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1、Accenture Life Trends 2025Accenture Life Trends 2025Accenture Life Trends 2025 About this report We create these trends every year as a window into the interplay between people and their behaviors and attitudes to the world around thembe it business,technology or other societal shifts.Its now common

2、ly accepted that customer obsession is the best growth strategy.Superb customer experiences are expected.It takes meticulous orchestration to play a meaningful and relevant role in your customers lives.However,people are messy.Theyre emotional and theyre changing faster than you can change your busi

3、ness,so keeping pace is a constant challenge.These trends examine these shifts and seek to help businesses define how to catalyze growth by staying relevant to customerswhich is Accenture Songs mission.2 Accenture Life Trends 2025Research snapshot Each year,Accenture Songs global network of designer

4、s,creatives,technologists,sociologists,and anthropologists across 50+design studios and creative agencies watch out for signals in their countries.We synthesize their thoughts,discuss them with futurists and academics and shape them into trends.External,in-depth interviews with people in eight count

5、ries tell us whether and how the trends are manifesting,in their own words.We combine these insights with an extensive online survey of 24,295 people across 22 markets to shape these final trends.For more information,please see page 89.3 Accenture Life Trends 2025 Accenture Life Trends 2025Accenture

6、 Life Trends 2025 Executive summary As disruptive breakthroughs dramatically evolve peoples digital experiences,they naturally react and adjust their relationship with technology to ensure it still serves them.Right now,trust online is in the spotlight and people are increasingly scrutinizing what t

7、hey see and what they believe,which is affecting how customers behave towards the businesses trying to reach them.Thematically,then,the opening trend anchors the set.Cost of hesitations details how its now incredibly easy to create all kinds of digital content,and a flood of scams is blurring the li

8、nes between the authentic and the deceptive.Even on once-trustworthy platforms,its harder for people to tell whats real,seeding hesitation into their digital interactions.Within this context,The parent trap investigates how people are evaluating their options for helping the next generation shape a

9、safe,healthy relationship with digital technology as it evolves.Impatience economy observes that consumers are going their own way,finding quick solutions via relatable online content to satisfy their growing impatience to achieve life goals.Foundational to a thriving workplace,The dignity of work i

10、s being challenged and resulting in rising tensions as business,technological and human trends collide.As new technologies arrive in the workplace,will people hesitateor trust and embrace them?Perhaps a response to a digital experience that is breeding hesitation,people are seeking simplicity and de

11、eper connections,which we see as a movement towards Social rewilding.They want to engage with the world in meaningful ways,finding textural experiences that connect them with their environment and each other.Dont hesitate.Read on.4Accenture Life Trends 2025 Contents Cost of hesitations 622 The paren

12、t trap 2337 Impatience economy 3853 The dignity of work 5469 Social rewilding 7084 Trend 1 Trend 2 Trend 3 Trend 4 Trend 5 5 Accenture Life Trends 2025Trend 1:6 Accenture Life Trends 2025Accenture Life Trends 2025 The innate trustworthiness of digital technology is under threat,and its additive valu

13、e for peoples daily lives has become diluted by authenticity and trust issues.Its now incredibly easy to create all kinds of digital content,so a flood of scams is blurring the lines between whats real and whats deceptive,making it harder for people to tell them apart.This introduces hesitation into

14、 all interactions,which is disrupting peoples online experiences.Generative AI is a revelatory tool both for honest enterprises and bad actors.Its ushering in a new era of confusion and concern,challenging peoples trust in digital in deeply personal ways.As people weigh up the possibility of dialing

15、 down their dependence on the internet,trust should become a top priority.While the scams may occur on channels,brands suffer from the consequences of hesitation.7 Accenture Life Trends 2025 At the center of this trend is peoples new hesitation reflex when doing anything online,and the resulting cos

16、t for anyone doing business there.For customers,the degradation of experience and the rising likelihood of being misled means they must constantly ask themselves,“Is this real?”in multiple contexts,and on platforms they once trusted.If people become too weary,online shopping could take a hit and bra

17、nds would suffer.Some of the signals that shape this trend arent new,but their escalation makes their inclusion here important,especially as increasing use of artificial intelligence has the potential to ramp things up very fast.Whats going on In the past year,52%of people have seen fake news or art

18、icles 38.8%have seen fraudulent product reviews online 52%have experienced deep-fake attacks or scams for personal information and/or money Accenture Life Trends survey,2024 8 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Sugge

19、sted,recommended,sponsored,for you?The online discovery experience has become chaotic and frustrating.The digital places that were once reliably on-point for finding products,services and information have become less effective.There are three main factors causing this degradation.First,the search ex

20、perience has become cluttered with suggested posts and related queries when people just want the results theyve asked for.Second,people increasingly cant trust that what they find is real,(more on that in a moment).Third,the apparent commercialization of every point in the online experiencedriven by

21、 the need for a sustainable business modelmeans that almost half of people(48%)feel like shopping is being pushed on them whenever they go online.1 In a world where technological progress seems so highly prized,these things should be getting better,not worse.Search engine algorithms spawned an SEO i

22、ndustry that has subtly but indisputably changed the web by shaping word choices,page layouts and site maps to maximize visibility.Experts know how to make sure their content rises above genuine results that would be more helpful or relevantand this tactic can now be supercharged by generative AI th

23、at can create against the algorithms guidelines.2 Consequently,search results are clogged up by low-quality content,seemingly unrelated suggested posts and product recommendation lists motivated by affiliate marketing kickbacks,pushing genuinely relevant results down the page.Fundamentally,search en

24、gines now often respond to a users request for help by creating more workand lets not forget that their original purpose was to make navigating the internet easier.This degradation is pushing people to create new routes to discovery.Many have lost patience with search engines and are going direct to

25、 a trusted source or retailer instead.Others are turning to places like Reddit and similar platforms,where short-form content focused on shopping recommendations has become popular.3,4 9 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends

26、 2025 Wait,is this real?The acceleration of generative AI content into all places where people have traditionally discovered,socialized and shopped online is causing trust issues and fueling hesitation.Our Accenture Life Trends survey indicates 62%of respondents say trust is an important factor to t

27、hem when choosing to engage with a brand,(up from 56%last year).5 If people are going to be able to distinguish between legitimate and false content,the brands and creators sharing it might consider ways to signal authenticity to rebuild trust.“Personally,I find fake pictures or videos on the intern

28、et very unacceptable.Even though the internet is a virtual environment,virtual does not mean fake.”YK Zhang,33,China Is this information real?Even content created with harmless intent is affecting peoples ability to trust what they read online.Our survey found that 48.6%of people often or always que

29、stion the authenticity of the news.6 Its becoming harder to distinguish fact from fictionto identify what has been written by a person with relevant credentials and what has been generated by a well-trained machine.Organizations producing content for digital channels are excited about the advancing

30、abilities of technology for helping them create more of it at speed.But the critical question many are failing to ask is:Do people want it?Further,generative AI models sometimes surface incorrect or misleading results known as hallucinations,because the models believe their own assertions.Causes inc

31、lude inadequate or biased training data,or incorrect assumptions made by the model.What should be the next generation of customer engagement tools are sometimes making unhelpful suggestions like putting glue on pizza.7,8 Of course,this example is easy to dismiss as absurd,but others are harder to ac

32、curately assess.Is this product real?Generative AI is vulnerable to exploitation for the purpose of misleading people,which is increasingly muddying the discovery experience.Computer-generated images often misrepresent the quality of a product and/or the detail of its features,sparking social media

33、trends showing,“What I ordered vs what I got.”9 Is this brand real?In advertising,bad actors are staging fake podcast endorsements or using deep-fake videos of celebrities including Viola Davis to promote dubious brands.10,11 One consumer commented on X,“I keep getting social media ads for clothes t

34、hat I would absolutely buy and then I google sic the company and they have no online presence beside a website.no way to tell if its a legitimate company or an AI scam tailored to my exact taste in T-shirts.”12 10 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewi

35、lding/Accenture Life Trends 2025Is this website real?People are also being stung by visiting sites that bear all the hallmarks of the result they want to see,when they are just fronts for something else.For example,customers trying to reduce their carbon footprint by buying local are increasingly re

36、ceiving their order from the other side of the planet,shrouded in plastic packaging.Worse,some pay and share their personal details and receive nothing.13 When the deception becomes clear,people are left feeling nave,victimized and angry.Worse still,a tactic called“malvertising”uses online advertisi

37、ng as a route to attack peoples computers,but it doesnt even require direct action from the user.Simply visiting a website hosting malvertising is enough to cause problems.14 Is this review real?Once a helpful shortcut to verifying credibility and quality,online reviews have also lost their dependab

38、ility,with fake reviews becoming a pervasive issueeven more so now they are quickly scalable through AI.In 2022,TripAdvisor identified 1.3 million fake reviews,and in 2021,TrustPilot removed 2.7 million.15 Our survey found that 38%of those surveyed have seen fraudulent product reviews online in the

39、past year,and 52.8%often or always question the authenticity of product reviews when they see them.16 11 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Is this picture real?A Getty Images report reveale

40、d that people feel less favorably about brands that use AI-generated visuals.17 The survey of over 7,500 people from 25 countries found that 90%of consumers want to know if an image is AI-generated,and 87%value image authenticity.Crucially,76%say they find it increasingly difficult to tell the diffe

