TrendWatching 22for22 Webinar
TrendWatching 22for22 Webinar
TrendWatching 22for22 Webinar
just a second.
It’s not all bad though.
Apocaloptimism anyone?
By the end of this webinar you
will know how to help
consumers cope, connect,
simplify, localize and immerse.
Roaring twenties?
77% of consumers
worldwide expect brands
to show support to people
in times of crisis.
Havas,
2021
FREEDONISM
Fun as the ultimate fear antidote
YOUTH GOGGLES
LEGO
Designer and
toymaker team up
on colorful
laundromat inspired
playzone
PLAYFUL PIVOTS
CORONA &
DUOLINGO
Voice-activated
vending machine
challenges
customers to order
drinks in Spanish
Your strategy to help consumer cope:
1. Youth goggles
2. Playful pivots
3. Thrills & skills
What do Peloton…
Mr. Beast...
…and Fridays for Future have in common?
Community!
33% of adults globally feel
lonely, while 41% report
becoming lonelier over
the past 6 months.
Ipsos,
2021
Core human need then vs. now
JOYNING
Finding meaningful connections in
a lonely world
SOCIAL EXPRESS
DOUYIN
Helps user to
connect with
locally-minded
people by shaking
their phones
LONELI-LESS
GADUŁAWKA
Krakow's new park
benches connect
strangers
LINK 'N LEARN
GETSETUP
Encourages older
adults to connect
and engage through
live peer-to-peer
education
Your strategy to help consumer connect:
1. Social Express
2. Loneli-less
3. Link ‘N Learn
Let’s talk safety.
32% of consumers globally
state lack of options as the
main factor affecting their
ability to shop sustainably, with
20% stating lack of time.
PWC,
2021
Is it magic?
SOLACE AS A SERVICE
The emergence of conscious
convenience
SECOND SOULS
CAMAIEU
Jeans come with
‘yoyo guarantee’ as
each pair can be
exchanged a larger
or smaller size
within a year
EARTH DEFINITION
EARTHDAY
Urges video
platforms to add ED
as an easy option
for sustainable
screen time
CIRCULARITY SUBSCRIBED
REEDDI
Rents out
solar-powered
batteries from
corner stores in
Lagos to provide
widespread access
to clean energy
Your strategy to help consumer simplify:
1. Second Souls
2. Earth Definition
3. Circularity Subscribed
51% of consumers across 22 countries
agreed that they were actively doing
more to support local independent
businesses and buying more from
local independent retailers.
PWC,
2021
62% of people globally
trust the people in their
local community over
CEOs and government
leaders.
HUMANLEVEL
Helps community
leaders in areas
impacted by
institutionalized
racism to create
long-lasting change
GLOCALLY GROUNDED
Crunchbase,
2021
81% of global consumers
think that a brand's
digital presence is as
important as its in-store
presence.
Pew Research,
2021
METAPHYSICAL
An evolved internet
YOU-TOPIA
THE FABRICANT
STUDIO
Makes it easy for
anyone to create,
trade and wear
digital fashion – no
3D design skills
required
PSYCH-E
ENDEAVORRX
Video game
treatment for kids
with ADHD to
improve attention
function
PORTALS OF POSSIBILITY
CAREER WALES
CareersCraft hosted
on Minecraft is
designed to help
students identify
their strengths
Your strategy to help consumer immerse:
1. You-topia
2. Psych-e
3. Portals of Possibility
Did someone say action?
METAPHYSICAL
INSPIRATION
trend?
BASIC
HUMAN NEEDS SELF-EXPRESS
ION
IDENTITY
What’s changing?
DECENTRALIZED
INTERNET
SHIFTS
TRIGGERS
EMERGING
EXPECTATIONS
VIRTUAL COMMUNITY
SPACES WHERE
CONSUMERS CAN
CONNECT WITH
PEERS
STATUS INTERNET
INNOVATION
A MARKETING
TARGET CAMPAIGN
WHICH USES
A SERVICE
WITH A
VR/AR TECH PLAYFUL,
EXPERI-MENT
AL SPIN
How could
you apply
the trend?
DIGITAL
NATIVES
WHO
innovating for?
A SERVICE
A MARKETING WITH A
CAMPAIGN PLAYFUL,
WHICH USES EXPERI-MENT
VR/AR TECH AL SPIN
YOUR
GEO
INNOVATION! SNAPS
DIGITAL
NATIVES
GEN ALPHA
Over to you!