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RESEARCH, ANALYSIS & TRENDS

Just 40% of APAC firms, compared to 70%

globally, will make anywhere-work permanent

According to Forrester's 2022 Predictions for and gain a competitive edge to thrive in the year ahead.
Asia Pacific, region-specific pressures will allow
just 40% of APAC firms to pivot to anywhere- In 2022, the demands of customers for seamless cross-
work versus 70% globally. channel experiences, convenience, reassurance, and
commitment to environmental, social, and governance
One of the reasons why fewer APAC firms will make (ESG) values will only grow stronger. Additional select
the shift is due to the region's large manufacturing and highlights from Forrester's 2022 Asia Pacific Predic-
contact center industries, which typically require a tions include:
stronger physical presence in their facilities. Another
noticeable trend for firms in the region to consider is the • Trust will become a key business imperative.
eagerness of 65% of information workers to return to The world is in a major crisis of trust, driven by con-
the office due to high-density, extended-family living cerns over public health, cybersecurity, data privacy,
situations—working from home during the pandemic and sustainability. Asia Pacific's financial services
made them feel less productive. Striking the right bal- industry will be the first to act upon the trust impera-
ance between in-person job requirements and employ- tive. Companies that ignore the trust imperative will
ee preferences will be critical for companies in APAC, lose 10% to 40% of their customers, starting with
or they will risk alienating their workforce and potential- those unwilling to forgive firms for breaching their
ly pushing them to find other opportunities. trust.

Forrester's Predictions reports analyze the dynamics • The number of firms in Asia Pacific to appoint a
and trends in different disciplines and industries, includ- dedicated sustainability lead will be less than
ing technology and innovation, customer experience half the global average. Values-based consumers
(CX), employee experience (EX), and B2C and B2B have put the pressure on firms to elevate their sus-
marketing. These insights showcase Forrester's bold tainability efforts, but many such plans have re-
calls for the next year and help business and technolo- mained performative. Only 30% of APAC purchase
gy leaders see around the corner, craft a clear vision, influencers say their firms are taking real action

6 October 2021: IoT in Marketing