41、rence between real and AI-generated images,fueling skepticism.Language is evolving to lend expression to the uncomfortable feeling of spotting generative AI content that feels inhuman.“Slop”is the new“spam”a broad term that has gained traction to describe shoddy or unwanted AI-generated content in a

42、rt,books,social media and search results.18 The issue of trust throughout the online experience is multi-faceted and stems from a spectrum of motivations from well-intended and genuine to malicious and harmful.12 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The d

43、ignity of work Social rewilding/Accenture Life Trends 2025 Hyper-personalized harm Fraudulent behavior and scams online arent new but put them together with generative AI,and people whose aim is to commit crimes online now have a tool that makes it much easier.Releasing generative AI so that anyone

44、can use it has created numerous unintended consequences,some of which are as serious as it getsand its happening before people feel the promised value of the technology.The most tangible consequence is fraud perpetuated when people are tricked into sharing payment information in exchange for a non-e

45、xistent product or service.Less easily quantifiable is the psychological impact of new,non-financial types of fraud that are destroying peoples trust in the online experience and making hesitation a reflex.Our survey has found that in the past year,32.6%of respondents have experienced deep-fake atta

46、cks or scams designed to steal their personal information and/or money.19 In June 2024,Google DeepMind published research into tactics being exploited by bad actors to misuse generative AIs capabilities.20,21 Among those tactics affecting people directly are impersonation,altering peoples appearance

47、 to change the story told by a photograph,and creating non-consensual intimate imagery,using a persons likeness.Theyre also falsifying documents,using peoples IP without permission and imitating or reproducing original work,brands or styles with the intention of presenting it as real.Listed out like

48、 this,it becomes abundantly clear that along with the good generative AI can do,it can also do significant damage in the wrong hands.Deep-fake scams are proliferating worldwide,leading organizations to consider them a bigger threat than identity theft.22 In these scams,callers use deep-fake audio to

49、 mimic the voice of a loved one in a dire situation and request financial help.The Asia-Pacific region saw a 1530%rise in deep-fake cases from 2022 to 2023the second largest rise in the world,behind North America.23 Further,celebrities and citizens alike are increasingly discovering their images and

50、 voices are being used without their consent for nefarious purposes,risking harm to their mental well-being and their reputation.According to Britt Paris at Rutgers School of Communication and Information,with deep-fake technology,“anybody can just put a face into this app and get an image of somebo

51、dy completely without clothes.”24 Shockingly,this is happening both to adult and child victims.13 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025In the absence of adequate action from those responsible for moderating this technol

52、ogy,people are increasingly skeptical of what they see online,leading to a risk that they hesitate to sign up,opt in or buy now.Search,social,commerce and consumption channels must tread carefully.Trust is easier broken than built,and the early signs are that consumers may already be seeking alterna

53、tives.Brands will need to be ready.Is peoples well-being simply considered the cost of progress?Digital interactions are now riddled with pitfalls and confusion,and inaction implies that the impact on peoples lives doesnt matter.Brands best route to enabling people to engage online without hesitatio

54、n is to focus on reassurance and trust to serve their needsnot at the expense of strategic targets,but in addition to them.People need clear reasons to trust and engage with a brand online.For years,organizations have been asking people to prove who they are.Now,brands are on the hook to do the same

55、.14 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 For a long time,the sheer convenience of the internet outweighed peoples need for trust,but that equation is beginning to shift.Our survey found that

56、59.9%of people are questioning the authenticity of online content more than before.25 If this trend continues,unchecked by legal or systematic intervention,people will likely start to abandon any platforms and brands they cant trust.Whether they reduce,change or stop certain behaviors entirely will

57、be down to the individual,but it will affect discovery,sharing,shopping and socializing.Whats next The most important move now is for every brand,platform,business and government to prioritize trust in channels and digital experiences.Leaders goal should be to make it easy for people to trust in the

58、ir brand,such that engaging with it is a hesitation-free choice.15 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Decontaminating the ecosystem Design and marketing now face a huge challenge:How do they maintain a strong digital

59、relationship with customers when the channels they use are becoming contaminated by slop?Communicating authenticity will mean revisiting or even redesigning channel strategies from scratch.Brands must be honest about whether their channels have been polluted and whether customers have fallen out of

60、love with,avoid or distrust them.This presents an opportunity for a more direct relationship with customers as they seek alternatives.Those that invest in becoming the trusted brand within a category could become its default choice.We expect to see platforms investing in technologies to mitigate sca

61、ms and harm,and to fumigate the slop that is destroying the customer experience.This move might be motivated by stronger policy enforcement and investment in trust and safety functionswhich has recently fallen victim to efficiency drives within big tech.26 It will be challenging for platforms due to

62、 the ease and low cost of AI-generated content,but prioritizing quality over quantity is necessary to maintain the internet as a valuable and authentic resource for everyone.Balancing profitability with authenticity is difficult but crucial.“In the end,the customer is going to find out whether the p

63、roduct is real or fake.And if its fake,then youve lost the customer forever.The whole point of business is to build that trust with their consumers.”Azurede,38,US 16 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life

64、Trends 2025 The search for authenticity When platforms fall short,brands in some industries may need to prioritize consumer safety to help people avoid falling victim to scams and abuse,and to help minimize the consequences if it happens.People need protection and systems to help them right wrongs,r

65、estore dignity and repair damage.One route to enhancing trust is to create digital signifiers of authenticity.For example,its possible to use two-way QR codes and blockchain technologies to prove the authenticity of products,to create transparency of the products journey.We may also see the introduc

66、tion of symbols of trust,stamped onto content to indicate that it has not been created or manipulated using AI.Industries might organize new associations(or use existing ones)to manage and uphold trust standards.Technology itself may also help,with AI programmed to calculate probable reliability and

67、 an option to appeal against mistaken ratings.For organizations dabbling with AI-generated content,it will be critical to monitor how that content is received by customers.The prevailing assumption is that people will adapt to altered images of people,objects and landscapes,but we see evidence indic

68、ating the opposite.27 There are emerging risks to brand trust and perception based on the use of AI content,which must be carefully managed.People feel it matters significantly if AI-generated images are shared by:51%their healthcare provider 50%their regular bank 44%their favorite technology brand

69、Accenture Life Trends survey,2024 17 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025These organizations should also align with their brand purpose when considering the use of generative AI.For instance,its long been known that im

70、agery has a powerful effect on the way people feel about themselves.Fashion and beauty brands may want to carefully consider the use generative AI imagery and how it will perpetuate unrealistic beauty standards.Whether formalized or unwritten,we expect to see new rules of engagement around when its

71、acceptable to use AI.People are likely to be annoyed by AI-generated content,images or videos that mislead in relation to travel,emotionally manipulative subjects,for illustrating or embellishing real stories,and for physical products where the design has an emotional component.“What makes the most

72、sense to me when interacting with a brand on the internet is the question of the trust I have in that brand.”Daniel,31,Brazil 18 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Responsibly seeking conse

73、nt When it comes to training AI models using peoples content,platforms will need to be explicit about their intentand doing this via terms and conditions will not be enough.People must be afforded a fair opportunity to evaluate whether to allow the use of their personal data.Creators,artists,media a

74、nd individual people are already grappling with issues like consent,copyright and privacy.We expect to see legislation,regulation and protection increasing rapidly and unevenly in relation to AI use cases.At the time of writing,over 400 pieces of AI-related legislation existmost notably the COPIED a

75、ct,which seeks to grant consent and transparency.28 Creators rely on platforms to distribute and monetize their content,but generative AI disrupts this process by summarizing that content,using it to train data and reducing visitor numbers.Their relationship is thereby undermined,as their work is ex

76、ploited without proper compensation and their livelihood is impacted.Public opinion on slop is already being swayed by creatives with large audiences who feel AI threatens their work or their livelihood.29 Software solutions are already emerging.The Cara app was created to give artists who oppose un

77、ethical AI a safe space to share images and network with peers.30 Developed by the University of Chicago,Glaze adds a so-called“cloak”to an image to thwart scraping attempts,and Nightshade distorts the image for the generative AI scraper.31 Kudurru puts control in artists hands by enabling them to b

78、lock the scaping IP address and/or to return an image of their own choosing.32 Brands would be well advised to take a careful look at their communication channels and drive trust in and through them.This presents an opportunity for a more direct relationship with customers as they seek alternatives.

