accenture.All rights reserved.5905Signed,sealed,deliveredDigital wallets:a question of adoptionA digital identity crisis is
227、going on and brands should take note.The status quo of how personal data is usedand even misusedis long overdue for a change,and people may soon regain control through digital wallets containing tokens to represent ID,payment methods,loyalty cards,and more.Crucially,the default will be that theyll d
228、ecide how much data they share with organizations.For brands,it might replace data lost to cookie restrictions with first-party data from people who voluntarily share it.The devil is in the details when designing the value concepts and building peoples trust in the technologys ability to keep their
229、most precious personal data safe.Defining how to ensure adoption is not a trivial task.+algorithm version 4,aspect ratio 3:2,change 100 Copyright 2022 Accenture.All rights reserved.6005Signed,sealed,deliveredPrivacy is a fundamental right.However,in online experiences today,theres a lack of transpar
230、ency in how companies are using peoples data,and trust has diminished.According to software marketplace G2,86%of people in the US stated that they felt growing concerns about their data privacy,and a further 78%expressed concerns about the amount of data collectedbut they still wanted personalizatio
231、n.88 Whats going on+design,photo realistic,aspect ratio 4:1,change 100Copyright 2022 Accenture.All rights reserved.6105Signed,sealed,deliveredDark patterns,which are design tactics that persuade or heavily influence people to make certain choices,have been tricking internet users into giving up thei
232、r data,money,and time.Third-party cookies follow people around the web for retargeting purposes,helping brands lure them back to their sites to make a purchase.Ad networks have stored incredible amounts of user data,and may have access to sensitive detail such as medical history,sexual orientation,a
233、nd political affiliation.The problem is that,in some cases,this information is linked to peoples real namesand its unclear how extensively this is happening.In addition to privacy concerns,the friction in peoples internet experience has been increasing.Cookie preference pop-ups are just as much of a
234、 nuisance as pop-up ads,and for every new site or service provider,people are required to onboard data all over again.Today,theyre forced to remember,on average,over 100 usernames and passwordseach of which should be unique and/or follow a specific set of rules around upper and lower case,numbers an
235、d special characters.89 The experience is wildly fragmented and anxiety-provoking as they must manage brands attempts to collect information about them and enter a set of personal details multiple times a day.+ambient,cinematic,rim light,pastel colors,well detailed,aspect ratio 2:3,algorithm version
236、 4 Copyright 2022 Accenture.All rights reserved.6205Signed,sealed,delivered+35 mm,3d render,cinematic,geometric,aspect ratio 3:2,algorithm version 4The mental burden is enormous and grows with every new job,activity,retailer,social media platform,or financial transaction.But digital change is in the
237、 air.In 2023,Google is phasing out third-party cookies,which is forcing brands to create marketing approaches that are less reliant on third-party cookies and to use more transparent,privacy-centric tactics to target customers.90 Viable alternatives for marketing strategy are leaving a gap in how ad
238、vertisers collect peoples data,and theres anxiety in the marketing industry.As of 2021,some 83%of marketers still relied on third-party cookies as part of their marketing strategy.91 A G2 article from February 2022 states that 44%of marketers predicted theyd need to quintuple their spending from 5%t
239、o 25%to hit the same goals in 2022 as they did in 2021.92Copyright 2022 Accenture.All rights reserved.6305Signed,sealed,deliveredThe rise of digital ownership,through blockchain technology,is shifting the power dynamic to users by putting them in control of their digital identity through non-transfe
