RESEARCH REPORT

In Brief

In Brief

  • Consumers today use new technologies so naturally that they have become part of their identity.
  • These technological identities let companies understand their customers much better than ever before.
  • Ever-new insights make deeper personal relationships possible, while also creating a new form of responsibility.


Everything we buy, everything we are interested in, everything we talk to others about: there are extensive digital records of our everyday lives. Companies can use this vast data resource to personalize their offers to an unprecedented extent. There are fascinating examples of this, even in German-speaking countries, where companies are more conservative compared with other regions worldwide. This is likely due at least in part to the stricter data privacy laws here than in other parts of the world.

81%

of survey respondents in Switzerland believe that the digital consumer generation makes it easier for enterprises to fulfill previously unknown wishes, tapping new business opportunities.

While it is the new technologies that make this possible in the first place, it is just as important that modern consumers interact differently with companies and brands using these technologies, creating ´technological identities´. Today’s digital-native consumers share more about themselves with businesses, giving them a better understanding.

Paul Daugherty

Chief Technology and Innovation Officer – Accenture

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