Research: People seek balance in their relationship with technology and value authenticity more

Society’s response to rapid technological change is mixed. While people appreciate the convenience of digital technology, they increasingly feel the need to carefully evaluate who to trust as they try to balance the role of technology in their daily lives. . The annual Accenture Life Trends survey summarizes five trends that are influencing consumer behavior and business strategy around the world.

It is essential for companies to find a balance between technological development and human needs. Even as the digital world gains more control over our daily lives, consumers want authenticity, transparency and emotional connection. By taking these five trends and putting people first, companies can foster both customer and employee loyalty, encourage innovation and achieve growth. In a future where digital innovation and human values ​​come together, the most successful companies will be those that put human values ​​first.

Reasons about truth

In an age where there is an abundance of digital content, the lines that were once clear between reality and illusion are becoming more blurred. Advances in technology make it easy to create legitimate but fake content, and consumers are becoming increasingly wary of what they see online. The study reveals that 52% of people have experienced fake news, hoaxes or scams, and that another 52% have experienced attempts to deceive their personal information.

This trend requires companies to focus on building trust by prioritizing authenticity over content volume alone. Organizations using artificial intelligence (AI) and content generation tools need to ask a critical question: “Do people really want this content?” The survey shows that 59.9% of respondents questioning the authenticity of online content now more than ever.This warning can have a negative impact on customer engagement and ultimately brand loyalty. Building credibility by focusing on quality, transparency and ethical use of AI is essential.

Parental challenges

Parents today are challenged to raise children who can develop a balanced relationship with digital devices. Parents are increasingly aware of the negative effects of excessive screen use and are increasingly valuing real experiences in their children’s development. 64.7% of people worldwide believe that parents should limit the time their children spend on social media.

To stay relevant, brands should use other marketing methods outside of digital and social media, such as in-store promotions, in-person promotions, events on TV and streaming platforms, and sponsorships. Brands need to think about their image, consider parental concerns and assess whether interacting with young people on social media aligns with the values ​​that are important to their audience. This trend requires companies to create products and experiences for young people and families that highlight creativity, physical communication and real human interaction.

An impatient economy

The rise of digital content creators and influencers has changed the way consumers seek advice and inspiration. More than half of the respondents no longer wait for official confirmations or corporate announcements, but prefer quick and accessible answers. They often look to social media for faster results, even as they take more risk in pursuing their health and financial goals. In the past, influencers focused mainly on style, travel and music, but now their influence has extended to basic areas of life, such as health and wellness. The “Impatience Economy” reflects a growing preference for instant access, emotional connection and simplicity.

Consumers only want shiny and impersonal content. They want truth. Influencers who share their experiences resonate more emotionally than physical messages. To stay connected with consumers, companies need to invest in communication channels and voices that feel personal and relatable to people. By recognizing the emotional needs of customers, companies can build stronger connections with customers and earn trust.

Work with dignity

The work is more affected by the increasing pressure to increase productivity and the rapid arrival of new technologies. Many employees feel alienated and undervalued – in 2023, employee engagement has fallen to 37%, compared to 41% a year earlier. Research shows that 60% of large employers monitor employee activity, even though autonomy is known to promote job satisfaction, motivation and creativity. The level of trust is also low – only 29% of employees believe that the management is working in their interests. To bring positive energy back into the workplace, managers need to develop empathy, strengthen interpersonal relationships and implement AI with great responsibility.

As AI solutions become more common in businesses, employees are expressing concerns about stress and burnout – 60% are concerned about the impact of generational AI on their workload, while only 37% of managers are seeing it as a problem. For AI implementation to be effective, managers must balance productivity gains with respect for people, ensuring that AI complements, rather than replaces, the value that employees bring to the company. Empathic leadership and a people-oriented work environment can significantly improve employee engagement, productivity and long-term success.

Returning to the roots

In the digital age, the desire for physical, sensory experiences is increasing. More than ever, people are looking for real communication, the presence of nature and sensations outside of the digital environment. “Accenture” research shows that 41.9% of the respondents, when they answered the question of what gave them the most happiness in the previous week, associate it with physical activities and that only 15.3% refers to the digital environment.

This trend allows brands to reconnect with consumers through non-digital means, such as providing exceptional service in a brick and mortar store or sponsoring and creating community events. Companies can stand out in an increasingly digital market and build long-term relationships with customers by satisfying their desire for authenticity, simplicity and connection to nature.