240、rable fungible tokens stored in digital wallets.What are tokens?When people check their coat at an event,they get a ticket in exchange,showing a unique number matching that on the coat hanger.The little slip of paper is a physical token that represents that coat and serves as proof of who owns it.+8
241、bit digital art,octane render,3d mixed media,aspect ratio 3:2,algorithm version 4Todays tokens of life range from the important to the useful,the permanent to the fleeting.Important tokens generally cannot be transferred between people.Some prove who a person is,(like birth certificate,passport,citi
242、zenship card,etc.),and others are critical for a specific purpose,(such as drivers license,medical records,education certificates,employee ID badge,homeowners deeds,etc.).This trend is just as important for those institutions that create personal identifying informationsuch as government agencies fo
243、r personal data,universities for credentialed degrees and so onas it is for brands.We see signs that tokenization could be a win-win for people and for marketers.Copyright 2022 Accenture.All rights reserved.6405Signed,sealed,delivered+isometric,render,aspect ratio 3:2,algorithm version 4 Digital ide
244、ntity,objects,and assets will increasingly be stored in a“wallet”online,built on the blockchain.Web3 wallets serve two major functions.The first is that wallets allow their owners to manage all owned digital assets,currencies,and tokens in one place.The second is that wallets are used for accessibil
245、ity to other blockchain-based apps.People can authenticate themselves through their wallets,and its pseudonymous.93 Theyre easy to useat least in theoryand becoming more accessible.They remain in complete control of their assets because nobody else has access to the tokens.From Twitch to Burger King
246、,large companies are recognizing digital wallets as a payment option.95,96 Metamask,one of the most popular wallet providers,currently has 21 million users,and usage multiplied by 38 since 2020.97 Computer Weekly predicts that more than 60%of the worlds population will use digital wallets by 2026,wi
247、th Southeast Asian countries expected to see the steepest growth.98 The promise of Web3(and what wallets enable)is the ability for people to take their data with them and share it withor even sell it tobrands and companies they trust.94 Copyright 2022 Accenture.All rights reserved.6505Signed,sealed,
248、deliveredWe see the need for a full ecosystem shift in the years ahead,as blockchain-based technologies transform the experience of peoples online lives.While its still a ways off,were seeing the foundations of an open wallet framework starting to form with transparency and interoperability built in
249、 at the core.We expect to see a universal digital wallet system that enables people to carry their tokenized identity(via governments),money(via banks),possessions,and loyalty(via brands)around wherever they go online.This is the next version of the wallets in use today in Web3.Whats next+photoreali
250、stic,aspect ratio 16:9,change 100 Copyright 2022 Accenture.All rights reserved.6605Signed,sealed,deliveredImage created using artificial intelligenceAs the ecosystem emerges,identity tokens (via Web3 wallets)will put people in control of their data.If people owned their data,they would be able to ch
251、oose,monitor,and adjust what data they share with the businesses they interact with.Copyright 2022 Accenture.All rights reserved.6605Signed,sealed,deliveredCopyright 2022 Accenture.All rights reserved.6705Signed,sealed,deliveredNon-profit technology consortium,The Linux Foundation,has launched the O
252、pen Wallet Foundation(OWF)with a mission to“develop a secure,multi-purpose,open-source engine anyone can use to build interoperable wallets.”99 Moves like this will offer people and brands a way to shape a relationship,cutting out the behemoth companies that have profited from sitting in the middle,
253、harvesting and selling on customer data.Digital wallets promise to give people control over their data privacy and will offer companies a platform to obtain more valuable first-party data in a post-cookie world.According to The Linux Foundation,“Massive business model change is coming and the winnin
