More than half of Malaysians are questioning the content they’re served online more than before, and 67 per cent of people say that trust is an important factor to them when choosing to engage with a brand, according to Accenture’s (NYSE: ACN) 18th annual Life Trends report.
People’s response to rapid technological advances is mixed. Influenced by the increased use of AI and generative AI, recent breakthroughs are impacting society’s digital experiences. While appreciating the convenience digital technology offers, people increasingly need to scrutinise what they see and what they believe as they seek to rebalance technology’s role in their lives.
“As new technologies like generative AI continue to reshape lives, people are adapting their online interactions to maintain greater control over their digital experiences,” said Azwan Baharuddin, country managing director, Malaysia at Accenture. “Online trust has become a critical concern across generations, driving a growing habit of carefully filtering what we see and believe. This shift in behaviour, seen across markets including Malaysia, is redefining how customers engage with businesses vying for their attention.”
Insights crowdsourced from around the globe helped Accenture Song identify five macro-consumer trends forecasting the changing dynamic between technology and users and the challenges and opportunities for brands as they adapt their strategies to meet evolving customer needs.
Cost of Hesitations: The trustworthiness of digital technology is under threat as a rise in scams blurs the lines between real and deceptive content. Generative AI is amplifying this confusion, challenging people’s trust in digital platforms. Accenture research shows over half of people now question online content’s authenticity. In Malaysia, 67 per cent of respondents indicated that trust is a crucial factor when engaging with brands, while 65 per cent prioritise convenience. Trust erosion is impacting online shopping and brand interactions, with 37 per cent of people reporting deepfake attacks or scams in the past year. Brands must reassure customers by creating beacons of trust in communications, commerce, and product.
The Parent Trap: Parents face the challenge of helping the next generation build a healthy relationship with digital technology—potentially against their will. Unrestricted access to the internet and social media is influencing extreme behaviours and exposing young people to many different types of harm. Parents are seeing the effects and feeling the urgency, so they’re mobilising to establish guardrails as governments work on top-down policy. Accenture findings reveal that in Malaysia, 63 per cent of young adults aged 18-24 believe social media significantly impacts their identity, compared to 33 per cent of those over 55. As young adults struggle with negative impacts, debate and action are needed to find the right balance and protective measures.
Impatience Economy: Many cultures emphasise that education, hard work, and determination can shape a desired future. However, last year’s Decade of Deconstruction trend revealed that goals and priorities are increasingly shifting. Today, 77 per cent of individuals in Malaysia desire fast outcomes. Notably, influencers were once largely focused on style, travel and music, but their remit has expanded to include life fundamentals like health, wealth and happiness. When companies fall short, consumers look to the digital crowd, pushing brands to keep up to maintain loyalty.
The Dignity of Work: The dignity of work is increasingly being tested by business pressures, technological advances and shifting dynamics. As generative AI enters the workplace, dignity needs to be factored into new expectations around how people will work with the technology. The future of work in Malaysia is marked by uncertainty as employees increasingly prioritise work-life balance, salary and flexibility, with 62 per cent valuing a work-life balance, 61 per cent salary, and 41 per cent flexibility in job preferences. Despite these desires, Malaysia ranks poorly in work-life balance due to long hours and high workloads, with only 29 per cent of employees trusting their leaders to prioritise their interests, indicating a significant cultural shift towards valuing personal well-being over traditional career advancement.
Social Rewilding: People are increasingly seeking depth, authenticity, and sensory richness in their experiences, aiming to engage with the world in meaningful ways. Reflecting a renewed desire to reconnect with nature and each other, people are seeking balance between technology and moments of joy and well-being. We found that in Malaysia 38 per cent of people attributed their most enjoyable experience in the past week to something they did digitally. The shift presents organisations with opportunities to rethink their roles and align with people’s growing desire for more immersive and authentic experiences.
“Brands today face the challenge of upholding the core values of human interaction, transparency, and trust,” added Azwan. “As generative AI muddles the lines between reality and deception, businesses must communicate meaning and emotions that resonate with and reassure consumers in an increasingly sceptical digital landscape.
