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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

SENIOR MANAGING DIRECTOR – CHIEF STRATEGY OFFICER, 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.


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

Director – Accenture Song, Global Research

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


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