254、g digital business will be the one that earns trust to directly access the real data in our wallets to create much better digital experiences.”100 This will be the basis on which people reclaim their data privacy and control,and brands create better digital experiences.While a lot depends on design,
255、(more on that shortly),these changes should be eagerly welcomed by internet users as soon as they understand the benefits theyll gain:+detailed C4D render,surrealism,surreal concept art,digital painting,complex,aesthetic,dreamy,ion luminescence,hyper-realistic,atmospheric,8k,volumetric lighting,spat
256、ial glow,wide angle lens,aspect ratio 3:2Copyright 2022 Accenture.All rights reserved.6805Signed,sealed,deliveredFirstly,as the ecosystem emerges,identity tokens(via Web3 wallets)will put people in control of their data.If people owned their data,they would be able to choose,monitor,and adjust what
257、data they share with the businesses they interact with.They could also set preferences and selectively disclose the minimum amount of personal information required to receive the desired service.New privacy preserving techniques will enable brands to create highly personalized experiences but will p
258、revent them from storing or misusing peoples raw data.Brands that retain,share,or link peoples personal information beyond whats necessary for the service they provide could betray customer trust.When customers can simply revoke access to their first-party data,brands will not be able to force their
259、 way into peoples digital wallets.+8bit digital art,octane render,3d mixed media,aspect ratio 3:2,algorithm version 4 Copyright 2022 Accenture.All rights reserved.6905Signed,sealed,deliveredSecondly,people may no longer need to onboard their data to individual service providersinstead,service provid
260、ers would have to onboard to them.This would reduce todays friction points of having to update identity details with service providers that hold such information.For instance,if a person moves home,theyll change their address once and any organization that has been granted sight of that information
261、will be updated.This streamlines peoples experience and reduces opportunity for error.+digital art,render,mixed media,aspect ratio 3:2,algorithm version 4Copyright 2022 Accenture.All rights reserved.7005Signed,sealed,deliveredThirdly,when people have absolute control over their data,businesses will
262、have to work harder via loyalty programs and incentives to reward customers for sharing their data.This is a renegotiation of the established dynamic from the past decade.People who trust a brand will want to offer their data in exchange for benefits offered.We expect to see brands plugging their lo
263、yalty apps into peoples digital wallets as a strategy to fit seamlessly into their lives and earn their trustand their data.Ultimately,loyalty programs will improve when customers own the data the programs collect,such that it cant be sold on.This aligns incentives:marketers will want and need to be
264、 trustworthy because if they arent,they wont have consumer data to work with.They will compete to become the most trusted brand in their category because customers will have the power to go where they want,buy what they want,and share what they want.When customers willingly share their data,it sugge
265、sts a level of buy-in to whatever the brand is offering.Companies spend an average of 10%of revenue on marketing,but the average conversion rate is between 2-5%because the quality of data is poor.101,102 Experimenting with new avenues to grow first-party data and increase conversion rates will prove
266、 to be lucrative.When someone shares parts of their digital identity with a brand,a rich profile will be built,telling a deeply personal story about them.This will enable more accurate and personalized marketing.However,all this comes with a major caveat:despite the obvious advantages,will there be
