In January last year, we outlined four key trends to watch out for in 2021 and here’s our overview of the state of play now for our predictions.
- Total retail transformation – Covid was a massive blow to the high street of our city centres. The retail landscape has been utterly transformed as a result and some brands that offer the combination of physical stores and strong digital platforms are surviving.
- Brand collaborations – these became more prevalent this year. We saw Gucci and Balenciaga join forces, along with Skims x Fendi, Jil Sander and Birkenstock and Lego and Ikea to name but a few.
- Waste nothing – with Cop26 momentarily knocking Covid off the number one spot on the news agenda, there is no longer room for climate deniers.
- Considered travel – this was key for the experience economy, as consumers were itching to fly again after multiple lockdowns.
For 2022 we think all four of these trends still have a road to travel. The five key trends we are basing our client strategy on for 2022 on are –
- The Climate Emergency – consumer demand for circular fashion continues to grow with designer consignment and resale increasing as a category. The popularity of veganism and all-things plant-based is driving the need for innovation in the food sector. Environment Social Governance (ESG) will remain high on the corporate agenda. Despite chip shortages, electric cars are in demand.
- Retail Evolution – the rise of D2C brands continued with ecommerce a key route to market for many brands. With lots of consumers being digital-first, phone and social media shopping is ever evolving in what it can offer. Digital native brands will bring their brand experience to life with a physical presence – the pop up is going nowhere.
- Hybrid working is here to stay – this is a massive opportunity for home fitness, home office and home improvement. It is a once in a lifetime chance to reinvent cities, rural towns and traditional business districts.
- Diversity and Inclusion – brands and organisations were held to account by the Black Lives Matters and Me Too movements. We applaud the clamour for inclusivity in casting, positive aging, body positivity imagery.
- Media – there will be more investment in influencer marketing and live shoppable content from brands. Content creators, not influencers, will become more and more important to brand storytelling. Large screen and audio content will play a key role in consumers’ daily lives.