2022 Trends - Even the Terms Are Different!
Each year, Wunderman Thompson (the ‘old’ J. Walter Thompson organization) publishes a list of trends that will impact us for the year as well as for the foreseeable future. This year’s list has a couple of new categories (there are always 10 categories with 10 trends in each) and terms that ‘don’t spell check’! Here are the categories - and a couple of the trends that you might find of interest.
- Unbounded optimism: brands are projecting a progressive and positive outlook for 2022, encouraging playfulness and creativity. (We really need this today!)
- Renewed intimacy: we are tired of being isolated . . . . . and venues are prepared to have you back!
2.Tech & Innovation
- Finite social networks: social networks that cap either how many users there are OR how many life-time posts you can make.
3.Travel & Hospitality
- Microadventures: tied to renewed intimacy (above), we are tired of being home. Local adventures are a short-term yet satisfying fix.
4.Brands & Marketing
- New company manifestos: companies are updating their messaging to attract new customers and/or employees.
5.Food & Drink
- Foraged cocktails: farm to table for food; why not expand the trend to cocktails?
- Haute veganism: vegan dining is moving to fine dining (from earthy-crunchy).
- New beauty labels: mainline companies are being more transparent about their practices (especially environmentally).
7.Retail & Commerce (the ‘& Commerce’ is new for 2022)
- Private domains: chat-commerce (or c-commerce) is becoming the norm when interacting with retail websites.
- NFT marketplaces: non-fungible tokens that can be used in the metaverse.
8.Luxury (it’s back as a category in 2022!)
- Long recovery spas: it is no longer a spa day. Spas are offering longer-term stays, especially when the guest is focused on recovery from long-COVID.
- Prescription gaming: doctors are prescribing (video) games and virtual reality to treat conditions including ADHD, depression and post-traumatic stress.
- Emotional health: public spaces for mental healthy and emotional well-being are popping up.
10.Work (the category is back - replacing Finance which was NEW for 2020 which replaced the Lifestyle category)
- Chief impact officers: a new ‘C-suite’ role designed to showcase a brand’s community and societal impact.
- The nomad economy: businesses are popping up to support the growing number of remote workers who can be anywhere (globally).
See https://www.wundermanthompson.com/insight/the-future-100-2022 to get the details.
The employers linked to each of these categories are growing - and will continue to do so. (We look forward to doing search work in one or more of these areas!)