267、significant adoption?Tokens represent a huge design challenge.There will be a transition point where the technologies that are in the foreground today(i.e.,tokens,blockchain,Web3),will fade into the background and just become part of digital experiences.As much as any new technology we can remember,
268、adoption will require excellence in experience.+paper cut-outs,Pop-up book,paper cuting,aspect ratio 3:2,upbeta,algorithm version 4Copyright 2022 Accenture.All rights reserved.7105Signed,sealed,delivered+photo realistic,sharp focus,35mm photography,change 100,ar 16:9How will customers be convinced t
269、hat the wallet is trustworthy and secure?Everything above represents a massive shift in control and access,and in the mental model people have of how things work around identity,data,and ownership.Four life-centric requirements stand out:1.Showing people that the control they will get over their dat
270、a privacyand how much better this is than the status quo is absolutely worth the time theyll need to invest to manage it effectively.2.Making tokens easy to obtain and use in day-to-day transactions.Simple onboarding is essential.Right now,crypto is far too complex,so itll be important to learn from
271、 experience and shape the future with empathy for all users.3.Helping people understand what a wallet isbeyond a payment mechanism.This is the mental model shift,where the wallet address becomes the new email address.4.Understanding the layers,levels,or zones of permission people can grant to busine
272、sses through their wallet.We expect almost nobody will be willing to define token-by-token access every time theyre asked.So how can it be designed as a quicker task?How can it be made easy for the user to set up and control layers of access?Every extra step in addition to those that people take now
273、 will lead to a drop-off in engagement,so how do designers mitigate that?Copyright 2022 Accenture.All rights reserved.7205Signed,sealed,delivered+acrylic painting,postmodernist,people only,optimistic,colorful,algorithm version 4,aspect ratio 3:2It bears repeating that its early dayswe envisage itll
274、take between three and ten years to play out fullybut leaders need to be talking about and strategizing around it right now.This technology exists,it works,and its meeting the human need,but it has two big barriers to mass adoption.The first:will governments,advertisers,and brands truly engage with
275、it,and does it deliver a business model that works for them?The second:will people understand what it is,trust it,accept it and engage with it en masse?There is real tension here,and these things are not a given.The outcomes will look different from what weve seen before,thanks to changes in attitud
276、es and maturing technology.Marketing relationships will be altered as the power dynamic shifts between brands and customers the latter will have casting votes on brands permission spaces,and theyll be able to ringfence their data as they please.Leaders will need to be prepared to reshape the power d
277、ynamic with hybrid workers,for the good of innovation and working relationships.In their roles as leaders,workers,customers,consumers,creators,and human beings with rights,people will be seeking ways to claw back some control.When the aftershocks finally settle into a calmer pattern,people will open
278、 their eyes to see a new picture of progress.Copyright 2022 Accenture.All rights reserved.73 Shifts in control ultimately lead to shifts in power,and these seemingly small shifts in control will alter power dynamics on a systemic level.ConclusionConclusionCopyright 2022 Accenture.All rights reserved
279、.74Mark Curtis Co-lead Metaverse Continuum Business Group,Sustainability lead,Accenture Song Mark Curtis is Global Head of Innovation and Thought Leadership for Accenture Song.Currently in that role he co-leads Accentures Metaverse Continuum Business Group.He also leads Sustainability for customer,b
