12 business and technology trends powering the new normal

On the back of the most unprecedented years of health and economic crisis in recent decades, 2021 is already unfolding to becoming one of the most disruptive years in terms of change. Experts from The Next Organization share twelve trends that are pushing the boundaries of economy, society, organisations and people, and powering the transition to a new normal. 

1. Responsible consumerism

Consumers are increasingly understanding that the current footprint of human beings on the world needs to change. This means that people not only aim to live healthier (nutrition), or stimulate the local economy (opposed to globalization), but also to have more insights in the origin of their food and goods.

With sustainability in mind, consumers are becoming increasingly aware of what they consume and its impact.

Urban versus rural innovation

According to the UN, 70% of the world’s population will live in urban regions by 2030 – 1.5 billion more than in 2010. However, urban regions make up roughly half of the world’s territory. Meanwhile, all these people need energy, healthcare, water, mobility, housing and more.

This booming urbanization and is causing environmental, logistical and social challenges, which in turn is threatening the quality of city life and the well-being of people.

3. Autonomous mobility as a service

Technological and social developments have made the car the ultimate means of transport; increasingly faster, more personal, more luxurious and more flexible. Motorways and public transport are getting fuller and fuller. This must and will change in the years to come.

The 2030 ambitions for the European government are the greenest ever, with a minimum CO2 reduction of 40% as the main goal. These targets have major consequences for the current mobility ecosystem. Smart roads, interconnected self-driving vehicles, car-or ridesharing and productive travel time are all pillars of future mobility. 

4. Biotech; at the forefront of superhumans?

People are getting more and more aware of their health and the methods they can implement in order to prevent or overcome diseases and disablements. Technology embedded with biology reshapes the playing field of medical institutions, key in this; accessibility and scalability. From biohackers to CRISPR/cas9 gene editing, this ‘new’ industry is at the forefront of rapid growth and discussion.

5. Real deep fake; the age of disinformation

Every day people consult photos, videos, sounds, human voices, written texts and reviews as part of living their digital lives, but… What if they all can be faked? This so-called ‘infocalypse’, based on deep fake technology, is on its way at fast speed and puts us in front of a new era of information consumption. Is is it real, is it fake, or is it real fake?

6. The increasing continuous friction between trust and distrust

Building trust among citizens has always been of crucial importance for both businesses and governmental institutions. For the former, trust is a key to long-term profitable business while for the latter, trust is important for societal stability.


7. Anything as a service

The experience economy has already been introduced two decennia ago. In this view, organizations fulfil a different role in society and serve customers differently. Namely, they do not merely provide customers with product and services, but they focus on providing customers with personal and memorable experiences. An economy based on quality rather than quantity. This has led to a shift from online to offline.

8. Privacy is becoming the next USP

Privacy is nothing new. Instead, it is increasingly incorporated in organizations’ daily practices. The emergence of General Data Protection Regulation (GDPR) in 2016 as a key principle in sharing and storing data is a good example. However, instead of just complying with the rules, the current trend is that privacy become a key tenet in products and services of businesses. In other words, a new ‘gold standard’ that creates competitive advantage.

9. Human brands over product brands

Experiences and opinions of peers are becoming increasingly important for consumers in buying products or services. Before even purchasing something, people first have the tendency to search experiences and opinions of peers. This is a development that has been going on since the rise of a 360-degree consumer feedback culture that contributed to the ‘review economy’.

10. Reinforcing business pressure of consumers

Consumers increasingly care about transparency, authenticity and that companies take positive changes regarding social and environmental issues. These are no longer a nice to have, but a need to have. Organizations need to understand and accept the new consumer emerging from the Covid-19 crisis, discover their higher purpose, communicate it well and commit the best they can with their customers and other stakeholders. 

Instead of being afraid of what change might bring, see it as an opportunity to differentiate, innovate the business and create more authentic relationships.

11. Meaningful business models

The world is changing rapidly. In order to remain relevant in the rapidly changing world, organizations need to adapt to the developments taking place. Digitisation and new technologies provide more opportunities and transparency, which means that organizations have to move fast in order to survive in today’s world. Together with the organization, the entire business model will have to shift along to the demand of the market.

The business model of the future can no longer be just about profit and turnover, but instead consider purpose in the broadest sense. Where flexibility, creativity, customer centricity and engagement touch every part of the organization.

12. Next generation high-value platforms

We live in a world where technology enables us to connect to each other, all over the globe. The next step is to leverage the untapped potential of true engagement and making valuable connections. This means it is time for a next generation of high touch and high-tech value chains based on network and platform thinking principles and technology.

Society is increasingly becoming organized using networks. Networks facilitate connectivity, the exchange of goods and services, socialization and business opportunities. The success of platforms has been proved by organizations like LinkedIn, Facebook, Instagram and Amazon. 

More insights? For more details on these twelve trends, download the report ‘2021 Outlook: Radical Transformation’.

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