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How 2020 transformed the tech industry

February 11, 2021

Harvard x Coleman Parkes Research

In 2020, as Covid started to impact our world, Harvard partnered with Coleman Parkes to understand the immediate effect it was likely to have on the business landscape. It highlighted a pivotal moment for organisations as they battled to embrace digital transformation overnight, ensuring they could continue to provide for customers and employees alike.

A year on Harvard wanted to understand how these priorities have continued to shift – and what the long-term journey, and impact, looks like for organisations, particularly those in tech. From the data, they have defined key trends arising from the pandemic and have made recommendations for how comms and marketing professionals can best react in 2021.

Read this report to gain insight on:

  • A new era of innovation: 2020 swept away any lingering barriers to digital transformation, with business leaders across the board embracing new digital infrastructure and tools as they pivoted to survive. For tech brands, that means a need to evolve the conversation and shift from transformation to innovation.

  • The end of the 9 – 5. Hybrid working, smaller offices and a shift to virtual working (anytime, anywhere) will become the norm as a result of 2020. Tech brands have a fundamental part to play in this and have become integral to both our happiness and our productivity at work. As the narrative moves, it will be important for tech brands to move with it, demonstrating they can be a tool for productivity and to offer a work-life balance.

  • A tipping point for tech. The events of 2020 have once again put tech at the forefront of our personal and professional lives. It’s become the backbone of our society. With that, comes more scrutiny. Politicians have their sights set on regulating the industry. Other businesses, and millions of consumers, look to tech firms to set an example on everything from free speech to recruitment. For tech companies, this means a shift in the type of comms it undertakes, with a focus on long-term activations that genuinely support society and demonstrate real action.

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Summary

Topic

General B2B marketing

Pages

19

About your personal data

When you submit your details in order to access this content, your data will also be shared with our trusted partner Harvard who may contact you with further relevant information.

For more information on how we process your personal data please see our privacy policy