280、rand and experience.He co-founded design agency Fjord in 2001.Fjord was acquired by Accenture in May 2013.Katie Burke Global Lead of Thought Leadership,Content and Offering,Metaverse Continuum Business Group,Accenture Song Katie Burke is part of Accenture Song,and is the Global Lead of Thought Leade
281、rship,Content,and Offering for the Metaverse Continuum Business Group.She serves as the co-lead of the annual Accenture Life Trends report,as well as leading Accenture Songs ground-up innovation programs,that explore emerging technologies and their intersections with humans,interactions,and brands.A
282、gneta Bjrnsj Global Research Lead,Accenture Song Agneta leads the global Accenture Research team dedicated to driving innovative and ground-breaking research and thought leadership for Accenture Song.She was a co-author of the Human Paradox published in 2022 and Life Reimagined 2021.Nick de la Mare
283、North America Design Lead,Accenture Song As a Managing Director and Co-lead of Song Design in North America,Nick is responsible for craft excellence,and driving the region in the pursuit of paradigm-shifting,impact-driven convergent design that breaks new ground for clients and contributes to positi
284、ve systemic change around the world.Gretchen McNeely Design Research Lead,North America,Accenture Song Gretchen McNeely is Group Design Director and Song Design Research Lead,North America.She is a seasoned UX and design strategist with a background in physical product,environmental and service desi
285、gn,and digital content.AuthorsCopyright 2022 Accenture.All rights reserved.75ContributorsAcknowledgementsAlexandre NaressiBaiju ShahBrett HornungChlo CappelierDallas HollandDavid TreatDominic PaolinoElisabeth EdvardsenHelen TweedyJoshua BellinJosh WoodsJuliana AzueroLewis HarveyMarvin MirandaNick La
286、wOmaro MaseliQuezia SoaresRahel Rasu Accenture SongAbigail MillerAjay MurthyAkimoto HarukaAlejandro SeguraAleks RomanoAlexandra WilliamsAlissar DiamentiAmanda VillarrealAna Clara LopezAnastasia HansenAngela CernAnna JezegabelAsh Stadlin-RobbieBarbara Cuevas ViquezCara AertsCarly ThompsonCarmen Stama
287、toChloe KimChoi SojungChris WickesChristine Truc-ModicaConnor GaughanDamion RossoDaniel Quirs VillalobosDanilo Ramrez ChavesDavid Johannes KroghDavid KimEduardo KranzEduardo VillalobosElena TecceEmelie KemEmma CarpenterErin JacobEugene DaubryFernanda RomagnoliFrancesca ZambonFrederik SeverynsGabriel
288、 MoyaGareth HughesGiorgia CazzanelliGiulia BegalGrace HughesGregrio BandeiraGustavo DolabellaHanna McLachlanHannes MayrhoferHonma MinatsuIsabelle NielenIsobel LosebyIto YukiIzzy MarshJasper WieseJenny Solano OdioJoo PereiraJose RamirezJosefin Meyer Josu Gonzlez Quirs Juan Carlos Pedraza Kaoru Sato K
289、arina Lopez Katrine Rau Kitani Shizuka Laura Diaz Laura Oliver Laura Poluzzi Leonie Hesse Livia Enderli Lode Rummens Lucia Ramirez-Montt Luciana Estrada Luis Roy Luisa Pacheco Luisa Pessoa Malope Taetso Phasha Marcello Pirovano Margherita Stanga Maria Casey Maria Joo Fonseca Marie Michels Marina Le
290、Roux Marion Duncan Marta Fontana Martina Turano Meg Squires Mireya Fernandez Velasco Moma Ziga Mon Patel Mnica Gmez Montse Zamorano Moritz Casonati Natalie Rubin Nicolas Hobson Nikki Van Oostende Rastko Kovacevic Rina Strydom Robert Hulmes Niklas Wiedemann Paula Regidor Petroula Elliott Phoebe Morri
291、son Prakhar Mehrotra Rachael Goude Robin Dauchot Rodrigo Rico Rui Teimao Ruth Elliott Sabrina Campagna Sakurai Haruka Sam Kragtwijk Sander van de Pavoordt Sanika Ratanpal Sanya Sud Sara Parra Aguirre Sebastian Ordoez Sheena Patel Sheldon Hall Signe Elise Livgard Simon Nagel Simone Serasini Sofia Lop
292、ez Zendejas Swin June Turk Tatevik Lind Thibaut Langlet Thomas Jossa Tim Olbrich Tom Verschueren Tommaso Ottaviani Tuva Lunde Smestad Valentina Morales Viraj V Joshi Vittoria Scatiggio Watanabe Kosuke Wendy Ooi William Page Yannick Peers Copyright 2022 Accenture.All rights reserved.76Accenture Canva
293、sCarlos HildalgoChad BalkumChanning WillifordCharleston McNairDuncan MarshallElaine StroumboulosGrace LermanGregory VaseyGreg KaplanJi Myung Nana SheppardKarey CannonKevin JohnsonKrista KnudtsenLaura SmallMinna Ninova KellyParker Luchetti HarringtonPeter OsteboRafael GarciaTony RizzutoVictoria Nadal
