As we slowly approach 2022, businesses of all shapes and sizes are starting to ask themselves: what will the biggest consumer trends be this year? And more importantly, how can we prepare for them?
In this blog post, we'll look at some of the biggest trends expected to take hold in the coming year. We'll also examine how businesses and Brand Strategists can use branding and marketing to tap into these trends. So if you're looking to stay ahead of the curve, read on!
What are consumer trends?
Before diving into the biggest consumer trends for 2022, let's quickly define what we mean by "consumer trends." Consumer trends are simply patterns or changes in consumer behavior.
These can be due to various factors, ranging from technological advancement to shifts in social norms. In general, businesses need to be aware of consumer trends to adjust their products, services, and marketing strategies accordingly.
Now that we've got that out of the way, let's take a look at some of the biggest consumer trends expected for 2022!
1. The rise of e-commerce - the new normal
The COVID-19 pandemic has accelerated the growth of e-commerce by several years. In fact, it's estimated that global e-commerce sales will reach $79.47 trillion by 2025!
Several factors are driving this trend, including the increased use of mobile devices, the proliferation of online payment options, and the growing popularity of social media platforms as shopping channels.
What does this mean for businesses?
First and foremost, if you don't have an e-commerce platform set up yet, now is the time to do it! Secondly, even if you have an e-commerce platform, ensure that it's optimized for mobile devices and easy to use.
Finally, social media should be a key part of your marketing strategy. Make sure you're active on the platforms your customers are using and that you're promoting your products and services accordingly.
Don't get left behind - the future is e-commerce!
2. The rise of experience over stuff - focus on customer experience
In recent years, there's been a shift in consumer behavior away from material possessions and towards experiences.
This trend is being driven by millennials - who, as digital natives, value convenience and instant gratification. They would rather spend their money on experiences that can be shared online (think: concerts, festivals, restaurants, etc.)
What does this mean for businesses?
If you want to stay ahead of the curve, focus on creating a great customer experience. This means providing convenient, easy-to-use products and services that meet your customers' needs.
It also means being active on social media and creating shareable content. Branding and marketing should be focused on creating an emotional connection with your customers. Don't worry about selling stuff - focus on creating experiences instead!
3. The rise of conscious consumers - sustainability is key
As we become increasingly aware of the impact our consumption has on the environment, there's been a shift towards sustainable and ethical products and services.
This trend is being driven by millennials and Gen Zers - who are often called "conscious consumers." They're willing to spend more on products and services that are sustainable and have a positive impact on the world.
What does this mean for businesses?
First and foremost, make sure your products and services are sustainable. This means using environmentally-friendly materials, packaging, etc.
It also means being transparent about your supply chain and ensuring that your employees are treated fairly.
Finally, it's important to communicate your commitment to sustainability in your branding and marketing. Be sure to use eco-friendly materials, promote your sustainability initiatives, etc.
Aim your branding and marketing at conscious consumers, and you'll be sure to succeed. You can do this by having an eco-conscious Brand Personality or vision. The future is sustainable - make sure your business is too!
4. The rise of health and wellness - focus on healthy living
Nowadays, more and more people are focused on living a healthy lifestyle. This trend is driven by the increasing awareness of the importance of health and wellness and the growing availability of healthy products and services. From organic food to fitness apps, there's no shortage of options for those looking to live healthier lives.
What does this mean for businesses?
Tap into this trend by making sure your products and services are focused on health and wellness. This means using healthy ingredients, offering fitness services, etc.
It also means being active on social media and promoting a healthy lifestyle. Use your branding and marketing to inspire people to live healthier lives!
For example, you can employ a branding strategy emphasizing healthy living, use eco-friendly packaging, or partner with a charity promoting wellness.
The future is healthy - make sure your business is too!
5. The rise of digital entertainment - focus on online content
As we increasingly spend time online, there's been a shift towards digital entertainment. This trend is being driven by the growing availability of online content and the increasing popularity of streaming services.
Digital entertainment can be anything from online gaming to streaming movies and TV shows. And it's not just for millennials - people of all ages spend more time consuming digital entertainment.
What does this mean for businesses?
For business owners, target your marketing efforts at digital channels. This means creating online ads, partnering with digital influencers, and using social media to reach your target audience.
It also entails creating content that's entertaining and shareable. Everyone is going digital, so make sure your business is too!
6. The rise of social media - focus on creating shareable content
In line with going digital, there's also been a rise in social media usage. Social media is now an integral part of our lives, and it's not going anywhere.
This trend is driven by the increasing popularity of social media platforms and the growing use of mobile devices. People are using social media to connect with friends and family, stay up-to-date on the latest news, and discover new products and services.
What does this mean for businesses?
Make sure your branding and marketing efforts are focused on social media. This means creating content, partnering with social media influencers, and using platforms like Snapchat and Instagram to reach your target audience.
It's also important to be responsive to customer inquiries and complaints - people will take to social media to voice their opinions about your business, good or bad. Engage and interact with potential and current customers on social media, because that's where everyone is this 2022.
7. Re-defined Beauty Standards - focus on inclusivity
The traditional beauty standard is no longer the only standard. In recent years, there's been a shift towards a more inclusive definition of beauty. This trend is being driven by the increasing visibility of diverse people and cultures in the media.
What does this mean for businesses?
This trend provides an opportunity for businesses to show their commitment to inclusivity. This can be done in many ways, such as using diverse models in your advertising, partnering with charities that support underrepresented groups, and creating products that are inclusive of all people.
Be sincere in your efforts and be careful not to tokenize or appropriate. The future of beauty is diverse - make sure your business is too! Check out what is inclusive beauty to know more!
8. Nostalgia Marketing - focus on creating content that appeals to emotions
Lately, everyone is feeling nostalgic. And businesses are taking notice. Nostalgia marketing is a trend that's been on the rise in recent years.
It's all about using content that appeals to people's emotions and memories. This can be anything from ads featuring throwback products to social media posts about childhood memories.
What does this mean for businesses?
Get into the nostalgia game by creating content that will resonate with your target audience. This means using images, music, and language that will evoke emotions.
Nostalgia marketing is all about reminiscing about a simpler time or making people feel good about the present. Use this to your advantage and create content that will make people feel good about your product or service. After all, who doesn't like a bit of nostalgia?
Final Thoughts
As you can see, the biggest consumer trends this 2022 are all about sustainability, health and wellness, and digital entertainment. By keeping these trends in mind and adjusting your branding and marketing accordingly, you'll be sure to succeed in the coming year. So get out there and make a difference!