Martha Cotton
Managing Director and Global co-Lead
Fjord Trends is Accenture Song’s annual report that looks at human and consumer behavior changes over the past year, and maps the trends we believe will impact business, design and tech in the next 12 months and beyond. An exploration of opportunities, we examine the changes thrust upon us, the innovations we’ve seen emerge, and set out how we move forward from here.
Fjord Trends 2022 collectively tell a story of people and their relationships with the planet, technology, brands, and each other. A unique set of challenges and opportunities arose for businesses in 2021, including supply chain issues, explosive new technologies, dramatic evolutions in people’s view of themselves and their priorities, and the realization that we can no longer behave as though people were separate from nature.
What matters now is how organizations respond to the evidence-based observations we’ve crowdsourced from more than 2,000 designers and innovators in Fjord studios around the world.
