2023-05-15-安永-How_to_serve_consumers_who_rely_on_tech,_but_don_t_trust_tech_8页_506kb

EY Future Consumer Index Summary

Key Findings

• Consumers rely on digital tools for convenience and affordability but worry about technology's impact (privacy, mental health).

• Balancing trust, respect, and value is crucial for strong consumer relationships.

• Companies must focus on digital innovation that aligns with consumer values to avoid alienating them.

• The introduction of AI faces skepticism, with concerns about bias, personalization limitations, and replacing human roles.

• Data privacy concerns remain high among consumers despite big data businesses promising increased convenience.

Challenges and Opportunities

• Businesses must proactively address concerns using personalized, ethical technology to maintain loyalty.

• Different consumer segments have varying value priorities (affordability, health, planet) indicating the need for segmented strategies.

• The continuous push for entertainment innovation must be balanced with respecting consumer boundaries to avoid backlash.

Strategic Recommendations

1. Build Trust & Respect: Focus on value generation, data security, and transparent operations.

2. Understand Consumer Priorities: Prioritize affordability over technological adoption unless tangible benefits are clear.

3. Ethically Leverage Technology: Implement AI and automation thoughtfully respecting user desire for control and transparency.

4. Tune into Technological & Societal Trends: Adapt strategies as technologies with societal impacts (e.g. AI, environmentalism) dominate consumer concerns.

Measurement

• Track consumer satisfaction and loyalty through consumer engagement metrics and ethical implementation reporting.