As part of the Madrid Design Festival, Accenture Song, the world’s largest technology-driven creative group, joins forces with Elisava Madrid, Spain’s first university designed to foster entrepreneurship in the creative industries, to explore the new scenarios transforming design practices in a constantly evolving and challenging environment.
This session will reflect on how people navigate a whirlwind of continuous transformations, drawing on the latest edition of Life Trends, Accenture Song’s report that identifies the macro-trends shaping consumer behavior. We will use the “hero’s journey” as a framework—a narrative that symbolizes the challenges and transformations we face at each stage—to analyze how the relationship between people and technology is evolving.
Artificial intelligence is becoming increasingly integrated into daily life, but it presents adoption challenges in the workplace. At the same time, there is a growing need for refuge in genuine human connection and a rejection of empty brand messaging. A new perspective on aging will also be explored, driven by scientific and social advances that are redefining what it means to grow older.
The session aims to foster dialogue and networking among design, technology, and communication professionals, in collaboration with Elisava Madrid, a leading institution in creativity and design. Accenture Song, which drives brand growth by combining technology, design, and strategy, will work with Elisava Madrid, a leading institution in creativity and design, to inspire, learn, and contribute to building a conscious future that is adapted to people’s needs and preferences.