MEDIA AND BRAND EXPERTS PREDICT THE MUST KNOW TRENDS

Long form, short form, educator content, social media, travel, inclusivity and property development - a host of industry leaders predict what they expect to be big this year, whilst examining where they come from in the first place.

Simon Binns, editor of LAD Bible, Matt Horwood, marketing for Media Trust, Charlie Craig, Paper Plane Travel, Cathy Toogood, travel writer and editor and Adam Higgins, Capital&Centric, all work in rapidly changing industries, and in just one year, have seen the effects of the pandemic come into play. Looking ahead to 2022, they look to predict what will happen next in the world of brand and consumer engagement.

The year 2021 was one to remember, partially for all the wrong reasons. There were iconic viral moments thanks to Jackie Weaver having no authority and enough political outrage to shake a stick at. It was also a time of recovery, with a vast number of industries looking to bounce back from the Covid-19 pandemic.

Daisy Whitehouse, MD of consumer engagement agency Down at the Social, said; “Throughout these tough times brands were forced to strip back, listen to their consumers and forge new paths to deeper engagement.  The issues caused by the pandemic drove equal amounts of innovation and internet trends were changing more quickly than Kim K’s hair.

“From banana bread to Tik Tok dance moves, people across the globe have embraced trends as a way of keeping entertained and connected when many of them have been stuck at home.  As marketers and business owners, it’s our job to recognise and jump on what’s next. So we asked some of the most respected experts that we know what they think 2022 will bring in their professional worlds.”

Simon Binns, editor of LAD Bible said: “Sometimes instinct is good, understanding the audience, understanding what you can offer to that audience and going with it quickly and developing it on the move.”

“I think trends naturally occur out of consumer need anyway, how they then get amplified is what you’ve got to watch and it differs across social platforms.” 

LADbible is a British digital publisher, the home of entertainment, viral video, trending content and the latest news with the biggest community in the world for social generations.  With a real-time understanding of viral content and trends,  Simon Binns believes that 2021 was defined by the rapid growth of Tik Tok. 

“I suppose 2021 has been defined by the growth of Tik Tok. I think within that platform for example you look at what kind of content people like and it is so multifaceted now and now I think the noise of Tik Tok is dying out, there’s real value in the educator content, for us that has been really big whenever we have done anything with it.”

With this in mind, he also believes that educator content will be big in 2022: “That kind of educator story time content which is actually putting new information infront of new audiences in a way that isn’t boring to them. In a way that media brands like us have always done it, you tell stories. Those audiences will listen to their favourite creator telling the story of Ted Bundy, even though it’s a story that’s been told lots of times, they care about the person who is telling it.”

The past few years saw many issues reaching fever pitch with race, gender and health all dominating the news agenda. With this in mind, brands have often been scared to act because they don’t want to be seen to be tokenistic but silence isn’t enough anymore, but then neither is ‘pinkwashing’. 

Matt Horwood, head of marketing at the Media Trust believes that LGBTQ+ consumers are acutely aware when pinkwashing takes place. 

“Visible allyship is important, and even today we know there’s power in big brands showing solidarity with the LGBT community. However, LGBT consumers are not just a community to brands, but also a currency. People are becoming acutely aware of brands slapping a rainbow on something over the summer to sell products, and visibility alone is no longer enough.” 

“For 2022, it will be vital for brands to demonstrate their support for LGBT communities and causes all-year round, the involvement of LGBT models, creatives and people with lived experience in their creative process and campaigns, and to ensure those involved represent all LGBT people.” 

The travel industry was one of the most affected by the Covid-19 pandemic, with lockdown grounding all flights and a rise in staycations, with consumers looking to escape but nearer to home and with less dangers. 

Charlie Craig, founder of Paper Plane Travel believes that testing rules will remain so consumers will be looking for more flexibility when booking.

“Policies, flexibility and being looked after right through the planning process a little more than before which is where independent travel agents come in. It looks as if entry vaccine status/testing rules are here to stay within travel and things will be ever changing for a while yet as well as more forms to fill in pre travel so it’s important, where needed, to hold a clients hand through this process. Travel has become a little more complex but I think it feels more special than ever at the moment.”

She also believes that longer trips incorporating health and wellbeing will be popular in 2022: “I think as an offshoot of the time spent not travelling for many over the last 18 months, we are seeing longer trips being booked and a lean towards wellness and health incorporated into travel.” 

Cathy Toogood, a national travel writer also believes that a rise in sustainable travel will come into play in 2022.

“Travelling more sustainably is something that is being talked about a lot. In the last 20 months, consumers have been forced to travel differently and to look at destinations differently, and are thinking more about future trips – the destinations that they want to visit and the brands that they want to spend money with. Plus, in the aftermath of COP 26, sustainability is in the forefront of people’s minds. As an example, The Independent’s travel section is putting sustainability at the front of its travel coverage.” 

“Travellers are more aware of why sustainability is important and that by being more responsible travellers, everyone can do their bit. So, when comparing hotels and other experiences, many travellers will consider the company and what it’s doing. While it may not be the only factor in deciding a travel experience, it can help to differentiate.” 

Looking closer to home, and thinking about where we want to live and what necessities we want in our home space, developer at Capital&Centric, Adam Higgins, believes that community will be a big part of what consumers will look for when searching for their perfect home.

“When it comes to regeneration a big focus will be on creating genuine communities and going back to basics on what really makes somewhere a great place to live. There’s a few strands to that … one is creating stunning communal, outdoor spaces where people can (and want to) spend time together.”

“People just don’t want to live their lives in isolation in white-box apartments. They want to be part of a community where they know their neighbours, can meet and hang out with new people and are somewhere they’re proud to say they live… whether that’s in a city or town. Making that happen is in part down to the people like us bringing forward new communities.” 

He also believes the pandemic and lockdown has changed the way we view our homes and has changed our priorities in terms of what we want from them.

“In a way, the Covid pandemic has been a big driver for things changing and the trend toward people demanding more from where they live.  In one sense, it’s made people re-evaluate what matters to them … the personal connections they really missed during lockdown, meaning people are now realising they do want to be part of a real community. On a practical point too, changing work habits mean people are spending much more time at home. Home is not just a bed where they crash after spending hours away every day, people care much more about their environment, be it their apartment or house, or the facilities they’ve got access to like co-working spaces, as well as local cafes, bars and shops on the doorstep.” 

Alongside the industry predictions, potato milk, Tik Tik, tequila, Instagram chefs, hibiscus, supper clubs, sustainability and cold water swimming are expected to be big trends across the year, with brands looking to tap into these trends to entice consumers but also ensuring they are following the news agenda. 

Daisy Whitehouse, managing director at Down At The Social believes that brands who listen to their consumers are often the most successful.

“For me, it’s about considering what it is that the consumer wants and needs from your brand.  It’s about taking yourself out of the months of blood, sweat and tears that got you to the place where you are ready to go to market and being brutally honest about what media, influencers and consumers want from what you have to sell or promote.  This consumer first approach is where brands will see real gains in 2022.” 

Down At The Social conducted a dedicated 2022 trend report, speaking to industry experts about trend predictions for the year ahead. The full report is available to download from the Down At The Social website, featuring industry commentary and predictions. For more information, please visit: https://www.downatthesocial.co.uk/