12 enterprise and know-how tendencies powering the brand new regular
Against the backdrop of the most unprecedented years of the health and economic crisis in recent decades, 2021 is already developing into one of the most disruptive years of change. Experts from The Next Organization share twelve trends that are pushing the boundaries of business, society, organizations and people and driving the transition to a new normal.
1. Responsible consumption
Consumers increasingly understand that the current footprint of people around the world needs to change. This means that people are not only aiming to live healthier lives (nutrition) or to boost the local economy (as opposed to globalization), but also to gain more insight into the origins of their food and goods.
In terms of sustainability, consumers are becoming increasingly aware of what they are consuming and what impact it has.
City versus rural innovation
According to the United Nations, 70% of the world’s population will live in urban areas by 2030 – 1.5 billion more than in 2010. However, urban areas make up about half of the world’s territory. In the meantime, all of these people need energy, health care, water, mobility, housing and more.
This booming urbanization creates ecological, logistical and social challenges, which in turn endanger the quality of urban life and the well-being of the people.
3. Autonomous mobility as a service
Technological and social developments have made the car the ultimate means of transport. always faster, more personal, more luxurious and more flexible. Motorways and public transport are getting busier. This must and will change in the years to come.
The ambitions for 2030 for the European government are the greenest ever, with a minimum carbon reduction of 40% as the main target. These goals have significant ramifications for the current mobility ecosystem. Intelligent roads, interconnected self-driving vehicles, car or carpooling opportunities and productive travel time are pillars of future mobility.
4. Biotech; at the top of the superman?
People are becoming more and more aware of their health and the methods they can use to prevent or overcome diseases and disabilities. Technology embedded in biology is changing the playing field of medical institutions. Accessibility and scalability. From biohackers to editing CRISPR / cas9 genes, this “new” industry is at the forefront of rapid growth and discussion.
5. Really deep fake; the age of disinformation
Every day, people consult photos, videos, sounds, human voices, written texts and reviews to lead their digital lives, but … what if they can all be faked? This so-called “infocalypse”, which is based on deep fake technology, is traveling at high speed and transports us into a new era of information consumption. Is it real, is it fake, or is it really fake?
6. The increasing constant friction between trust and distrust
Building trust among citizens has always been vital for both businesses and government institutions. For the former, trust is a key to long-term profitable business, while for the latter, trust is important for social stability.
7. Everything as a service
The experience economy was introduced two decades ago. From this perspective, organizations play a different role in society and serve customers differently. Not only do they provide products and services to their customers, but they also focus on delivering personal and memorable experiences to customers. An economy based on quality rather than quantity. This has led to a shift from online to offline.
8. Data protection is becoming the next unique selling point
Data protection is nothing new. Instead, it is increasingly being incorporated into the day-to-day practices of organizations. The introduction of the General Data Protection Regulation (GDPR) in 2016 as a key principle for sharing and storing data is a good example. Instead of just following the rules, the current trend is for privacy to become a central tenet for companies’ products and services. In other words, a new “gold standard” that creates competitive advantages.
9. Human brands over product brands
Peer-to-peer experiences and opinions are becoming increasingly important to consumers when purchasing products or services. Before people buy anything, they first tend to look for experiences and opinions of their peers. This is a development that has occurred since the advent of a 360 degree consumer feedback culture that has contributed to the “review economy”.
10. Reinforce consumer business pressure
Consumers are placing increasing emphasis on transparency, authenticity, and on companies making positive changes to social and environmental issues. These are no longer nice to have, but rather to have a need. Businesses need to understand and accept the new consumer emerging from the Covid-19 crisis, discover their higher purpose, communicate them well, and do the best they can with their customers and other stakeholders.
Rather than fear of change, consider this an opportunity to differentiate yourself, innovate the business, and build more authentic relationships.
11. Sensible business models
The world is changing rapidly. To stay relevant in the rapidly changing world, organizations need to adapt to developments. Digitization and new technologies offer more opportunities and transparency, which means that companies must act quickly in order to survive in today’s world. Together with the organization, the entire business model must adapt to market demand.
The business model of the future can no longer be just profit and sales, but can look at purpose in the broadest sense. Where flexibility, creativity, customer orientation and commitment affect every part of the company.
12. High quality, next generation platforms
We live in a world in which, thanks to technology, we can connect with one another worldwide. The next step is to unlock the untapped potential of real engagement and create valuable connections. This means that it is time for a next generation of high-touch and high-tech value chains based on principles and technologies of network and platform thinking.
Society is increasingly organized through networks. Networks facilitate connectivity, the exchange of goods and services, socialization and business opportunities. The success of platforms has been proven by organizations such as LinkedIn, Facebook, Instagram, and Amazon.
More insights? For more information on these twelve trends, see the 2021 Outlook: Radical Transformation report.