Skip to main content Skip to footer

The human paradox: From customer centricity to life centricity

July 26, 2022 10-MINUTE READ

RESEARCH REPORT

In brief

69%

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."

— BRITISH CONSUMER

64%

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

88%

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

Life forces causing relentless instability

72%

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

60%

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."

— INDIAN CONSUMER

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

— SOUTH AFRICAN CONSUMER

Chief Strategy Officer, Global Growth & Product Innovation Lead – Accenture Song

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 LEAD, EUROPE

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


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.


Accenture Foresight app

Stay ahead of change – explore our new thought leadership app for a personalized feed of insightful perspectives that prepare you for what’s to come.