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The consumer trends to know for 2022Click the dots to navigate 4In this reportMore than skin deep29At your best83May we have your attention please49To the moon103Intro9Pursuit of purpose11A virtually imperfect life67Our flagship survey and the worlds largest study on the digital consumer. It never stops growing. Our data represents over 2.5bn internet users, offers 40k+ data points, and tracks 4k+ brands across 47 markets.Fielded monthly, Zeitgeist zeros in on the stuff that matters. Its topical, timely, and relevant. The data in Connecting the Dots draws from recontact studies made throughout 2021. Respondents who took part completed GWI Core too.Our B2B data set gives a detailed view of the lives of business profession-als across 10 markets. Respondents who took part completed GWI Core too. Launched in July 2020, GWI GWI USA is a deep dive into the habits, behaviors and atti-tudes of 240m internet users across all 50 states. With America changing fast, this ongoing study tracks new and emerging trends not typically covered by market research providers, like ques-tions around cultural identity, race, and ethnicity. Data sets included in this reportGWI CoreGWI WorkGWI USAGWI Zeitgeist 6Every chart has a hyperlink that will bring you straight to the relevant question on our platform. You can then investigate all data by demo-graphics, over time, and among your own audiences.All the charts that use GWI Zeitgeist data also have links that will take you straight to the relevant question on our platform. There, you can dig into the data with no charge. Thats because all GWI Zeitgeist data is free and always will be.Discover the data on our platformSneak preview of our new platformInformation about the source and base SourceBaseEach of the graphs is numbered More information can be found in the Appendix section at the end of this reportJust click this iconto explore the dataon the platform 8byCHASE BUCKLEHeres what you have to look forward to.Connect the dots between what people say, think, and do.Uncover the deep logic and contradictions that make up the consumer psyche.Let data and insight pinpoint the upcoming trends you need to know.Be inspired and zero in on what really matters.Great insight should be for everyone, which is why these six articles draw heavily from our free-to-use Zeitgeist research. We hope you love them.Connecting the dots 2022 unpacks the motivations and reasons behind the big changes. After all, without having the full picture of your consumers mental-ity, how can you make great decisions?Want to know how changing consumer attitudes and behaviors will shape the year ahead? Youre in the right place.Intro 10byVIKTORIYA TRIFONOVAThe pursuit of purposeHow the pandemic has changedconsumers approach to lifeWeve gotfrom becoming an adult to reaching retirementPut that way it doesnt seem that long and if theres one thing the pan-demic really brought to the fore its that time is too short and fragile to be wasted. Clich or not, were increasingly seeing this mentality manifested in consumer attitudes and their view of the workplace.The “Great Resignation”, whereby a record number of employees leave their jobs post-pandemic, doesnt just have implications for employers. The changes in attitudes were seeing should be reflected in future ad campaigns too. For B2C brands and marketers, this is a great opportunity to support con-sumers pursuit of purpose and rethink the way you speak to your audience. Encouraging consumers to step out of their comfort zone and design cam-paigns that inspire and nurture a sense of limitless possibilities will be key.The pandemic not only changed how we work, but why we work as well. Employees are increasingly concerned with how they can make those 16,790 days worth their time. Nailing that should be the priority of every business striving to be on the winning side of the talent war in the year ahead.time is tooshort and fragileto be wasted 14The pursuit of purpose12 38 24 23 27 25 22 28 3314 42 26 25 29 26 20 26 29% change since Q2 2020Q2 2020 Q2 2021Daring AmbitiousCreative TalentedOutspoken DutifulAdventurous ThriftyDriven+16% +8%+9% +7%+7% -7%+6% -11%-8%For better or worse, the pandemic prompted us to hit the reset button in many different parts of our lives. It acted as a catalyst not only for business and digital innovation but somewhere in the background it spurred a form of personal innovation too. At one point all we had was time to reflect and reassess our priorities and find out what ulti-mately makes us happy. Though this kind of soul-searching isnt unheard of, especially following a traumatic event, what were seeing today are seismic changes in the collective mindset. Weve seen U.S. consumers in the past year feeling bolder, more adventurous, and empowered. Meanwhile, theres a diminishing need to be careful and responsible, especially with finances something thats also driven by a 55% increase in consumers feeling more optimistic about their