Trends Identified
The inclusivity paradox
People expect organizations to see and engage with them as individuals. But there is a risk that by trying to be more inclusive, organizations inadvertently exclude others. And by trying to speak to the individual, organizations risk saying something not quite right. Eventually, artificial intelligence will help overcome this paradox of inclusivity. Until then, organizations must evolve their approach beyond stale segmentation to meaningful mindsets if they’re to meet developing expectations.
2019
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Space odyssey
First, digital drove us to our screens. Then, physical fought back. Both dramatically changed our expectations of the physical world – first in retail, then in the workplace and soon in public spaces. Now, as digital and physical intertwine, organizations must find ways to seamlessly interconnect digital and physical experiences. This will require a fundamental rethink of the approaches and tools for designing spaces in order to meet users’ expectations of greater flexibility and personalization.
2019
Fjord trends 2019
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Synthetic realities
There’s a new kind of reality on the block. Generated and mixed realities are blurring the boundaries of “truth” and challenging how we value it. As synthetic realities become more normalized in 2019, organizations should look past the drama and fear associated with them. Instead, they should hone new strategies to capitalize on their creative potential and manage the risk of unwittingly being featured in a synthetic reality created by someone else.
2019
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Physical fights back
Digital has had the limelight long enough — there are two brand experience headliners now. The time has come to blend the digital with the physical.
2018
Fjord trends 2018
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Computers have eyes
As well as comprehending our words, computers now understand images without any help from us. This brings huge opportunities for next generation digital services.
2018
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Slaves to the algorithm
How do you design a marketing strategy to win over the algorithms — immune to all conventional branding efforts — that sit between brands and their customers?
2018
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A machine's search for meaning
AI might change our jobs, but need not eliminate them. We can — and should — design our collaboration with the machines that will help us develop.
2018
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In transparency we trust
Blockchain has the potential to create transparency that will clear the fog of internet ambiguity, win back lost trust, and repair relationships with the public.
2018
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The ethics economy
Organizations must proactively demonstrate what they stand for, whether they want to or not. People will choose the brands that align with their own beliefs.
2018
Fjord trends 2018
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Design outside the lines
Designers need to evolve — how they work, learn, and differentiate themselves — if they are to continue having an impact across organizations.
2018
Fjord trends 2018
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