{"id":1,"date":"2023-03-31T07:34:03","date_gmt":"2023-03-31T05:34:03","guid":{"rendered":"https:\/\/envue.lecho.be\/megatendances\/?p=1"},"modified":"2023-04-18T21:01:49","modified_gmt":"2023-04-18T19:01:49","slug":"home","status":"publish","type":"page","link":"https:\/\/envue.lecho.be\/megatendances\/","title":{"rendered":"Page d\u2019accueil"},"content":{"rendered":"\n    <div class=\"wp-block-hero position-relative text-center text-xl-start o-hero alignfull\">\n        \n\n<div class=\"wp-block-cover alignfull\" style=\"min-height:100vh;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-dark-blue-background-color has-background-dim-70 has-background-dim\"><\/span><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"826\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1422814622-scaled.jpg\" class=\"wp-block-cover__image-background wp-post-image\" alt=\"\" data-object-fit=\"cover\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1422814622-scaled.jpg 2560w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1422814622-660x213.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1422814622-1320x426.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1422814622-768x248.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1422814622-1536x496.jpg 1536w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1422814622-2048x661.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<section class=\"wp-block-group alignfull\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-xl-11 col-xxl-10 is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading has-display-2-font-size\" style=\"margin-bottom:var(--wp--preset--spacing--4)\" data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\u201cMisez sur le sc\u00e9nario le plus souhaitable, non sur le plus probable\u201d<\/h1>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\" data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"200\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\n<div class=\"wp-block-column col col-12 col-xl-10 col-xxl-7 is-layout-flow wp-block-column-is-layout-flow\"><div class=\"d-none d-xl-block wp-block-post-excerpt has-fs-5-font-size\"><p class=\"wp-block-post-excerpt__excerpt\">La guerre en Ukraine et le choc \u00e9nerg\u00e9tique qui l&rsquo;accompagne, le d\u00e9couplage \u00e9conomique entre l&rsquo;Occident et la Chine, les tendances protectionnistes de nombreuses grandes \u00e9conomies: les mauvaises nouvelles ont d\u00e9ferl\u00e9 sur le monde de l\u2019entreprise ces derniers temps. \u201cLe tableau n&rsquo;est pas forc\u00e9ment dramatique pour autant, \u00e0 condition de savoir rep\u00e9rer les opportunit\u00e9s qu\u2019il rec\u00e8le&hellip; <\/p><\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group justify-content-center justify-content-xl-start is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\"><div id=\"audioplayer_container\" class=\"wp-block-audioplayer\" data-src=\"https:\/\/envue.lecho.be\/megatendances\/media\/inzicht_57_FR.mp3\"><\/div>\n\n\n<hr class=\"wp-block-separator has-text-color has-yellow-color has-alpha-channel-opacity has-yellow-background-color has-background\"\/>\n\n\n\n<p>Temps de lecture 10 minutes<\/p>\n<\/div>\n<\/div><\/section>\n<\/div><\/div>\n\n    <\/div>\n\n\n\n<section class=\"wp-block-group alignfull d-lg-none\" id=\"intro\" style=\"padding-top:var(--wp--preset--spacing--5);padding-bottom:var(--wp--preset--spacing--4)\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns row is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-10 col-xl-8 col-xxl-7 is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-post-excerpt has-fs-5-font-size\"><p class=\"wp-block-post-excerpt__excerpt\">La guerre en Ukraine et le choc \u00e9nerg\u00e9tique qui l&rsquo;accompagne, le d\u00e9couplage \u00e9conomique entre l&rsquo;Occident et la Chine, les tendances protectionnistes de nombreuses grandes \u00e9conomies: les mauvaises nouvelles ont d\u00e9ferl\u00e9 sur le monde de l\u2019entreprise ces derniers temps. \u201cLe tableau n&rsquo;est pas forc\u00e9ment dramatique pour autant, \u00e0 condition de savoir rep\u00e9rer les opportunit\u00e9s qu\u2019il rec\u00e8le&hellip; <\/p><\/div><\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull\" id=\"table-of-contents\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns row is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\" data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\n<div class=\"wp-block-column col col-12 col-lg-10 col-xl-8 col-xxl-7 is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading\">Dans ce dossier, vous lirez:<\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li>que les entreprises font du d\u00e9veloppement durable un business \u00e0 part enti\u00e8re;<\/li>\n\n\n\n<li>comment g\u00e9rer le mod\u00e8le en sablier dans le comportement du consommateur;<\/li>\n\n\n\n<li>pourquoi il est judicieux de donner la parole aux jeunes g\u00e9n\u00e9rations au sein d&rsquo;une entreprise;<\/li>\n\n\n\n<li>comment planifier l&rsquo;avenir dans un monde incertain;<\/li>\n\n\n\n<li>pourquoi les noms dans le classement Fortune 500 changent plus rapidement que jamais.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull o-chapter is-style-indent has-white-bottom-left-to-light-gray-top-right-gradient-background has-background\" id=\"chapter-1\" style=\"margin-bottom:var(--wp--preset--spacing--5)\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large is-featured d-lg-none ratio mb-4 js-featured-image is-style-default\" style=\"--bs-aspect-ratio:calc((16 \/ 9) * 100%)\"><img loading=\"lazy\" decoding=\"async\" width=\"2200\" height=\"1650\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited.jpg\" alt=\"\" class=\"wp-image-38\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited.jpg 2200w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-660x495.