More than half of Malaysians are increasingly questioning the online content they consume, and 67% of people (MY: 67%, APAC: 67%, SEA: 70%) say trust is a key factor when deciding whether to engage with a brand, according to Accenture’s 18th annual Life Trends report.
The public’s response to rapid technological advancements is varied. With the rise of artificial intelligence (AI) and generative AI, society’s digital experiences are undergoing transformative changes. While many appreciate the convenience digital technology offers, there is an increasing need to scrutinise online content and its authenticity. This trend reflects a desire to rebalance technology’s role in daily life.
“As generative AI reshapes 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 filtering what we see and believe. This behavioural shift, evident in markets including Malaysia, is redefining how customers engage with businesses competing for their attention.”
Accenture has identified five macro-consumer trends shaping the evolving relationship between technology and users, offering insights into challenges and opportunities for brands adjusting their strategies to meet shifting customer needs.
1. Cost of Hesitations
Trust in digital technology is under pressure as scams and deceptive content proliferate. Generative AI has amplified these issues, leading over half of respondents to question the authenticity of online content. In Malaysia, 67% (MY: 67%, APAC: 67%, SEA: 70%) of people consider trust a vital factor when engaging with brands, while 65% prioritise convenience (MY: 65%, APAC: 65%, SEA: 69%). Scams, including deep-fake attacks, were reported by 37% (MY: 37%, APAC: 33%, SEA: 38%) of respondents in the past year.
To address these concerns, brands must build trust through transparent communication, secure commerce, and reliable products.
2. The Parent Trap
Parents face challenges in guiding their children toward a healthy relationship with digital technology. Unrestricted internet access and social media use expose young people to harmful influences and extreme behaviours. In Malaysia, 63% of young adults aged 18–24 (MY: 63%, APAC: 65%, SEA: 69%) believe social media significantly affects their identity, compared to just 33% (MY: 33%, APAC: 28%, SEA: 39%) of those over 55.
Parents are stepping up to set boundaries, even as governments work on top-down policies. Debate and action are essential to establish protective measures and strike a balance.
3. Impatience Economy
The quest for immediate results is increasingly driving consumer behaviour. In Malaysia, 77% (MY: 77%, APAC: 67%, SEA: 78%) of respondents desire quick outcomes. Influencers, once focused on lifestyle topics such as fashion and travel, now address fundamental issues like health, wealth, and happiness.
Brands must adapt swiftly to these shifting expectations. When businesses fail to meet demands, consumers turn to online communities, putting pressure on organisations to maintain loyalty through agility and relevance.
4. The Dignity of Work
Technological advancements, including generative AI, are reshaping workplace dynamics, putting the dignity of work under scrutiny. In Malaysia, employees increasingly prioritise work-life balance (62%, MY: 62%, APAC: 57%, SEA: 58%), competitive salaries (61%, MY: 61%, APAC: 50%, SEA: 55%), and job flexibility (41%, MY: 41%, APAC: 36%, SEA: 35%).
Despite these preferences, Malaysia ranks poorly in work-life balance due to long hours and high workloads. Only 29% of employees trust their leaders to prioritise their interests, highlighting a cultural shift towards valuing personal well-being over traditional career advancement.
5. Social Rewilding
A growing desire for depth, authenticity, and sensory richness in experiences is driving people to seek meaningful engagements. In Malaysia, 38% (MY: 38%, APAC: 37%, SEA: 40%) of respondents attributed their most enjoyable recent experience to something digital.
This trend presents opportunities for organisations to align with the public’s demand for immersive and authentic experiences. Businesses can play a pivotal role in blending technology with moments of joy and human connection.
The Way Forward
“Brands today face the challenge of upholding core values such as transparency, trust, and authentic human interaction,” said Azwan. “As generative AI continues to blur the lines between reality and deception, businesses must convey meaning and emotions that resonate with an increasingly sceptical audience.”
Accenture’s annual Life Trends report is based on insights crowdsourced globally from designers, technologists, sociologists, and anthropologists. For this year’s edition, 24,295 respondents across 22 countries were surveyed in July 2024.
For more details, visit accenture.com/LifeTrends2025.
