The Age of Dissonance: How your brand can stay relevant in a world where reality is broken.
The Harris Poll — 2025 — Consumer Behavior
The article discusses the 'Age of Dissonance,' a term coined by The Harris Poll to describe the complex environment in which consumers are both inspired by new possibilities and fatigued by uncertainty. It identifies three core tensions reshaping consumer behavior: the duality of AI as both a tool and a source of anxiety, the trend towards distinctiveness over sameness in experiences, and a shift from traditional success pathways to alternative methods. Brands must adapt by fostering authenticity, building trust, and embracing the imperfections of human experience.
Key Statistics
- 82% of young professionals already use AI at work
- 65% of Gen Z experience fear of being obsolete due to AI advancements
- 80% of consumers believe Instagram fosters a 'copy-and-paste effect' in luxury travel
- 81% of Americans now require three backup plans for success
- 76% of young professionals prioritize stability over tech or startup jobs
Key Takeaways
- Brands should position AI as a co-pilot that enhances human capabilities rather than replacing them.
- CX strategies must prioritize distinctiveness and celebrate imperfections to foster deeper connections with consumers.
- Marketers need to focus on empathetic communication and transparent solutions that reflect the current economic volatility.
- Brands should embrace unstructured time and spontaneity in their offerings to resonate with consumers seeking joy.
- Empower customers to direct their brand experiences, allowing for deeper personalization and co-creation.
Cite as: The Harris Poll. (2025). The Age of Dissonance: How your brand can stay relevant in a world where reality is broken.. Retrieved from https://research.agilebrandguide.com/research/the-age-of-dissonance-how-your-brand-can-stay-relevant-in-a-world-where-reality-is-broken