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1320x990.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-768x576.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1536x1152.jpg 1536w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-2048x1536.jpg 2048w\" sizes=\"auto, (max-width: 2200px) 100vw, 2200px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-159f51c6 wp-block-columns-is-layout-flex\" style=\"margin-top:0\">\n<div class=\"wp-block-column col col-12 col-md-10 col-lg-9 is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-display-6-font-size\" style=\"margin-bottom:var(--wp--preset--spacing--3)\" data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Pourquoi les crit\u00e8res ESG rencontrent-ils de plus en plus d\u2019obstacles?<\/h2>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\u201cSi l&rsquo;attention port\u00e9e \u00e0 la durabilit\u00e9 et \u00e0 l&rsquo;ESG (Environmental, Social &amp; Governance) est pass\u00e9e un temps au second plan en raison de la crise sanitaire, leur mise en \u0153uvre s&rsquo;acc\u00e9l\u00e8re d\u00e9sormais\u201d, souligne Bart Deckers, Partner chez EY. \u201cLes r\u00e9glementations vont toujours plus loin. Les \u00c9tats-Unis, la Chine et l&rsquo;UE adoptent des mesures protectionnistes combin\u00e9es \u00e0 des programmes de subventions pour l&rsquo;\u00e9nergie verte, la conservation de l&rsquo;eau, etc. <strong>Le climat d&rsquo;investissement est en train de changer, passant d&rsquo;une approche plut\u00f4t globale \u00e0 une m\u00e9thode plus locale et durable.\u201d<\/strong><\/p>\n\n\n\n<div class=\"wp-block-card card p-4 c-card border-0 rounded-5 has-background has-yellow-background-color\">\n    <div class=\"acf-innerblocks-container\">\n\n<div class=\"wp-block-columns row text-center text-lg-start is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column align-self-center col col-12 col-lg-4 mb-2 mb-lg-0 is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.333%\">\n    <div class=\"wp-block-counter counter c-counter watch-viewport display-1\">\n        <span>\n            <span class=\"js-counter\" data-from=\"0\" data-to=\"68\" data-digits=\"0\">68<\/span><sub>%<sub>\n        <\/span>\n    <\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column col col-12 col-lg-8 is-layout-flow wp-block-column-is-layout-flow\">\n<p>des consommateurs jugent que la politique d\u2019une entreprise est aussi importante que les produits qu\u2019elle vend.<\/p>\n<\/div>\n<\/div>\n\n<\/div>\n<\/div>\n\n\n\n    <div class=\"d-flex flex-column c-sidenote \">\n        <a href=\"https:\/\/www.ey.com\/en_be\/future-consumer-index\" title=\"enqu\u00eate EY Future Consumer Index\" target=\"_blank\" class=\"order-2 d-block small mb-3 mb-xl-0 c-sidenote__label\" data-aos=\"fade\" data-aos-offset=\"200\" data-aos-duration=\"500\">\n            <strong class=\"me-1 me-xl-0\">Read more:<\/strong>\n            <span class=\"d-xl-block\">enqu\u00eate EY Future Consumer Index<\/span>\n        <\/a>\n        <div class=\"order-1\">\n            \n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Les entreprises devraient consid\u00e9rer cette \u00e9volution non comme une menace, mais comme la source de possibilit\u00e9s in\u00e9dites d&rsquo;impliquer les consommateurs de fa\u00e7on plus p\u00e9renne. Car tout commence avec le client; or, lui aussi pr\u00eate une attention croissante \u00e0 la durabilit\u00e9. Dans la derni\u00e8re <a href=\"https:\/\/www.ey.com\/en_be\/future-consumer-index\" target=\"_blank\" rel=\"noreferrer noopener\">enqu\u00eate EY Future Consumer Index<\/a>, 68% des consommateurs ont d\u00e9clar\u00e9 qu&rsquo;\u00e0 leurs yeux, la politique d&rsquo;une entreprise est aussi importante que les produits qu&rsquo;elle vend. Pour 69% d&rsquo;entre eux, les entreprises doivent avoir un comportement \u00e9thique conforme aux attentes de leurs parties prenantes. Seuls 38% des consommateurs ayant particip\u00e9 \u00e0 l&rsquo;enqu\u00eate estiment que les mesures positives prises par les entreprises sont suffisantes.\u201d<\/p>\n\n        <\/div>\n    <\/div>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">L&rsquo;importance du travail durable a entre-temps p\u00e9n\u00e9tr\u00e9 en profondeur le monde de l\u2019entreprise. \u201cJe m&rsquo;entretiens tous les jours avec des patrons et je constate un v\u00e9ritable revirement\u201d, confirme Simon Anthonis, Partner chez EY VODW. \u201cLa croissance \u00e0 tout prix, la collecte agressive de donn\u00e9es, c&rsquo;est termin\u00e9! <strong>La r\u00e9putation, l&rsquo;image et la qualit\u00e9 comptent d\u00e9sormais davantage.<\/strong> Lorsque je dispense des conseils sur l&rsquo;innovation, les entreprises veulent non seulement savoir si cette innovation est souhaitable pour les clients, si elle est r\u00e9alisable et a un impact sur l&rsquo;entreprise, mais aussi si elle est durable et conforme \u00e0 leur purpose.\u201d<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">En outre, l&rsquo;ESG n&rsquo;est plus un simple atout, mais un point de d\u00e9part incontournable. \u201cDor\u00e9navant, la durabilit\u00e9 est ancr\u00e9e dans l&rsquo;ADN de l&rsquo;entreprise. Regardez de quelle fa\u00e7on les soci\u00e9t\u00e9s du Bel&nbsp;20 travaillent sur l&rsquo;hydrog\u00e8ne et d&rsquo;autres initiatives respectueuses du climat. Cela va nettement plus loin que s&rsquo;approvisionner en \u00e9nergie: elles veulent en faire un business \u00e0 part enti\u00e8re, avec son propre mod\u00e8le de revenus.\u201d Cependant, cette transformation n&rsquo;est pas simple dans un monde o\u00f9 les changements g\u00e9opolitiques perturbent de plus en plus les cha\u00eenes commerciales, logistiques et de production, alertent les deux Partners d&rsquo;EY.