79、Those that invest in becoming the trusted brand within a category could become its new,hesitation-free choice.19 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025“Authentic”was Merriam-Websters word of the year in 2023.33 With the

80、rise of artificial intelligence and its impact on deep-fake videos,actors contracts,academic honesty and a vast number of other topics,the line between real and fake has become blurred.Authenticity and its growing importance to internet users is more than just something brands should aspire to be.It

81、s something they must actively do as part of every interaction with their customers.Being authentic and trustworthy is a win-win,because when customers can trust an organization,they will engage with it without hesitation.The onus is now on brands to make sure that their online activity builds trust

82、 rather than adding to hesitation.20 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025From sophisticated scams to engagement-farming slop,online content and experiences are becoming less trustworthy for c

83、onsumers.If brands,organizations and platforms fail to prioritize authenticity and earn trust,people will stop engaging.In a matter of months,what people thought they knew and trusted about how they consumed information,socialized and shopped online changed.Generative AIs ability to facilitate hyper

84、-personalized harm and harassment,deep-fakes and scams has quickly become a serious issue.Every day,people are experiencing a pause questioning the authenticity of the information theyre reading,the products theyre seeing,the websites they visit,and the calls,texts and emails theyre receiving.Why th

85、is matters now 21 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Accenture Life Trends 2025 We recommend Platforms should evolve and invest to modernize their content moderation value chains to address

86、the known exponential influx of content that is harmful and deceitful.This is already being worked on at a rapid pace,and that will continue.Brands need to establish and communicate clear methods for customers to verify their authenticity.Reassure customers by creating beacons of trust in communicat

87、ions,commerce and baked into the product.This is a marketing,digital and security collaboration to ensure channels are trusted and customers are retained.Explore when and how to use AI-generated content,with moral and responsible AI front of mind.34 Customers will need and demand support as more and

88、 more people fall victim to these sophisticated scams.Organizations will look at this in terms of costs,but they should think creatively about ways they can help their customers.Understand where customers need additional support in discovery,and provide trusted solutions,advice and communications to

89、 allay the concerns that make them hesitate.If the volume of deep-fake scams continues,insurance companies may want think through new types of products,similar to the identity theft products launched years ago.A new insurance product against deep-fake scams and abuse could offer coverage for financi

90、al losses,legal fees and emotional distress,and could provide comprehensive protection and support for victims of digital fraud and harassment.Governments may need to ramp up consumer protections and new compliance measures placed on organizations.These new consumer protections may require organizat

91、ions to safeguard against scams,deep-fake harassment and abuse,ensuring product safety and transparency.22 Accenture Life Trends 2025Trend 2:23 Accenture Life Trends 2025Accenture Life Trends 2025 Most parents instinct is to protect their children to keep them healthy and safe from harm.They perceiv

92、e their job includes raising children to be well-adjusted adults and perhaps passing on important cultural values.One of todays biggest parental challenges is how to help the next generation shape a safe,healthy relationship with digital technology.Growing up today looks very different from parents

93、own experiences.Unfettered access to the internet and social media is causing harm,influencing extreme behaviors and forcing young people to live with unintended consequences.Were seeing an acceleration of top-down policies from governments and bottom-up action from parents and schools to establish

94、guardrails and protect children.This will undoubtedly have major repercussions for organizationsand soon.24 Accenture Life Trends 2025 Finding the balance between letting children learn by experience and safeguarding them against harm has always been an underlying challenge for parents.In some situa

95、tions,potential threats are obvious from a distance,giving parents time to intervene.But unlike physical hazards,many dangers of smartphones and social media for young people approach undetected,until the consequences become clear.Whats going on There are strong ties between this and other trends in

96、 this 2025 set:adults are coming to terms with the less favorable ways that digital technology has affected their lives,and theyre seeking both a cure for themselves and prevention for their children.25 Cost of hesitations The parent trapImpatience economy The dignity of work Social rewilding/Accent

97、ure Life Trends 2025 Its important to stress that smartphones and social media arent all badthere are demonstrable benefits for all users,including young people.Smartphones offer obvious convenience,a ubiquitous companion to education and the safety of location tracking,while social media offers a w

98、indow into a diverse world that people simply wouldnt have seen 50 years ago.This breeds empathy,curiosity and connectedness in the next generation.For young people who dont feel they fit in with their peers,social media is a place to explore and find a precious sense of belongingespecially for thos

99、e from the LGBTIQ+communities.35 Its also a remarkable mouthpiece for parenting experts,enabling them to offer clarity and education on child development that helps todays parents.Its also a place for camaraderiea daily reminder that others are very much in the same boat.However,evidence of the nega

100、tive impact of social media and smartphones is piling up,and while governments are pushing for protective measures,many parents and schools dont feel the results are coming fast enough,so theyre mobilizing.And in the absence of granular controls,their approach is more extensive.Social psychologist J

101、onathan Haidts best-selling 2024 book,The Anxious Generation,has whipped up a visceral sense of urgency around young peoples well-being.In it,he shares statistics that show significant rises in teen depression,mental illness among college students,anxiety among 18-to 25-year-olds and hospital admiss

102、ions for self-harm and suicide among younger adolescents.36 These concerns have surged since 20102012,which coincides with mass smartphone adoption,a sudden engagement spike on social media and business models that have increased screen time.Haidts book is behaving as a catalyst.While these links be

103、tween technology and mental health outcomes have been suggested for a while,theyre now backed up by data and presented in a way that makes the harm feel more tangible and understandable.56.5%of those aged 18-24 are more than twice as likely as those over 55(23.3%)to agree that social media significa

104、ntly impacts how they think about their own identity.37 26 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Vulnerabilities Parents are justifiably concerned about mental and emotional harm from online bullying(from both friends a

105、nd strangers),abuse,unrealistic beauty standards and age-inappropriate content that once seen,cannot be unseen.“When there are screens,theres no communication.”Marie,44,France Broadly speaking,impacts have manifested differently for girls and for boys.38 For instance,a survey for the Childrens Commi

106、ssioner for England found that over half(51%)of 16-to 21-year-old girls had been sent or shown explicit content involving someone they know,compared to a third(33%)of boys.39 A troubling new trend is also taking hold in high schools around the world,where girls are being cyberbullied with deep-fake

107、nudes and pornography featuring their own image without their consent.Boys at one high school in New Jersey reportedly targeted more than 30 girls in this way before being discovered.40 This behavior is making young victims feel shamed,silenced and frightened for their safety,and has tipped bullying

108、 into sexual abuse.Meanwhile,teenage boys are targeted by“sextortion”scammers on social media,driving some to take their own lives.In the United States,the FBI reported that over 12,600 victims primarily young boyswere coerced into sharing explicit images and then extorted for money under the threat

109、 that those pictures would be released to their friends.41 On social media,unrealistic standards of beauty driven by filters,cosmetic enhancements and deep-fakes are,increasing symptoms of anxiety and depression in young women.This has reached new levels with the introduction of a Miss AI Beauty Pag

110、eant.As a representative from the Chilean Network for Women stated,“It is incalculable how harmful the creation of“model women”by machines can be.If beauty pageants with real women were already creating impossible expectations for us,where do invented women leave us?”42 27 Cost of hesitations The pa

111、rent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Extreme behaviors and beliefs Parents are also concerned about the influences their children are exposed to online.Those who are persuaded into extreme beliefs or behaviors can be coerced into problematic or

112、 dangerous actions that could harm themselves or others.Social media can be a confusing place,serving a constant flow of content to people who arent always asking for it.Adults can find it overwhelming,and those with young,developing brains even more so.In a whirlwind of confusion,decisive voices pr

113、ovide something to hold on to.Unfortunately,some of the loudest voices promote toxic traits for shock purposes,which,once entertained,are perpetuated by algorithms.43 For instance,misogyny isnt new,but social media is changing it.According to research by University College,London and the University

114、of Kent,after only five days using a popular social media platform,there was a fourfold increase in misogynistic content being served as suggested content.The algorithm delivered extreme videos,often focused on anger and blame directed at women.”44 Research shows that Gen Z boys and young men are mo

115、re likely than Baby Boomers to believe that feminism has done more harm than good.45“I think children spending a lot of time on digital screens is a bad thing.It makes them more isolated from the outside world.They become a bit detached from reality.”Peter,49,United Kingdom There has also been a not

116、able increase in avoidance of in-person interaction.In Japan,a form of extreme social withdrawal called Hikikomori has been a focus since the late-1990s,just as access to the internet became widespread and adolescent boys started retreating into solitude.46,47 28 Cost of hesitations The parent trap

117、Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Unintended consequences Another angle sees teenaged boys buffeted by anti-male messages implying that they are accountable for societys problems,with articles from respected sources pushing this narrative.Economist Ri

118、chard Reeves observes that this toxicity is prompting extreme reactions in some boys,as they perceive a false dilemma that forces them to choose between masculinity and equality.48 Parents are watching the effects take hold,as their childrens self-worth plummets.A BBC Radio documentary,“About the bo

119、ys,”featured young boys discussing their exposure to online pornography,their struggles at school and their thoughts on becoming men.The piece revealed vulnerabilities,conflicts and the silencing impact of being told at such a young age that men are evil.49 While twenty years ago,there was little to

120、 separate younger mens and womens political views,evidence suggests theyre polarizing in many parts of the world,as noted both by the New York Times and the Economist.50,51“What is striking is that a gulf in political opinions has opened up,as younger women are becoming sharply more liberal while th

121、eir male peers are not.”This could be explained by the fact that they often occupy different digital spaces,where they are exposed to starkly contrasting narratives.In Belgium,Flemish nationalist party,Vlaams Belang,is easily garnering support from young men,but evoking aversion among young women.52

122、 In a recent international study,young men were more likely than young women to agree with statements like,“men should put career first,whereas women should put family first”and“when the economy is bad,female employees should be fired first.”53 Connected to these divisive narratives are symptoms lik

123、e notably lower educational achievement in boys versus girls,which is not something to be ignored.In his book,Haidt states that 59%of US bachelors degrees were awarded to young women in 2019,plus boys were less likely to be able to read and less likely to graduate from high school.Across the board,s

