The work by insight consultancy BritainThinks, which draws on both quantitative and qualitative research, found that consumer behaviour was been driven by a lack of trust in institutions and brands, the squeeze on living standards and the increasing presence of digital media in everyday life.
From this, the researchers have created the idea of the "Team Me" consumer who wants brands to understand who they are, what they need and demonstrate they are acting in their best interests.
Lloyds Money Manager, an app which helps customers track their spending, and Nike+ were highlighted by the work as good examples of innovations that would appeal to "Team Me" consumers.
Viki Cooke, co-founder of BritainThinks, said: "'Team Me' brands can build a deeper level of engagement and a reciprocal respect. Customer centricity needs to be reflected in every touch point – building trust through clear motives and authenticity."
Cooke warned that a key emerging risk for brands was "exploitative" data mining.
She said: "Consumers are increasingly looking for demonstrable personal benefits through allowing access to their data. Getting this right can visibly position a brand as part of ‘Team Me’ – getting it wrong further undermines trust."