The new normal - 2022 consumer trends

COVID19 has not only impacted the way we work, learn, travel, shop, play and everything else we do, but also the way we think about our lives, ourselves, what we expect from sustainability and brands. Consumer thinking and behaviour has irrevocably changed and this change can be measured by research. For responsible leaders, research data is being used to align brand mission and goals with changing consumer trends in 2022. Our lives are no longer back to normal, because now, this is the new normal we live in.

Business 2 Human

Ha eddig még bármelyik márka azt is gondolta, hogy a digitális jelenlét választható és nem kötelező, akkor ezt az álláspontját a pandémia biztos, hogy felülírta. A digitális térben való jelenlét, kommunikáció, értékesítés és ügyfélkezelés a túlélés és a fejlődés egyetlen lehetséges útja, amely minden területen új kihívások és lehetőségek elé állítja a vállalatokat.

Instead of B2B and B2C, B2H will be the main driver of decisions. Companies that improve the employee and customer experience through customer-centric improvements will be the ones that succeed.

According to Accenture Global Consumer Pule Research 2021 50% of the population have rethought their lives. 17% of consumers said that the pandemic had not changed their daily lives or their way of thinking. Measurable change in such a short period of time clearly has an impact on consumer expectations and research shows that those who have rethought their lives 72% expect companies to understand them.

2022 consumer trends
The new normal, Rethinking life
"It's important to understand consumer thinking, increase empathy and recognise the challenges of consumer trends in 2022.
 will challenge our brand and everyone in the company."

1. E-commerce

A világjárvány ugyan nem változtatta meg az online vásárlók magas számát (83% – NRC e-commerce tracking 2018-2021), azonban a vásárlások gyakoriság, a kosárérték és tartalom nagyon is sokat változott. Egyértelműen azok az e-kereskedelmi vállalatok növekedtek nagyot az elmúlt időszakban, amelyek optimalizálták és személyre szabták a vásárlási élményt, biztosították az érintésmentes vásárlást és minden csatornán, a teljes folyamaton személyre szabott, jó ügyfélélményt biztosítottak a vásárlóknak. 2022-ben ez a legnagyobb hatású a fogyasztói trendek között.

2022 consumer trends
online shopping

2. The importance of real values

The transformation of everyday life has also transformed our content consumption habits to an astonishing extent, changing consumer preferences. Consumer demand has shifted from products to services, which means that a modern company needs to deliver not only products but also related services, quickly, conveniently and simply, so that consumers have a good experience in as many places as possible.

"Micro-moments, well-crafted customer experiences, can bring impulse buying extra revenue for companies, for which
 for which the customer is happy to pay more. Subscription-based systems can fully maximise customer loyalty."

The way to understand real value is through understanding the consumer, for which ad-hoc and tracking research is no longer sufficient, but also requires real-time processing of behavioural big data.

2022 consumer trends
Changes in content consumption habits

3. Purpose over profit

Today's consumers are increasingly concerned about sustainability and what a brand stands for. According to Deloitte Global Marketing Trends 2022 for consumers 57%-a more loyal to more environmentally conscious brands. It's no longer enough for companies to say what they want to do, they have to do it, because the earth, safety and health have become more important than ever to their target audience, who are not only voting for a brand with their purchases, but also sharing their experiences and opinions online. It is therefore essential that a brand defines its vision beyond profit and communicates this consistently and honestly to its customers.

2022 consumer trends
Environmentally aware

4. Ügyfélélmény növelés – alapelvárás a fogyasztói trendek között

According to the Qualtrics XM Institute 2021 survey, 8 out of 10 people think companies need to improve the customer experience. Transparency and expectations around cross-industry processes and customer management are huge challenges for today's leaders, who can only succeed if they understand that customers don't want to be commoditised in the digital world. The value is the people themselves, who prefer companies that deliver a good customer experience. Today it is easy to switch providers and brands and most people will make the switch if they are not getting the attention and the brand promises.

2022 consumer trends
NRC customer experience surveys, CX report

5. Empathy

A jövő az automatizációban és robotizációban van, azonban egyáltalán nem mindegy, hogy ezt miként tesszük, hogyan érjük el. Alapvető emberi elvárás, hogy a virtuális élmények emberibbek legyenek (56% – Deloitte 2021) és a valóságot terjesszék ki számunkra. Fontos, hogy egy vállalat jól megtalálja az egyensúlyt a robotizációban, amelyhez elengedhetetlen a vásárlói viselkedések ismerete és a prediktív modellek használata.

2022 consumer trends
Human Centered Design

The trends of 2022 show business leaders and decision makers that the key to success lies in understanding the consumer, the customer, the person. Digitalisation is a fundamental condition, but it will only be successful if every development, every channel and every service remains human-centric, balanced with the goals of the company and the consumer: STAY HUMAN

Klenovszki János – NRC ügyvezető

The video of my presentation at the CXPA Hungary meetup you can check it out by clicking here!

Join the CXPA Hungary linkedin page!

Sources:

https://www.forbes.com/sites/jefffromm/2022/01/25/the-super-bowl-is-an-influencer-marketing-touchdown–gen-z-will-be-participating/?sh=7bf88b5e7867

https://www.customerthermometer.com/customer-experience/customer-experience-trends-2022/

https://www.qualtrics.com/blog/global-consumer-trends-2022/

www.nrc.hu

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