The trend that will mark Spanish companies in 2022 (according to Square)

The year 2021 was marked by economic recovery, the adoption of new technologies and the rapid evolution of consumer demands. Some of these trends will continue to set the tone for many Spanish companies in 2022, while others will bring with them new challenges and opportunities in all sectors.

From the trend towards the use and manufacture of more ecological and sustainable materials and products, to a greater implementation of corporate social responsibility initiatives or an increase in digitalisation, Daniel Nicolas, head of sales for the UK and EU, shares his main predictions for next year and how these will influence Spanish companies.

2022 is going to be the year of companies with a social conscience

The past year has seen an outpouring of support for local charities, community initiatives and small businesses. In 2021, people came together to help each other. As we head into 2022, we will see how companies not only continue to supporting local community initiatives, but increasing their efforts. For example, a recent study by Square carried out in the United Kingdom, but which gives a good account of what we will find this year in Spain, showed that almost all (91%) restaurant businesses plan to continue with local initiatives; in turn, 43% of consumers would like businesses to donate food or supplies to charity. This shift towards greater support for charitable organizations and associations also has a beneficial impact for the companies involved by retaining a greater number of customers: consumers, especially millennials and generation Z, who value positively that companies do good for the community and that they show a tendency to choose companies with a social conscience.

Businesses of all sizes are finally benefiting from technology adoption

When the world went online during the pandemic, technology helped businesses survive. In 2022, companies will further boost their use of technology, taking investment volume to the next level. We will see how companies from all sectors are digitally transforming in order to automate processes, save time and improve the customer experience. In fact, the 71% of retailers say they are looking for inventory management technology to improve the efficiency of their supply chain, while 41% plan to invest in technology to display their store’s inventory in real time. This appetite for adoption extends beyond the “traditional” areas of technology tools, as, for example, the 41% of companies surveyed plan to invest in kitchen automation technology. This move demonstrates that digital transformation will no longer be the province of large companies alone, but seeps into all aspects of business, regardless of industry.

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Driven by consumer demand, 2022 will be the year of green business

Sustainability has been one of the main focuses of attention in 2021, as evidenced by the great interest generated by COP26. However, as we move towards 2022, the pressure on companies to be greener and more environmentally friendly will continue to increase. With a greater number of consumers who buy online – according to the National Commission of Markets and Competition (CNMC), e-commerce transactions have grown by 27.7% during this last year – the use of ecological materials and packaging is going from being something desirable to an obligation.

The same Square study also showed that 37% of consumers want companies to use environmentally friendly materials. Great strides have been made in the last 12 months and, for example, 47% of businesses have started using eco-friendly packaging, while 32% of retailers have started to commit to sustainability/recycling and waste management , But there’s still a lot to do.

Soon in Spain

Square, the software, payment and hardware solution for all types of companies, founded in 2009 and present in Australia, Canada, the United States, France, Ireland, Japan, Norway and the United Kingdom, plans to officially launch its products in Spain at the beginning of 2022 In 2021, it began its expansion across Europe, launching its services in Ireland and, more recently, in France. Spain is now the third EU country where Square lands, a market in which SMEs represent 99% of business computing.

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