Accenture has released its 18th annual Life Trends report, signaling a major shift in how consumers perceive and interact with technology. According to the report, over half of people are increasingly skeptical of the content they encounter online, with trust becoming a key factor in how they engage with brands. The findings come as businesses grapple with evolving consumer expectations, driven by advancements in artificial intelligence (AI) and other digital technologies.
The report, a product of Accenture Song, the consultancy’s marketing brand, identifies five macro trends expected to shape the relationship between people and technology in 2025. It is based on insights from over 24,000 respondents across 22 countries, capturing global sentiment on how digital experiences are evolving.
Trust and Technology at a Crossroads
The findings emphasize a growing concern among consumers about the trustworthiness of digital platforms, particularly as AI tools like generative AI gain traction. More than half of respondents now question the authenticity of online content, with 62% of people stating that trust is a critical factor when deciding whether to engage with a brand. This reflects wider industry concerns as businesses are under pressure to maintain transparency in their digital interactions.
“Online trust is a critical issue, with everyone becoming more discerning about what they see and believe,” said Nick Law, creative chairperson at Accenture Song. As brands increasingly rely on AI to enhance customer experiences, ensuring the credibility of information will be vital for maintaining consumer confidence.
Key Macro Trends Identified
Accenture’s report outlines five key trends that highlight the challenges and opportunities businesses will face in building and maintaining trust in a digitally driven world:
- Cost of Hesitations: The prevalence of scams and the rise of deepfake content are leading consumers to question the integrity of online interactions. The report notes that one in three people has experienced some form of online fraud in the past year. This erosion of trust is affecting how consumers approach online shopping and other brand interactions.
- The Parent Trap: As young people spend more time online, parents are increasingly concerned about the impact of digital content on mental health and identity. Accenture found that Gen Z is more than twice as likely as older generations to feel that social media affects their sense of self, sparking a need for tighter controls and protective measures.
- Impatience Economy: Consumers are seeking faster, more immediate responses from businesses, with three-quarters of those surveyed saying they wish companies would adapt more quickly to their changing needs. This shift is pushing brands to embrace more agile communication strategies to keep pace with real-time consumer expectations.
- The Dignity of Work: Generative AI is reshaping the workplace, with many employees finding that AI tools help boost efficiency and work quality. However, some express concerns about the potential for AI to diminish creativity and increase job insecurity, highlighting the need for businesses to thoughtfully integrate new technologies while preserving employee motivation.
- Social Rewilding: As people seek more meaningful, authentic experiences, there is a renewed interest in real-world engagement. The report notes that 42% of respondents attributed their most enjoyable experiences in the past week to in-person activities, with only 15% citing digital experiences. This trend could prompt companies to re-evaluate their role in providing immersive and impactful physical experiences alongside digital offerings.
Broader Industry Implications
The trends highlighted in the Life Trends 2025 report resonate with broader shifts in the digital landscape, where trust and authenticity have become critical components of brand-consumer relationships. With the proliferation of AI and deepfake technologies, businesses are now tasked with not only keeping pace with technological innovation but also maintaining transparency and fostering trust among increasingly skeptical audiences.
The pressure on companies to evolve quickly is part of a larger industry movement towards consumer-first strategies, where responsiveness and personalized experiences are becoming key differentiators. As businesses integrate new AI-driven solutions, balancing efficiency with humanity will be crucial, according to Accenture’s analysis.
David Droga, CEO of Accenture Song, emphasized that while companies are embracing AI for growth, they must not lose sight of the importance of trust and human-centric engagement. “We cannot deprioritize or outsource trust and humanity,” Droga said.
As the report indicates, the next phase of digital transformation will not just be about innovation, but about ensuring that the rapid pace of technological change aligns with evolving consumer expectations around trust and authenticity.
For more information on the Life Trends 2025 report, visit Accenture’s website.