e v rvi u ll s I wi   01 The instability is also emphasizing the normalization of contradictory behaviors, as explored in Accenture’s The Human Paradox 12 The research found that people are report. allowing themselves to be inconsistent as they reconcile personal values with practical realities, with 69% of those asked saying they think paradoxical behaviors are both human and acceptable. Over the past 40 years or more, stability and rising prosperity have taken billions of the world’s population up Maslow’s famous hierarchy of needs. For example, China has lifted over 800 million 13 As some slide people out of poverty since 1990. back down and become increasingly anxious about concerns like food, heat, and housing, will they forget the higher order of needs such as esteem and even self-actualization? We don’t think so. With the exception of the very poorest members of society, the past few decades have taught people values they will not willingly abandon. Copyright © 2022 Accenture. All rights reserved. 6