Accenture Life Trends 2025
Accenture Song's Life Trends 2025 identifies five consumer and technology-driven trends: cost of hesitations, the parent trap, the impatience economy, the dignity of work, and social rewilding.
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The 93-slide report draws on 50+ design studios, 57 expert interviews, and a 24,295-person online survey across 22 markets, and offers practical recommendations for brands and business leaders.
- Slide 1: Accenture Life Trends 2025
- Slide 2: Accenture Song frames these annual trends as a window
- Slide 3: The report synthesizes signals from a global network of 50+
- Slide 4: Rising digital hesitation and scrutiny are changing customer behavior
- Slide 5: Contents page listing five trends with page ranges: Cost
- Slide 6: Trend 1: Cost of hesitations
- Slide 7: Hesitation from distrust and generative AI
- Slide 8: The trend centers on a reflexive question: 'Is this real?' with Accenture
- Slide 9: Suggested, recommended, sponsored, for you?
- Slide 10: Wait, is this real?
- Slide 11: Fake websites, reviews and malvertising
- Slide 12: Consumers want to know if images are AI‑generated
- Slide 13: Hyper-personalized harm enabled by generative AI
- Slide 14: Brands are now on the hook to prove authenticity
- Slide 15: What’s next: consumer doubt may reshape platforms
- Slide 16: Brands should acknowledge polluted channels, revisit channel strategies, and invest
- Slide 17: The search for authenticity
- Slide 18: Consumer quote: trust shapes brand interactions
- Slide 19: Platforms must be explicit about using people’s content to train
- Slide 20: Brands must build trust, not add hesitation
- Slide 21: Why this matters now
- Slide 22: Calls for platforms to modernize content-moderation value chains, for brands
- Slide 23: Trend 2: the parent trap
- Slide 24: Parents want to protect children from digital harm
- Slide 25: Parents face a long-standing tension: letting children learn through experience
- Slide 26: Research and evidence of harm
- Slide 27: Parents worry about online bullying, abuse, age-inappropriate content and deep-fake
- Slide 28: Extreme behaviors and beliefs
- Slide 29: Toxic online narratives are prompting extreme reactions in some boys
- Slide 30: Parents' demand for change
- Slide 31: Parents demand urgent solutions for children's mental health
- Slide 32: Sentiment will continue to spread
- Slide 33: Difficult conversations at home will continue
- Slide 34: Unbundling may be coming
- Slide 35: Brand strategies need a radical rethink
- Slide 36: Why this matters now
- Slide 37: Practical recommendations for brands
- Slide 38: Trend 3: Impatience economy
- Slide 39: People are choosing quick, crowd-sourced solutions
- Slide 40: Two catalysts are driving impatience
- Slide 41: Impatience drives crowd-sourced shortcuts and 'jugaad'
- Slide 42: Proactive health and well‑being
- Slide 43: Easy access to tech is powering a persistent side‑hustle economy
- Slide 44: Peer-to-peer finance, online gambling and gold buying
- Slide 45: Economic pressures are driving low‑cost and sometimes illicit ways
- Slide 46: People are taking control of their own destiny
- Slide 47: Influencers and crowd-sourced content are evolving from product recommendations
- Slide 48: Connection, built through content
- Slide 49: Person-to-person engagement creates intimacy and trust that branded websites lack
- Slide 50: Areas where people want long‑term support
- Slide 51: Motivations behind the actions
- Slide 52: Why this matters now
- Slide 53: Recommendations for brands to reduce friction
- Slide 54: The dignity of work
- Slide 55: Dignity of work under pressure from tech and business change
- Slide 56: Work is becoming transactional and draining
- Slide 57: Pandemic-era shifts left workplace energy depleted
- Slide 58: Employees increasingly demand flexibility, work/life balance and higher pay, trust
- Slide 59: A body of research finds employees feel treated as resources
- Slide 60: The employee experience recession
- Slide 61: Humanized leadership to restore workforce energy
- Slide 62: The chain of humanization
- Slide 63: Use AI, but value humanity
- Slide 64: 60% of employees worry generative AI increases stress and burnout
- Slide 65: The productivity x efficiency equation
- Slide 66: Existing roles will evolve as people manage AI output
- Slide 67: Employee experience drives customer experience
- Slide 68: Why this matters now
- Slide 69: Recommendations for leaders to re-energize the workforce
- Slide 70: Trend 5: social rewilding
- Slide 71: People seek depth, authenticity and sensory richness
- Slide 72: People are reallocating digital time to amplify real-world texture:choosing in-person
- Slide 73: Digitally native generations are seeking pre-digital textures and rituals:revisiting 1990s
- Slide 74: Simple technology and rising physical activities
- Slide 75: Real‑world relationships with the self and others
- Slide 76: Grounded in culture and place
- Slide 77: Social rewilding signals a cultural rebalancing: 41.9% of respondents said
- Slide 78: Momentum in people taking control of technology habits
- Slide 79: Balancing digital with physical
- Slide 80: Connecting to something real
- Slide 81: Using texture to drive loyalty
- Slide 82: People are stopping to smell the proverbial roses:and even grow them, too
- Slide 83: Why this matters now
- Slide 84: Prioritize authentic non-digital touchpoints, design for simpler technology mindsets, build
- Slide 85: Accenture Song combines strategy, creativity, design, technology and intelligence
- Slide 86: Customer touchpoints and their specialties
- Slide 87: Lists lead authors Nick Law, Katie Burke, Agneta Björnsjö
- Slide 88: Extensive roster of contributors, creative studios and Accenture teams acknowledged
- Slide 89: Describes a mixed-methods approach: crowdsourced signals from Accenture Song's global
- Slide 90: Numbered bibliography citing news articles, academic studies and industry sources
- Slide 91: Compiled bibliographic references and sources for Trend 3 (Impatience economy)
- Slide 92: Continued bibliography supporting Trend 5 (Social rewilding) and related findings
- Slide 93: Accenture overview describing the company, Accenture Song (growth, product
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