Top 5 consumer trends to navigate technological change in 2025

Driven by the growing use of AI and generative AI, consumers are responding to rapid technological advances in a mixed manner. Despite the emergence of new technologies, people are increasingly prioritising authenticity and scrutinising what they see and believe, as they seek to rebalance technology’s role in their lives. 

According to Accenture’s 18th annual Life Trends report, nearly half (48.6%) of people frequently or always question the authenticity of news, while more than half (53%) of the respondents consider trust a crucial factor when deciding to engage with a brand.

The annual bellwether forecast identifies emerging digital trends and actions for businesses to take in 2025, drawing on crowdsourced insights and intelligence from Accenture Song’s global network of designers, creatives, technologists, sociologists and anthropologists. Accenture combined these insights with an extensive online survey of 24,295 respondents across 22 markets including China, Australia, Singapore, Malaysia and Indonesia, in July 2024 to validate the trends.

The report also laid out five emerging consumer trends that brands can leverage in 2025 to effectively navigate technological, societal and business changes.

1. Trust erosion

Over half (52%) of respondents have seen fake news or articles in the past year, while 38.8% have seen fraudulent product reviews online in the past year, said the report. Meanwhile, over half (52%) have experienced deep-fake attacks or scams for personal information and/or money.

While 52.8% of respondents often or always question the authenticity of product reviews when they see them, 62% said trust is an important factor to them when choosing to engage with a brand, an increase from 56% last year. Additionally, people feel it matters significantly if AI-generated images are shared by their healthcare provider (51%), their regular bank (50%), or their favorite technology brand (44%).

The trustworthiness of digital technology is under threat as a rise in scams blurs the lines between real and deceptive content. Generative AI is amplifying this confusion, challenging people’s trust in digital platforms. Therefore, the most important move now is for every brand, platform, business and government to prioritise trust in channels and digital experiences, according to Accenture. Leaders’ goal should be to make it easy for people to trust in their brand, such that engaging with it is a hesitation-free choice.

2. The parent trap

Social media is evolving faster than ever, with a surge in users turning to the platforms for practical advices. While in Hong Kong,over half (52%) of adults now turn to social media as their primary source of financial advice, with YouTube emerging as the most popular platform, according to MoneySmart.

Interestingly, 56.5% of respondents aged 18 to 24 are more than twice as likely as those over 55 (23.3%) to agree that social media significantly impacts how they think about their own identity, said Accenture's report. Globally, 65% think parents should limit the time their children spend on social media. 

Specifically in China, Accenture's findings show that 64% of people are aware of technologies (algorithms) designed to keep them engaged on social media platforms. In contrast, fewer individuals have taken action to remove apps from their devices (23%) or disable notifications (18%).

The findings show that parents face the challenge of helping the next generation build a healthy relationship with digital technology. Unrestricted access to the internet and social media is influencing extreme behaviours and exposing young people to many different types of harm.

If attracting younger audiences matters to a brand, Accenture suggests developing a strategy that is less reliant on digital or social media. With potential limits on child- and teen-focused apps and devices, brands may need to redesign services that don't depend on smartphones. Additionally, as parents take on a greater gatekeeping role, brands should consider creating parent-friendly offerings to build trust with cautious parents while remaining relevant to their children.

3. Impatience economy

According to the report, 55% of respondents prefer quick solutions over traditional methods and many are willing to explore riskier routes to achieve their health and financial goals (68% in physical health, 67% mental health, 67% financial goals). 

Two-thirds of the survey respondents (63.2%) said they get inspiration from social media on how to do things smarter—for those aged 18 to 34, it’s closer to three-quarters (74.1%). Moreover, 68.2% said they will engage more with a brand that educates them through blogs and videos.

In terms of long-term support, the top areas people seek assistance in are financial investment (61.1%), followed by physical health (59.9%), mental health (58.9%), insurance (57.2%), and education and skill development (56.6%). For many people, the pursuit of health, wealth and happiness feels slow and tiresome. The power of the crowd—and its strong, person-to-person affinity—is satisfying their impatience for new avenues and mindsets on how to navigate the pillars of a fulfilling life.  

As people become more impatient and seek to drive their lives in their desired direction, Accenture recommends that brands adopt a renewed focus on customer service. Additionally, it's important to reinvent the organisation with customer-centricity at its core.

4. The dignity of work

The dignity of work is a critical pillar of a healthy workplace, but it’s increasingly being shaken by business pressures, technological advances and evolving human dynamics. The report reveals that people prize work-life balance most highly (52%), with salary (48.4%) and job security (39.1%) following close behind. However, only 29% trust their companies’ leaders to have their best interests at heart. Additionally, nearly half (49%) said they hear “improving productivity” messages more than those around value or workforce development. 

Meanwhile, 60% of large employers are using tools to track their staff’s activity, despite autonomy being proven to boost job satisfaction, motivation and creativity.

While many companies are using AI, 75% of organisations don’t yet have comprehensive strategies to ensure positive employee experiences and outcomes with generative AI, according to the report. 60% of employees are concerned about generative AI increasing their stress and burnout. Three out of four people find generative AI tools helpful at work, saying that they make work more efficient (43.6%) and improve the quality of work (38.4%), while some are concerned that they limit creativity (13.9%), make work more transactional (15.5%) and create anxiety about job security (11%).

Based on the findings, organisations should prioritise employee input and create an environment where their voices are respected, especially regarding AI adoption. Additionally, leaders should design fulfilling work structured with dignity and respect to retain the best talent.

5. Social rewilding

Nowadays, people are seeking depth, authenticity and sensory richness in their experiences. They want to engage with the world in meaningful ways, finding textural experiences that connect them with their environment and each other. 

The top physical activities people say people have done more of over the past 12 months include spending time outdoor or in nature (48%), hanging out with friends in real life (47%), shopping in physical grocery stores (46.9%), shopping in non-grocery retail stores (36%), and reading physical books or magazines (30.1%). 41.9% of respondents said their most enjoyable experience in the previous week was a physical one, showing that social rewilding revives people’s connections to each other and to the world around them.

Therefore, Accenture recommends brands to seek out non-digital ways to authentically connect with customers in the moments when they’re looking for textural, face-to-face experiences. Organisations should also understand what people value in simpler technology. 

Don’t miss: 5 important consumer trends brands should look out for in 2024

Christine Wang, Accenture Song lead for Greater China, said: "As new technologies, including generative AI, reshape everyday experiences, people are adapting their interactions to maintain control.”

“Today, online trust is a critical issue, with everyone becoming more discerning about what they see and believe. Naturally, this shift is influencing how customers engage with businesses vying for their attention. The relationship between humans and technology is undeniably shifting, and increasingly complex. While embracing new technologies to drive growth and relevance, we cannot deprioritise or outsource trust and humanity,” she added.

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