Accenture’s Life Trends 2025 are out and I wanted to share some personal thoughts around the fifth trend of “social rewilding”.
I think this trend is about people looking for texture, for rawness, for sensory experiences and interactions.?By now, glossy apple-esque interfaces and clinical retail experiences have become the norm. Even our language (lol @ chronic linkedin posters) is polished to perfection by large language models.
The trend resonates with me because I have been wondering why people are doing a dopamine detox, joining running clubs, making tooth paste from scratch, having a brat summer, going to alcohol fueled paint and pottery classes, using nostalgia tech, returning to indie sleaze aesthetics, and even going out and partying again (so much!!!).
In my opinion people need a tiny bit of pain, a little bit of friction, and a lot of real, unmediated and raw connections, to feel just the right amount of real joy.
We get that by restricting our exposure to digital stimuli and consciously pushing back against the constant barrage of digital distractions, feeling that pain. And we get that by engaging with nostalgic artefacts like fliphones, or camcorders. We get that by listening to brat by charli xcx which is characterized by a rebellious and raw attitude towards the commercialized aspects of our digital lives. WWe get that by forcing experience providers—whether employers, brands, or even governments—to become more authentic in their offerings and way of engagement.
The rise of this trend signals a craving for meaning in the everyday, a desire to engage with things that feel real and unfiltered. We’re starting to collectively reject the overly manufactured in favor of the messy, the nostalgic, and the raw.
For me, it’s an inspiring reminder that joy isn’t just found in convenience or perfection, but in the imperfections, in the little bits of discomfort that make life feel more tangible and real - amidst a dump of unreal meaningless AI generated content. As we move forward, this demand for authenticity could reshape the way brands and organizations interact with people—shifting from polished, one-size-fits-all experiences to something more textured, more human.
And i apologize for cringe linkedin posting - but as a designer this shift excites me!
Chat, what is an authentic call to action at the end of a linkedin post??????
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?? Our 18th annual trends report is here. With online trust in the spotlight, explore all the factors we think will change the way people experience and interact with brands, organizations and technology in the next year and beyond: https://accntu.re/4hbzQpZ
#AccentureLifeTrends 2025
[Video Description: Shifting pixels morph into patterns of red, green and blue. Throughout, decorative icons symbolize technology and electronic communications.
Text begins: Trust is eclipsing convenience in the digital experience.
A business woman carrying a digital device walks forward, reverses and continues.
Text continues: Hesitation is now a reflex online creating barriers.
A first person view of a teenage girl cooking for her family while camping.
Text continues: Concern builds for the next generation over the digital role of tech.
Back view of a street skater in the bright lights of Times Square.
Text continues: And people seek support from the crowd as they pursue their goals.
View from the inside of a high-rise office building as window washer squeegees.
Text continues: A thirst for efficiency challenges human dignity at work.
Side view of friends relaxing on the hood of a vintage car engaged in conversation.
Text continues: And fulfillment in today’s world means disconnecting to reconnect.
Side view of smiling cyclist during a sunrise ride on a tree-lined street.
The narrative text concludes with: Fortune favors the real.
Over the cyclist, and as the background fades to black, stylized text reads: “Accenture Life Trends 2025.”]
Senior Associate, Ridge and Partners
1 个月Beautifully and accessibly written - well done Helen Tweedy and all involved.