Control, Ethics Top Mintel’s 2022 Trends


Cleveland — Looking ahead to 2022, Mintel Group Ltd. has released market trend analysis and prediction research, which the company says are grounded by observations of the key drivers of consumer behavior.

The company expects consumer behavior to shift and evolve in response to the following five global consumer trends:

In Control
In times of uncertainty, consumers crave a sense of control over their lives. Brands can deliver the information and options that consumers need to feel like they’re in the driver’s seat.

Enjoyment Everywhere
Having endured lockdown, consumers are eager to break out of their confines and explore, play and embrace novel experiences, both virtually and in the ‘real,’ physical world.

Ethics Check
While many brands have made their voices heard on controversial topics, consumers want to see measurable progress against their goals.

Flexible Spaces
Public and private spaces must maximize the capabilities they offer to match consumers’ flexible lifestyles. Now more than ever brands have to inspire, rather than prescribe, with every touchpoint.

Climate Complexity
Consumers are looking to brands to help them mitigate their impact on the environment. Companies that don’t proactively change ahead of the climate crisis will be forced to change because of it.