Over the years and changing trends (in addition to the pandemic) consumers are constantly changing, today we will show you what the consumer expects from companies during 2022.
This 2021, the needs and consumer trends changed drastically compared to previous years, among the main reasons, the arrival of the covid, the pandemic, social distancing, the modality of work and online school, and the importance of e-commerce. Millions of people around the world found themselves in the need to adapt almost obligatorily to the digital world (those who had the opportunity). In accordance with StatistaIn Mexico alone, at least three-quarters of the population found it necessary to work from their homes; Similarly, the National Institute of Statistics and Geography (INEGI) previously carried out a study on Business Demography (EDN), which showed that at least one in five businesses had to close their doors to covid , giving entry to new businesses in the digital world.
As a result of the pandemic, those who managed to move (and those who already belonged) to the world of online business, were largely benefited, for example in the industry of delivery and platforms from e-commerce. In accordance with Forbes, the decrease in social mobility achieved that in Mexico online sales had an increase of up to 81 percent during 2020, representing 9 percent of the sector retail in the country with 316 billion pesos in sales.
In a world digitalIn the same way, agencies and other marketing professionals had to increase their efforts, knowledge and technologies to be able to adapt effectively and dominate the virtual world, a merit that can be achieved with new trends such as Chatbot, social networks, voice search, sales through social networks, influencer marketing and UX / UI design.
However, these events not only influenced the way in which consumers receive content or make their purchases, but also managed to change their way of thinking. Social movements, constant struggle for the inclusion, diversity and equity from gender, as well as the complications that a large part of the population presented due to unemployment, caused the consumer have more social awareness, promote inclusion, respect rights, and choose content in networks social more personal by the trademarks and / or influencers.
Despite of world digital that was practically adopted in a mandatory way, the vaccination process around the world is showing its effectiveness, resulting in the fact that the consumer in countries around the world is already returning to their new normal little by little, visiting their Business, trademarks favorites, going to concerts, parties, cinemas, etc., with which they hope to satisfy their desire to go out again to receive what the “outside world” has to offer, especially during 2022
Taking into account the arrival of the pandemic, adaptation to the media, digital purchases and sales, as well as the desire for consumer by going out to explore the world again, they cause them to have new preferences from consumption waiting to be satiated by their favorite companies during 2022Today we will tell you some characteristics that they expect.
Companies in favor of inclusion and equality – Taking into account the strength with which social movements were present even with distancing (such as feminist movements and the fight for LGBT rights), the population already has a preference for companies that are in favor of this type of thematic; According to Marco Casarin, CEO of Facebook Mexico, consumers take into account more brands that are open to diversity and inclusion issues to make their future purchases, with the result that five out of ten people change their positively their perception of these brands that even advertise where gender equality is promoted.
Companies hybrids – Now that purchases and sales in the digital world grew exponentially, the consumer already takes more into account the benefits of e-commerce, having become essential for brands to belong to the digital world. However, now that more and more people are taking to the streets, they want to see a little of the benefits that they had in the digital world, but in the physical world. To better understand this, it is worth mentioning the pick-up service that some companies chose to introduce to their strategies, where the consumer makes use of technologies to make their purchases online, but they collected them in physical stores. In other words, you have to bet on both virtual quality (user experience and navigation), and in physical stores.
Experiential marketing – It is not only about having relentless stores, but marketing strategies must offer new disruptive experiences to consumers. In recent months, different companies and agencies are already choosing to choose this type of strategy, for example YSL Beauty with Dua Lipa when they illuminated the monuments of Mexico City to advertise a fragrance, Archer Troy illuminated the Soumaya museum to announce Venos, and McCann’s most recent campaign with the Lung Association of Canada where they offered pedestrians the experience of seeing giant colored lungs flying through the city.
More personal and emotional content – The awareness of social and economic problems, as well as the confinement that allowed influencers to develop more personal and “warm” content, and they showed to accept it even better than before. The content that companies must implement in 2022 should be focused on touching the consumer’s emotions and making them reflect in order to motivate them.
Collaborations between brands – Collaborations are becoming more and more present, thanks to the fact that this can sometimes mean “the best of two worlds” for the consumer, where two companies manage to establish a relationship to be able to put on sale a product that meets the needs of the population , both aesthetically and functionally, a strategy that we should take into account for 2022.
The pet friendly trend – This is more focused on physical spaces, since consumers seek to stay longer with their pets, and even manage to bring smiles to people who do not have any. This trend is showing its relevance in the world and in Mexico, as various shopping centers have chosen to join this trend.
These were some characteristics that the consumer expects to see in their favorite brands during 2022 due to the impact of the last couple of years on their lives.