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The human paradox: From customer centricity to life centricity

julio 26, 2022 10-minutos de lectura


In brief


of consumers think that paradoxical behaviors are both human and acceptable.

"Stop hiding behind focus groups and marketing hype, and speak to people with an honest voice."



of consumers wish companies would respond faster to meet their changing needs.


of executives think their customers are changing faster than their businesses can keep up.

Life forces causing relentless instability


of consumers say external factors such as inflation, social movements and climate change are impacting their lives more than in the past.


of consumers say their priorities keep changing as a result of everything going on in the world.

"I’ve been through challenging situations and made bold decisions that turned out to be right. Now, I feel more confident in myself—and more empowered."


"I’m following my own rules, listening to my own voice of reason and living the way I want."


Chief Strategy Officer & Global Lead, Next

Baiju is a founder of Accenture Song and works with clients to deliver innovative ways to delight customers.​

Rachel Barton

Senior Managing Director – Accenture Strategy

Rachel advises business leaders on how they can drive growth and transformation agendas through disruptive technologies, data and leading-edge customer strategies.

Edwin Van der Ouderaa

Senior Managing Director – Strategy & Consulting, Customer, Sales and Service

Edwin partners with clients to activate digital customer experiences at scale and growth agendas through insights and innovation.

Agneta Björnsjö

Global Research Lead – Accenture Song

Agneta designs and leads a variety of research initiatives that open up new perspectives and support provocative thought leadership.

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