More than half of Malaysians are questioning the content they’re served online more than before, and 67% (MY:67% APAC: 67% SEA: 70%) of people say that trust is an important factor to them when choosing to engage with a brand, according to Accenture’s (NYSE: ACN) 18th annual Life Trends report.

People’s response to rapid technological advances is mixed. Influenced by the increased use of AI and generative AI, recent breakthroughs are impacting society’s digital experiences. While appreciating the convenience digital technology offers, people are increasingly needing to scrutinize what they see and what they believe as they seek to rebalance technology’s role in their lives.

“As new technologies like generative AI continue to reshape 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 carefully filtering what we see and believe. This shift in behaviour, seen across markets including Malaysia, is redefining how customers engage with businesses vying for their attention.”  

Insights crowdsourced from around the globe helped Accenture Song identify five macro-consumer trends forecasting the changing dynamic between technology and users, and the challenges and opportunities for brands as they adapt their strategies to meet evolving customer needs.

1. Cost of Hesitations: The trustworthiness of digital technology is under threat as a rise in scams blurs the lines between real and deceptive content. Generative AI is amplifying this confusion, challenging people’s trust in digital platforms. Accenture research shows over half of people now question online content’s authenticity. In Malaysia, 67% (MY:67% APAC: 67% SEA: 70%) of respondents indicated that trust is a crucial factor when engaging with brands, while 65% prioritize convenience (MY:65% APAC: 65% SEA: 69%). Trust erosion is impacting online shopping and brand interactions, with 37% (MY:37% APAC: 33% SEA: 38%) of people reporting deep-fake attacks or scams in the past year. Brands must reassure customers by creating beacons of trust in communications, commerce, and product.
2. The Parent Trap: Parents face the challenge of helping the next generation build a healthy relationship with digital technology—potentially against their will. Unrestricted access to the internet and social media is influencing extreme behaviors and exposing young people to many different types of harm. Parents are seeing the effects and feeling the urgency, so they’re mobilizing to establish guardrails as governments work on top-down policy. Accenture findings reveal that in Malaysia, 63% (MY:63% APAC: 65% SEA: 69%) of young adults aged 18-24 believe social media significantly impacts their identity, compared to 33% (MY:33% APAC: 28% SEA: 39%) of those over 55. As young adults struggle with negative impacts, debate and action are needed to find the right balance and protective measures.
3. Impatience Economy: Many cultures emphasize that education, hard work, and determination can shape a desired future. However, last year’s Decade of Deconstruction trend revealed that goals and priorities are increasingly shifting. Today, 77% (MY:77% APAC: 67% SEA: 78%) of individuals in Malaysia desire fast outcomes. Notably, influencers were once largely focused on style, travel and music but their remit has expanded to include life fundamentals like health, wealth and happiness. When companies fall short, consumers look to the digital crowd, pushing brands to keep up to maintain loyalty.
4. The Dignity of Work: The dignity of work is increasingly being tested by business pressures, technological advances and shifting dynamics. As generative AI enters the workplace, dignity needs to be factored into new expectations around how people will work with the technology. The future of work in Malaysia is marked by uncertainty as employees increasingly prioritize work-life balance, salary and flexibility, with 62% (MY:62% APAC: 57% SEA: 58%) valuing a work-life balance, 61% (MY:61% APAC: 50% SEA: 55%)  salary, and 41% (MY:41% APAC: 36% SEA: 35%) flexibility in job preferences. Despite these desires, Malaysia ranks poorly in work-life balance due to long hours and high workloads, with only 29% of employees trusting their leaders to prioritize their interests, indicating a significant cultural shift towards valuing personal well-being over traditional career advancement.
5. Social Rewilding: People are increasingly seeking depth, authenticity, and sensory richness in their experiences, aiming to engage with the world in meaningful ways. Reflecting a renewed desire to reconnect with nature and each other, people are seeking balance between technology and moments of joy and well-being. We found that in Malaysia 38% (MY:38% APAC: 37% SEA: 40%) of people attributed their most enjoyable experience in the past week to something they did digitally. The shift presents organizations with opportunities to rethink their roles and align with people’s growing desire for more immersive and authentic experiences.

"Brands today face the challenge of upholding the core values of human interaction, transparency, and trust," added Azwan Baharuddin. "As generative AI muddles the lines between reality and deception, businesses must communicate meaning and emotions that resonate with and reassure consumers in an increasingly skeptical digital landscape."

To read this year’s Accenture Life Trends 2025 report, visit accenture.com/LifeTrends2025 or explore the findings in Accenture’s thought leadership app, Accenture Foresight.

Research Methodology
The annual bellwether forecast identifies emerging digital trends and actions for businesses to take in 2025, via crowdsourced insight and intelligence from Accenture Song’s global network of designers, creatives, technologists, sociologists, and anthropologists. Accenture surveyed 24,295 respondents across 22 countries in July 2024 to validate the trends.

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