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In order to learn about the new trends that will keep brands at the forefront of the market, Merca 2.0 interviewed Luis Arnal, global co-lead of Fjord.
With the findings of the Fjord Trends 2022 study, it showed us the panorama that is expected for the next 12 months.
And it is that with the new habits, consumers relate to brands in a different way, and therefore, they face the challenge of adapting to the needs and demands.
The world went through various quarantines due to the pandemic generated by Covid-19, causing the appearance of new trends, which came to transform the way we relate to brands and how we consume. Today, it is essential for brands to recognize the behavior and trends detected by more than 2,000 design and innovation experts around the world so that they remain at the forefront and in the market. top of mind of the consumer.
This 2022, marketing is increasingly directed towards ethics, since the social and conscience transformation has come about due to the various economic crises, the technological revolution and above all, due to a pandemic that is still present. In this way, society and companies have new vectors that are directed towards authenticity, responsibility, sustainability and empathy.
For Luis Arnal, global co-lead of Fjord, 2022 is becoming the new factory of life:
“We are all rebuilding relationships, we are restoring the relationships that we have not maintained for a long time, we are rethinking our way of relating to things, material goods, with brands, with our work, with the way we have fun. So, there is a new fabric, a new fabric that we are forming and sewing to connect with the things around our life”, he pointed out.
Five finds; the trends that brands must take into account to stay ahead
Be yourself: Capitalism ceases to institute community-based formations and the burden shifts to individualitythat is, the individuals of postmodern societies do not motivate their actions to common goals, but to benefit themselves and although the analysis could lead us to a sociological discussion, it is prudent to simplify it to the fact that in the pandemic situation many have prioritized the individual benefit.
“Be yourself, being yourself means navigating this tension between the collective good and individual benefit,” said Luis Arnal.
Individuals are losing belief in standards, archetypes, and ideas; the challenge for brands lies in no longer creating desired models and moving towards authenticity.
The end of abundance?: Consumption is being questioned, but it is not because people are wanting fewer products or services, but because the context is forcing them to have a more measured approach due to scarcity, delays in the distribution chain, austerity laws and sustainability factors.
In this regard, Luis Arnal considers that the consequences will be for those brands that promote status, rapid replacement and planned obsolescence. And it is that consumers give priority to those brands that are sustainable, transparent and aligned with their values and affirm that they are willing to pay more or change their purchasing habits, for those brands that fit their priorities, indicates a study of global consumption trends of International Business Machines Corporation (IBM).
The next frontier: the metaverse. In the last year, technology companies and the media have reminded us that our presence in virtual worlds will become more important every day. For brands, the true horizon remains to be seen as there are endless possibilities to implement advertising strategies and to give value to consumers.
“(The Metaverse)sIt will be a space of interaction for brands (…) Companies have to redefine communication and presence in the virtual worlds that are created”, assured the global co-lead of Fjord.
The search for truth: people are more demanding and aware of what they consume every day, fast information seems to be the origin of questions and research to obtain truth. Therefore, brands must promote transparency in communication and be real.
“In the environment where everything is questioned, it becomes very important for brands to know how to communicate the attributes of the product or service and give the appropriate information. There are many opportunities for companies to provide more real information in a more credible way and to increase people’s trust”, explained Arnal.
Caring with sensitivity: Organizations have the challenge of integrating health care into their practices and offers, whether for employees, customers or society in general.
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