Accenture Life Trends 2025 predicts the dynamics that will change relationships between people and companies

More than half of people question the content they see online and the 62% states that trust is one of the most important factors when interacting with a brand. These are some of the conclusions of the annual report “Life Trends” of Accenturewhich this year celebrates its eighteenth edition.

Social adaptation to continuous technological advances is not always immediate. The increase in the use of artificial intelligence and generative artificial intelligence They impact the digital experiences that society has online. People value the convenience and usability that technology offers them, but they increasingly question what they see and what they believe, as they try to rebalance the role that technology plays in their lives.

“As technology, especially generative artificial intelligence, reconfigures everyday experiences, people adapt their interactions with it to maintain control,” he says. Beltrán García- Durán, managing director at Accenture Song in Spain. «Nowadays, online trust is a very important issue. People are becoming more critical of what they see and believe. “This shift is influencing how consumers relate to the companies that compete for their attention.”

informe Life Trends de Accenture Song

Through a deep collection of insights from around the world, Accenture Song’s Life Trends report identifies the five macro trends expected to influence how people interact with technology, as well as the challenges and opportunities they address. brands face as they adapt their strategies to meet consumer expectations.

• The cost of mistrust: Reliability in technology is at risk due to the rise in fraud, which blurs the line between real and misleading content. Generative artificial intelligence is amplifying this confusion, challenging people’s trust in digital platforms. The Accenture study notes that more than half of people now question the authenticity of online content. This erosion of trust is affecting online purchases and interactions with brands, with 33% of people saying they have been victims of deep-fake attacks or scams in the last year, rising to 42% in Spanish respondents. Brands must regain customer trust by being more reliable in their communications, sales and products.

• The Parent Trap: Parents are challenged to help the next generation build a healthy relationship with technology, possibly against their will. Unrestricted access to the Internet and social networks is influencing extreme behavior and exposing young people to different risks. Parents are witnessing the effects and feeling the urgency to take protective measures, while governments work on regulatory policies. The conclusions of the analysis prepared by Accenture reveal that people between 18 and 24 years old are more than twice as likely as those over 55 years of age that social networks affect their identity (56% and 23%). This figure becomes triple in the Spanish survey (44% and 14%), but it is young people aged 25 to 34 who most highlight this impact on identity (50%). Additionally, around two-thirds of Gen Z and Millennials admit to spending more time online than they would like (67% and 64% respectively). As young adults grapple with these negative effects, it is necessary to create spaces for debate and action to find balance and appropriate protective measures.

• Economy of impatience: Many cultures value education, hard work and determination to forge the desired future. However, the trend identified in last year’s “Life Trends”, The decade of deconstructionrevealed that goals and priorities are changing. Today, three out of four consumers say they want companies to respond more quickly to their changing needs, often relying on unproven information to get quick results, even if that means making riskier decisions. Before, influencers focused on style, travel and music, but now, they have expanded to areas such as health, wealth or happiness. When companies don’t meet their expectations, consumers turn to the digital community, putting pressure on brands to adapt to maintain their loyalty.

• The dehumanization of work: Dignity in the workplace is increasingly being tested by business pressures, technological advances and changing dynamics. With the arrival of generative artificial intelligence in the workplace, dignity must be a key factor in the new rules for how people will collaborate with this technology. Three out of four people (75%) find generative AI tools useful at work (65% in Spain), stating that they make work more efficient (44% globally and 37% in Spain) and improve the quality of work. tasks (38% globally and 31% in Spain). However, some fear that they limit creativity (14% in the global sample and 11% in Spain), make work more transactional (15% globally and 6% in Spain) and generate anxiety about job security (11% and 6%). Leaders must foster motivation and empowerment when collaborating with this technology, essential for producing quality work and workplace well-being.

• Social Rewilding: More and more people are looking for experiences that offer depth and authenticity, trying to interact with the world in a meaningful way. Society reflects a renewed desire to reconnect with nature and with others, seeking a balance between the use of technology and having moments of well-being. According to the Accenture report, 42% of people say that the best experience they had the previous week was in real life, this figure rises to 62% in Spain. On the other hand, only 15% (13% in Spain) mentioned a solely digital experience. This shift represents an opportunity for organizations to redefine their role and respond to people’s growing desire for more authentic and immersive experiences.

“The relationship between humans and technology is undeniably changing and is increasingly complex,” he adds. Beltrán García-Durán. “As we embrace new technologies to drive growth and relevance, we cannot neglect or externalize trust and humanity.”

To read this year’s full Accenture Life Trends 2025 report, click here.

Research Methodology

Accenture’s annual “Life Trends” study identifies emerging digital trends and the actions companies must take in 2025, through data and information obtained from Accenture Song’s global network of designers, creatives, technologists, sociologists and anthropologists in everyone. Accenture surveyed 24,295 people in 22 countries in July 2024 to validate the trends.