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns row is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-10 col-xl-9 is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large d-none d-lg-block\" id=\"image-1\"><img loading=\"lazy\" decoding=\"async\" width=\"1650\" height=\"1650\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1.jpg\" alt=\"\" class=\"wp-image-39\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1.jpg 1650w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1-660x660.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1-1320x1320.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1-150x150.jpg 150w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1-768x768.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_2136771347-edited-1-1536x1536.jpg 1536w\" sizes=\"auto, (max-width: 1650px) 100vw, 1650px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<blockquote class=\"wp-block-quote mt-4 my-lg-5 is-layout-flow wp-block-quote-is-layout-flow\" data-aos=\"fade\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\n<p>\u201cLa croissance \u00e0 tout prix, la collecte agressive de donn\u00e9es, c&rsquo;est termin\u00e9!\u201d<\/p>\n<cite>Simon Anthonis, partner EY VODW<\/cite><\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large d-none d-lg-block\" id=\"image-2\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1440\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1607257570-edited-scaled.jpg\" alt=\"\" class=\"wp-image-41\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1607257570-edited-scaled.jpg 2560w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1607257570-edited-660x371.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1607257570-edited-1320x742.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1607257570-edited-768x432.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1607257570-edited-1536x864.jpg 1536w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1607257570-edited-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull o-chapter has-white-top-left-to-yellow-bottom-right-gradient-background has-background\" id=\"chapter-2\" style=\"margin-bottom:var(--wp--preset--spacing--5)\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large is-featured d-lg-none ratio mb-4 js-featured-image is-style-default\" style=\"--bs-aspect-ratio:calc((16 \/ 9) * 100%)\"><img loading=\"lazy\" decoding=\"async\" width=\"2098\" height=\"1573\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/wilhelm-gunkel-jKFlCK60Vak-unsplash-edited.jpg\" alt=\"\" class=\"wp-image-170\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/wilhelm-gunkel-jKFlCK60Vak-unsplash-edited.jpg 2098w, https:\/\/envue.lecho.be\/megatendances\/media\/wilhelm-gunkel-jKFlCK60Vak-unsplash-edited-660x495.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/wilhelm-gunkel-jKFlCK60Vak-unsplash-edited-1320x990.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/wilhelm-gunkel-jKFlCK60Vak-unsplash-edited-768x576.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/wilhelm-gunkel-jKFlCK60Vak-unsplash-edited-1536x1152.jpg 1536w, https:\/\/envue.lecho.be\/megatendances\/media\/wilhelm-gunkel-jKFlCK60Vak-unsplash-edited-2048x1536.jpg 2048w\" sizes=\"auto, (max-width: 2098px) 100vw, 2098px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-159f51c6 wp-block-columns-is-layout-flex\" style=\"margin-top:0\">\n<div class=\"wp-block-column col col-12 col-md-10 col-lg-9 col-xxl-8 is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-black-color has-text-color has-display-6-font-size\" style=\"margin-bottom:var(--wp--preset--spacing--3)\" data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Comment g\u00e9rer les clients qui souhaitent \u00e0 la fois acheter durable et bon march\u00e9?<\/h2>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Les clients sont plus sensibles que jamais au facteur prix. Beaucoup de m\u00e9nages ont un budget plus restreint en raison de la hausse des co\u00fbts de l&rsquo;\u00e9nergie. Et l&rsquo;inflation atteint des sommets.<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\u201cNous nous dirigeons vers un <strong>mod\u00e8le en sablier dans le comportement des consommateurs<\/strong>\u201d, d\u00e9clare Bart Deckers. \u201cUn groupe chaque jour un peu plus nombreux exige le luxe, la personnalisation et la durabilit\u00e9, et est pr\u00eat \u00e0 payer pour cela. Dans le m\u00eame temps, un groupe plus vaste encore est en difficult\u00e9 et s&rsquo;int\u00e9resse principalement au facteur prix. Le segment qui se trouve d\u2019ordinaire entre ces deux extr\u00eames est en train de dispara\u00eetre. Les entreprises doivent en tenir compte dans leur portefeuille de produits et de services.\u201d<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Il convient de bien d\u00e9finir les groupes-cibles, pr\u00e9vient Simon Anthonis. \u201cNous venons de r\u00e9aliser une enqu\u00eate dans le secteur des assurances. Quel prix les compagnies sont-elles pr\u00eates \u00e0 payer pour des produits d&rsquo;assurance plus durables? Les conclusions ne sont pas homog\u00e8nes. Les grandes compagnies sont dispos\u00e9es \u00e0 mettre la main \u00e0 la poche, pas les petits op\u00e9rateurs. Il faut \u00eatre conscient de ces diff\u00e9rences.\u201d<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Une entreprise doit conna\u00eetre son client sur le bout des doigts et savoir de quoi se compose son environnement. \u201cVous devez d\u00e9finir au mieux votre <strong>profil d\u2019acheteur<\/strong>, entamer un dialogue avec le groupe-cible et ne pas craindre d&rsquo;\u00e9laborer une nouvelle proposition de valeur.