Accenture Life Trends 2025: Trust is reshaping customer relationships

People's reactions to the rapid pace of technological progress are mixed. The increased use of artificial intelligence (AI) and generative AI is having an increasing impact on the experiences that societies have with digital technologies. On the one hand, people appreciate the convenience associated with the new digital technologies. On the other hand, they are increasingly having to question what they see and believe as they try to redefine the role that technology plays in their lives.

 "Trust is an essential issue today, especially on the internet. More and more people are critically scrutinizing what they see online and consider to be credible. This is also changing the way they interact with companies that are vying for their attention," explains Giovanna Melillo, Head of Accenture Song Switzerland. "Technologies such as generative AI are shaping our everyday lives and increasing critical scrutiny on the consumer side. They are adapting their approach accordingly so that they don't feel they are losing sight of the bigger picture."

Accenture Song has identified five macro trends that highlight the changing dynamics between technology and users. These trends help brands to take advantage of the challenges and opportunities arising from new customer needs.

1. The cost of procrastination: The trustworthiness of digital technologies is being undermined by the increase in cases of fraud. The boundaries between genuine and fake content are becoming blurred. Generative AI increases this uncertainty and weakens people's trust in digital platforms. The results of the survey show that more than half of customers doubt the authenticity of online content. This loss of trust also affects online purchases and interactions with brands: 33% of respondents have reported deep fake attacks or fraud in the past year. Brands must restore the trust of their customers by sending trust-building signals in communication, commerce and products.

2. The parent trap: Parents face the challenge of helping the next generation build a healthy relationship with digital technology. Unrestricted access to the internet and social media can lead to problematic behaviors and can affect young people in many ways. Parents recognize the impact and urgency. They are advocating for the implementation of guardrails, while governments around the world are working on top-down policies. The results show that 18-24 year olds are more than twice as likely as those aged 55+ to say that social media affects their personality. Meanwhile, around two-thirds of Generation Z and Millennials agree that they spend more time online than they would like (67 percent and 64 percent respectively). As young adults face negative effects, discourse and action is needed to find the right balance and appropriate safeguards.

3. Without detours: In many cultures, the narrative persists that education, hard work and determination can pave the way to the desired future. However, the trend over the past year has shown that goals and priorities are increasingly shifting in a decade of upheaval. Three out of four customers today want companies to respond more quickly to their changing needs. More than half now prefer quick answers and guidance. They often turn to online information sources for faster results, taking riskier paths to achieve their health and financial goals. Influencers used to focus primarily on style, travel and music, but their scope has expanded to include areas such as health, wealth and happiness. When companies can't keep up, customers turn to the digital crowd.

4. The value of work: Economic pressures, technological advances and changing dynamics are increasingly challenging the value of work. As generative AI enters the world of work, it is crucial to consider the role of individuals in the changing expectations of working with this technology. Three in four respondents find generative AI tools helpful at work: they say they make work more efficient (44 percent) and improve the quality of work (38 percent), while some fear they will limit creativity (14 percent), make work more transactional (15 percent) and trigger fears about job security (11 percent). Managers must promote motivation and action competence, as these are the key to high-quality work.

5. Social rethinking: People are increasingly longing for depth, authenticity and diversity in their experiences and want to engage with the world in a meaningful way. They want to reconnect with nature and other people and are looking for a balance between technology and moments of joy and wellbeing. The results show that 42% of respondents associate their favorite experience of the past week with a real-life situation, while only 15% cite a digital experience. This change offers companies the opportunity to rethink their role and adapt to customers' growing desire for authentic experiences.

"The relationship between people and technology is undeniably changing and becoming increasingly complex," explains David Droga, Chief Executive Officer of Accenture Song. "As we leverage new technologies to drive growth and relevance, we must not neglect or outsource trust and humanity."

Source: www.accenture.com