News • 15.01.2022

Mintel announces global consumer trends for 2022

A cloth bag with a sign 2022
Source: kronemberger / Unsplash

Mintel has today announced three trends set to impact global consumer markets in 2022. From technology that predicts the success of potential romances to brands tackling COVID-19 ‘survivor’s guilt’ and eco-anxiety, this year’s trends include:

● In Control: In times of uncertainty, consumers crave a sense of control over their lives. Brands can deliver the information and options that consumers need to feel like they’re in the driver’s seat.  

● Enjoyment Everywhere: Having endured lockdown, consumers are eager to break out of their confines and explore, play and embrace novel experiences, both virtually and in the ‘real’, physical world. 

● Ethics Check: While many brands have made their voices heard on controversial topics, consumers want to see measurable progress against their goals.

Action-oriented insights, expert recommendations

Simon Moriarty, Director of Mintel Trends, EMEA, comments on how the trends were developed, as well as how they will impact markets, brands, and consumers in 2022 and beyond:

“As experts in what consumers want and why, we’re best suited to accurately predict the future of consumer behaviour and what that means for brands. In 2019, we took a bold, new approach to predict the future of global consumer markets and expanded our outlook to 10 years. Mintel’s 2030 Global Consumer Trends – known as the seven Mintel Trend Drivers – were developed as a living, growing prediction model that will adapt to the unforeseen. As the COVID-19 pandemic unfolded, impacting nearly every industry worldwide, our consumer expertise and prediction model meant we were well placed to analyse how it would impact markets. Not only did our 2030 predictions hold true, but the pandemic accelerated many of the shifts we foresaw.

Looking ahead to 2022, our trend analysis and prediction research are grounded by observations of the seven Trend Drivers over the last 18 months and backed by Mintel’s robust consumer and market data, predictive analytics, action-oriented insights and expert recommendations. We put everything into context to better understand what it means for—and how it could inspire—our clients’ business decisions across industries, categories and demographics, and amid global themes and times of uncertainty.”

In Control

“Feelings of precariousness and financial insecurity both created,and exaggerated, by the pandemic mean that consumers are looking for a sense of control over every aspect of their lives. But misinformation is making it harder to carry out the necessary research to make informed decisions. Consumers need clarity, transparency, flexibility and options to make decisions that suit their individual changing needs and circumstances.

“Brands will need to work harder to deliver reliable information and balance censorship and authenticity. The race for the fastest delivery will evolve to focus on being more flexible, giving consumers more control over when products arrive to fit around their schedules or to match their other specific needs. Consumers’ desire to know potential outcomes will manifest in the development of predictive technologies that can anticipate adverse events. From diseases to likely death dates to relationship outcomes using compatibility profiles, technology will evolve to grant consumers the power to plan with peace of mind.”

Enjoyment Everywhere

“Consumers are seeking sources of joy as the continuing pandemic and other local and global crises have caused them anxiety and stress. Many may be feeling a kind of ‘survivor’s guilt’ and, as a result, brands are recognising the importance of uplifting people by giving them permission to feel happiness once again.

“While the stress caused by the pandemic may no longer be central to consumer needs for fun and escapism, they will continue to seek enjoyment and playfulness. As brand interactions through campaigns, apps and transactions take on more and more gamified elements in response to consumer interest, expect to also see pushback against it and the instant gratification it offers. This tendency will rise from consumers taking a more mindful approach to pleasure and enjoyment.”

Ethics Check

“Consumer demand for, and expectations of, brands’ ethical commitments are evolving. They have moved beyond simply wanting brands to ‘be ethical’ and are demanding to see measurable, transparent and consistent actions from those they choose to support. Consumers will look beyond a brand’s achievements and strengths; businesses will need to be transparent about their weaknesses, too, where and why they fail and how they plan to address these issues in future.

“All the transparency in the world doesn’t necessarily help consumers to understand the impact of a brand, which is why it’s key to use metrics that accurately reflect the problems brands are trying to solve. If a company isn’t properly measuring what they aim to fix or change, it’s difficult to determine whether progress is being made, let alone communicate that progress in a way that consumers will understand.” concluded Simon.

Source: Mintel

related articles:

popular articles:

Thumbnail-Photo: World Class Retail Store Transformation 2022...
13.10.2021   #retail #digitization

World Class Retail Store Transformation 2022

31.03. - 01.04.2022 | Frankfurt am Main

The leading conference for digital transformation best practices in Europe will take place on March 31 - April 01, 2022 in Frankfurt am Main, Germany. World Class Retail Store Transformation 2022 is an official event of the World Class ...