\u201d<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">C\u2019est possible, notamment, en permettant aux g\u00e9n\u00e9rations plus jeunes et influentes d&rsquo;avoir davantage la parole dans les entreprises. \u201cIls ont un univers de vie sp\u00e9cifique, et leurs centres d&rsquo;int\u00e9r\u00eat et leurs id\u00e9es sont transform\u00e9s en produits et services, souvent avec beaucoup de succ\u00e8s\u201d, note Bart Deckers.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column col col-12 col-lg-6 col-xl-5 is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large d-none d-lg-block\" id=\"image-3\"><img loading=\"lazy\" decoding=\"async\" width=\"806\" height=\"1320\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1723019491-806x1320.png\" alt=\"\" class=\"wp-image-99\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1723019491-806x1320.png 806w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1723019491-403x660.png 403w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1723019491-768x1258.png 768w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1723019491-938x1536.png 938w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1723019491-1251x2048.png 1251w\" sizes=\"auto, (max-width: 806px) 100vw, 806px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull o-chapter is-style-indent has-light-gray-top-left-to-white-bottom-right-gradient-background has-background\" id=\"chapter-3\" style=\"margin-bottom:var(--wp--preset--spacing--5)\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large is-featured d-lg-none ratio mb-4 js-featured-image is-style-default\" style=\"--bs-aspect-ratio:calc((16 \/ 9) * 100%)\"><img loading=\"lazy\" decoding=\"async\" width=\"1874\" height=\"1406\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1834113043-edited.jpg\" alt=\"\" class=\"wp-image-44\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1834113043-edited.jpg 1874w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1834113043-edited-660x495.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1834113043-edited-1320x990.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1834113043-edited-768x576.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1834113043-edited-1536x1152.jpg 1536w\" sizes=\"auto, (max-width: 1874px) 100vw, 1874px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-159f51c6 wp-block-columns-is-layout-flex\" style=\"margin-top:0\">\n<div class=\"wp-block-column col col-12 col-md-10 col-lg-9 is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-display-6-font-size\" style=\"margin-bottom:var(--wp--preset--spacing--3)\" data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Comment les technologies changent-elles la donne?<\/h2>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column align-self-center col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Les technologies jouent bien \u00e9videmment ici un r\u00f4le-cl\u00e9: l&rsquo;entreprise doit suivre l&rsquo;\u00e9volution des technologies \u00e9mergentes et pertinentes, telles que l&rsquo;IA.<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\u201cLes processus peuvent \u00eatre num\u00e9ris\u00e9s au point de ne plus n\u00e9cessiter d&rsquo;intervention humaine\u201d, avance Simon Anthonis. \u201cL&rsquo;interaction humaine est, le cas \u00e9ch\u00e9ant, r\u00e9serv\u00e9e aux dimensions o\u00f9 elle apporte une r\u00e9elle valeur ajout\u00e9e. Les sc\u00e9narios-catastrophes pr\u00e9disant la disparition du travail sous l&rsquo;effet des nouvelles technologies ne tiennent plus la route. Au d\u00e9but de la num\u00e9risation, ce genre de sc\u00e9nario \u00e9tait redout\u00e9; force est de constater que les taux de ch\u00f4mage sont historiquement bas.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column align-self-center col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<blockquote class=\"wp-block-quote my-4 is-layout-flow wp-block-quote-is-layout-flow\" data-aos=\"fade\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\n<p>\u201cLe segment interm\u00e9diaire est en train de dispara\u00eetre.\u201d<\/p>\n<cite>Bart Deckers &#8211; partner EY<\/cite><\/blockquote>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-cover has-parallax d-none d-lg-block\" style=\"min-height:300px;aspect-ratio:unset;\" id=\"image-4\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\"><\/span><div role=\"img\" class=\"wp-block-cover__image-background wp-image-42 has-parallax\" style=\"background-position:50% 50%;background-image:url(https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_1834113043.jpg)\"><\/div><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<p class=\"has-text-align-center has-large-font-size\"><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Les meilleures entreprises ne se contentent pas d&rsquo;utiliser la technologie comme support: elles l&rsquo;int\u00e8grent pleinement dans leur business model, \u201cpar exemple en proposant des services hybrides ou reposant totalement sur les technologies\u201d.<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">La num\u00e9risation place la barre nettement plus haut en termes d&rsquo;exigences impos\u00e9es aux entreprises. \u201cAutrefois, celles-ci devaient choisir le domaine dans lequel elles voulaient exceller: soit sur le plan op\u00e9rationnel, soit en mati\u00e8re de leadership produit, soit encore dans l\u2019intimit\u00e9 client (customer intimacy). Elles ne pouvaient se concentrer que sur un seul objectif, tant chacun d\u2019eux \u00e9tait gourmand en main-d&rsquo;\u0153uvre. Gr\u00e2ce \u00e0 la technologie, il est d\u00e9sormais possible d&rsquo;automatiser une grande partie de la customer intimacy, et il en va de m\u00eame pour l&rsquo;aspect op\u00e9rationnel. L\u2019entreprise n\u2019a donc plus le choix: elle doit \u00eatre la meilleure dans les trois domaines.