Accenture's Key Points to Surviving 2023

These are the key points from Accenture's Life Trends of 2023.

YOU WILL SURVIVE.

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 quitting is not simply about leaving a job, but more about an emotional power-down to economy mode.

The groups have begun to experiment with tokenized 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.?

Customers have proven time and again that they will pay premium prices for innovative and compelling experiences,?

Ultimately, 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.

Belonging to a community is a feeling people value, and technology is now enabling a new way to nurture communities where people can connect and build something meaningful. It doesn’t replace in-person connection—it’s simply another route.

The pandemic dispersed people to the confines of their homes so suddenly, there wasn’t time to design a remote working setup that captured all aspects of work. In the rush to keep the business ticking along, a raft of intangible elements of office life fell through the cracks. As well as obvious factors like face-to-face meetings, there’s the loss of accidental culture—the unscheduled conversations and chance encounters that often yield ideas worth exploring and help develop career-defining connections.?

Firstly—and this is a big one—the office is a place for being together. It’s about sharing moments of camaraderie, trials, triumphs and the pursuit of a goal.

Second is that no two teams—indeed, no two people—are alike. While creative teams might benefit from being together and fostering a shared vibe that sparks?

Innovation is also fueled by unconscious observation, as exposure to the world beyond the home office brings color to people’s lived experience. If nobody ventures out to investigate new fields of interest or looks deeper into emerging trends, creativity will suffer.

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 things lies with leadership.

There should be new rules to reduce online meetings on days when people are in the office to make space for the intangibles they can’t benefit from at home.

Artificial intelligence is breaking new ground and helping people harness their innate creativity. What was once a tool for companies to complete repetitive tasks is now a co-pilot that’s 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 emerging at astonishing speed, companies need to be thinking about this now and working out how to stand out in a sea of decent content.

Technology’s impact on creativity has often been used as a tool that expedites the process.

AI is shifting from enterprise and service enablement (which is often invisible) to something that is highly visible and applicable in all parts of people’s lives

As a tool that accessible to anyone who wants to use it, “AI” is driving a new wave of creativity at scale.

As with most emerging technology, open questions around the legal and ethical implications remain, and it’s important for companies to consult with their legal and compliance teams and monitor developments as adoption grows.

We see signs that tokenization could be a win-win for people and for marketers.

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 data they share with the businesses they interact with.

Firstly, 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 data they share with the businesses they interact with.?

Secondly, people may no longer need to onboard their data to individual service providers—instead, service providers would have to onboard to them

Thirdly, when people have absolute control over their data, businesses will have to work harder via loyalty programs and incentives to reward customers for sharing their data.

It bears repeating that it’s early days—we envisage it’ll take between three and ten years to play out fully—but leaders need to be talking about and strategizing around it right now. This technology exists, it works, and it’s meeting the human need. There is real tension here, and these things are not a given.?

Shifts in control ultimately lead to shifts in power, and these seemingly small shifts in control will alter power dynamics on a systemic level.

The outcomes will look different from what we’ve seen before, thanks to changes in attitudes 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 they’ll be able to ringfence their data as they please.?

eaders will need to be prepared to reshape the power dynamic 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 their eyes to see a new picture of progress.

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