personal finances since Q2 2020. Taking back controlincrease in consumers feeling more optimistic about their personal finances+55U.S. consumers are feeling bolder, more adventurous and empowered% of U.S. consumers who say the following describes themGWI USA Q2 2020 & Q2 2021 41,060 internet users aged 16+1 16The pursuit of purposeOur Zeitgeist research paints a similar picture treating oneself and indulg-ing is in the top three things that have become more important to consumers in the past year (39% say this), behind saving money (53%) and spending time with loved ones (47%). This type of hedonistic mentality even takes top priority for consumers in mar-kets like France (55%) and Italy (49%), signaling a pent-up desire to give in to temptations. In practice, this may mean a number of things from letting go of the safety net and normalizing quitting to pur-suing new experiences, ventures, and passions. One fruitful way for brands and marketers to stand out in the year ahead would be to align their mes-saging and tone of voice with this new outlook. “You only live once” (YOLO) campaigns that nurture consumers new aspirations are likely to resonate the most. Brands like Lexus and PlayStation are already jumping on the bandwagon. With its latest “No ceiling” campaign, Lexus inspires its audience to “let go of the wheel” and come up with new ideas. PlayStation conveys a similar message through its “Play has no limits” ad aiming to challenge the status quo of the real world and present them with new horizons in the virtual world. Brands in the travel sector should be presenting vacationers with equally exciting possibilities. Nows the time to take advantage of an increasingly adventurous mindset and rising con-sumer confidence. In a bid to revive tourism, Visit Dubais “A brand new you” campaign encourages its audi-ence to rediscover themselves by exploring the citys biggest attractions. Creative expression through social media is on the rise% of TikTok users in the following regions who say they use the platform to post/share videos2GWI Core Q4 2020-Q2 2021 165,619 TikTok users aged 16-64 across 46 markets Logging into TikTok every day has increased by54Q4 2020 Q1 2021 Q2 2021EuropeNorth AmericaLatin AmericaMEAAPAC (outsideof China)374032332535343032243532313124APAC (outside of China)(Excluding China) 18The pursuit of purposeNurturing peoples creative genius is also a strategy worth investing your marketing spend into Nurturing peoples creative genius is also a strategy worth investing your marketing spend into. Consumers are increasingly using adjectives like “creative” and “talented” to describe themselves. Its hardly a coincidence that, at the same time, logging into TikTok every day has increased by 54% outside China since the end of 2020. With “posting/sharing videos” being one of the most rapidly growing actions on the platform in each world region, encouraging user-generated content is what you should double down on in the next year. What could be a more pow-erful way to entertain while spreading the word than turning your audience into your influencers? Such strategies can work wonders even in more old-school sectors like educa-tion. Osloskolen in Norway, for example, encouraged students to create con-tent for the school under the hashtag #YourPath, resulting in just under 5 million views and 100% exposure to the target audience. Samsung has jumped on something similar with its “Unfold your world” campaign, where creating and elevating content is highlighted as the devices key selling point. Regardless of your industry gaming, automotive, electronics, travel the pursuit of purpose is a journey, so bring them along with you, and empower them to dream and create.This mentality is also manifesting in the workplace. But understanding the real picture is somewhat blurred by what look like exaggerated state-ments about mass workplace exodus. Yes, the pandemic created uncertainty during which people tend to stay put, inevitably leading to pent-up resigna-tions when confidence spikes back up.In fact, our GWI Work data set across 17 markets confirms that 32% of pro-fessionals are likely to search for a new job in the next six months a figure primarily driven by younger age groups. At the same time though, job satis-faction levels havent really changed since last year and remain as high as 77%, meaning professionals dont nec-essarily quit because of an underlying problem, but because they simply want a change. Post-pandemic, security and stability are no longer enough to keep employees content. Put simply, to an extent, professionals have been sheltering in their jobs and a lookout for new opportunities is inev-itable as economies recover. Whether theyll actually take the leap depends on 1) how well operational challenges arising from new workplace arrangements are managed; and 2) how well businesses adapt to the fact that people demand more than just a life of making a living.Not alive to make a living 20The pursuit of purpose- - -All professionalsJob