124、ocial media is changing the way people exist in the world.Author of the newsletter“How to feel alive,”Catherine Price reflected:“Has hours upon hours of exposure to social media algorithms led people to perform their lives instead of live them?”54 29 Cost of hesitations The parent trap Impatience ec

125、onomy The dignity of work Social rewilding/Accenture Life Trends 2025 Parents demand for change At the center of this trend is a generation of parents trapped between the imperative to protect their children from harmful parts of the internet,while cutting them off completely would remove opportunit

126、ies and the ability to fully live in todays society.According to YouGov,64.7%globally think parents should limit the time their child(ren)spend(s)on social media.55 As Peggy Noonan wrote for the Wall Street Journal,“The truth becomes a clich before it becomes actionable.Then a person of high respect

127、,a good-faith scholar who respects data,say,comes forward with evidence proving what everyone knows,and it is galvanizing.Jonathan Haidts book has broken through and is clearing the way for parents groups to move forward on an established idea.”56 Technology firms show a lack of empathy for parents

128、predicament.Flippantly suggesting that parents simply take smartphones away is unhelpful at best and insulting at worst.These devices and platforms were knowingly designed to exploit peoples innate need for social validation,and their creators attempts are widely perceived not to do enough to help m

129、itigate the consequences for young peoples health and well-being.Although,in September 2024 as a response to feedback from parents,a global social media platform implemented teen-focused accounts with more controls and restrictions around the content young people can see,who can contact them and lim

130、its the amount of time spent on the app.“At the end of the day,its the responsibility of the parents.We are the first line of defense.So,it would be nice if companies and governments would do something.”Azurede,38,US Parents arent accepting this anymore.Theyre organizing from the bottom up,while gov

131、ernments attempt to legislate from the top down.This matters for brands because public debate around what it means to grow from child to adult in a digitally dependent world is already bubbling and could soon erupt.Some people may not engage at all,but many will be watching how companies portray cul

132、ture,and how they target children and young people.Navigating this sensitively is essential for maintaining trust and relevance in the market.Nobody cares about something until they suddenly dobecause it affects them.Marketeers and employers need to be the first to care.30 Cost of hesitations The pa

133、rent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Parents want their children to be happy and healthy.While debate continues around the extent to which smartphones and social media have caused health impacts in young people,conflicting media narratives and

134、technology companies behaving defensively only add noise.Parents are seeing the impact with their own eyestheyre feeling the urgency and all they want is solutions.As the United States Surgeon General,Vivek Murthy,commented when recommending health warning labels for social media,“One of the most im

135、portant lessons I learned in medical school was that in an emergency,you dont have the luxury to wait for perfect information.You assess the available facts,you use your best judgment,and you act quickly.”Whats next“The mental health crisis among young people is an emergencyand social media has emer

136、ged as an important contributor.”57 Vivek Murthy,United States Surgeon General 31 Cost of hesitations The parent trapImpatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Sentiment will continue to spread Scott Galloway,NYU media professor and influential media and techno

137、logy podcaster,takes a broader view of young peoples plight:“A decent proxy for the success of a society is how it treats children.Not how individuals parent,but the success of the structures,incentives,and leadership charged with preventing a tragedy of the commons.”58 Parents around the world are

138、rallying for change,and the movement is gaining traction.In the UK,St Albans is set to become the first city to be smartphone-free for all children under 14,and a number of London schools are seeking to follow suit.59,60 In February 2024,the French government passed a law to protect children on the

139、internet,specifically on social networks.61 China has been ahead of this trend,having imposed limits on childrens exposure to short videos and online games back in 2021,which was a move welcomed by most parents.62 In the US,the Kids Online Safety Act(KOSA)passed,mandating that online platforms adopt

140、 a duty of care for minors by mitigating risks such as online bullying,sexual exploitation,drug promotion and eating disorders.Platforms must default to the highest privacy settings for minors,and parental controls are mandated to oversee privacy settings,limit purchases and manage time spent online

141、.63 Not all parents agree.The National Parents Union in the US states that children should have phone access during their free time.64“I get really nervous with them being on social media,but realize,the more that I try to limit it the less theyre going to have skills and know how to cope with it.”C

142、harlotte,40,US 32 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Parent-teenager relationships have probably always been peppered with heated discussions as they struggle to balance what the child want

143、s with what the parent believes is appropriate.The push and pull is emotional and challenging for both sides,and,whenever an agreement is made,it often doesnt last long as a new temptation always pops up to upset the equilibrium.By design,smartphones contain all the good and bad of the internet in a

144、 single device that goes everywhere with its user.Parents cannot possibly monitor everything their children do or see on their devices,and for every existing safeguarding mechanism,there appears to be a workaround that children find long before their parents.Modern parenting often points to modeling

145、 desired behaviorwhether its manners,creating a balanced diet,developing eco-conscious habits or use of digital devices.But parents lives are bundled into their own devices,making it almost impossible to model healthy behaviors.Even those who have stepped away from social media may have their financ

146、es,groceries,school apps,news sources,music,utilities and personal and professional communications wrapped up in their phones.Difficult conversations at home will continue 33 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Unbundl

147、ing may be coming Bundling every possible facility into a single device was a revolutionary move that gave people access to everything,everywhere,all the time.For adults,the convenience is valuable,but this is neither required nor desirable for children.Most parents want their children to be locatab

148、le,contactable and sociable,and able to pay for things while they develop their independence.Unbundling everything else will be a challenge,because of the dominance of smartphones in the market and their integration into all parts of peoples lives.But the customer need for a dramatic rebalancing is

149、very much there.It will be a challenging road and will likely feature a lot of failures that could limit attempts to fringe areas,but theres no doubt the appetite for options is there.34 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewi

150、lding/Accenture Life Trends 2025 Parents and children are huge demographics,so this trend is crucial for numerous organizations.We could be witnessing the start of a significant shift in dynamics.Marketing channels that have been reliable for over a decade could become significantly less effective,a

151、nd people could start living moreand expecting brands to engage with themin the real world.(More on this in our fifth trend,Social rewilding.)We believe its reasonable to expect a societal shift toward banning smartphones for the under-14s(possibly the under-16s)on a local and maybe even global scal

152、e.Any business that targets children and teens will feel the impact,including social media,technology platforms,technology hardware,telcos,banks,fast-moving consumer goods(especially food and drink),hospitality and media.Brands need to be ready for a world in which the next generation has been well

153、shielded from smart devices and social media.They should develop engaging,offline experiences and products that encourage creativity,humanity and real-world social interaction.We could see a wholesale rethink of how and where to market to anyone under 16,which would decimate some services and create

154、 opportunities for others.There will be new opportunities to shape technology services that treat young peoples developing brains with empathy and scientific awareness.Semi-dumb phones and telco plans for young people are likely under development as we write.The Yondr pouch has launched to limit the

155、 use of phones without removing them completely.65 Alternative connected devices like watches will probably have a role,and AI may be deployed to moderate access to content.It remains to be seen how dramatic the change will be.Even without outright bans,we expect to see a greater commitment to digit

156、al literacy and critical thinking,endorsed by governments and implemented by schools.But there will be a generation of young people who will strongly resist this change and seek workarounds.We expect the tension to continue for a long while yet.Brand strategies need a radical rethink 35 Cost of hesi

157、tations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025What parents and their children want could diverge further,making the use of technology a much greater,daily point of tension than it has been to date.Brands may face significant gaps in their a

158、bility to engage children and teenagers.We believe this trend could unbalance the whole ecosystem of technology,marketing and entertainmentplus products and services targeted at younger demographics.At the least,if some,or even most,younger customers have reduced access to digital technology and soc

159、ial media,it will affect how brands become visible to them.Why this matters now 36 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Accenture Life Trends 2025 If reaching younger people matters to a brand

160、,it will be crucial to workshop a less digital/social media-dependent strategy.Alternatives include putting retail(and retail media)in the mix,going old school with on-the-ground promotion in shopping malls,a greater weighting towards events on television and streaming services,and sponsorship.If li

161、mits on child-or teen-focused apps and devices are imposed,it will be necessary to redesign or create services that dont depend on smartphones.Alternatively,experiences can bypass controversial content domains or be ring-fenced in more content-limited interfaces.Unbundling the smartphone creates opp

162、ortunity.Organizations should ensure they stay on top of what is culturally relevant.Social media continues to be the forge and main distribution channel for ideas,language shifts and fashion.Likely this wont change for those over 16,but movements that originate or are perpetuated in non-digital way

163、s may become more important.Its important to think through an organizations permission space.Will using social media advertising/commerce to engage with young people be acceptable for the company,or will it come under attack from concerned parties?And of course,if the brand serves as any kind of gat

164、eway to harmful content,whether generally or specifically to either boys or girls,it must be dealt withimmediately and robustly.If parents gatekeeping role for children and young people expands,brands should consider how to create parent-friendly propositions that help build an affinity with wary pa

165、rents and create relevance for their children.We recommend 37Accenture Life Trends 2025Trend 3:38 Accenture Life Trends 2025Accenture Life Trends 2025 Many cultures around the world share a core belief in the idea that people can shape their desired future through education,hard work and determinati

