The outcomes will look different from what we’ve seen before, thanks to changes in attitudes and maturing technology. Marketing relationships will be altered as the power dynamic shifts between brands and customers —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. In their roles as leaders, workers, customers, consumers, creators, and human beings with rights, people will be seeking ways to claw back some control. When the aftershocks finally settle into a calmer pattern, people will open their eyes to see a new picture of progress. Copyright © 2022 Accenture. All rights reserved. 73 Shifts in control ultimately lead to shifts in power, and these seemingly small shifts in control will alter power dynamics on a systemic level. Conclusion Conclusion