As we move into Spring - a whole year after our lives changed within a global pandemic, it’s not surprising to know that there has been a monumental shift in lifestyle, behaviours and the wants and needs of our consumers as we move into whatever the ‘new normal’ might look like (cliche alert!).

It’s imperative for brands and businesses to consider predicted consumer trends for the upcoming year - I’d even go as far as to tell you that this years ones in particular shouldn’t come as too much as a surprise.

It’s quite serendipitous for TishTash and our clients, as our specialism is essentially wellness, but it looks like the general public are looking for exactly what we have been predicting since life changed as we know it.

Peace of mind…

Consumers are turning to projects, rituals and routines that aim to reset the balance of their lives. Returning ‘back to basics’ with hobbies and pastimes that essentially comfort them, take them back to a ‘different time’ and a sense of control and stability. Brands that can support this notion - either via products and services, or indeed as a ‘thought leadership’ coach to help along the way will resonate most with buyers this year.

At home…

Okay, ‘Captain obvious’ time - but with more time spent at home in the last 12 months, how keen are consumers to reverse this? Whilst most people dream of parties, packed theatres, concerts and stadiums and general socialising, it seems that we’ve all quite enjoyed our time at home this year, and many are looking to build more of this ‘quality time’ into their lives going forward. If a brand can bring rewarding and luxury experiences into the home, those who crave this level of nurture are looking for the very same, minus the traffic and crowds. Food, beauty, and more can benefit greatly going forward by pivoting their offerings to serve people ‘where they are’.

The trust issue…

I’ve touched upon this a lot, from the angle of reputation management and personal branding, but consumers are far more savvy to a brand’s vision and values than they ever were and this is a trend that is not going away. How your leaders and your brand ‘behaves’ is more important than ever to consumers. Mistrust in the ‘fake news’ space and data breaches for example, have left people warier than ever before. Brands and businesses need to work harder than ever to convince the public that not only are they are trustworthy, but that they are truly like what they stand for and will reward with their loyalty and custom - loyalty which works both ways may I add! Hygiene and safety are also key needs to consider for both products and service.

Everybody needs good neighbours…

Community, more than ever, is everything to the consumer this year. Being seen to be supportive where it matters most, and truly ‘listening’ to the wants and needs of your customers is key. CSR initiatives would do well to be hyper-locally focused and ‘meeting people where they are now’ - Brands and businesses should also use local/regional community groups online to engage and reply - either via support or customer service based engagement. Partnerships and ‘upskilling’ schemes, whether in house or via community initiatives should be woven into budgets and messaging.

Consumers are seeking happiness, experience and peace of mind, alongside a more community and family driven focus on what is happening around them. With this in mind - will we see a change in how brands and businesses engage with their customers this year?