166、on.However,right now,the reality of a set of circumstances we laid out in last years Decade of deconstruction trend is biting.66 But an innate determination is evident in peoples behaviors as they seek the shortest paths to their goals.People are going their own way,weighing up the risks and rewards

167、 and betting on themselves bolstered by information and experience from the crowd online.At the heart of this trend is the fact that people are finding quick solutions via relatable content online to satisfy their growing impatience to achieve their life goals.When companies dont meet peoples needs,

168、they look to the crowd for education,so brands will need to plug those gaps to keep their customers.39 Accenture Life Trends 2025 Two interconnected catalysts are driving people toward taking initiatives to speed up their pursuit of their life goals.First,technology has made it easier to find new ro

169、utes to pursue a goal.Second,people seeking advice on navigating lifes complexities are finding it in social channels,often delivered by someone to whom they relate.Bolstered by the knowledge of the digital crowd,they find the confidence to create a new path instead of following traditional ones.Wha

170、ts going on 55%of people prefer quick solutions over traditional methods and many are willing to explore riskier routes to achieve their health and financial goals Accenture Life Trends survey,2024 40 Cost of hesitations The parent trap Impatience economyThe dignity of work Social rewilding/Accentur

171、e Life Trends 2025“I look for shortcuts in every area that I can.Anything that I can do to speed my life,help make things go faster,better,more accurate.”Stan,46,US Its unsurprising that the immediacy of modern life is fostering impatienceand new behaviors to match.According to our survey,55%of peop

172、le 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).67 Interestingly,one word in Hindi,Urdu and Punjabi sums up this sentiment:jugaad.It doesnt directl

173、y translate to English,but it articulates the idea of improvising or creating a new solution to get a quick result when you lack the time,skills or opportunity to do it the established way.68 Where classic approaches like hard work and education arent cutting it,people are thinking laterally and usi

174、ng opportunities presented by social media and other digital platforms.Two-thirds of our survey respondents(63.2%)said they get inspiration from social media on how to do things smarterfor those aged 1834,its closer to three-quarters(74.1%).69 The power of the crowd is almost like a riptide.Someone

175、finds a new solution to a problem,tests it,and if they find success,they share it and take others along with them on a new route to a desired result.Brands need to work out whether their value proposition is part of that tide,or whether its sweeping around them as people crowd-source their routes to

176、 health,wealth and happiness fundamental to survival,security and well-being.41 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Proactive health and well-being Proactive health-related behaviors stem fr

177、om peoples desire to live as long and strong a life as possible,and theyre finding new ways to understand themselves both physically and mentally.This can prevent or resolve issues,but risks include unnecessary anxiety or incorrect treatment.Self-diagnosis is on the rise,driven in some cases by the

178、cost of seeking medical advice and in others,by long delays in investigations.In the United Kingdom,the waitlist to see an autism specialist has increased fivefold since 2019,as found by the Nuffield Trust.70 People also seek help from social media,which is faster than waiting for an appointment,and

179、 houses volumes of advice from people experiencing similar symptoms.Recognizing ones own experience in social content can feel validating and give people a sense of belonging.However,it can also lead to self-treatment,which,without proper supervision,can make problems worse.71 Further,medical profes

180、sionals sharing generalized explanations can easily be misunderstood in situations where case-by-case detail matters.For fitness advice,middle-aged men are tapping into approachable content found online.While somedubbed“Huberman husbands”are finding value in neuroscientist Andrew Hubermans layperson

181、-friendly descriptions of well-being issues,the“quantified self”movement sees others employing the latest technologies for monitoring and optimizing their fitness.72,73 For enhancing performance,the media has reported that professional women in the US are increasingly exploring an as yet unsubstanti

182、ated health hack.74 Theyre microdosing with psilocybinmore commonly known as“magic mushrooms”to help them focus and manage their busy lives.There are risks associated with many of these approaches.With personal trainers,gym memberships and alternative health consultants out of budget for many people

183、,the“cheats”and“hacks”they try can turn out to be too good to be true.If the promise is too tempting to resist,some dont stop to check the credibility of their source,leading to disappointment.“This economy is rough so if I have a mild symptom of something that I want to understand,obviously the int

184、ernet is my friend.And obviously theres social media doctors that give you certain advice.”Mel,40,South Africa 42 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Financial alternatives Peoples security is deeply tied up in their a

185、ccess to the money needed to fund the essentials of life.Easy access to technology is empowering a new,never-ending financial hustle,breeding more options to earn,spend and invest than ever before.More than half of Gen Z and Millennial Americans have a side hustle,earning an average of$1,253 per mon

186、th in extra income.When asked what inspired their side hustle,40%cited inflation and 38%said it was the economic fallout from the pandemic.75 Our survey found that in the past 12 months,28.1%of people had started a side hustle to boost their income.76 For many,seeking additional income has been nece

187、ssary just to stay in the black,but recently,more highly paid professionals are taking on second jobs,too.Some want financial freedom,others consider their main jobs salary trajectory too slow,and in some cases,its down to uncertainty in the availability of future jobs.People seeking financial secur

188、ity through side hustles rather than relying on a single employer are predominantly Gen Z and Millennials.Social media is awash with people sharing their own tips on making it work.Even news sites are offering this kind of content.77“I use social media for things like upskilling around things like f

189、inancial independence,which Im quite into and also financial advice.”Amrita,34,UK 43 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 On social media and other platforms,people are discovering peer-to-pe

190、er financial education through billions of videos under hashtags like#passiveincome and#financialfreedom.78 Subreddits,podcasts and local forums share similar advice,and the fact that young people make up much of the audience for these forums has an impact on the financial world.In Indonesia,for ins

191、tance,57%of individual stock market investors in August 2023 were Gen Z.79 The key here is the ease of availability and the style of delivery.People relate to others who can make financial advice understandable and relatable to their own contextfar more than they can to dry,factual resources on a ba

192、nks website.Enabled by market deregulation and driven in part by the allure of easy money,digital gambling appears to be on the rise,offering another potential shortcut to wealthalbeit a risky,volatile one.Young men,in particular,have flocked to online betting,with more than 30%of 18-to 34-year-olds

193、 across the US now having online sportsbook accounts.80 Our survey found that in the past 12 months,16.2%of people gambled online,betting more than a days pay each time.81 Then theres the classic:gold.Perhaps seeking the reassurance of owning something that historically has maintained its value,peop

194、le often buy gold in times of economic turmoil.82 In South Korea,small bars of gold can be bought from vending machines in convenience stores.83 US retail giant,Costco,has been selling gold bars since October 2023 to the tune of approximately$100200 million each month.While it may not be making much

195、 profit,its driving increased footfall and leading to a boost in sales.84 The desire for money and the promises of what it can do for peoples lives are deeply motivating.The crowd is sharing advice on ways to find more financial security in some aspects,and financial exploration in others.Its clear

196、that economic uncertainty is prompting diverse strategies for financial security.Before social media,advice of this type was typically accessible only to the wealthy.This shift highlights that people are more aware of the lack of relatable financial advice and accessible channels.44 Cost of hesitati

197、ons The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Affordable joy Once the bills are paid,people derive joy from the extras in life,whether that means aspirational fashion items,memorable experiences or escapism entertainment.Faced with economic pr

198、essures,many are seeing their“fun money”depleting,and some are turning to questionable or even illegal ways to find joy.For instance,a trend dubbed“pirate and chill”is surging,costing the US economy billions.85 People are streaming content they havent paid for,and/or accessing streaming services tha

199、t arent officially available in their country.According to Forbes Advisor 2024,illegal streaming is surging around the world,and 46%of people with VPN access use it for streaming services.86 A VPN has the added benefit of reducing the cost of accessing the service,and in many cases,the illicit servi

200、ces are almost as easy to use as the paid-for ones.In 2024,around 20 million viewers illegally streamed a key boxing match between Tyson Fury and Oleksandr Ysuk,costing pay-per-view broadcasters an estimated GBP95 million in profits.87 In fashion and beauty,counterfeits and dupes have become popular

201、 among Gen Z and Millennials,enabling them to enjoy the style without the price tag.The shift here is that while wearing a fake luxury watch or branded clothing was once something to hide and pass off as real,wearing a dupe is now accepted as a smart way to embrace a style affordably.88 With rising

202、demand comes accelerating production,and the cycle drives itselfwith some help from social media.Certain online retailers have become known for their habit of copying items on the luxury market.The difference is that now,theyre also targeting the work of independent designers,to poorer quality stand

203、ards,which is seriously impacting small businesses profits.89 45 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025CCC The signals add up to reveal a trend toward self-agency,quicker fixes and alternative routes to successall of whi

204、ch are tied up in risks and rewards.Traditional systems that serve people are critical,and the regulation around them exists for valid,experience-led reasons,but peoples patience is exhausted by a life system that feels rigged.People are taking control of their own destinyand companies should stay a

205、cutely aware of their motivations and methods.46 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 At the center of this trend is the fact that people are being more impatient,proactive and assertive in h

206、ow they navigate life.Their new approaches to pursuing health,wealth and happiness are challenging the status quo for businesses.The role of influencers started with product recommendations and has moved on to helping people solve their life problems and offering them alternatives.For the past twent

207、y years,tech startups have spotted gaps in the market and filled them,but now its the power of the crowd.Whats next 68.2%of people would engage more with a brand that educates them through blogs and videos90 Accenture Life Trends survey,2024 47 Cost of hesitations The parent trap Impatience economy

