Consumer Trend Predictions for 2022
The year is nearly over, and depending on which part of the world you are in, it might have been another tumultuous one. 2021 saw many countries slowly gaining back control and returning to more normalcy in the wake of the COVID-19 pandemic of 2020. It was plain to see how the crisis affected consumer behaviour across all ages. Now, with another turn of the year just around the corner, it’s time to think about how Gen Z trends and other consumer behaviours will continue to evolve in 2022.
Here are some of our predictions!
Consumers Want to Feel in Control The pandemic and the many eco concerns of the last year have taken away from consumers is the feeling that they are safe and in control of their lives and futures. That’s why one key prediction for the year to come is that customers will desire a greater sense of power with the brands they interact with.
Uncertainty can be alleviated by being put in the driver’s seat for those small things. That means consumers will want to have access to reliable information, be given the power to do their own research, and enjoy more flexible delivery options. In addition, predictive technologies may play a more significant role as consumers desire, more than ever, to know ahead of time product updates.
Playing Catch Up on Enjoyment Another thing the years of the pandemic have taken from consumers' ability to go out and enjoy themselves. Maybe young people, especially, are now playing catch-up on times that often felt wasted and deeply restricted. Consumers are looking for new sources of joy, and brands can elevate themselves by providing these experiences. This means shops have to focus on being more customer experience-centric. Their storefronts should feel like adventures that offer playfulness and enjoyment. Other ways to play into this trend will be to gamify more apps, transactions and campaigns.
An Even More Ethical Focus Gen Z trends have always revealed their generation to be conscientious and caring. In 2022, this trend will continue strongly as consumers expect more measurable and transparent steps towards fixing worldwide issues. As a result, brands need to be consistent in helping the causes they support. Being ethical and supportive is no longer enough. Businesses will need to start showing regular results that prove their commitment.
More Consumers Look to Interact Directly with Brands Since the pandemic, 20% of 18-40-year-old consumers now prefer to shop directly on a brand’s website. Whilst Amazon has received some bad press in the last few years, this is by far not the only reason.
Consumers are seeing the benefits of interacting directly with a brand. The new focus for businesses will be to create a better purchasing experience on their websites and create a smooth, branded digital customer journey. Brands need to focus more on their own image than getting their products featured in popular outlets. Gen Z's Influence Continues to Grow Consumers are growing older. With this shift, Gen Z is now holding more purchasing power than ever. Already they account for 40% of all consumers. In 2022, brands will have to continue to cater to this audience group and provide them with the personalized, seamless and enjoyable buying journeys they have come to expect.
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