The coronavirus pandemic has changed the way we consume products and services. These are not temporary changes but habits that will become the lifestyle of many consumers.
That is why companies are expected to learn to evolve as fast as their customers’ behaviors change. They must offer multifaceted and personalized experiences, as well as eco-friendly products.
The company Euromonitor International published its annual report of the “Top 10 global consumer trends for 2022” in which it explains the consumer predispositions that will prevail in this 2022.
Alison Angus and Gina Westbrook, authors of the report, along with their team, expose how “change” was the only constant in the last two years, which has motivated consumers to make intentional and ambitious decisions.
Here are the main trends identified in the study:
backup plans
Due to disruptions in supply chains, consumers will look for new ways to secure the products and services they want. Therefore, companies will need to provide new solutions and secure the materials needed to manufacture products while providing exceptional service.
“Companies need to invest in local sourcing and automation to overcome shortages. In the meantime, prices may rise to compensate,” the report explains.
The “eco-anxiety” remains
The report states that 78% of professionals think that climate change will affect customer demand, changing behaviours, needs and preferences.
So, as concerns about climate change grow and consumers become aware of their individual contribution, companies will need to offer products with a lower ecological footprint, carbon footprint certified.
Seniors go digital
As the world “closed down” older adults have been forced to rely and rely on new technologies, giving companies new opportunities to target and meet the needs of this new audience. User-friendly technology and face-to-face communication are the future of digital inclusion for older people.
“Companies that successfully serve this cohort must develop easy-to-use devices and simplify existing technologies. They can also offer training and support to help educate these consumers.
measure and care
The pandemic has made consumers aware of unnecessary spending and has promoted a culture of saving, prudence and investment. Companies should provide easy-to-use tools that make customers feel financially empowered and facilitate alternative payment methods.
personal changes
Change will continue to be the dominant trend focused on lifestyle transformations and short-term goals. Activities and products that have a positive impact on mental health are favored. This trend proposes that companies provide new jobs that allow employees to have “a life outside of work”, without affecting the same level of productivity to customers.
the metaverse
Consumer preference will focus on “embracing” these new digital spaces to socialize with communities. Brands at the center of this movement will be able to build equity, drive e-commerce and expand access to sales on-line.
Companies will need to learn their role in this new world to increase brand recognition and generate revenue.
Secondhand
The stigma associated with second hand shopping is disappearing. Therefore, businesses that invest in the circular economy will generate value and positively impact the environment.
The “Search for the Preloved” proposes that “re-trade” will become more prevalent and cover more categories, beyond clothing or durable goods.
The best of two worlds
Outdoor activities have taken precedence over indoor activities. “Rural urbanists” recommends that businesses offer comforts to the outside, incorporating rural life into urban environments. This trend is the definition of “back to basics”, meaning people will yearn to return to the roots that keep them connected to nature.
individuality and authenticity
“Searchers of self-love” alludes to the way in which reality changed from one day to the next and how acceptance, self-care and inclusion are at the forefront. Companies will need to create “deep connections” with customers and prepare to offer products and services that evoke physical, emotional and spiritual well-being.
The paradox of socialization
Some people want to return to pre-pandemic life but others want to stay in the new reality, therefore, companies must offer solutions and multiple options that offer the same experience to those who want to continue with “consumption at home” and for those who want to fully participate in society.
Support to the local
28% of consumers tried to buy local products and services in 2021.
Telecommuting
37% of consumers expect to work from home in the future.
sustainability
67% of consumers tried to have a positive impact on the environment through their daily actions in 2021.
Environment
78% of professionals think that climate change will affect consumer demand, changing behaviours, needs and preferences.
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