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull o-chapter has-white-bottom-left-to-yellow-top-right-gradient-background has-background\" id=\"chapter-4\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large is-featured d-lg-none ratio mb-4 js-featured-image is-style-default\" style=\"--bs-aspect-ratio:calc((16 \/ 9) * 100%)\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1919\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-scaled.jpg\" alt=\"\" class=\"wp-image-47\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-scaled.jpg 2560w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-660x495.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1320x990.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-768x576.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1536x1151.jpg 1536w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-2048x1535.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-159f51c6 wp-block-columns-is-layout-flex\" style=\"margin-top:0\">\n<div class=\"wp-block-column col col-12 col-md-10 col-lg-9 col-xxl-6 is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-black-color has-text-color has-display-6-font-size\" style=\"margin-bottom:var(--wp--preset--spacing--3)\" data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Comment anticiper l\u2019avenir dans un monde aussi incertain?<\/h2>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">La planification \u00e0 cinq ans devient un exercice des plus d\u00e9licats. Les chefs d&rsquo;entreprise peinent \u00e0 d\u00e9finir une feuille de route pr\u00e9cise \u00e0 une \u00e9poque marqu\u00e9e par la survenance \u00e0 intervalles r\u00e9guliers d\u2019un \u201c<strong>cygne noir<\/strong>\u201d \u2013 un \u00e9v\u00e9nement perturbateur impr\u00e9visible.<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Et pourtant, c&rsquo;est pr\u00e9cis\u00e9ment pour cette raison qu&rsquo;il est crucial de planifier l&rsquo;avenir, selon Simon Anthonis. De fa\u00e7on consciente\u2026 mais diff\u00e9rente. \u201cSouvent, les entreprises d\u00e9veloppent plusieurs sc\u00e9narios pour l&rsquo;avenir. Quelles \u00e9volutions pr\u00e9voir sur le plan g\u00e9opolitique et macro\u00e9conomique? Quelle en serait l&rsquo;incidence sur nos activit\u00e9s? Quelles sont les chances que la situation \u00e9volue autrement? C&rsquo;est sur cette base qu&rsquo;elles \u00e9laborent leur strat\u00e9gie.\u201d<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Or, cela n&rsquo;est plus suffisant dans le contexte actuel, car trop r\u00e9actif. \u201cIl ne suffit plus d&rsquo;essayer de pr\u00e9voir (forecast), il faut aussi extrapoler la situation en mode backcast\u201d, c\u2019est-\u00e0-dire en partant d\u2019un futur d\u00e9sirable et en d\u00e9finissant les strat\u00e9gies et processus qui permettront de le concr\u00e9tiser. Dans cette optique, l&rsquo;entreprise d\u00e9termine non seulement le sc\u00e9nario le plus probable, mais aussi et surtout le plus souhaitable. \u201cLe futur probable est-il acceptable pour vous? Quel objectif d\u00e9sirez-vous poursuivre avec votre entreprise? Il faut d\u2019abord d\u00e9finir la ligne d\u2019arriv\u00e9e, puis commencer \u00e0 raisonner \u00e0 partir d&rsquo;aujourd&rsquo;hui: quelles mesures prendre pour parvenir \u00e0 destination?\u201d<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">EY a notamment collabor\u00e9 avec un fabricant de jouets scandinave, autrement dit des produits tr\u00e8s tangibles. \u201cIls ne voulaient plus se contenter d&rsquo;observer les m\u00e9gatendances et d&rsquo;y r\u00e9agir. Ils souhaitaient avoir un impact social et jouer un r\u00f4le-cl\u00e9 dans l&rsquo;apprentissage ludique op\u00e9r\u00e9 par la jeune g\u00e9n\u00e9ration. Or, celle-ci vit dans un monde diff\u00e9rent. Pour atteindre l&rsquo;objectif d\u00e9fini, ils ont opt\u00e9 pour une cha\u00eene d\u2019approvisionnement totalement respectueuse de l&rsquo;environnement, et pour des jouets combin\u00e9s \u00e0 des applications o\u00f9 les enfants apprennent \u00e0 conna\u00eetre les objets avec lesquels ils jouent.\u201d<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Cette vision signifie que le cycle de vie d&rsquo;un produit ou d&rsquo;un service est de plus en plus court. Les entreprises doivent d\u00e8s lors repenser leurs horizons plus rapidement et fr\u00e9quemment. \u201cElles doivent s&rsquo;organiser de mani\u00e8re \u00e0 pouvoir s&rsquo;adapter plus vite\u201d, acquiesce Bart Deckers. \u201cEn cas d&rsquo;incertitude extr\u00eame, il est possible de d\u00e9finir les lignes et la direction \u00e0 suivre. Mais s\u2019enfermer dans un sc\u00e9nario unique est absolument exclu.\u201d<\/p>\n\n\n\n<p data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">La transformation est quelque chose de constant. Elle ne survient pas ponctuellement tous les cinq ans: elle est int\u00e9gr\u00e9e dans la gestion quotidienne des entreprises. \u201cIl suffit, pour s&rsquo;en convaincre, d&rsquo;observer les \u00e9volutions macro\u00e9conomiques\u201d, conclut Simon Anthonis. \u201cRegardez le turnover au sein du classement Fortune 500: les noms qui y figurent changent beaucoup plus rapidement qu&rsquo;il y a quelques d\u00e9cennies. La nouvelle r\u00e9alit\u00e9, c&rsquo;est l&rsquo;innovation constante.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large d-none d-lg-block\" id=\"image-5\" data-rellax=\"true\" data-rellax-speed=\"2\" data-rellax-percentage=\"0.5\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"2560\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1-scaled.jpg\" alt=\"\" class=\"wp-image-49\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1-scaled.jpg 1440w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1-371x660.jpg 371w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1-743x1320.jpg 743w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1-768x1365.