As technology trends constantly evolve and reshape people’s habits, businesses face a conundrum. It’s clear that the future of innovation lies not only in embracing new technologies but in navigating the interplay between human behaviour, societal shifts, and evolving expectations.

To stay ahead of the curve, companies must think hard, shape their strategies for lasting impact and prioritise change.

Here, we revisit the five key trends outlined in the 2025 Accenture Life Trends report that will still have an impact on marketing in the coming months and years. And we offer insights into how organisations can respond thoughtfully and strategically.

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1. The Cost of Hesitations: trust in a digital world

The increasing complexity of digital interactions has ushered in a new challenge for businesses: the Cost of Hesitations. As people navigate an ocean of misinformation, trust becomes rare and precious. With the rise of deepfakes, scams, and fraud, consumers are more hesitant than ever to make decisions online. In the past year, 52% of people have seen (and been irritated by) fake news or articles. This (mis)information ecosystem makes it ever harder for businesses to gain consumer confidence in an already crowded digital marketplace.

Brands now face a crucial test: can they rebuild trust in a world that is not to be trusted? People search for authenticity in their interactions with brands. However, younger consumers are exceptionally skeptical. This development demands a shift toward strategies that focus on authenticity, ensuring that customers feel secure at every touchpoint. Brands must take action to build trust by offering clear, authentic messaging, transparent customer service, and modernised content moderation.

This holds true for applying strategic guardrails to adopting AI – if implemented to streamline operations it also needs to be communicated transparently that the use of AI is “for good” – and how – to avoid customers’ mistrust and the consequences of that.

2. The Parent Trap: balancing digital engagement with parental concerns

The evolving digital landscape reshapes the way everyone acts, and it particularly affects how parents engage with technology on behalf of their children. With growing concerns about youth screen time and the impact of being very online on mental health, parents turn vigilant gatekeepers of their children’s digital world.

65% of people globally think parents should limit the time their children spend on social media, signalling a growing concern about how digital interactions are influencing younger generations. This trend reflects a broader shift toward rethinking how children engage with technology, leading parents to seek products and services that support healthier, more balanced online habits.

As a result, businesses must navigate the tricky terrain of marketing to younger audiences while acknowledging heightened concerns of parents. Creating parent-friendly products, developing responsible marketing campaigns, and offering alternative engagement methods that move away from social media dependence may be the next steps for marketeers to investigate, as the social media backlash grows among parents and educators.

3. The Impatience Economy: deliver now — or never

In a world where instant access to information is the norm, the Impatience Economy has taken root. Consumers are no longer content with traditional methods that require long-term commitment, and have stopped cutting product propositions with waiting time any slack at all. Whether it’s health advice, financial tips, or lifestyle hacks, people seek solutions that are quick but also relatable and easily accessible. Quite a challenging combination of trends.

Despite this, brands that fail to meet these demands risk losing customer affection. Consumers turn away, frustrated, when companies cannot provide the support and information they need ad-hoc; instead, they seek answers from online crowds or opinion leaders. In fact, 63% of people surveyed stated that they regularly take inspiration from social media on how to do things smarter and have integrated the habit of searching for advice online into their lives.

As consumers draw on diverse online information sources for life’s major and minor challenges, brands will need to evolve their content strategies. Beyond just driving engagement, content needs to genuinely address customer needs in the messy middle of a purchasing journey. This critical phase of the buying process is where consumers weigh the pros and cons. Whomever can effectively address doubts and deliver valuable insights and solutions during this phase, wins.

This shift becomes even more critical as AI-powered tools play a larger role in consumer decision-making. As AI impact grows, brands must ensure that their content is optimised for these new technologies to crawl and resurface their content as intended. Incorporating accurate, up-to-date product information into AI training data is essential to this end.

4. The Dignity of Work: embracing AI without eroding human value

While AI takes hold in the professional world, employees start grappling with the question of how to maintain their sense of self in a workforce increasingly influenced by automation. 49% of employees say they are confronted with “improve productivity” messages much more often than those around company values or workforce development. This signals a clear shift of corporate gear.

The rise of generative AI will undoubtedly enable productivity gains. But it also poses new questions about the role of humans in a tech-driven world. Will employees feel diminished as their roles shift toward more automated, machine-driven tasks? The key to navigating this transition will lie in how businesses treat their workforce. Leaders must prioritise employee well-being and create an environment where technology serves to enhance—not replace—the human experience. When employees feel valued and supported, they are more likely to embrace technological change and contribute their best work, which ultimately benefits both the organisation and its customers.

5. Social Rewilding: reconnecting in a digital-first world

The era dominated by digital technology may well, ironically, yield the return of meaningful, in-person experiences that connect people to nature, to each other, and to simpler forms of technology. People gravitate towards depth, authenticity, and sensory richness in their lives, prioritising activities that provide grounding in the present moment, away from constant connectivity.

48% of people surveyed have been spending more time outdoors or in nature, and 47% have spent more time hanging out with friends in real life over the past year. These trends show an emerging desire for reconnection amongst people. This, in turn, offers businesses a unique opportunity to shift focus from purely digital engagement to more offline, authentic experiences. Retail spaces that encourage discovery, events that foster community, or products that promote hands-on interaction — brands can tap into the social rewilding by offering customers meaningful, tactile encounters that reconnect them with the world around them.

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Conclusion: Preparing for a Dynamic Future

The trends outlined above highlight the evolving relationship between technology, human behaviour, and business strategy. As businesses navigate the complexities of the digital age, we urge them to balance innovation with empathy, speed with substance, and digital engagement with authentic human connection.

Picture by Joshua Coleman / Unsplash.