Mistrust of online and social media content and a desire to build a healthier relationship with technology are two of the top five consumer trends for 2025, according to the latest Accenture Life Trends report. Encountering false information has become commonplace, leading most people to approach online content cautiously. For brands relying heavily on social media, rebuilding customer trust will be a significant challenge, particularly as younger generations increasingly seek opportunities to disconnect and embrace offline experiences.
The Cost of Uncertainty
The 18th edition of the “Accenture Life Trends” report explores how people interact with the world, including business, technology, and social changes. It identifies five key trends for 2025, the first being the cost of uncertainty.
“Artificial intelligence (AI), particularly generative AI, is blurring the lines between what is real and artificial. Sixty percent of people doubt the quality of content they see online. This skepticism affects brand trust and perception, challenging how companies present themselves in the digital space. Questions about the authenticity of product images or publicly available content are increasingly common. For example, in 2022, TripAdvisor identified over 1.3 million fake reviews, highlighting the scale of this issue. As consumers, we must determine whether what we see online is genuine, modified, or entirely AI-generated. Trust will ultimately depend on us,” explains Krzysztof Ślęczka, Managing Director of Accenture Poland.
While fraud in online goods and services isn’t new, generative AI elevates these risks to an unprecedented level, posing challenges not just for businesses but also for lawmakers tasked with regulating these tools effectively.
The report reveals that 52% of respondents have encountered fake news or articles, 39% have seen fake reviews, and one-third have been victims of deepfake attacks or scams targeting personal data or money. Rebuilding trust is critical, necessitating investment in modernized content moderation processes to manage harmful content influxes. Additionally, brands must provide clear methods for verifying product authenticity to simplify purchasing decisions and reduce the need for consumer research.
Navigating Parental Dilemmas and Instant Gratification
The second trend, the parental dilemma, explores how to build a healthy relationship between technology and younger generations. The third trend, the “here and now” economy, reflects consumer expectations for immediate results while taking control of their lives.
The Impact of Generative AI on Work Quality
The fourth trend focuses on how technology, particularly generative AI, impacts work quality and processes. As companies adopt generative AI tools for creating content, images, and videos, employees increasingly face technostress—a state of confusion, information overload, and anxiety over mastering new skills. While many recognize the benefits of AI, such as increased productivity (44%) and improved work quality (38%), 60% of employees still fear the associated stress.
“Generative AI must be implemented with employees in mind. According to our study, 75% of companies lack a strategy for integrating AI. Without thoughtful planning, changes can feel ad hoc and neglect the employee’s central role in transformation. Workers acknowledge that AI enhances efficiency and quality but also express uncertainty about job security. Employers, managers, and leaders must ensure AI implementation creates comfort rather than fear,” says Ślęczka.
Effectively leveraging innovation to simplify work is crucial for building healthy relationships with technology. However, one challenge for digital tool users is limiting time spent online—a concern addressed in the fifth trend.
A Return to Authentic Experiences
The final trend, a return to authentic experiences, emphasizes the growing need to balance online and offline life. Two-thirds of millennials and Gen Z admit spending more time online than they’d like, with excessive scrolling linked to various negative effects. Initiatives to limit internet access for minors are already emerging, a trend that could impact brand communication strategies reliant on social media. Experts stress that finding harmony between digital and real-world experiences will become increasingly important.
“This trend stems from fatigue with online life. From the moment we wake up and check our phones, through hours of work on computers, to the evening when we switch from laptops to smartphones, we’re constantly in the digital world,” Ślęczka explains. “However, nearly 40% of respondents said their best experiences from the past week were offline, compared to just 15% citing digital experiences. In 2025, the focus will be on finding balance between the digital and the real.”
