In a rapidly shifting digital environment, over half of people in India are increasingly questioning the content they encounter online, with 71% citing trust as a crucial factor in their engagement with brands, according to Accenture’s 18th annual Life Trends report.
As technological advancements, particularly in AI and generative AI, reshape digital experiences, the response from consumers is mixed. While many appreciate the convenience offered by digital technology, there’s a growing need to scrutinize content, prompting individuals to reassess technology’s role in their lives.
“Rapid technological advancements, particularly the accelerated use of AI and generative AI, are reshaping consumers’ digital experiences. As people become more discerning about the digital content they consume, trust becomes paramount. It is crucial for brands to foster authenticity and human connections with their audiences,” said Saurabh Kumar Sahu, Managing Director and Lead of India Business at Accenture.
Accenture Song has identified five macro-consumer trends that forecast the evolving relationship between technology and users, highlighting both challenges and opportunities for brands aiming to adapt their strategies.
1. Cost of Hesitations
The trustworthiness of digital technology faces significant challenges, particularly as scams proliferate and generative AI complicates the authenticity of online content. Accenture research indicates that over half of people in India now question the authenticity of online content. This erosion of trust is impacting online shopping and brand interactions, with 34% of respondents reporting experiences with deepfake attacks or scams in the past year. Brands are urged to establish trust through transparent communications, reliable commerce practices, and authentic products.
2. The Parent Trap
Parents are grappling with the task of guiding the next generation in developing a healthy relationship with digital technology, often amidst their own conflicting desires. Unrestricted access to the internet and social media has led to extreme behaviors and various harms. Many parents are mobilizing to set boundaries as governmental policies are still under development. Moreover, over two-thirds of Gen Z and Millennials in India acknowledge that they spend more time online than they would prefer, underscoring the urgent need for a balanced approach to digital engagement.
3. Impatience Economy
Traditionally, hard work and determination have been seen as the pathways to success. However, a shift in consumer priorities is evident. Today, 44% of consumers in India desire quicker responses from companies regarding their needs. Nearly 70% are now turning to crowd-sourced information for rapid solutions, even if it involves greater risk. Influencers, once primarily associated with lifestyle content, are now addressing essential life fundamentals like health and finance, prompting brands to keep pace to maintain consumer loyalty.
4. The Dignity of Work
The concept of work dignity is increasingly under pressure due to technological advancements and evolving business dynamics. While 88% of respondents in India find generative AI tools beneficial for enhancing work efficiency and quality, there are concerns regarding creativity, the transactional nature of work, and job security. Business leaders must focus on fostering motivation and agency among employees, which are critical for producing high-quality outcomes.
5. Social Rewilding
A renewed desire for depth and authenticity in experiences is emerging, with individuals seeking to connect with nature and each other. Accenture’s findings reveal that 27% of people in India attributed their most enjoyable experiences in the past week to real-life activities, compared to only one in four for digital experiences. This trend offers organizations the chance to rethink their roles and align with the growing demand for immersive and meaningful experiences.
As brands navigate this complex landscape, prioritizing trust, authenticity, and consumer needs will be essential for fostering lasting connections in a world increasingly defined by digital interactions.
