The trends we face

Market trends are factors influencing the future, including our bank, sector, economy or society. The time horizon in which we identify and describe them is the next 2-3 years.

2020 was unique – it redefined the framework for the activities and functioning of many economies, industries and societies. 2021, despite the efforts of governments and the start of vaccination against the coronavirus, will probably not allow us to return to the reality we know from before the pandemic. We are at a turning point of some sort, and activity in many areas will need to be redefined over time after the pandemic is over. This may result in the trends that we observe today may not materialize or new ones may arise which, with their strength and influence, will change a lot. 

Economy

In terms of economic and economic trends, the trend we identify is low interest rates for a long time, despite the fact that, on the other hand, we will face rising inflation (read more about this in the commentary of our team of economists). Looking at it from the point of view of households and enterprises, these entities will look for alternative forms of savings to bank deposits in order to protect themselves against inflation. Treasury bonds, or – gradually – corporate bonds, can enjoy more and more interest. This is a trend that seems to have started as early as 2020. 

Green transformation

Another very important trend that we hope will happen is the (acceleration) of the green transformation in Poland (see our economists' report on page 22). This is necessary to achieve climate neutrality of our economy in 2050. As abank, we support this trend in terms of financing the transformation – by engaging, inter alia, in projects of photovoltaic farms, as well as on the educational side – emphasizing the importance of environmental protection or air quality in our marketing communication and educational campaigns for our employees. The importance of this issue at the European level is emphasized by new legal regulations, including for the financial sector, which force the sector to engage in the fight for climate protection, support sustainable development and transparency in this area. 

Terminology

From the technological side – the development and universality of digital solutions will accelerate. The coronavirus pandemic and the shutdown of economies have proved that we are able – as an economy and society – to quickly and significantly shift our operations to remote mode. Work, entertainment, shopping, social contacts, official matters – in 2020, the basic channel for their implementation was the Internet. After the pandemic is over, some of the activities will probably return to the form we knew before 2020, but the digitisation of some of them will certainly accelerate in the coming years. 

We are aware that the consequence of technological progress is the digitisation of banking services, and thus – new channels of interaction with the client and the increased importance of online security. New client needs require a personalized approach. These factors influence the need to focus on banking services from the perspective of the experience we offer to the client. That is why the client’s experience at our bank determines the technological solutions that we implement. We focus on availability, speed and intuitiveness, legibility and simplicity of communication, as well as client safety. 

Society

In terms of social trends, two important aspects should be noted. The first trend is global – it is the polarisation of social groups. From the perspective of companies and people building the brand, it is a challenge when building marketing communication or the company’s image. The second challenge is to improve the financial knowledge of Poles. We must constantly work to change this. Knowledge in this area should be built from school age. The aging society and low financial literacy pose a threat to finances in the form of frauds carried out mainly in remote channels. 

Labour market

The coronavirus pandemic and periodic lockdowns have forced and accelerated some changes in the lobar market. Remote and hybrid work is a trend that begins to consolidate and spread in the long term. This is evidenced by, inter alia, plans to legally regulate these issues in the Labour Code. The key will continue to be to ensure the safety of employees, strive to reduce the level of stress and take care of their psychophysical condition. All activities that make up the area of well-being will gain importance. It may also be important to make working time more flexible. Working models based on the interaction of people and technology, as well as more personalized internal communication (e.g. video films instead of text messages) can also play an increasingly important role. It will serve to create and maintain committed, integrated teams despite the limitations in social contacts. The challenge will also be to design and implement such a work model that – as a remote and hybrid form – will provide attractive opportunities for employees' self-development, unlocking their potential, talent management and effective recruitment. An active presence in digital channels that they have not used before (e.g. outside the catalogue of popular social media) may turn out to be a permanent element of building the image of employers. 

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