Copyright © 2022 Accenture. All rights reserved.
e new
fabric of life
Fjord Trends organically bubble up from our
designers and creatives around the globe, and tell
a story of people and their relationships with the
planet, technology, brands, and each other. Each
trend stands on its own, but a natural connection
across the set always becomes clear.
Last years trends spoke to how people and
businesses had to chart new territories as the
shock of the pandemic subsided. This year, the
dominant theme is about the need to respond
to changes in all relationships—the threads that
form the new fabric of life.
The choices we make next might impact our
world and its structure in more ways than we
can imagine, and it all points to shifts in peoples
relationships—with colleagues, brands, society,
places, and with those they care about. People are
also coming face-to-face with the impact theyre
having on the planet, and nally accepting they
cannot go on behaving as though people were
separate from nature.
Peoples growing sense of agency is manifesting
as a shift in their relationship with work, which is
fueling the rise of side-hustles and kitchen table
businesses. This independence is putting pressure
on organizations to show people the value they
can get from being part of a collective.
Supply chain challenges and a growing urgency
to live more sustainably are changing peoples
relationship with materialism, forcing them to
adjust their thinking.
The metaverse is providing a new place to go,
create and have experiences with others in real
time. While its exact form is not xed, we believe
it’s the setting for a cultural evolution that will alter
relationships between people and brands. Whether
in the metaverse or the physical world, what we
choose to buy will increasingly be determined
by brands’ ability to provide the right answers in
the right way and at the right time.
Organizations’ responses to these shifts must be
wrapped up in care. As a practice, design can be
used to help companies reach beyond showing
empathy and move towards expressing care for
all—not just the few.
We’ve had two years of disruption to the systems
on which society is run, and it’s taking its toll.
There are challenging times ahead, but we believe
there are also great opportunities to design new
systems, and new ways of being.
We should define how we—collectively and
individually—consciously stitch together positive
relationships to create a fabric of life that’s good
for people and the planet.
Copyright © 2022 Accenture. All rights reserved.
Contents
Come as
you are
04
e next
frontier
29 55
Handle
with care
17
e end of
abundance
thinking?
is much
is true
42
Copyright © 2022 Accenture. All rights reserved.
Copyright © 2022 Accenture. All rights reserved.
Weve seen a fundamental shi in how people think about their
sense of agency over their lives, supported by the continued rise
of the side-hustle economy. Technology has made it less ris to
seek out new income streams—and many are going for it. is
rise of a “me over we” mentali has profound implications for
organizations in how they lead their employees, and how they
nurture relationships with their consumer-creators.
Copyright © 2022 Accenture. All rights reserved.