WGSN, the global authority on trend forecasting, revealed the forecasts for consumer behavior and lifestyles in 2022 and beyond.
According to Andrea Bell, Director of WGSN Insight: “2022 will prove a dichotomous year with consumers navigating hype versus reality. Some are already investing in meta-commerce by shopping, playing, and trading in brand metaverses. Others are simply trying to figure out how to do click-and-collect via an app. The common thread between these new digital frontiers and ‘the real world is the need for connection, community, and care. In 2022, conversions will be based on this need.”
The key consumer insights to watch for in 2022 and beyond are:
1. Direct-2-avatar commerce
This emerging retail model will unlock new opportunities for brands entering the metaverse, forging deeper connections in digital environments. By designing and selling items that don’t exist IRL directly to avatars, D2A commerce allows brands to sidestep supply chains, opening them up to new revenue streams.
2. Crypto rewards
Bridging the gap between traditional loyalty systems and the booming cryptocurrency market, crypto rewards will be the next step to building trust. As more companies accept cryptocurrency as a form of payment, digital rewards programs are the next step, offering a unique opportunity to meet Gen Z's demand for flexible payments and digital transactions.
3. Streetcare
Streetwear is evolving into streetcare, as youth-focused brands and consumers look to give back to the community instead of simply selling products. Brands are prioritizing diversity and inclusion in business while advocating social causes that align with their brand mission and engaged consumer bases. They’re leaning into strategies that build hype and embrace streetwear staples to augment their appeal among young audiences and support their cause.
4. Filterless social media
In 2022, we'll see a shift towards the ‘filterless feed’, as ordinary users and influencers alike present more raw and transparent representations of themselves online. With Gen Z placing value on authenticity, brands will follow suit. Filters have long been woven into the fabric of social media, but a backlash is mounting as awareness of the harm they can cause grows.
5. The crypto class
The creator class evolved into the crypto class as NFTs and social tokens redefined the role of monetization in social media. In 2022, expect to see more creators launch their own coins and reward audiences for their attention, building micro-economies around their personal brand and forging deeper relationships within their communities.
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