Consumer trends that will mark 2022
The pandemic has affected brands, consumers and the relationship between them. According to the study "Consumer Trends 2022", prepared by the Consumer Engagement area of LLCY, customers became more demanding and more skeptical. Based on
17 March, 2022
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The pandemic has affected brands, consumers and the relationship between them. According to the study "Consumer Trends 2022", prepared by the Consumer Engagement area of LLCY, customers became more demanding and more skeptical.
Based on the analysis of social interactions in the 12 countries where the consultancy is present, the report identifies 6 most relevant trends that will represent a "great opportunity for brands to find a potential for differentiation with their customers and their competition"
- Happiness: In this post-pandemic period, it has become necessary to celebrate every moment of happiness, even if it is temporary. Looks to escape from the uncertain and stressful reality. Brands need to work with creativity and personalization to achieve this goal.
- Positivism: After two years of anxiety and fear since that the pandemic left, consumers are now more influenced by the digital emotional contagion, that is, it is about normalizing the most negative impressions and recognizing that, within the bad, there can also be something constructive.
- Well-being: Today, consumers are more aware of the importance of well-being, mental health, social balance and environmental awareness. We live in an era where consumer self-care and commitment to the planet will condition and propel brands into new paths.
- Immediacy: We went from ease and accessibility in shopping to immediacy. Consumers are increasingly anxious and demanding with their time and this is a differentiating path for brands. Today, it is preferred to make quick purchases in nearby establishments or that deliver on the same day.
- Communication as the main link: The previously expected brand loyalty has been replaced by the need for a unique shopping experience. Data shows that consumers increasingly want to be reflected in brand communication and this influences purchase decisions and loyalty.
- Online consumption: People are increasingly interested in online as the end to physical limits. The advances of the last decades and the acceleration with the pandemic mean that the face-to-face world is increasingly reduced.
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