208、The dignity of work Social rewilding/Accenture Life Trends 2025The power of the crowd is uncovering needs that arent being met by organizationswhether that means brands,service providers or government agencies.Connection,built through content As social media continues to offer a way to share and dis

209、cover helpful information,we expect to see people continuing to help each other navigate roadblocks and improve their lives.Brands should take note of this behavior,though,as it reveals significant gaps in the service and information they offer.Avoiding major disruption will require a rethink of cus

210、tomer engagement strategy,and a drive to remove obstacles to direct connection.Content and connection are not the same thing.Influencers content is popular because its relatable.They share lived experiences in which people recognize their own circumstances,making it feel like theyre singing the same

211、 song and their recommendations must be worth consideration.A small number of brands are already leaning into this trend.For instance,Ally Bank and Credit Karma are partnering with Fintok influencer Michela Allocca,who shares personal finance video content with her 800,000 followers.91 We expect to

212、see an increasing tide of people looking to each other for awareness of options that will get them to their goals faster.This is becoming a more powerful space than those where most companies currently choose to engage.Trusted institutions have the right message but not the right medium.Social platf

213、orms have the right medium but not always the right messages.There is an opportunity here to serve an unmet need by delivering trusted information via the right channel,with a relatable,person-to-person quality.48 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The

214、dignity of work Social rewilding/Accenture Life Trends 2025Personal touches Companies should appreciate that person-to-person engagement creates intimacy,which is infinitely more relatable and captivating than anything found on a branded website.This affinity is set to disrupt and displace branded c

215、ontent that fails to connect on a personal level.While writing this trend,we started referring to some of these new solutions as“smartcuts,”as they often involve making quick,intuitive,savvy choices to achieve a goal.Brands can satisfy this instinct by offering simple,convenient solutions alongside

216、more thoughtful options for those who want to be more considered.They will,however,need to respect the balance articulated by Christine Kieffer at the Financial Industry Regulatory Authority:“Social media is public,but finances are private.”92 Organizations need to understand how and where to use te

217、chnology when helping people to achieve their goals.The evidence above points to people wanting peer-to-peer or at least person-to-person contact.Technology can be used to empower or facilitate engagement,but machines used in place of people will likely have a detrimental effect on trust.Companies t

218、hat have been viewing direct customer relationships as a costand treating them as suchwill need to take a hard look at whether this strategy will soon diminish growth and profits in this new context.“I value brands that not only provide tools for immediate use but also invest in innovation and custo

219、mer feedback to improve their offerings over time.”Thato,30,South Africa 49 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025“Anything that a brand can do for me thats making my life easier or that is sav

220、ing me time is something that I think is important to spend money on,and that is in the short term now,but then also in the long term.”Amrita,34,UK Companies cant leave critical financial advice languishing on FAQ pages.They need to create a connection that is compelling enough to be widely shared f

221、or its ability to get to the core of peoples lived experience.Self-service interactions over the past few years have fallen victim to efficiencies,compromising quality and personalization.What hope does this advice have when the alternative is highly entertaining content that may inspire customers t

222、o go a different way?Areas of life where people want long-term support:61.1%Financial investment 59.9%Physical health 58.9%Mental health 57.2%Insurance 56.6%Education and skill development Accenture Life Trends survey,2024 50 Cost of hesitations The parent trap Impatience economyThe dignity of work

223、Social rewilding/Accenture Life Trends 2025 Motivations behind the actions In each industry,businesses will need to evaluate the motivations behind the new solutions people have found.In some cases,it could be down to customers impatience,in which case companies will need to manage their expectation

224、s and make the experience simple and accessible through every touchpoint.Other times,it will be a symptom of a gap or disruption in the business model.In these situations,a quick and coherent fix will be essential to minimizing the impact.As people continue finding and exploiting quicker and/or easi

225、er solutions,businesses will likely need to rethink their relationships with customers both in real life and online.Their determination to succeed remains strong,but their methods have evolved and will continue to do so.Brands should deeply understand what theyre trying to achieve,instead of focusin

226、g just on selling to them.Companies that offer solutions that satisfy peoples need for immediacy and relatability will be rewarded for providing meaningful support as people navigate life.51 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Tr

227、ends 2025These so-called“life hacks”are being consumed widely and its impacting industries where the customers goals are deprioritized.When customers go looking for a shortcut,find a way for your brand to be the answer to their question.We believe that the personal recommendations people are absorbi

228、ng from social mediathose that feel more authentic,more relatable,and more actionableare influencing decision-making in peoples lives more than ever.They are becoming hyper-aware of information and actions to be more proactive in their finances,their health,and the value for their hard-earned money.

229、Becoming the brand they want means minimizing the mundane(interactions that get in the way)and maximizing the humane(experiences that are relatable).Why this matters now 52 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accentur

230、e Life Trends 2025Accenture Life Trends 2025 We recommend Brands should check the experience delivery.This means looking for aspects of the experience that could be minimizedin other words,automated or seamlessly handled through invisible interfaces.Enhancing experiences with a human touch will like

231、ly set brands apart.The aim should be to deliver a fluid experience in which the offering is deeply tailored to each person,making it more relevant and engaging.It will be important to reinvent the organization with customer-centricity at the heart.It involves identifying channels and influential vo

232、ices through which the brand can help people pursue their goals when theyre disengaged from institutions.For things that matter,they want advice and help from real people,so companies should expand their use of channels that feel more immediate and use voices to whom customers can relate.The crowds

233、power to navigate alternatives shows that there are unmet needs.If a business only thinks in terms of products instead of customers,its missing a valuable opportunity.Data will enable organizations to anticipate needs and proactively provide useful,relevant experiences.People are more impatient than

234、 ever and seizing opportunities to drive their lives in their desired direction.This motivates proactivity,which is disruptive for the services and goals that require patience,including healthcare and finance.Companies should seek opportunities to position products and services in other contexts and

235、 ecosystems,broadening propositions through partnerships that develop the brands role in peoples lives.Customer service needs fresh focus.People simply arent getting what they want from brands/businesses,presenting an opportunity to differentiate.Customer service is about learning from the customer

236、and applying the findings to new products services and solutions.If that loop is broken,products and the ability to innovate also suffer.53 Accenture Life Trends 2025Trend 4:54 Accenture Life Trends 2025Accenture Life Trends 2025 The dignity of work is a critical pillar of a healthy workplace,but it

237、s increasingly being shaken by business pressures,technological advances and evolving human dynamics.In this challenging setup,the importance and value of peoples contribution is at risk of being taken for granted,but the way leaders treat people will be the difference between employees embracing or

238、 hesitating over shifts caused by technologies like generative AI.If employees arent motivatedwith agencyhow can they be expected to deliver first-rate products,services and experiences to customers?55 Accenture Life Trends 2025 The evidence in this trend shows that work is feeling increasingly tran

239、sactional and draining for leaders and employees alike,and in many places,the once-lively workplace has become compromised.A successful value exchange between employer and employee depends on the energy each expends for the benefit of the other.The willingness or ability to invest in this exchange h

240、as weakenedand the impact has recently become apparent in the day-to-day working environment.Whats going on 60%of large employers are using tools to track their staffs activity,despite autonomy being proven to boost job satisfaction,motivation and creativity93,94 56 Cost of hesitations The parent tr

241、ap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Few would deny that the pandemic sucked energy out of working culture and,like it or not,its still important to include here around five years since it began.According to Gartner research,the number of large employe

242、rs using tools to track their staffs activity,which kicked off as a response to the pandemics need for remote work,doubled to 60%between early 2020 and 2022,despite Forbes finding that autonomy is proven to boost job satisfaction,motivation and creativity.93,94 Even as things settled,the adjustments

243、 that had been forced remained in placeincluding the costs that had been cut for survival and never got picked up again as economies started recovering.Reluctant compromise on where work happens still haunts the workplace,the cuts driven by economic efficiencies have kept coming and the mood feels s

244、ubdued.This assertion is supported by data.Forrester research indicated that between 2022 and 2023,global employee engagement fell from 41%to 37%,and culture energy from 63%to 59%.They predict further declines in 2024,with engagement at 34%and culture energy at 55%,due to return-to-office mandates a

245、nd compensation disputes.95 Leaders have had to rapidly adapt their priorities,reshape their teams and drive outcomes while the world lurches from one crisis to the next.The result is an unsettled workplace that has been dominated by external forces,with the unintended consequence of pushing peoples

246、 needs aside and diminishing their energy at work.Its a small but significant signal that 53%of employees chose not to attend an end-of-year party in 2023.96 57 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trend

247、s 2025 Employee emotional distancing An emotional distancing between workers and work is becoming clear.Evolving attitudes to work have employees demanding more flexibility,better balance and higher salaries.According to our survey,people prize work/life balance most highly(52%),with salary(48.4%)an

248、d job security(39.1%)following close behind.97 Work/life balance is being elevated above all other factors(albeit by small margins),which feels significant as it potentially indicates that the promise of money could hold less power in motivating people to work harder.Our analysis of YouGov global pr

249、ofiles data found that over the past two years,people have increasingly valued their free time.98 Having realized the benefits of flexibility,many are reluctant to make the concessions that were previously accepted as a standard part of working life,affecting office culture,productivity and performa

