2022 Trends: Part 2 of 3

We believe that diversification in brand initiatives redressing inequality, from eco energy to disability, to be on the horizon.

Building on the Conscious Consumption movement and evolving 2021’s Positive Impact Purchasing megatrend, 2022 will champion brands that prioritise equitable brand engagement.

Having experienced serious destabilisation during the pandemic, for many consumers, the ‘new normal’ doesn’t mean salvaging the old world, but forging positive future scenarios – valorising brands that are supplementing municipal organisations or filling their gaps. Pioneers extending their remits include Ikea, which has just started selling renewable energy as a (surcharge-free) subscription service to households in Sweden; and Japanese sports brand Asics, which is currently working with an entire British town on improving its mental and physical health.

Acknowledging the one billion people worldwide (15% of the global population) living with some form of disability, we expect more strategies in 2022 designed to level the playing field – from e-marketplaces for adaptive products, to ads that everyone can access (like UK mobile network Giffgaff’s member-made sign language ad).

The power of ‘neighbourgood’ (brand-backed, neighbourhood-empowering) networks will also soar.