ion s u l c on C Conclusion Shifts in control ultimately lead to shifts in power, and these seemingly small shifts in control will alter power dynamics on a systemic level. The outcomes will look different from what we’ve In their roles as leaders, workers, customers, seen before, thanks to changes in attitudes and consumers, creators, and human beings with maturing technology. rights, people will be seeking ways to claw back some control. When the aftershocks finally Marketing relationships will be altered as the power settle into a calmer pattern, people will open dynamic shifts between brands and customers their eyes to see a new picture of progress. —the latter will have casting votes on brands’ permission spaces, and they’ll be able to ringfence their data as they please. Leaders will need to be prepared to reshape the power dynamic with hybrid workers, for the good of innovation and working relationships. Copyright © 2022 Accenture. All rights reserved. 73