“Permacrisis” was the 2022 Collins Dictionary word of the year, and this year, people are seeking ways to adapt in an uncertain world.

Accenture identified five emerging trends that will alter the power dynamic between brands and customers in the coming 12 months and beyond:

1: Permacrisis and human adaptability

2: What’s next for loyalty?

3: The importance of work intangibles

4: AI is now in people’s hands for creativity

5: Digital wallets: a question of adoption

This year, people are seeking ways to adapt in an uncertain world.​Emerging technologies are giving control to the people, with never-before-seen outcomes for businesses and individuals.Artificial intelligence lets people express their natural creativity, Web3 offers the chance to help shape the brands they love, and tokenization may soon hand them full control over their personal data.How will brands build trust and leverage new technologies for growth?Building on the 15-year legacy of Fjord Trends, this report—Accenture Life Trends 2023—has the same inspiring content. This year's report is rooted in life centricity and examines the ways in which people are adapting their lives and making use of emerging technology to meet their changing needs.To examine the report in greater detail, we spoke to Katie Burke,  Accenture Song’s Metaverse Continuum Global Content & Offering Lead, working with clients around the globe on their entry into the next wave of the internet.Sitting within Accenture Song’s innovation and thought leadership practice, she currently serves as the lead content writer for the annual Life Trends report, as well as leading Accenture Song’s ground-up innovation program, that explores technologies that are signalling on the future of humanity, future of interactions, and future of brands.Katie’s career has been at the intersection of humans, innovation, and creativity. She has created three metaverse experiences for Accenture since the start of the pandemic and has created two thriving digital communities, which is one of the key attributes of Web3.Resources mentionedAccenture Life Trends Report 2023Dom Price, Work Futurist at Atlassian PodcastDr Lynn Gribble on the opportunities for Generative AI in EducationSolid Project at MITMore on KatieKatie on LinkedInKatie on Accenture.com

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