294、 Accenture ResearchAjay GargBridget ConnellyGabriel SchmittleinGaurav Jai KumarGerry FarkovaRavi AdvaniMichael MalinoskiSandra NajemAccenture M+CAlex AbrahamAlexander ClaremontAndrea BarabinoAndreea MacsiniucAndy FlightArtur SchererAshley WilliamsAtique UllahDede JacksonFlorencia ShekerdemianHanna H
295、insonInna LifshinJulian McBrideKeith UptonLucy SalatMaigan TriplettNarayan DevdharNikki DomingoPauline NorkiewiczRobert ZapalskiRosie Milton-Schnemann Sheryl-Sue SoberStephen ConnorsTatjana BergTina JanczuraAcknowledgements(continued)Copyright 2022 Accenture.All rights reserved.77Crowdsourcing from
296、our people Each year,we ask Accenture Songs global network of designers,creatives,technologists,sociologists,and anthropologists to watch out for potentially influential signals and trends impacting their communities and countries.We run trends workshops throughout JulyAugust in 40+locations around
297、the world,then teams pitch their top ideas to the editorial team in AugustSeptember.This year,we used an internal online platform and captured over 450 unique signals across other Accenture Song communities.We processed nearly 4,000 sentences of text and audio data and fed them into our NLP topic mo
298、deling algorithm.This algorithm created 40+key topics from the trends conversations,which were then used to accelerate and inform the trend synthesis process.From there,the editorial team worked together to further synthesize,shape,and refine the trends report.Experience Innovation Radar We worked w
299、ith Accenture Song R&D in Sophia Antipolis,France,to broaden our perspective of emerging signals using the Experience Innovation Radar,a proprietary high-frequency signal research process focused on the intersection of human,technology and business trends.About the research Validating our trends We
300、validated our trends themes externally in two steps.First,we ran online focus groups in seven markets(UK,US,Brazil,China,France,South Africa,and India)with a total of 587 participants.Secondly,we ran an online survey across 20 countries with 14,500 participants in December 2022.Once the trends were
301、refined,we put them to the test with Accentures own experts in Talent and Organization,Commerce,Technology,Sustainability,Research and Development,among others.Copyright 2022 Accenture.All rights reserved.7801 I will survive1 Harriet Sherwood,The Guardian,“Sums up 2022:permacrisis chosen as Collins
302、word of the year,”November 1,2022.https:/ 2 Consultancy.uk,“UK workers worse off as bosses opt not to match inflation,”August 3,2022 https:/www.consultancy.uk/news/31945/uk-workers-worse-off-as-bosses-opt-not-to-match-inflation 3 Jorge Otaola,Reuters,“Argentina set to hold benchmark rate steady agai
303、n,source and analysts say,”November 11,2022 https:/ anna Fleck,World Economic Forum,“Heres where energy poverty is felt most in Europe,”November 11,2022 https:/www.weforum.org/agenda/2022/11/energy-poverty-in-europe-heating-gas/5 BBC News,“What is the UK inflation rate and why is the cost of living
304、rising?,”November 16,2022 https:/www.bbc.co.uk/news/business-12196322 6 Amarachi Orie and Angela Dewan,CNN,“Record-breaking heat wave in Europe will be the norm by 2035,analysis shows,”August 25,2022 https:/ 7 Tim Gallagher,euronews.green,“200 million to be displaced by storms in the next 20 years-w
305、hat are we facing in Europe?,”May 25,2022 https:/ 8 Cheryl Tan,Spectra,“South-east Asia among regions hardest hit by climate change,must prioritise adaptation:IPCC,”April 20,2022 https:/ References9 Kyle Chayka,The New Yorker,“The age of algorithmic anxiety,”July 25,2022 https:/ 10 Nic Newman,Reuter
306、s Institute,“Overview and key findings of the 2022 Digital News Report,”June 15,2022 https:/reutersinstitute.politics.ox.ac.uk/digital-news-report/2022/dnr-executive-summary 11 Jemma Crew,Evening Standard,“People cancelling therapysessions because they can no longer afford them BACP,”September 7,202
