National Assembly recommends Adv Kholeka Gcaleka as Public Protector
The Report also found that another 48% of people make plans for their lives less than 12 months ahead, or don’t plan at all.
This shift in mindset — brought on in part by the rapid advance of technology — is putting society in flux and creating a level of uncertainty and fragility for businesses as people are now deconstructing everything in their lives, as they try to figure out their place in the world.
Accenture Song’s lead for Africa, Haydn Townsend says: “In this decade of deconstruction, where traditional life paths are being redefined, businesses face a critical choice: prioritise customers over profit or risk becoming casualties of creative mediocrity.
“As Generative AI transforms our digital experiences, the great interface shift is upon us, demanding that brands rewire their approach. Consumers, weary of technology dictating their lives, are regaining control. The question is, will brands adapt, or will consumers hit ‘delete all’? The future of business depends on the response.”
“We’re entering a decade of deconstruction spurred on by changing consumer values, AI’s explosive growth and the relentless speed of change,” says Mark Curtis, global sustainability lead for Accenture Song. “This is causing business leaders to ask, ‘where do we begin?’ in the face of these challenges. It starts with a clarion call for excellence and giving the pursuits of human ingenuity and creativity space to flourish.”
5 global macro trends
These insights helped Accenture Song identify five global macro-cultural trends forecasted to revolutionise how businesses and leaders remain relevant to their customers while also accelerating growth.
- The customer is always right, right?
- The great interface shift
- Is creative ‘meh-diocrity’ looming?
- Error 429: Human request limit reached
- Decade of deconstruction
“It takes meticulous orchestration to play a meaningful and relevant role in customers’ lives,” says David Droga, chief executive officer, Accenture Song.
“Consumers today are not linear, they are changing faster than businesses can, so keeping pace is a constant challenge. “These trends are a window into the interplay between people, their behaviours and their overall attitudes toward the ever-changing world – be it business, technology or other societal shifts – helping our clients understand their customers’ motivations in ways that can catalyse growth.”
Research methodology
The annual bellwether forecast identifies emerging digital trends and actions for businesses to take in 2024, via crowdsourced insight and intelligence from Accenture Song’s global network of designers, creatives, technologists, sociologists and anthropologists. Accenture surveyed 15,227 respondents across 21 countries in August 2023 to validate the trends.
Read this year’s Accenture Life Trends 2024 report here
Source: bizcommunity.com
