The new Accenture Life Trends 2024 report identifies five key global macro trends. Half of society is reevaluating priorities, placing greater emphasis on job stability and retirement, but 48% of respondents do not plan for the long term.
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The conducted research shows that since the pandemic, many people around the world have changed their approach to life. A significant number of respondents focused more on job stability and retirement planning than on traditional goals, such as obtaining higher education.
In the face of economic difficulties, companies must face not only economic challenges, but also adapt to changing attitudes and expectations of consumers. According to the report, a "creativity crisis" is coming, where as many as 40% of people aged 18-24 believe that many companies' apps are practically identical. This makes it difficult to build uniqueness and stand out in the market.
"We are facing a period of deconstruction driven by changes in values important to consumers, democratization and popularization of artificial intelligence, and the relentless pace of transformation" – says Rainer Balensiefer, Managing Director at Accenture Song Poland.
"In order to stand out and offer solutions tailored to current needs and new life paths of consumers, creativity and innovation are necessary" – he emphasizes.
People, inspired by the dynamic development of technology, begin to question the existing value systems. This process generates uncertainty in business, as well as creates new ideas for life. Companies, in order to meet these changes, must be creative and innovative, adapting to current needs.
The next trend "Where's the love?" emphasizes the importance of the relationship between positive customer experience and company revenue growth. In the face of economic challenges, companies are looking for savings, which can however lead to tensions in relations with customers.
Meanwhile, the "Trend of the great change of interfaces" talks about the evolution of user interfaces thanks to the development of conversational artificial intelligence. Large language models enable intelligent conversations, raising user experiences to a new level of personalization.
"Error 429. Too many requests" points to the growing tension between people and technology, where consumers feel that technology more often hinders than helps. This forces companies to adapt technological solutions to the lifestyle of consumers.
The last trend "Decade of deconstruction" refers to the transformation of traditional life paths caused by new restrictions, needs and possibilities. People begin to question existing beliefs, which requires a flexible approach from companies and the ability to question established norms.
These changes will certainly affect the strategies of companies, forcing them to move to a higher level of creativity and innovation to adapt to the evolving needs and life trends of consumers.
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