Connecting the Dots 2022 is a study into changing consumer attitudes based on 700,000 interviews across 47 countries, identifying key trends for the year ahead; conducted by audience targeting company GWI, it’s worth paying attention to; here’s what you need to know.
• Health awareness
Greater consciousness of wellbeing is here to stay. People are now aware of and pursuing activities to reduce their stresses and to actively engage with their mental health.
• Authenticity
People are less and less interested in ‘perfect’ imagery, and brands can afford to ease up. This can lead to more inclusive or representative imagery.
• Beauty is changing
Men’s engagement with beauty peaked during lockdowns but have since declined. Interest and purchase figures among people of colour in the US/UK have also fallen 14% and 13%, respectively, since 2018. GWI recommends more personalisation and greater inclusivity in campaign design.
• Workers have changed
Giving your employees a reason to work beyond earning a wage is increasingly important to keeping staff among the great resignation. Internal comms is important here, but so is the establishment of a better balance between work and life. 45% of UK job hunters say they want to do work that makes them happier and 33% say they want their work to be more meaningful.
• Young people’s attention sits firmly in gaming
Among Gen Z, gaming now sits above TV in their list of personal interests.
• Crypto is going mainstream
UK crypto investors has grown 57% since 2018; more and more people are feeling confident in their personal finances and getting interested in crypto. Coupled with the rise of blockchains powering Web3, an internet of value, this is a potentially crucial shift.
Credit: WARC