5 Consumer Trends To Watch Out For In 2022
The last two years have been riddled with even more shifts and changes in consumer behavior because of the global pandemic.
With 2022 being right around the corner and more people getting fully vaccinated, the same question looms in all of our minds - are we finally ever getting back to a state of normalcy?
While the notion of ‘normal’ may be relative, here at Near Creative, we’ve spent the last twelve months trying to understand and keep tabs of the different trends and changes in content marketing that will help brands ensure growth and success - with or without the constant threat of the pandemic.
In the first of a two-part blog series, we’re breaking down the first five consumer trends which we think will prevail in 2022.
1. EXPANSION OF THE “STAY-AT-HOME” OR “HYBRID” ECONOMY
One of the biggest changes during the pandemic was the shift from in-person to remote work. As technology advances and makes working from home easier, more employees will work outside of traditional business offices, and we foresee this trend to become prevalent in the foreseeable future.
People are beginning to challenge the traditional notion of productivity and are slowly beginning to shift their attention towards adopting health & well-being and work life balance.
In fact, this research indicates that work-from-home has positively resulted in boosting productivity, since there’s less time spent on commute, getting ready, and the ability to essentially, come as one pleases.
By splitting time between home and office, consumers now have unparalleled opportunity to spend more time focusing on their overall wellbeing, self-care, cultivating their hobbies, and enjoying more entertainment.
Here’s a quick-witted example from L’Oreal who jumped on the work-from-home trend through branded virtual backgrounds that allow consumers to try-on their favorite beauty looks on Zoom.
PRO-TIP: If you’re a brand that falls within the personal care segment, this is a unique time to try and explore how technologies can help you create a curated and fun experience while shoppers are working from home.
2. CONSCIOUS CONSUMERISM AND SUSTAINABILITY WILL PREVAIL
Due to the effects of the pandemic, gone are the days of spontaneous shopping trips and mindlessly swiping credit cards.
In the last two years, we’ve seen consumers move away from impulse purchases to making more informed and ethical decisions when it comes to their shopping behaviors.
According to Pinterest data from 320 million global users, consumers nowadays aren’t simply just looking at price and quality anymore.
Instead, they’re also assessing a brand’s social and environmental impact before buying products or services.
Here’s an example from lifestyle store and community, Simula PH who is home to over 70 local sustainable partner brands. They are a locally grown space that makes sustainable and zero waste products accessible in the Philippines.
They stay true to their core ethos and advocacy by educating and providing consumers with sustainable alternatives to help them transition towards a more eco-conscious lifestyle.
Across their various platforms, they openly communicate the story of each of their brand partners, the positive impact these products can have on the environment, and why these matter.
PRO-TIP: Focus on authenticity marketing and communicating your brand’s story and values across all your channels. Since consumers are no longer simply taking content at face value, clearly communicating your values will be essential in creating an engaged community.
3. CONVENIENCE IS STILL KING
With the opening of third party delivery parties, everything you want can be ordered by pressing one or a few buttons.
Need food? Swipe through the numerous delivery apps. Need to watch a film? Check out what’s playing on today’s streaming giants. Need a date? Simply swipe right.
Coupled with the global attention span of seven seconds, waiting has become more of a pain than a test of patience. More than that, delivery to the home lessens carbon footprints since less forms of transport are on the road.
People are now looking for the easiest solutions to their everyday woes, and that trend will continue on even as we venture through a post-pandemic future.
Commercial retail giant, Rockwell does a great job at creating a holistic and convenient shopping experience with the recent launch of their Rockwellist platform.
Alongside the reopening of physical stores, Rockwell has also introduced both an e-commerce platform and a mobile app that will allow consumers to shop online and avail of their desired products and services on-demand.
PRO-TIP: Provide consumers with a seamless shopping experience by meeting them wherever they may be. This is a good time to start looking into your various platforms and assessing expansion to help bring your brand closer to consumers.
4. SOCIAL COMMERCE IS SET TO GROW EVEN BIGGER
If you’re a small direct to consumer brand with limited resources to set-up a physical retail establishment - then this one’s for you!
Establishing an on-ground presence may be tough, but the good news is - consumer screen time is still up - with over 70% of consumers shopping online.
For marketers, this presents an unparalleled opportunity to take advantage of social commerce, especially on platforms such as Instagram Shops to help your brand bring in those consumer revenues you’re after.
If social media is your primary platform to reach consumers, exploring various forms of content such as influencer marketing and video production will be vital in keeping consumers engaged.
Here are some ideas to get you started from cult-favorite Blackbough Swim (btw it’s a Filipina-owned business too!)
PRO-TIP: When you’re thinking about Social commerce - treat is as you would your traditional sales funnel - only this time, incorporating the right types of content to attract, engage, and ultimately move consumers down the funnel.
Blackbough does this by actively making use of Instagram for Business’ various features such as Reels, Stories, IG Shop, and Guides too.
STEP 1: BRING CONSUMERS INTO THE FUNNEL THROUGH HIGH-QUALITY REELS OR STORIES
STEP 2: INSTAGRAM GUIDES CAN BE A HELPFUL TOOL FOR CONSUMERS IN THE CONSIDERATION STAGE
Blackbough does this through a lookbook featuring influencers and celebrities donning their products.
STEP 3: DRIVE CONVERSIONS THROUGH IG SHOP THROUGH HIGH-QUALITY SHOPPABLE CONTENT.
Tagging products on in-feed posts or activating the Shop feature will be critical in pushing consumers down the funnel.
5. INCREASED FOCUS ON HEALTH AND WELLBEING
If you have been seeing ads for plant-based milk available for purchase, be prepared to see more of those.
There has been a rise in plant-based alternatives even more now as consumers begin taking on more health-conscious lifestyles.
Local brand Alt Scoops has been making noise on social with their dairy-free ice cream alternatives, which come in irresistible sumptuous flavors.
Aside from innovating traditional recipes, the brand really does a great job at maintaining transparency with their audience. They do this by breaking down the ingredients and nutritional facts about their products.
PRO-TIP: For brands in the F&B sector, 2022 will be a good year to revisit your current offerings and assess how you can reinvent these to cater to a more health-conscious audience.
THE ROUND-UP
Looking for more insights on consumer marketing trends that are set to dominate 2022? Keep an eye out for part 2 of this blog series from Near Creative!