6 key cultural movements and trends affecting consumers' mindset today and into 2022
My Methodology
I've been fortunate to work with wiser and more experienced people than me, who showed me the four Cs of marketing strategy: Culture, Consumer, Category, and Company. I love this strategic approach because it enables a full yet focused view of opportunities.
Giving this framework my own spin, I've recently began workshopping each C with some of my clients. I come prepared to every meeting with discussion points like the above mood board, customized for the project at hand. In this example I covered 6 trends affecting several markets across the world, which could prove insightful to your business also.
Note that the list is not exhaustive and that the order of the photos is not related to importance.
6 Cultural trends ushering consumer mindsets into the new year
1. The ongoing fight for equality and inclusion
Pictures 1 and 3.
The killing of Mr. George Floyd became a turning point that brought the Black Lives Matter movement into the foreground all over the world and is now echoing through other unheard and underserved communities. We are (finally) beginning to hear loudly and more prominently talk about inclusion with regards to race, gender, physical abilities, intellectual abilities and more. We are learning new language and grammar, breaking bad patterns and habits, and asking questions to ourselves and others. This cultural shift cannot be ignored. It comes more intensely tied to strong emotions and opinions than many.
Your brand cannot participate under the radar: it will be scrutinized and how it acts has the potential to make or break your business. Those who continue to listen and act in a way that is vulnerable, truthful and humble will be allowed to survive.
2. The humanization of heroes
Pictures 2 and 8.
The conversations about mental health that athletes like Naomi Osaka and Simone Biles took on, did two very important things:
1. Open the door even wider for people to feel like it's ok to experience emotional difficulties.
2. Show us in a very real and relatable way that heroes are humans, too.
The sports world is not the only one waking up to the existence of emotional and mental hardship. Conversations about mental health are happening all around, in more environments and more frequently. Yes, the pandemic has "helped" this topic stay top of mind. In some ways, mental health is evolving into the mainstream just like yoga did a few years ago. This means we can look back to take lessons and understand where the self care trend is going.
You should know that this conversation is not going away any time soon. In fact, many brands are already hinging marketing strategies that acknowledge or embrace self-care.
3. Gender Fluidity
Picture 5.
While I still feel young(ish), I grew up in an analogue world in which people were divided in only two genders. The 80s seem to have happened 150 years ago. The western world has since flourished into a beautiful panoply of infinite possibilities in the gender spectrum. Societal constructs are slow but catching up but we are trying: Spanish language is embracing the "e" were it previously used an "a" for feminine or an "o" for masculine, English is allowing for "they/them/their" to be applicable when referring to a single individual, gender neutral clothing is emerging, gender neutral bathrooms are becoming more common. More celebrities, like Elliot Page (above), are sharing their transitions online.
Gender is one of many ways in which target audience definition is changing.
Your brand can no longer afford to build target consumer groups around categories like "male" and "female." And personally, I cannot wait for social media platforms to adjust their statistic centres accordingly—an update bound to happen as digital advertising evolves.
4. Body Destigmatization
Cheating for this one and adding the pictures below.
Eve Ensler had a moment in the late 90s. But the internet gave Rupi Kaur momentum in 2015 when she dared post an arguably ugly picture on Instagram showing her period-stained pijamas and sheets (below). The photo broke a lot of things and its effects have rippled to today. We are in the midsts of a movement that aims to destigmatize and normalize bodily functions. Periods are a big topic we are striving to talk more openly about and now even have their own Pantone. This trend is connected to two more:
1. Body-positivity, an ongoing movement that encourages everyone to love their bodies regardless of shape and size.
2. Ongoing conversations about sex and female pleasure—think popular shows, publications and insta accounts like Sex with Emily, Gwyneth Paltrow's Goop, or @platanomelon.
Your brand should acknowledge that tabus are sticking further and further back in time. For some, this means re-imagining product. For others, it may inspire new marketing campaigns or partnerships.
5. Money is frowned upon
Pictures 4 and 7.
Environmental struggles are not new but the issue is intensifying. Remember at the beginning of the Pandemic when animals toyed with the idea of taking the suddenly empty cities? Almost two years in, the Pandemic is also becoming a vehicle for talking about the effects of Global warming. Never-before-seen natural disasters occurring all around us keep the topic top of mind. And every brand today aspires to be like Patagonia, claiming to be saving the world in one way or another. But consumers are way wiser and have more cultural momentum and tools for scrutinizing than ever. The internet will be fast to catch your brand's bullsh*t, so if your brand's objective remains money, you may actually go broke. However, consumers seem to forgive and consume from brands that seem willing to sacrifice profit for a cause.
6. Language reflects culture
Pictures 6.
Ultimately, historians with the advantage of hindsight will look at changes in language and understand a lot about the cultural shifts of the 2020s. Today, tools like Google search trends offer an ongoing way to observe movements as they happen. Look attentively at how people are searching the internet and unlock the inner workings of your audience. For example, the screenshot above is from Google's Year In Search 2020, when the word "why" was searched more than ever. So telling, right!? The 2021 recap is (a little cheese but also) all about healing and hope.
Your brand exists in this world so understanding Global and local trends is essential. You should always add a layer of understand how consumers are searching your product, your brand, and most importantly, solutions to the problem your brand can solve for them.
Space for Picture 9
While not yet a mainstream trend, trips to Space are something that in 2021 went from impossible to daily headlines. For your brand the sky may still be the limit. But big budgets like Estée Lauder were already purchasing Nasa astronaut time for marketing purposes back in 2020. Mark and I talked about it in our very first Clickbait & Switch podcast episode.
You should keep in mind that activations and shoots in Space will become more common. This will come at a monetary price and will require brands to be mindful of how they chose to spend. We will bring all of the above trend with us wherever we go. And particularly the issue of caring for Space's environment and what to do about junk in Space is something we will (have to) hear about in the near future.
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Wild Prediction
Journalist Shira Ovide recently saids that "nearly each day or week, there is a fresh piece of digital entertainment or an online celebrity mania that comes and goes much faster than fast fashion." This will only accelerate. For this reason, much like last year, investing in Brand should continue to be a priority.
Communication channels are also on the fast lane and will continue to change, emerge, and dies. A look around, however, reveals an increasing dependence and influence in subscription-based streaming platforms. Platforms like Netflix, Crave, Disney+ are the ones holding our attention for the longest and out of our own volition. This is why the next most influential channel for brands is not the Metaverse but the Streamaverse.
And for more, I will have to sell you my consulting services. Or kill you.
Sources used to write this article, include The Drum, The Huff Post, The Guardian, The New York Times Daily On Tech Newsletter
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