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1-864x1536.jpg 864w, https:\/\/envue.lecho.be\/megatendances\/media\/shutterstock_253808953-edited-1-1152x2048.jpg 1152w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote mt-4 has-black-color has-text-color is-layout-flow wp-block-quote-is-layout-flow\" data-aos=\"fade\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">\n<p>\u201cAujourd\u2019hui, le forecast ne suffit plus. Il faut pouvoir adopter une approche backcast.\u201d<\/p>\n<cite>Simon Anthonis, partner EY VODW<\/cite><\/blockquote>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-md-10 col-lg-9 col-xxl-6 is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-display-6-font-size\" style=\"margin-bottom:var(--wp--preset--spacing--3)\" data-aos=\"fade-up\" data-aos-duration=\"1000\" data-aos-easing=\"ease\" data-aos-delay=\"0\" data-aos-offset=\"100\" data-aos-once=\"true\" data-aos-mirror=\"false\">Cinq m\u00e9gatendances synonymes de d\u00e9fis pour les chefs d\u2019entreprise<\/h2>\n<\/div>\n<\/div>\n\n\n\n    <div class=\"wp-block-slider o-slider swiper-container \">\n        <div class=\"swiper\" data-slides-per-view=\"1.25\" data-breakpoints='{\"576\":{\"slidesPerView\":\"1.25\"},\"768\":{\"slidesPerView\":\"1.25\"},\"992\":{\"slidesPerView\":\"1.25\",\"navigation\":{\"enabled\":true}},\"1200\":{\"slidesPerView\":\"5\",\"navigation\":{\"enabled\":true}},\"1400\":{\"slidesPerView\":\"5\",\"navigation\":{\"enabled\":true}}}'>\n            <div class=\"swiper-wrapper\">\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-card card p-4 c-card border-0 h-100 has-background has-white-bottom-left-to-light-gray-top-right-gradient-background\">\n    <div class=\"acf-innerblocks-container\">\n\n<figure class=\"wp-block-image size-full ratio ratio-1x1 w-25 mx-auto\"><img decoding=\"async\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/icon-1.svg\" alt=\"\" class=\"wp-image-151\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\">Le d\u00e9couplage entre l&rsquo;Occident et la Chine.<\/h5>\n\n\n\n<p>L&rsquo;Union europ\u00e9enne et les \u00c9tats-Unis devraient prendre davantage leurs distances avec la Chine cette ann\u00e9e, et inversement. Il sera donc plus difficile pour les entrepreneurs occidentaux de s&rsquo;implanter dans l\u2019Empire du milieu.<\/p>\n\n<\/div>\n<\/div>\n                    <\/div>\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-card card p-4 c-card border-0 h-100 has-background has-white-bottom-left-to-light-gray-top-right-gradient-background\">\n    <div class=\"acf-innerblocks-container\">\n\n<figure class=\"wp-block-image size-full ratio ratio-1x1 w-25 mx-auto\"><img decoding=\"async\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/icon-2.svg\" alt=\"\" class=\"wp-image-153\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\">L\u2019autosuffisance \u00e9conomique.<\/h5>\n\n\n\n<p>Par le biais de r\u00e9glementations et de subventions, les grandes puissances veulent r\u00e9duire leur d\u00e9pendance vis-\u00e0-vis de l&rsquo;\u00e9tranger, en particulier dans les secteurs d&rsquo;importance strat\u00e9gique. Cela cr\u00e9e des opportunit\u00e9s d&rsquo;investissement plus proches des investisseurs eux-m\u00eames.<\/p>\n\n<\/div>\n<\/div>\n                    <\/div>\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-card card p-4 c-card border-0 h-100 has-background has-white-bottom-left-to-light-gray-top-right-gradient-background\">\n    <div class=\"acf-innerblocks-container\">\n\n<figure class=\"wp-block-image size-full ratio ratio-1x1 w-25 mx-auto\"><img decoding=\"async\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/icon-3.svg\" alt=\"\" class=\"wp-image-147\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\">L\u2019inflation \u00e9lev\u00e9e.<\/h5>\n\n\n\n<p>L&rsquo;inflation devrait rester particuli\u00e8rement \u00e9lev\u00e9e en 2023. Les interventions des banques centrales sur les taux d&rsquo;int\u00e9r\u00eat pourraient faire entrer les \u00e9conomies en r\u00e9cession.<\/p>\n\n<\/div>\n<\/div>\n                    <\/div>\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-card card p-4 c-card border-0 h-100 has-background has-white-bottom-left-to-light-gray-top-right-gradient-background\">\n    <div class=\"acf-innerblocks-container\">\n\n<figure class=\"wp-block-image size-full ratio ratio-1x1 w-25 mx-auto\"><img decoding=\"async\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/icon-4.svg\" alt=\"\" class=\"wp-image-148\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\">La technologie comme arme g\u00e9opolitique.<\/h5>\n\n\n\n<p>Les grandes puissances prot\u00e8gent de plus en plus leur technologie et visent l&rsquo;autosuffisance et l&rsquo;ind\u00e9pendance technologiques.<\/p>\n\n<\/div>\n<\/div>\n                    <\/div>\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-card card p-4 c-card border-0 h-100 has-background has-white-bottom-left-to-light-gray-top-right-gradient-background\">\n    <div class=\"acf-innerblocks-container\">\n\n<figure class=\"wp-block-image size-full ratio ratio-1x1 w-25 mx-auto\"><img decoding=\"async\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/icon-5.svg\" alt=\"\" class=\"wp-image-149\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\">L&rsquo;\u00e9nergie reste une priorit\u00e9.<\/h5>\n\n\n\n<p>Les gouvernements tentent toujours de s\u00e9curiser leur approvisionnement en \u00e9nergie, de contr\u00f4ler les prix et de viser la durabilit\u00e9. Les entreprises sont confront\u00e9es \u00e0 un ensemble disparate de mesures et de taux d&rsquo;imposition.