Accenture Life Trends 2025

A window into people's behaviors and attitudes to the world around them, including business, technology and societal shifts. This year, five emerging trends explore the cost of hesitations as people go after a healthier, more balanced relationship with technology—for themselves and for the next generation.

People are rebalancing key behaviors, shifting their priorities and figuring out how to meet their own needs in a technology-dominated world.
Important evolutions in online interactions, parenting, work, life goals and how people choose to spend their time will affect businesses and brands.
New technologies including generative AI have a role to play—and questions remain on what shape that role should and will take.

As disruptive technological breakthroughs dramatically evolve people's digital experiences, they naturally react and adjust their relationship with it to ensure it still serves them. Right now, trust online is in the spotlight and people are increasingly scrutinizing what they see and what they believe, which is affecting how customers behave towards the businesses trying to reach them.

Five emerging trends explore how people are feeling about and responding to business, technological and societal changes—and what it all means for brands.

Cost of hesitations

The online experience is degrading and hesitation is becoming a reflex as people can no longer trust what they see, creating a risk for anyone doing business there.

The parent trap

An acceleration of policies and parental activism to establish guardrails around young people's online experiences will have major repercussions for organizations.

Impatience economy

The power of the crowd and its strong, person-to-person affinity is satisfying people's impatience for new ways to achieve health, wealth and happiness. How do brands fit in?

The dignity of work

The dignity of work is being shaken by business pressures, tech advances and evolving human dynamics. How can unmotivated employees be expected to deliver their best for customers?

Social rewilding

People are rethinking how they spend their free time, finding joy and balance in real-world activities and genuine human connections—and changing the opportunity for businesses.