What’s in store for brands in 2022?
Last year began with uncertainty, continued with the hope of the vaccine and ended with the feeling that things had not changed as much as we thought they would. What awaits us in 2022? Will we return to pre-pandemic normality or will there definitely be a before and after? And what will be the role of brands?
To answer these questions, we leave you with a compilation of 11 of the trends that have been most widely reported in articles and reports by the main branding media and consultants, whom we would like to thank for their constant exploration of future scenarios.
Branding as a driver of B2B
More and more B2B companies understand that having a well-built brand has a direct impact on their business figures. Improving competitiveness, increasing brand value, generating pride of belonging among employees… The potential of branding is beginning to be seen beyond the end consumer.
Reality over the aspirational
Because at a time when it is difficult to know what is true, the rational, if it is authentic, also connects. We live in times when even virtual influencers have acne and need braces. As an article in The Guardian stated, “now, being too aspirational is repellent”.
The metaverse is coming
But it is not here yet. It plans to become a space where the physical and the digital blend together in an immersive experience that allows us to experience things we would not otherwise be able to experience. And while there will be brands that begin to explore its possibilities, most will wait for it to take shape before assessing whether it is relevant to their brand.
The true customer-centric
As we recently saw in our 1′ for thinking, it is no longer enough to use inclusive language to be a company that is committed to diversity. Brands will have to move from talk to action if they want to be credible to consumers and investors. Internalize brand values and put the consumer at the center of their strategy, designing products and services that come directly from their purpose.
Gaming, the road to El Dorado
Indoor entertainment continues to evolve and become more sophisticated as platforms linked to streaming, on-demand video and gaming continue to proliferate. More and more brands are betting on being more and better in a channel where young audiences spend a lot of time.
More ties and more community
One third of adults report feeling lonely in 2021, reaching half of the population in some regions. We live in a time of digital hyperconnection but we still need physical sensations. In this sense, brands will continue to promote actions that reinforce interpersonal connection and are more mindful of our mental health.
New brands for new models
The rise of environmental awareness and individual responsibility has brought new consumption models that are here to stay. Producers have strengthened direct-to-consumer sales, which requires them to take more care of their brand. Thus, we will see the small brands that have been able to consolidate this trend become more professional.
Long-term relationships
After two years of uncertainty, commitment, the knowledge that there are things that remain no matter what, has been revalued. This also applies to brands. In this context, brands that encourage us to repair and reuse their products will continue to appear. Brands that give us a solution to this continuous up and down of size, that bet on sustained relationships over time.
Optimistic brands and constant celebration
Humor and joy are back in the spotlight. We will see more positive content and brands that bet on playfulness, creativity and, above all, on an attitude of celebrating everything to connect and offer moments of happiness to their community. Brands that don’t tell you what to do or how to do it, but directly help you to enjoy more.
Collaboration and co-creation
The new generation of consumers is not passive at all. On the contrary, they want to participate in the creative process, to be part of the brand from the inside. A trend that we are already seeing in the new digital platforms and that consumer brands will have to adopt in order to satisfy the desire for self-expression of the youngest consumers.
From city-branding to neighborhood-branding
There is a growing need for differentiation within cities. Whether to attract new visitors, to announce the urban regeneration of an area, to generate local pride or to strengthen community ties. Neighborhood branding is coming.
2022 plans to be the year to reach new audiences. Priorities and consumer habits have been reshaped, and that opens up a huge opportunity. Consumers are more open than ever to try new products and services, to discover brands that fit their new lifestyle.
Sources consulted:
- Trend-Watching 22 Consumer trend opportunities for 2022
- Google Search Insights
- Fjord Trends 2022
- Branzai 22 tendencias para 2022
- Evercom ‘Top Trends Comunicación y Marketing 2022’
- Pinterest Predicts 2022
- WFA: Predicciones para la industria del marketing y la publicidad en 2022
- Wunderman Thompson – The future 100 trends and change to watch in 2022