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