<\/p>\n\n<\/div>\n<\/div>\n                    <\/div>\n                            <\/div>\n\n            <div class=\"swiper-pagination position-static mt-2\"><\/div>\n\n            <div class=\"swiper-button-prev\">\n                <i class=\"fa-solid fa-circle-chevron-left fa-xl\"><\/i>\n            <\/div>\n            <div class=\"swiper-button-next\">\n                <i class=\"fa-solid fa-circle-chevron-right fa-xl\"><\/i>\n            <\/div>\n        <\/div>\n    <\/div>\n\n\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull\" style=\"padding-top:0\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-card card p-4 c-card p-lg-5 border-0 rounded-5 has-background has-black-background-color has-color has-white-color\">\n    <div class=\"acf-innerblocks-container\">\n\n<h2 class=\"wp-block-heading has-text-align-center has-display-6-font-size\" style=\"margin-bottom:var(--wp--preset--spacing--4)\">Que retenir de ce dossier?<\/h2>\n\n\n\n    <div class=\"wp-block-slider o-slider swiper-container \">\n        <div class=\"swiper\" data-slides-per-view=\"1\" data-breakpoints='{\"576\":{\"slidesPerView\":1},\"768\":{\"slidesPerView\":1},\"992\":{\"slidesPerView\":1,\"navigation\":{\"enabled\":true}},\"1200\":{\"slidesPerView\":1,\"navigation\":{\"enabled\":true}},\"1400\":{\"slidesPerView\":1,\"navigation\":{\"enabled\":true}}}'>\n            <div class=\"swiper-wrapper\">\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-columns row justify-content-center is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-10 col-xl-9 is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Le climat d&rsquo;investissement est en train de changer, du niveau mondial \u00e0 l&rsquo;\u00e9chelle locale. Il faut y voir de nouvelles possibilit\u00e9s de renforcer le lien avec les consommateurs. La r\u00e9putation, l\u2019image et la qualit\u00e9 rev\u00eatent d\u00e9sormais une importance accrue.<\/p>\n<\/div>\n<\/div>\n                    <\/div>\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-columns row justify-content-center is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-10 col-xl-9 is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Un groupe de plus en plus nombreux de consommateurs exige le luxe, la personnalisation et la durabilit\u00e9, et est pr\u00eat \u00e0 y mettre le prix. Dans le m\u00eame temps, un groupe encore plus vaste est en proie \u00e0 des difficult\u00e9s financi\u00e8res et ne s&rsquo;int\u00e9resse qu&rsquo;au facteur prix. D\u00e9finissez au mieux votre <em>buyer persona<\/em>.<\/p>\n<\/div>\n<\/div>\n                    <\/div>\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-columns row justify-content-center is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-10 col-xl-9 is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Continuez \u00e0 suivre les technologies pertinentes et \u00e9mergentes, et int\u00e9grez-les pleinement dans votre business model.<\/p>\n<\/div>\n<\/div>\n                    <\/div>\n                                    <div class=\"swiper-slide o-slider__item\">\n                        \n<div class=\"wp-block-columns row justify-content-center is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-10 col-xl-9 is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Planifiez consciemment mais ne soyez pas hyperr\u00e9actif. L&rsquo;innovation constante est la nouvelle r\u00e9alit\u00e9.<\/p>\n<\/div>\n<\/div>\n                    <\/div>\n                            <\/div>\n\n            <div class=\"swiper-pagination position-static mt-2\"><\/div>\n\n            <div class=\"swiper-button-prev\">\n                <i class=\"fa-solid fa-circle-chevron-left fa-xl\"><\/i>\n            <\/div>\n            <div class=\"swiper-button-next\">\n                <i class=\"fa-solid fa-circle-chevron-right fa-xl\"><\/i>\n            <\/div>\n        <\/div>\n    <\/div>\n\n\n\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull has-white-bottom-left-to-light-gray-top-right-gradient-background has-background\" id=\"contact\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading has-display-6-font-size\" style=\"margin-bottom:var(--wp--preset--spacing--5)\">Contact<\/h2>\n\n\n\n<div class=\"wp-block-columns row gx-lg-5 is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col col-12 col-lg-6 mb-4 mb-lg-0 is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns are-vertically-aligned-center row is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column align-self-center col col-4 is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1667\" height=\"1667\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Bart-Deckers_008_2789_HR-edited.jpg\" alt=\"\" class=\"wp-image-172\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Bart-Deckers_008_2789_HR-edited.jpg 1667w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Bart-Deckers_008_2789_HR-edited-660x660.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Bart-Deckers_008_2789_HR-edited-1320x1320.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Bart-Deckers_008_2789_HR-edited-150x150.jpg 150w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Bart-Deckers_008_2789_HR-edited-768x768.