What's Next? Trends 2019

The second part of the 2019 Fjord Accenture trends report examines how cutting-edge digital tech is all set to redefine customer experiences. The emphasis, it says, has to be on putting human value back at the centre of innovation.

THE INCLUSIVITY PARADOX

People expect organisations to see and engage with them as individuals. But there is a risk that by trying to be more inclusive, organisations inadvertently exclude others. And by trying to speak to the individual, organisations risk saying something not quite right.

Eventually, artificial intelligence (AI) will help overcome this paradox of inclusivity. Until then, organisations must evolve their approach beyond stale segmentation to meaningful mindsets if they’re to meet developing expectations.

What’s going on?

In 2018, digital technologies have given many underrepresented voices previously ignored by mainstream media the tools to unite and be heard through grassroots activity, opening the door for organisations wanting to connect with them.

But while we can now quantify the voices of those who have chosen to rally on city streets, red carpets and around hashtags, how do we quantify those still hiding in the shadows of uncollected data?

For many years, we defined consumption patterns by traditional demographic segments like age, gender, location, income or family status. Now, we’re in a world of “post-demographic consumerism,” where we place more importance on lifestyles and mindsets, and brands are under pressure to reinvent themselves to maintain their appeal.

Yet too many organisations still shape the design and development of mass-scale products and services based on quantitative insights (and the assumptions they produce). And while numbers may not lie, they don’t always tell the full story because they’re blind to human behaviours in context.