307、2 https:/www.standard.co.uk/news/health/people-government-nhs-england-b1023939.html 12 Baiju Shah,Rachel Barton,Edwin Van der Ouderaa,Agneta Bjrnsj,Accenture,“The human paradox:from customer centricity to life centricity,”July 26,2022 https:/ 13 The World Bank,“Lifting 800 million people out of pove
308、rty new report looks at lessons from Chinas experience,”April 1,2022 https:/www.worldbank.org/en/news/press-release/2022/04/01/lifting-800-million-people-out-of-poverty-new-report-looks-at-lessons-from-china-s-experience 14 Accenture Research,Online focus group sessions hosted from October 11-13,202
309、2,across UK,US,South Africa,India,China,France and Brazil(n=587)15 Laurel Wamsley,NPR,“Around the world,protesters take to the streets in solidarity with Iranian women,”October 3,2022 https:/www.npr.org/2022/10/03/1126603977/iran-mahsa-amini-solidarity-protests 16 Gwyn Topham,The Guardian,“Biggest r
310、ail strike in decades halts most trains in Britain,”October 1,2022 https:/ 17 Rebecca Anne Hughes,euronews.travel,“Europes airport staff continue to strike over low pay and working conditions,”August 8,2022 https:/ 18 Damian Gayle,The Guardian,“Just Stop Oil activists throw soup at Van Goghs Sunflow
311、ers”October 14,2022 https:/ 19 Kate Forbes,Your Investment Property Mag,“Aussies are packing up and moving amid cost of living surge,”October 16,2022 https:/.au/expert-insights/aussies-are-packing-up-and-moving-amid-cost-of-living-surge 20 Jedidajah Otte,The Guardian,“Were scared,we want to run:the
312、Russian men fleeing conscription,”September 27,2022 https:/ 21 Isobel Rafferty,Insurance Times,“Over one million households plan not to renew buildings and contents cover Gpare,”November 3,2022 https:/www.insurancetimes.co.uk/news/over-one-million-households-plan-not-to-renew-buildings-and-contents-
313、cover-gocompare/1442891.article 22 Andrew Hutchinson,Social Media Today,“BeReal rises to 10 million daily active users,”August 24,2022 https:/ Accenture Research,online focus group sessions hosted from October 11-13,2022,across UK,US,South Africa,India,China,France and Brazil(n=587)24 Sean Thorne,Th
314、e Drum,“How Discord became the center of the universe for gamers,”May 17,2022 https:/ 25 Kaya Ismail,CMS Wire,“Social media influencers:mega,macro,micro or nano,”December 10,2018 https:/ Business Wire,“Matter survey reveals consumers find influencers more helpful and trustworthy than brands during t
315、he pandemic,”May 26,2020 https:/ 27 Goh Chiew Tong,CNBC,”I accept being ordinary:Chinas youth are turning their backs on hustle culture,”September 16,2022 https:/ 28 Accenture Research,Online focus group sessions hosted from October 11-13,2022,across UK,US,South Africa,India,China,France and Brazil(
316、n=587)29 Baiju Shah,Nevine El-Warraky,Marvin Miranda,Joshua Bellin,Accenture,“The life centricity playbook:proven strategies for growth through relevance,”Accessed:November,28,2022 https:/ 02 Im a believer30 Accenture Research,online focus group sessions hosted from October 11-13,2022,across UK,US,S
317、outh Africa,India,China,France and Brazil(n=587)31 Ben Plomion,Forbes,“Tokengated communities:how marketers can take advantage of this Web3 strategy,”November 11,2022 https:/ 2022 Accenture.All rights reserved.7932 Ningwei Qin,Yahoo!Finance,”Nike becomes highest-earning brand for NFT sales,”August 2
318、4,2022 https:/ 33 Lacoste,Twitter,June 14,2022 https:/ 34 The Internets Team,Wagmi United.Accessed:November 28,2022 https:/ 35 Asa Hiken,Marketing Dive,“Bacardi pairs purpose with NFTs to empower fan investment in music diversity,”October 13,2021 https:/ KC Ifeanyi,Fast Company“Doodles domination:ho
319、w a 1-year-old NFT project turned into the next big thing,”September 13,2022 https:/ 37 Starbucks Stories&news,“Starbucks brewing revolutionary Web3 experience for its Starbucks Rewards members,”September 12,2022 https:/ Stephanie Hurder,Yahoo!Finance,“Can Starbucks bring Web3 into the mainstream?,”
320、October 4,2022 https:/ 39 Reddit Inc,“Blockchain-backed collectible avatars coming to Reddit via new storefront,”July 7,2022 https:/ 40 Kyle Wiggers,Techcrunch,“Redditors have created millions of crypto wallets to buy NFT avatars,”October 19,2022 https:/ Malaysiakini,“Signed with over 1,000 global i
