Accenture Life Trends 2025

About this report We create these trends every year as a window intothe interplay between people and their behaviorsand attitudes to the world around them—be itbusiness, technology or other societal shifts. It’s now commonly accepted that customer obsessionis the best growth strategy. Superb customerexperiences are expected. It takes meticulousorchestration to play a meaningful and relevant rolein your customers’ lives. However, people are messy.They’re emotional and they’re changing faster thanyou can change your business, so keeping pace is aconstant challenge. These trends examine these shiftsand seek to help businesses define how to catalyzegrowth by staying relevant to customers—which isAccenture Song’s mission. Research snapshot Each year, Accenture Song’s global network ofdesigners, creatives, technologists, sociologists,and anthropologists across 50+ design studios andcreative agencies watch out for signals in theircountries. We synthesize their thoughts, discussthem with futurists and academics and shape theminto trends. External, in-depth interviews withpeople in eight countries tell us whether and howthe trends are manifesting, in their own words.We combine these insights with an extensiveonline survey of 24,295 people across 22 marketsto shape these final trends. For more information, please see page 89. Executive summary As disruptive breakthroughs dramatically evolve people’s digital experiences, they naturallyreact and adjust their relationship with technology to ensure it still serves them. Right now,trust online is in the spotlight and people are increasingly scrutinizing what they see and whatthey believe, which is affecting how customers behave towards the businesses trying to reachthem. Thematically, then, the opening trend anchors the set. Cost of hesitationsdetails how it’s nowincredibly easy to create all kinds of digitalcontent, and a flood of scams is blurring the linesbetween the authentic and the deceptive. Evenon once-trustworthy platforms, it’s harder forpeople to tell what’s real, seeding hesitation intotheir digital interactions. Perhaps a response to a digital experience that isbreeding hesitation, people are seeking simplicityand deeper connections, which we see as amovement towardsSocial rewilding. They want toengage with the world in meaningful ways, findingtextural experiences that connect them with theirenvironment and each other. Impatience economyobserves that consumers aregoing their own way, finding quick solutions viarelatable online content to satisfy their growingimpatience to achieve life goals. Foundational to a thriving workplace,The dignityof workis being challenged and resulting in risingtensions as business, technological and humantrends collide. As new technologies arrive in theworkplace, will people hesitate—or trust andembrace them? Within this context,The parent trapinvestigateshow people are evaluating their options for helpingthe next generation shape a safe, healthyrelationship with digital technology as it evolves. Don’t hesitate. Read on. Contents Trend 1 Trend 3 Trend 5 Trend 2 Trend 4 Socialrewilding The parenttrap The dignityof work Cost ofhesitations Impatienceeconomy 54–69 23–37 70–84 38–53 6–22 Trend 1: The innate trustworthiness of digital technology isunder threat, and its additive value for people’s dailylives has become diluted by authenticity and trustissues. It’s now incredibly easy to create all kinds ofdigital content, so a flood of scams is blurring thelines between what’s real and what’s deceptive,making it harder for people to tell them apart.This introduces hesitation into all interactions,which is disrupting people’s online experiences. Generative AI is a revelatory tool both for honestenterprises and bad actors. It’s ushering in a newera of confusion and concern, challengingpeople’s trust in digital in deeply personal ways.As people weigh up the possibility of dialing downtheir dependence on the internet, trust shouldbecome a top priority. While the scams may occuron channels, brands suffer from the consequencesof hesitation. What’sgoing on At the center of this trend is people’s newhesitation reflex when doing anything online, andthe resulting cost for anyone doing business there.For customers, the degradation of experience andthe rising likelihood of being misled means theymust constantly ask themselves, “Is this real?”in multiple contexts, and on platforms theyonce trusted. If people become too weary, onlineshopping could take a hit and brands would suffer. In the past year, 52% of people have seen fake newsor articles 38.8% have seen fraudulent productreviews online Some of the signals that shape this trend aren’tnew, but their escalation makes their inclusion hereimportant, especially as increasing use of artificialintelligence has the potential to ramp things upvery fast. 52% have experienced deep-fakeattacks or scams for personalinformation and/or money Accenture Life Trends surve