18th edition of the annual Life Trends report highlights that more than half of people are questioning the content they consume online
Accenture Song published the 18th edition of its annual Life Trends report and revealed that more than half of people are questioning the content they consume online, and 62% of respondents said trust is essential when deciding whether to interact with a brand.
“Today, trust online is a crucial issue, with everyone becoming more discerning about what they see and believe. Naturally, this shift is influencing how consumers interact with the companies vying for their attention,” says Nick Law, President creative by Accenture Song.
Accenture Song also identified five macro trends that predict a change in the relationship between technology and users, in addition to the challenges and opportunities that brands may face when adapting strategies to meet new customer needs.
The price of distrust
The Accenture survey showed that more than half of people now question the authenticity of online content. The erosion of trust has affected online shopping and interactions with brands, as 33% of people reported being victims of scams or deepfake attacks in the last year.
The Parenting Trap
Accenture data showed that people aged 18 to 24 are more than twice as likely as those over 55 to say that social media impacts their identity, and are rising to the challenge of helping the next generation to develop a healthy relationship with digital technology.
About two-thirds of Gen Z and millennials recognize that they spend more time online than they would like – 67% and 64%, respectively.
Economy of impatience
The survey also revealed that, today, three in four consumers want companies to respond faster to their needs. More than half prefer quick answers and guidance, using information from collective sources, even when taking risks in health and financial matters.
Influencers are increasingly addressing topics such as health, wealth and happiness rather than just focusing on style, travel and music.
Dignity of work
With the entry of generative artificial intelligence into the workplace, it is necessary to consider dignity in the new expectations of how people will work with technology. Three out of four respondents said they find generative AI tools useful at work and that they increase efficiency (44%) and quality of work (38%), while a portion fear they limit creativity (14%), make work more mechanical (15%) and generate anxiety about job security (11%).
Restoration of social
The study also captured that the desire for balance between technology and moments of joy and well-being is growing. 42% of people attributed their most pleasurable experience in the last week to something they did in real life, while only 15% mentioned a digital experience.
“When adopting new technologies to drive growth, we cannot leave trust and humanity at the door,” said David Droga, CEO of Accenture Song.
Credit: Photo by Thomas Lefebvre on Unsplash