hunters*20171720181117291316131916132115201924222025241529151713222024202222AustraliaBrazilCanadaChinaFranceGermany *IndiaIndonesiaItalyJapanMalaysiaMexicoRussia *SingaporeSpainUKU.S.1914181722129251215142214151913111324232132281725161617281624201520I feel detached frommy team/companysvisionI feel more stressed/nervous about workthan I used toAll marketsLeaving a job linked to WFH burnout & workplace disconnect% who say the following about their experience of remote working-All professionalsJob hunters*AustraliaBrazilCanadaChinaFranceGermany *IndiaIndonesiaItalyJapanMalaysiaMexicoRussia *SingaporeSpainUKU.S.All markets28273127232420382628142830243428212232343331262642293016343134292325646963576774655766727054586760686467567257495270685167697457566556706867I work longer hours than I used toI work at my companys officeGWI Work Q3 202128,326 professionals aged 16-64 across 17 markets*Professionals who say theyre likely to look for a new job in the next 6 months*Insufficient sample size for the job hunters audience3 22The pursuit of purposeI have 5+ meetings a day I work late at least once a week% who say the above about their day-to-day working practices % who say the above about their day-to-day working practicesGWI Work Q3 202128,326 profession-als aged 16-64 across 17 markets4AustraliaBrazilCanadaChinaFranceGermanyIndiaIndonesiaItalyJapanMalaysiaMexicoRussiaSingaporeSpainUKU.S.All marketsAll professionalsJob hunters*201413152111133225125171110119131627212029182235281472215141714192413AustraliaBrazilCanadaChinaFranceGermanyIndiaIndonesiaItalyJapanMalaysiaMexicoRussiaSingaporeSpainUKU.S.All markets4545534337413559414056405336423848454648484547474461554447455352All professionalsJob hunters*37405940 24The pursuit of purposeto feel more stressed while WFH, to work longer hours than before, and to feel detached from the overall vision. Meanwhile, those working at their com-panys office are actually less likely to be looking for new jobs. As workers feel increasingly empowered to explore new opportunities, failing to address such challenges at this point could mean facing a drop in productiv-ity, morale, or a full-on spike in employee turnover. Whether thats through hybrid and flexible work arrangements, 4-day working weeks, or extra time off for mental health, these are all hurdles of the past year employers should already be prioritizing. The other part of the equation, and the real differentiator in the year ahead, will be nailing the post-pandemic worker mentality. The newly revitalized YOLO mentality weve seen with consumers manifests itself in the workplace through the search for meaning and happiness. Those looking to quit their jobs are 36% more likely than average to want to do more meaningful work and 31% more likely to want work that makes them happier. The bottom line is employers need to reduce the mundane tasks typically given to younger employees and focus on nurturing a sense of fulfilment and purpose. Long gone are the days when the hours clocked are more valuable than the results produced. Creating a culture where employees are given the freedom to blend their passions with their work, regardless of senior-ity, is key.Though not denying its numerous ben-efits, WFH stripped our work life of socializing and collaborating. It wasnt long until screen fatigue became a thing and workers became more conscious of interacting awith their colleagues. Among the most common challenges WFH professionals face are difficulties communicating and bonding with colleagues (24% say this), something thats on par with having trouble disconnecting from work. And even though professionals might not outright admit it, we see a strong link between new work arrangements and employee turnover. Those looking for a new job in the next six months are much more likely than average of professionals are satisfied with their job77 26The pursuit of purposePeople feel empowered and confi-dent to challenge the status quo and pursue what truly brings them joy, even if that means sacrificing stability. A whopping 74% of job hunters are actu-ally satisfied with their current role, meaning the desire for novelty trumps security. Working just for the sake of it is now largely seen as a waste of valuable time. Whether in a professional or consumer context, people are ready to let go and live life to the fullest. Following a year of staying put and abiding by the rules, the pursuit of purpose has kickstarted again this time with fulfilment and adventure at its core. B2C brands have a unique opportunity to make the most of this impetus by designing campaigns that not only celebrate con-sumers creative genius but also utilize it. Encourage their pent-up desire to explore new horizons and nurture their sense of hedonism. 2022 is promising a roller coaster and your customers cant wait to hop on; make sure you grab a seat.Grab lifeby the hornsThe desire for novelty trumps security 28The pursuit of purposeMore than skin dee
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