250、nce.But with only 29%of employees trusting that their companys leaders have their best interests at heart,its not difficult to rationalize their unwillingness to make sacrifices.The Accenture Future of Work study found that only 29%of employees trust their companys leaders to have their best interes

251、ts at heart.99 Further,a study from Credit Karma notes that 42%of Gen Z and Millennials describe the feeling of“money dysmorphia”as the feeling of being“insecure about their financial standing,no matter the reality of their situation.”As a result,some are“acting their wage”a trend describing how,in

252、the wake of layoffs or hiring freezes,employees are increasingly reluctant to take on additional roles beyond their designated scope.100 This is exacerbated by career influencers and regular users on social media introducing some helpful and some unrealistic expectations for younger workers.Experts

253、say early-career employees often look to peers on social media for advice,valuing relatable mentors over those with more experience or formal ties.This can be healthy,fostering genuine connections and helping people learn how to conduct tough conversations at work,but it could also lead to a depende

254、nce on less experienced voices or a decline into antagonistic relationships with employers.101 58 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Perceived organizational dehumanization A growing genre of academic research,“organi

255、zational dehumanization”articulates the phenomenon that employees increasingly feel theyre treated like tools,machines or resources rather than people.102(Even the word“resource”feels inherently inhuman.)According to Gartner,82%of employees say its important for their organization to see them as a p

256、erson rather than just a“human resource,”but only 45%believe their organization does view them as such.103 This is wrapped up in the basic courtesies of human interaction,like respect and dignity.But drives for efficiency have evolved such that people feel theyre valued more by the metrics that quan

257、tify their output than their experience,skills or personal contribution to culture.This is making employees feel like cogs in a machine functional and easily replaceablewhich is demotivating and ultimately hurts both employee and employer.Employees are also having their energy depleted by“technostre

258、ss,”which has crept in over the past several years.Technostress is defined as the pressure experienced through engaging with information systems.104 In many cases,well-intended IT initiatives to improve efficiency place additional burden on employees to learn new systems and regularly set aside time

259、 to input the necessary information.And often,legacy systems arent retired,meaning the technology load just keeps growing.Companies striving for growth in a difficult economic landscape often place their hopes in reorganizations,aiming to restructure various functions and streamline operations.In so

260、me cases,these moves become sources of stress,and directly correlate with burnout and compromised work-life balance.105 While often necessary,cost-cutting can seriously impact energy and morale in the workplace.Four years into this period of constant reorganization and cost-cutting,employees have gr

261、own weary of standing on unstable ground,which affects how they feel at work and shouldnt be ignored.“Id say the bosss attitude toward employees has changed too;its no longer about employee well-being,but more about performance,money.I dont get the recognition I used to.”Marie,44,France 59 Accenture

262、 Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 The employee experience recession The value exchange is at the heart of the“EX recession”a phrase coined by Forrester that has picked up steam.The result is a coll

263、ection of worrying tensions that are depleting energy within the workplace.Without intervention,we could see a breakdown of the employer/employee value exchange such that people continue to mute themselves in the workplace.The activities that have long been known to bring energy to an organization h

264、ave been gradually deprioritized over recent years.In companies around the world,investment has dropped for initiatives that mattered to organizations such as diversity,equality and inclusion(DEI)and Sustainability.106 Forrester predicts that organizational DEI investments will fall from 33%in 2022

265、to 20%in 2024.107 Cutbacks to employee welfare schemes,financial incentives and training make people feel like their leaders arent willing to invest in their development anymore.In the United Kingdom,companies have reduced investment in training by 28%since 2005 despite 75%of employees referencing i

266、mproved training and development as key to boosting their engagement at work.108,109“Improving productivity”is the message most frequently heard(49.5%)by employees from their employersmore often than any messages about improving customer value or workforce development.Accenture Life Trends survey,20

267、24 Like consumers,employees were primed on more than a decade of talk about the employee experience.Many have come to expect more than a transactional relationship with their employer.The deeper context here is an ongoing re-evaluation of the value,benefits,and social function of work.This re-evalua

268、tion has multiple fronts,but they all push towards growing feeling that human agency and dignity needs to be reasserted in the face of a challenged work culture.60 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 The demands made

269、and endurance required of leadersincluding CEOs,management and team leadsneed a new mindset and a special kind of energy.Leaders have to lead for the world as it exists today,navigating complex challenges like cost pressures,dwindling team morale and the relentless need for organizational growth in

270、a volatile environment.Its by no means a given that energy will be restored in the workplace,and the value exchange will find balance again.We believe that leaders who see the value of effecting positive change and creating the conditions that naturally raise enthusiasm in their teams will emerge as

271、 winners.Those who ignore whats happening will increasingly notice a lack of dignity at work,resulting in poor culture,work and motivationand worse outcomes for customers and business growth.Whats next Centered on person-to-person connection,humanized leadership is key to restoring energy.61 Cost of

272、 hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025The chain of humanization How can leaders steer their teams when so much is beyond their control?It starts by fostering cohesion and a sense of purpose among leaders.Companies must recharge

273、 leaders so that they,in turn,can recharge those that they lead.When leaders are united and driven by a clear mission,they can inspire and support their people through instability,creating a resilient and motivated workforce ready to tackle any challenge.Centered on person-to-person connection,human

274、ized leadership is key to restoring energy.By focusing on empathy and interaction,leaders can build trust and engagementwhich is something digital productivity technologies cant replicate.This approach revitalizes teams,making them stronger and more driven.When tough decisions must be made,explainin

275、g the reasons clearly and with empathy around the impact on people will define morale going forward.Employees should be walking ambassadors for an organization,inspired to do their best work for their employer,clients and customers,but if they feel unappreciated and short-changed,why would they both

276、er?People need to know that their achievements for the business are noticed and appreciated.Even when budgets do not stretch to financial reward,a sincere show of gratitude costs nothing and means a great deal,but the importance of such gestures is being forgotten.Thriving work environments have lea

277、ders and team members who voice their appreciation,and good employers will ensure they know this is happening.Support(or lack of it)directly correlates with well-being,including job satisfaction,emotional exhaustion and stress-related health issues.110 Bringing energy back into the workplace means a

278、ctively making people feel supported by the organizationand this should become a metric for every level of leadership.Surface-level efforts will be recognized as such,and may be perceived as“well-being washing,”which would backfire.111“I want it to be fundamentally enjoyable and to be honest,I do no

279、t really have any connection with my employer.”Shogo,K.,25,Japan 62 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Accenture research found that 75%of organizations dont yet have comprehensive strategi

280、es to ensure positive employee experiences and outcomes with generative AI.112 As leaders start thinking about this,keeping employees front of mind becomes critical to beginning the change journey.Leaders should be mindful not to treat people the same as they treat the tools within the organizatione

281、specially when generative AI begins to mature.If organizations fall into the trap of personifying AI agents,it could lead to a backlash and make people feel like their bosses see them and the bots as equals.113 Success will require top-down action to enable the growth of a culture that works comfort

282、ably alongside AI from the bottom up.Its important to make conscious effort to treat people with dignity and recognize their value as experienced,skilled workers.Using generative AI tools as part of managerial work needs to be approached with care.Dignity and respect for individuals contributions mu

283、st be kept in mind,even when generative AI tools are used for written performance feedback or reviewing work.People invest their time,effort and energy into their work so assessing their performance must make them feel valued and that what they do matters.The tech sphere is awash with numerous opini

284、ons and predictions about generative AIs potential impact on the workplace,running the gamut from underwhelming to transformative.At the transformative end of the scale are voices including Zoom CEO Eric Yuan,who speculates that people will have digital twins to attend meetings and make decisions on

285、 their behalf.114 It could be that autonomous AI agents will increasingly automate tasks,which has potential to reduce jobs and to pivot peoples contribution from doing the work to managing the work.Conversely,investors are reportedly getting nervous about whether they will ever see satisfactory ret

286、urns.115 How do people find their rightful place in this ambiguous,ever-changing AI picture?Use AI,but value humanityUse AI,but value humanity 63 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025At this point,employees listening to

287、 a swirl of conflicting information are left feeling uncertain about their near future.However significant AIs role turns out to be,if it becomes common in the workplace,employers will need to keep a close watch on the dehumanization impact on the people expected to take instruction from or collabor

288、ate with machines.And until AI is trustworthy enough to make critical choices(if it ever is),humans must maintain accountability.Leaders and employees are all reading the same headlines,but those in control take them differently from those who must roll with any changes,and we see little evidence of

289、 employers seeking to allay employees concerns.A recent study found just 17%of employees companies had clear AI policies,half encouraging and half prohibiting AI use.116 Employees are left feeling that this potentially radical reinvention of the workplace is happening to them and not with them.This

290、is a dignity issue.Accenture found that 60%of employees are concerned about generative AI increasing their stress and burnout,but only 37%of leaders see this as a problem.117 The Economist articulates an excellent point:“The thing for managers to remember is that machines can make employees feel dif

291、ferently about their work.So,it matters whether new technologies are introduced in collaboration with employees or imposed from above,and whether they enhance or sap their sense of competence.Bosses who ignore these issues are missing something meaningful.”118 60%of employees are concerned about gen

