With the world still gripped by the coronavirus crisis, 2021 is on track to go down in the books as one of the most disruptive years on record. Experts from The Next Organization share twelve trends that push the boundaries of our economy, society, organizations and people, and together form the prelude to the 'new normal'.
1. Responsible consumerism
Consumers are increasingly aware of the impact their choices have on the world we live in. They want to live healthier (food), or stimulate the local economy (as opposed to immense multinationals). They also want to gain insight into the origin of their food and goods. Sustainability is an important point of attention in this regard.
2. Urban versus rural innovation
According to the United Nations, 70% of the world's population will live in urban regions by 2030 – a growth of 1.5 billion people compared to 2010. All of these people need energy, health care, water, transport, housing and more.
This progressing urbanization is accompanied by ecological, logistical and social challenges, which together will threaten the quality of urban life and people's well-being. To counter this threat, innovative urban environments will emerge, as well as new opportunities to make rural life more attractive.
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3. Autonomous Mobility as a service
Technological and social developments have made our cars the ultimate means of transport. They are becoming faster, more personal, more luxurious and more flexible, with the downside that our highways and public transport are becoming increasingly congested. This must and will change in the coming years.
The European government's ambitions for 2030 are greener than ever, with a 40% CO2 reduction as the main goal. These and other related objectives have major implications for the current mobility ecosystem. Smart roads, interconnected self-driving vehicles , car or ride sharing and productive travel time will determine our future mobility mix.
4. Biotech: the harbinger of superhumans?
People are becoming increasingly aware of their own health and the options available to overcome illness and disability. New technologies are radically changing our healthcare domain, whereby accessibility and scalability of these new options play a crucial role. The healthcare technology domain is on the eve of the introduction of numerous new fields, ranging from biohacking to CRISPR/cas9 gene editing.
5. Real deep fake: the age of disinformation
Our digital life continues to expand. Day in and day out, people consult photos, videos, human voices, written texts and reviews. But what if they can all be faked? This so-called 'infocalypse', based on deep fake technology, is radically changing the way we deal with information. More and more we will have to ask ourselves: is it real or is it fake?
6. The growing gap between trust and mistrust
Building trust with people has always been critical for both businesses and government agencies. For companies, trust is the key to profitable business in the long term, and for governments it plays a crucial role in creating social stability. In turbulent times like these, this trust is extra important, but at the same time it is under extra pressure.
7. Everything as a Service
The experience economy has been around for about twenty years now. During those two decades, organizations have started to play a different role in society. They now approach customer service differently.
They no longer just provide customers with products and services, but also personalized and memorable experiences. In an ever more digitizing world, this has led to an opposing movement – from online to offline.
8. Privacy will be the next USP
Organizations are increasingly embedding privacy in their daily processes. This is partly due to the introduction in 2016 of the General Data Protection Regulation (GDPR), which prescribes how data should be shared and stored.
At the same time, however, privacy has grown into more than a matter of compliance. Customers are also making increasingly higher demands, so that companies can distinguish themselves by supplying products and services in which the privacy of users is well guaranteed
9. Human Brands Over Product Brands
When selecting products or services, consumers increasingly value the experiences and opinions of other consumers. Before they make a purchase themselves, they look extensively at what previous buyers have to say about the product. This development has been going on since the emergence of the '360-degree consumer feedback culture' and has now resulted in the current 'review economy'.
10. More pressure from consumers
Transparency and authenticity are becoming increasingly important. Today's (post-)Covid-19 consumer expects companies to pay attention to social and environmental issues. This requires companies not only to respond to this need, but also to communicate clearly about it to consumers and stakeholders.
Companies should not see these developments as a threat, but rather as an opportunity to differentiate themselves, innovate their business operations and strengthen their customer relationships.
11. Meaningful business models
To remain relevant in the rapidly changing landscape, organizations have to adapt to all kinds of developments. Digitization and new technologies provide more opportunities and transparency, which means that organizations must act quickly to remain future-proof.
The business model of the future will no longer (purely) revolve around profit and turnover, but will focus on meaning in the broadest sense of the word. Flexibility, creativity, customer focus and involvement must be central to every department.
12. High-Quality Next Generation Platforms
We live in a world where technology allows us to connect with each other, all over the world. The next step is to develop real engagement and make valuable connections. This means it is time for the next generation of high-touch and high-tech value chains, based on network and platform thinking principles and technology.
After all, our society is increasingly organized through networks, which facilitate interconnection, the exchange of goods and services, socialization and business opportunities. There are many successful networks, such as LinkedIn, Facebook, Instagram or Amazon, for example.
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