Horizon Media’s WHY Group, which is responsible for keeping a virtual ear for all cultural and social trends, has just released its 2022 trend report to clients and teams, which Digiday received ahead of its public release . Coining a word or two along the way, the report cites eight trends that touch on areas such as digital privacy, contactless living, environmental goals and the need for downtime.
Notably, the report does not make significant mention of diversity, equality and inclusivity as a major effect, apart from some references to “social injustice”.
DE&I has dominated most of the lists of key trends and developments over the past 18 months, as agencies and marketers made efforts to attract more diverse job candidates, and high-level DE&I executives looked to oversee DE&I’s efforts. accused of employing Still, some in the industry have said that more lip service than actual follow-through has put a stop to the DE&I efforts of sorts. However, it is worth noting that earlier this week, Horizon Media appointed Latraviet D. Smith-Wilson as its new CMO and Chief Equity Officer.
Sherry Roder, executive vice president and head of WHY Group, explains why DE&I is no different in the report. “DE&I is not a ‘trend’ per se,” she said. “It is part of a new consciousness that is taking hold on a societal level, and that our Marketing with Consciousness work is more as part of a more enlightened ‘way of being’ for brands.”
As for the larger goal of the report, Rodger said: “[It] Builds on the trends we have identified and defined in 2021, when we were coming out of a year of endless transition thinking about ‘The Great Rebuilding’. A key change we have identified for 2022 is a real focus on working with the agency to do better, be better and build better. ,
looking ahead
Here’s a quick summary of those five trends:
unaffected – The South Korean term for contactless innovations, the report points to:
- The resurgence of QR codes, as expected this year with Taco Bell’s DeFi Touch-less restaurant concept;
- the rise of avatars across the entertainment spectrum (such as Fox’s Alter Ego competition show);
- Both VR and AR are used in advertising campaigns (such as the recent holiday ads from Walmart and Facebook.
- Recommendation for brands: Auto advertisers can consider virtual test drives at interesting locations around the world; Dating and relationship apps use facial recognition technology to better understand users’ preferences.
counterintelligence – The report said that in an era of great resignation, people are meeting their mental health and relaxation needs and are turning away from being workaholics, essentially flouting the “hard work, hard work” ethic of professional life. are denying. It quotes:
- Apple iOS 15’s Focus Mode that enables users to customize Do Not Disturb lists for multiple apps;
- Ikea’s Siesta napping pods roam the streets of Paris to encourage people to take a 30-minute nap.
- Recommendation for brands: Hospitality or hotel brands can partner with local businesses to offer discounted rates for micro-stays; Coffee ordering apps can offer maps of areas around a store to encourage people to walk and discover the local environment.
strong confidentiality – As people’s online time has skyrocketed since the start of the COVID-19 pandemic, the report points to a subsequent “privacy awakening”, with the imminent demise of the cookie, improved consent and opt-in protocols in place, and Hiring companies are included. More privacy officers. Those events have happened because of:
- Facebook removes face recognition technology;
- Mobile users are turning to new encrypted messaging apps;
- Addresses the dark side of tracking TV shows (like Netflix’s You: Season 3).
- Recommendation for brands: Provide some return value from customers when asking for their data and information; Advertisers should also endeavor to work with vendors that comply with all restrictions set forth in the Privacy Regulation.
carbon-omics The report notes that companies will need to take their role and responsibility to reduce carbon emissions more seriously in 2022 and beyond. some examples:
- Visa’s Futurecard that offers cash-back rewards when customers buy things like used clothing or public transport tickets;
- Google Maps is offering an option for people to take more fuel-efficient routes to destinations;
- Recommendation for brands: A gaming brand can create a game that either operates only on renewable energy, or unlocks special elements while operating from clean energy; A food or food store brand may report alternative uses for food waste, from banana peels to eggshells.
civil integrity Given how much attention has been paid by the news media and politicians to the dangers of social media firms, the report states that viral product reviews and whistleblowers are doing their best to put power back in the hands of the people (regardless of Whether or not this is actually happening is subject to some debate). The report cites:
- Francis Haugen’s testimony and 60 Minutes appearance uncovered Facebook’s nefarious behind-the-scenes behavior;
- The social backlash hip-hopper Travis Scott receives (with hundreds of lawsuits) after a stampede at an Astroworld concert;
- Exposure of TikTok personality Anna Sachs to mislead Coach brand customers about recycling old bags.
- Recommendation for brands: Quick-service restaurants should work to improve the working conditions of their employees with regular surveys, and release those results in annual reports.
The report notes three other trends: the rise of NFTs, the development of defense technology in the face of environmental and political turmoil; and the embrace of tapping into “wonder-full,” or the mysterious and unknown such as UFOs or psychedelics.
