Happy New Year! My first blog in 2022. The last two years have been quite a journey and we are looking forward to a new chapter, a better chapter. When it comes to consumer trends in 2022 the key phrase is “in control”. In time of uncertainty, consumers want “control”. Brands need to adjust to this precarious climate that we are currently living in. In this blog I am going to explore some of the 2022 consumer trends.
There is a lot of talk of the metaverse currently, i.e. a virtual reality where people can interact. However, I would like to offer a contrarian viewpoint. Read this blog first “Why Metaverse Will Fail“. Yes, the Metaverse will offer benefits…eventually, but, for now, people are eager to break out of their confinements and explore, play, and have novel experiences in the physical world. “Gamification” will be an emphasized concept moving forward in 2022. What does that mean? It means that brand interaction such as campaigns, apps, and transactions will take on gamified elements. For example, retail will be more about playing and interacting with products and less about buying. I wrote a blog last year titled “Retail During COVID-19 And New Trends” that might interest you before you continue reading.
Making consumers interaction more playful – check. What else do we have in our 2022 crystal ball? Well, sustainability. It’s not a secret, the pandemic boosted consumers’ awareness of environmental issues. After all the stress that we have experienced, it starts with the simple steps, i.e. the control that we can take to make some kind of difference in a crazy world and the first step begins in our own home. Consumers are going to feel “good” about their actions and in turn, it will contribute to continuation of individual action. Brands that emphasize sustainability can definitely capitalize on this in 2022. It’s big! Eco-friendly is going to embrace 2022.
Another trend that we can see in 2022 is that consumers want their brand to be more ethical. Consumers want to see more consistent and measurable actions. “66% of US consumers who ordered from a restaurant in the past three months think the creation of diversity, equality, and inclusion committees/programs for restaurants are important.” (Source: Mintel Reports US, Foodservice Brand Ethics, 2021). Consumers will not just take brand on their word and they want to know more about data security, food safety, and the products they buy from. Ethical branding is on the rise and brands need to pay attention to communicate correctly with their consumer base.
After conducting research and reading several Whitepapers, I can say in conclusion that sustainability is going to be a big one going into 2022. Consumers want to participate in their decisions for buying products more than ever before. After Y3 (year 3) of pandemic stress, consumers want to be able to say “I am making a difference in my buying habits”.
I wish all of you a wonderful Martin Luther King Jr. Day on Monday. If you have any question about what 4Elements Digital can do for your brand, don’t hesitate to contact us here. For now, be safe and never stop learning. Your mind is your greatest asset. Cheers!
啥也不说了，希望疫情早点结束吧！
We all need to live normally now and move on.
How is the COVID situation over there?
Hi! I live in Texas and everything is normal here. We don’t have any restrictions.
Today a reader，tomorrow a leader！
Very Good！不错呀！