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Bart-Deckers_008_2789_HR-edited-1536x1536.jpg 1536w\" sizes=\"auto, (max-width: 1667px) 100vw, 1667px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column align-self-center col col-8 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading h5\">Bart Deckers<\/h3>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-yellow-color has-alpha-channel-opacity has-yellow-background-color has-background is-style-default\"\/>\n\n\n\n<ul class=\"wp-block-social-links has-small-icon-size has-icon-color has-icon-background-color is-layout-flex wp-block-social-links-is-layout-flex\"><li style=\"color:#fff;background-color:#21212b;\" class=\"wp-social-link wp-social-link-mail has-white-color has-black-background-color wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"mailto:bart.deckers@parthenon.ey.com\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19,5H5c-1.1,0-2,.9-2,2v10c0,1.1.9,2,2,2h14c1.1,0,2-.9,2-2V7c0-1.1-.9-2-2-2zm.5,12c0,.3-.2.5-.5.5H5c-.3,0-.5-.2-.5-.5V9.8l7.5,5.6,7.5-5.6V17zm0-9.1L12,13.6,4.5,7.9V7c0-.3.2-.5.5-.5h14c.3,0,.5.2.5.5v.9z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Mail<\/span><\/a><\/li>\n\n<li style=\"color:#fff;background-color:#21212b;\" class=\"wp-social-link wp-social-link-linkedin has-white-color has-black-background-color wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/bart-deckers-83468856\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">LinkedIn<\/span><\/a><\/li><\/ul>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column col col-12 col-lg-6 is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns are-vertically-aligned-center row is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column align-self-center col col-4 is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1667\" height=\"1667\" src=\"https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Simon-Anthonis_001_2738_HR-edited.jpg\" alt=\"\" class=\"wp-image-173\" srcset=\"https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Simon-Anthonis_001_2738_HR-edited.jpg 1667w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Simon-Anthonis_001_2738_HR-edited-660x660.jpg 660w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Simon-Anthonis_001_2738_HR-edited-1320x1320.jpg 1320w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Simon-Anthonis_001_2738_HR-edited-150x150.jpg 150w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Simon-Anthonis_001_2738_HR-edited-768x768.jpg 768w, https:\/\/envue.lecho.be\/megatendances\/media\/20230315__EY-Simon-Anthonis_001_2738_HR-edited-1536x1536.jpg 1536w\" sizes=\"auto, (max-width: 1667px) 100vw, 1667px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column align-self-center col col-8 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading h5\">Simon Anthonis<\/h3>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-yellow-color has-alpha-channel-opacity has-yellow-background-color has-background is-style-default\"\/>\n\n\n\n<ul class=\"wp-block-social-links has-small-icon-size has-icon-color has-icon-background-color is-layout-flex wp-block-social-links-is-layout-flex\"><li style=\"color:#fff;background-color:#21212b;\" class=\"wp-social-link wp-social-link-mail has-white-color has-black-background-color wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"mailto:simon.anthonis@vodw.ey.com\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19,5H5c-1.1,0-2,.9-2,2v10c0,1.1.9,2,2,2h14c1.1,0,2-.9,2-2V7c0-1.1-.9-2-2-2zm.5,12c0,.3-.2.5-.5.5H5c-.3,0-.5-.2-.5-.5V9.8l7.5,5.6,7.5-5.6V17zm0-9.1L12,13.6,4.5,7.9V7c0-.3.2-.5.5-.5h14c.3,0,.5.2.5.5v.9z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Mail<\/span><\/a><\/li>\n\n<li style=\"color:#fff;background-color:#21212b;\" class=\"wp-social-link wp-social-link-linkedin has-white-color has-black-background-color wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/simonanthonis\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">LinkedIn<\/span><\/a><\/li><\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-group alignfull\"><div class=\"container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-black-color has-yellow-background-color has-text-color has-background wp-element-button\" href=\"https:\/\/www.tijd.be\/connect\/inzicht\/\" target=\"_blank\" rel=\"noreferrer noopener\">Aper\u00e7u longreads<\/a><\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<div style=\"height:80px\" aria-hidden=\"true\" class=\"wp-block-spacer d-lg-none\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La guerre en Ukraine et le choc \u00e9nerg\u00e9tique qui l&rsquo;accompagne, le d\u00e9couplage \u00e9conomique entre l&rsquo;Occident et la Chine, les tendances protectionnistes de nombreuses grandes \u00e9conomies: les mauvaises nouvelles ont d\u00e9ferl\u00e9 sur le monde de l\u2019entreprise ces derniers temps. \u201cLe tableau n&rsquo;est pas forc\u00e9ment dramatique pour autant, \u00e0 condition de savoir rep\u00e9rer les opportunit\u00e9s qu\u2019il rec\u00e8le et s\u2019en saisir. Pour y parvenir, il faut adopter une nouvelle fa\u00e7on d&rsquo;envisager l&rsquo;avenir.\u201d<\/p>\n","protected":false},"author":1,"featured_media":20,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"footnotes":""},"expert":[5,6],"class_list":["post-1","page","type-page","status-publish","has-post-thumbnail","hentry","expert-bart-deckers","expert-simon-anthonis"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment anticiper l\u2019avenir dans un monde aussi incertain?| EY | envue<\/title>\n<meta name=\"description\" content=\"Difficile de planifier l&#039;avenir dans un monde o\u00f9 les m\u00e9gatendances g\u00e9opolitiques changent en permanence la donne. Les entreprises doivent donc extrapoler la situation de mani\u00e8re r\u00e9trospective.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/envue.lecho.be\/megatendances\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cLes consommateurs exigent soit du luxe durable, soit des produits bon march\u00e9\u201d\" \/>\n<meta property=\"og:description\" content=\"Les clients sont de plus en plus nombreux \u00e0 exiger des entreprises qu&#039;elles adoptent un comportement durable. Dans le m\u00eame temps, de nombreux m\u00e9nages voient leur budget disponible comprim\u00e9 par l&#039;inflation et la hausse des co\u00fbts de l&#039;\u00e9nergie. 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