If we think of life as seismic waves, until a few years ago, things seemed to hum along quite nicely (in most places) with the occasional spike here and there. Now, though, the shocks feel relentless and wild, and sometimes it’s extremely unsettling. When circumstances are literally beyond people’s control, it prompts multiple responses designed to stabilize and regain control—often expressed in micro-moments and small opportunities that make people feel like they’ve got a handle on things. We see technology providing a channel for people to take control. A creative shift is underway thanks to the democratization of AI for images, sound, and words. Technology is offering opportunities to participate in shaping the future of the brands they love through changes in the attention economy. And through tokenization, technology may soon hand people full control over their own personal data. The landscape never looks the same after a seismic shift, and we’re already seeing it alter. There are areas where the balance of control will teeter and tip one way or another. This affects people’s relationships with the systems through which they run their lives, but it also impacts brands and organizations. Brands will decide how much control to offer their participatory customers in exchange for their loyalty, and in business, leaders will define the next evolution of hybrid working. On the following pages are five trends we believe will alter the power dynamic between brands and people in the coming 12 months and beyond. We hope you find them insightful. Control and power Copyright © 2022 Accenture. All rights reserved. III Image created using artificial intelligence Introduction