292、erative AI increasing their stress and burnout Accenture Life Trends survey,2024 64 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economyThe dignity of work Social rewilding/Accenture Life Trends 2025The productivity x efficiency equation The ways in which leaders assess

293、this technology should be transparent and grounded in the reality of how work is done within the organization.We expect that as it plays out,AI will affect some tasks more than others and will eventually eliminate or at least slim down some tasksbut not necessarily entire jobs.Leaders need to unders

294、tand that jobs and tasks are different things,and clearly communicate this with employees.Employees,for the most part,care about the quality of what they producewhich is why they sometimes find it hard to reconcile generative AIs promises versus what they see it deliver.Today,workers are already usi

295、ng AI in their jobs where they find it valuable to them.Our survey found that 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

296、more transactional(15.5%)and create anxiety about job security(11%).119 In some cases,purchasing a tool and forcing employees to integrate it into their daily processes may create more work,not lessparticularly for high-impact work.And a word of warning:in this situation,employees may find workaroun

297、ds that havent been approved for corporate use.A workplace enhanced by generative AI is likely to see an exponential increase in output,due to its capacity to produce more work at speed.History suggests that higher output often leads to a growth in capacity,which then creates new roles.Beware,though

298、,that the risk of faster output is unreasonable expectation of time needed to do intellectually rigorous or creative work,which could compromise quality.Time to think is part of the process and is one of the most motivating and fulfilling elements of any role.Purchasing a tool and forcing employees

299、to integrate it into their daily processes may create more work,not less.65 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025We expect to see existing roles evolving,though leaders will need to be cautiou

300、s about how far roles evolve from what the employees want to do.If people in creative roles pivot to critical thinking and analysis to manage generative AI output,they could switch from executor to supervisor,creator to curator,or doer to manager.Many would be unhappy with this outcome,as the skills

301、 and talents theyve spent their careers honing would be wasted.How its implemented will matter the most.Jobs are not just tasks that can be isolated but rather,a complex relationship between tasks and what happens in between.As celebrated jazz trumpeter,Miles Davis put it:“Its not the notes you play

302、,its the notes you dont play.”“By using generative AI and becoming more efficient,I am concerned about using it as people at work comment how quick I am.As a result,its actually increased the work I have to do.”Shogo,K.,25,Japan 66 Accenture Life Trends 2025 Cost of hesitations The parent trap Impat

303、ience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Employee experience drives customer experience Organizations should be looking to make better use of peoples creative skills,as we expect to see them becoming an even stronger differentiator against competitors who lean to

304、o heavily on machine-generated output.Those that use generative AI as an enabler of human creativity and ingenuity are likely to find most success.For example,marketers are increasingly using high-quality,AI-generated synthetic data to save on costs,but its widely recognized that this data should be

305、 paired with the insights of human strategists and creatives.120 Its critical to keep front of mind the fact that investing time and effort into a fulfilled,valued workforce will enable companies to shape a differentiated,appealing customer experience(CX)ultimately leading to business growth.121 Las

306、t year,we called out the decline of CX and perceived service levels in the trend,Where is the love?Could it be that a workforce without energy is a key driver?We believe it is,and that the reverse holds trueproviding the key to growth and renewal.Humanized leadership is critical to restoring energy

307、in the workplace and emboldening people to do their best work both for their own sense of worth and for the good of the company.Without attention onand investment inenergizing the workforce,the returns for cost-cutting measures will steeply decline.Treating people like people and not as tools means

308、understanding the superpower strengths that only they can contribute to a thriving workplace.When implementing AI,leaders need to be aware that alongside the lure of a rapid boost to productivity and profit,the technology also has potential to affect the value exchange with employees.A wildlife-rela

309、ted quote from Alexander Den Heijer feels relevant here,too:“When a flower doesnt bloom,you fix the environment in which it grows,not the flower.”122 When employees work in an environment where they feel valued and understood,they feel relevant and energized,and then they create experiences that mak

310、e customers feel the same.This is the key to organizational success.67 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025People want to feel like their contribution to work matters.Work is a way to realize ones potential and labor m

311、ovements throughout history have been in pursuit of dignity.Todays leaders need to adapt to todays context,including leading teams across all metrics the organization is demanding of them,while cutting costs.Critically,they should balance this with employees engagement and well-being.These factors d

312、irectly impact the companys performance,reputation and ability to attract and retain talentultimately influencing long-term success and profitability.Why this matters now Rapid advances in AI and automation are reshaping workforce dynamics across all industries and we believe this takes a new leader

313、ship mindset.68 Accenture Life Trends 2025 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025Accenture Life Trends 2025 We recommend The workforce needs to be re-energizedstarting with leaders.Facilitate authentic human connectionsw

314、hether face-to-face or remotely to revitalize teams,foster trust and boost engagement.The anemic feeling from year-over-year cost cuts in the things that energize people will need to be watched carefully.People need to be treated like people and machines like machinesand AI shouldnt be personified.T

315、here is no dignity in a manager/employee relationship if one of them is not a person.Personifying AI undervalues human contributions and leads to unrealistic expectations.Leaders should design fulfilling work structured with dignity and respect to retain the best talent.Treating people with respect

316、and making it clear that their contribution is important to the teams goals are crucial to their engagement with the company and the work.Recognizing the difference they make will build pride and purpose.Employees should have their voices heard and respected when it comes to AI adoption.People know

317、how to do their jobs and have begun to use the technology where it best fits.Organizations might not capture value from this because in a lot of cases,the tasks werent measured for value to begin with.At the time of writing,generative AI use cases are still emerging,but leaders should think about wh

318、ether people will want to be held accountable for work that is produced by generative AI but that is their responsibility.Change management is a constant requirement.Leadership involves creating the right conditions for strategic changes to be made.Its about determining what tomorrow should look lik

319、e and working towards that as a shared goal.Leading change means consistently demonstrating and reinforcing the mindsets and behaviors that will create a desired future,including understanding how colleagues perceive and engage with their work and each other.123 69 Accenture Life Trends 2025Trend 5:

320、70 Accenture Life Trends 2025Accenture Life Trends 2025 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.This is social rewildinga

321、 quest to reconnect socially in the real world,often but not always around nature,and to balance technologys role in the moments that bring people joy and well-being.When shaping Accenture Life Trends each year,profoundly local signals often spotlight fringe activities.This year,social rewilding sig

322、nals from around the world combined to reveal a much bigger movement.Globally,people are increasingly embracing experiences that reconnect them with nature,enable them to create using their hands and foster genuine connections to their surroundings and other people.This offers opportunities for chan

323、ge in the role organizations play in their lives.71 Accenture Life Trends 2025 Were seeing signals of social rewilding,revealing a growing appreciation for the physical world and human connectionoften both at once.Inspired by a similar concept around regenerating the natural world,social rewilding o

324、ffers hope by restoring peoples natural rhythms and reestablishing connections to life,including the great outdoors,healthy routines and reviving lost hobbies and habits.124 The past couple of decades have acted like an experiment to see how much human connection can be achieved in the digital world

325、.Digital interactions make a lot of sense for busy modern life,delivering ease and convenience,so this is not a rejection of digital but a search for texture.Theres a notable shift in people being more intentional with their use of digital,rebalancing its use to amplify the joys of real-world experi

326、ences.Theyre allocating digital a supportive role rather than continuing to allow it to pull them away from experiences through which they connect with people,places and culture.Whats going on“Living in the present and focusing on whats in front of me is the most real and reliable for me.Online,I mi

327、ght just have a moment of happiness from reading a novel or watching a funny video but its fleeting.”XJ,Li.,27,China 72 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 Pre-digital nostalgia Nostalgia is part of this story.While p

328、eople have always shared an affinity for simpler times,digitally native generations are seeking textures from the past that hold valuable novelty for them.For them,the pre-digital era reveals artifacts of textured experiences,which they are culturally retrofitting into their modern existence.For ins

329、tance,Gen Z and Gen Alpha are looking back to the 1990s before they were bornand perceiving an existence unencumbered by 24/7 connectivity.One YouTube video entitled“Class of 98 Last Day at Solon High School Part 1”has been watched over a million times and has garnered comments that celebrate the pr

330、e-digital richness of the event.125 One user wrote,“Simpler times everyone looked to be living in the moment.A photograph was to be cherished.Friendship was not a mere Add Friend button.Everyone looked alive.”Another commented,“Theres so much more social confidence here.I think social media has made

331、 everyone care way too much about what others think.This is how we were meant to interact with one another.”“Definitely,for me,the most important remains in the real world,because the virtual world is good,but in the end,it is something that we appreciate less.”Emine,33,France Meanwhile,a niche grou

332、p of under-30s is finding the joy of driving modern classic cars from the 80s and 90s.Scott Linford,one of those enthusiasts from the United Kingdom,remarked,“I paid 1,500 for it in 2020,its worth at least 2,000 nowbut the pleasure it gives is priceless.Modern cars are bland.The Minx makes me feel c

333、onnected to the road,its fun to drive,does 30-35mpg,costs 100 to insure and easily keeps up with modern traffic.”126 73 Cost of hesitations The parent trap Impatience economy The dignity of work Social rewilding/Accenture Life Trends 2025 People are finding a purity of joy in making memories through experiences that are tactile and finiteenjoying it while it lasts and then moving on.This is illust