Thumbnail-Photo: German CRM Forum 2022 – The leading CRM conference in Germany!...
13.10.2021   #customer satisfaction #retail

German CRM Forum 2022 – The leading CRM conference in Germany!

16.02. - 17.02.2022 | Online/Frankfurt am Main

Germany's leading CRM conference is entering its 12th round.How can Customer Centricity be successfully anchored in the company? Which approaches promise success? And how can customer centricity be measured and managed? Questions like these will ...

Thumbnail-Photo: CLAIM 5: New growth strategy
20.08.2021   #e-commerce #brick and mortar retail

CLAIM 5: New growth strategy

HUGO BOSS presents plan to increase sales

HUGO BOSS has introduced its new 2025 growth strategy ‘CLAIM 5’ and provides its mid-term financial ambition. Over the next five years, the Company is fully committed to strongly accelerate top-line growth, claim its position in the ...

Thumbnail-Photo: Product information management systems in furniture retailing...
27.09.2021   #online trading #e-commerce

Product information management systems in furniture retailing

Why investing in the quality of product information is worthwhile

“The wooden table with a square table top and four table legs.” Customers as well as furniture retailers and manufacturers know that it is not that simple. But it is precisely this specific product information that is important for all ...

Thumbnail-Photo: EHI Payment-Kongress 2022
11.10.2021   #brick and mortar retail #mobile payment

EHI Payment-Kongress 2022

03.03.-04.05.2022 | Hybrid/Bonn, Germany

Welcome to the largest payment congress in the retail industryThe EHI Payment Congress as the leading event for payment processing at stationary checkouts and in online stores of the retail sector will go into the next round as a planned hybrid ...

Thumbnail-Photo: Future Stores 2022 – The Event for In-Store Retail Executives...
11.10.2021   #brick and mortar retail #retail

Future Stores 2022 – The Event for In-Store Retail Executives

31.01.2022 | Online

Retail. Reimagined.In an effort to give you a more robust virtual event experience, we have decided to postpone the Future Stores Virtual Event that was scheduled for October 19 until January 31, 2022.2021 has been a year of maintenance, adjusting ...

Thumbnail-Photo: Over 700 exhibitors confirmed for ISE 2022
12.11.2021   #digitization #event

Over 700 exhibitors confirmed for ISE 2022

ISE 2022 returns with a vibrant and inspiring edition, a redesigned show floor and new demonstration areas guaranteed to enable exhibitors to ‘Rise Up. Reimagine. Ignite the Future.

Exhibitors are signing up in significant numbers to take part in ISE 2022, the destination for world-class brands to showcase the latest technologies in pro AV. With over 700 exhibitors already committed, including bellwether brands Barco, Crestron, ...

Thumbnail-Photo: Smart Retail Tech 2022 – Create the Perfect Customer Journey...
12.10.2021   #brick and mortar retail #retail

Smart Retail Tech 2022 – Create the Perfect Customer Journey

02.03.-03.03.2022 | London

Bringing digital innovation to the retail sector.CREATE THE PERFECT CUSTOMER JOURNEYWelcome to Smart Retail TechThe only place to discover the latest technologies that will enable you to attract, inspire and retain your customers in the age of ...

Thumbnail-Photo: Viscom 2022 - Europes Trade Fair for Visual Communication...
13.10.2021   #retail #event

Viscom 2022 - Europe's Trade Fair for Visual Communication

11.01. - 13.01.2022 | Düsseldorf

The viscom trade fair in Düsseldorf is the international trade fair for visual communication. More than 250 national and international exhibitors present their products and services for visual communication in advertising applications at the ...

Thumbnail-Photo: DICKS Sporting Goods and NIKE create connected partnership...
08.11.2021   #app #omnichannel

DICK'S Sporting Goods and NIKE create connected partnership

Omnichannel app and event marketing for an enhanced shopping experience

DICK'S Sporting Goods and NIKE, Inc. have forged a transformative, connected partnership designed to enhance the shopping experience for DICK'S and NIKE customers. This first-of-its-kind collaboration will allow DICK'S and NIKE to each ...

Supplier

Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
Citizen Systems Europe GmbH
Citizen Systems Europe GmbH
Otto-Hirsch-Brücken 17
70329 Stuttgart