321、nfluencers,GI DAO becomes the largest MCN platform in metaverse,”March 25,2022 https:/ 42 The Daily Hodl,“Magic Square rebrands its ultimate web 3.0 affiliate network into Magic Boost”November 1,2022 https:/ Annie Midori Atherton,BBC,“The young workers flocking to career influencers,”November 2,2022
322、 https:/ 03 As it was 44 Accenture Research,online focus group sessions hosted from October 11-13,2022,across UK,US,South Africa,India,China,France and Brazil(n=587)45 Ciara Jones and Dan Colasimone,MSN,ABC News,“Covid saw millions of Australians start working from home.As the pandemic recedes,do we
323、 want to return to the office?,”October 9,2022 https:/ 46 Alok Patel and Stephanie Plowman,Gallup,“The increasing importance of a best friend at work,”August 17,2022 https:/ 47 Dominic Price,Atlassian,“Its time to stop measuring productivity,”June 29,2022 https:/ 48 Microsoft WorkLab,“Hybrid work is
324、 just work.Are we doing it wrong?,”September 22,2022 https:/ Accenture Research,online focus group sessions hosted from October 11-13,2022,across UK,US,South Africa,India,China,France and Brazil(n=587).50 Marc Effron,Harvard Business Review,“A simple way to map out your career ambitions,”November 30
325、,2018 https:/hbr.org/2018/11/a-simple-way-to-map-out-your-career-ambitions 51 Hannah Meacham,PhD&Nathan Eva,PhD,Psychreg,“Covid has made it harder to give informal feedback,”June 26,2020;Updated August 12,2022 https:/www.psychreg.org/covid-made-harder-give-informal-feedback/52 Dominic Price,Atlassia
326、n,“Its time to stop measuring productivity,”June 29,2022 https:/ 53 Michaela Jarvis,MIT News,“Analysis of email traffic suggests remote work may stifle innovation,”September 1,2022 https:/news.mit.edu/2022/remote-work-may-innovation-0901 54 Neal Stanton,Forbes,“The impact of remote work on productiv
327、ity and creativity,”January 14,2022 https:/ 55 Brent Hyder,Salesforce,“Introducing Trailblazer Ranch:igniting the next chapter of Salesforces culture,”February 10,2022 https:/ Joanna Partridge,The Guardian,“Thursday the new Friday as UK returns to office for core midweek days,”May 24,2022 https:/ 57
328、 Cajsa Carlson,Dezeen,“This week drone footage revealed the construction of The Line megacity,”October 22,2022 https:/ Ajuntament de Barcelona,“Barcelona Superblock:new stage,”accessed:November 28,2022 https:/ajuntament.barcelona.cat/superilles/en/59 Simon Weedy,Child in the City,“Streets to schools
329、 rolled out in Paris and speed limits cut,”September 1,2022 https:/www.childinthecity.org/2021/09/01/streets-to-schools-rolled-out-in-paris-and-speed-limits-cut/04 OK,Creativity 60 G,“Awesome Stable Diffusion,”Accessed:November 28,2022 https:/ 61 Annalee Newitz,NewScientist,“The success of text-to-i
330、mage AIs raises major ethical issues,”October 12,2022 https:/ Tanya Lewis,Live Science,“A brief history of artificial intelligence,”December 9,2021 https:/ 63 Papers With Code,“GPT-3”.Accessed:November 28,2022 https:/ 64 OpenAI,“ChatGPT:Optimizing language models for dialogue,”November 30,2022 https
331、:/ Magenta.Accessed:November 28,2022 https:/magenta.tensorflow.org/66 Jarvis:Songwriting AI Companion.Accessed:November 28,2022 https:/www.jarvis- OpenAI,Jukebox,April 30,2020 https:/ 2022 Accenture.All rights reserved.8068 Mureji Fatunde and Crystal Tse,Bloomberg,“Stability AI raises seed round at$
332、1 billion value,”October 17,2022 https:/ 69 OpenAI,DALL-E 2.Accessed:November 28,2022 https:/ Kyle Wiggers,TechCrunch,“Microsoft brings DALL-E 2 to the masses with Designer and Image Creator,”October 12,2022 https:/ 71 Matthew Carlson,Hackaday,“Stable Diffusion and why it matters”September 6,2022 ht
333、tps:/ G,“Awesome Stable Diffusion,”Accessed:November 28,2022 https:/ 73 Daniel Eckler,Twitter,September 20,2022 https:/ 74 Daniel Eckler,Twitter,September 20,2022 https:/ 75 Daniel Eckler,Twitter,September 20,2022 https:/ 76 Daniel Eckler,Twitter,September 20,2022 https:/ 77 Daniel Eckler,Twitter,September 20,2022 https:/ 78 Daniel Eckler,Twitter,September 20,2022 https:/ 8016?s=20&t=W-lhg6E8JS_Ea