With 2022 on the horizon, now is the time to strategically plan ahead.

I was recently asked what headwinds our clients should be incorporating into their thinking for 2022 and what is driving them? Here are five themes worth sharing.

Theme 1 – Demand

‍As Canada and the U.S. lift coronavirus restrictions, many businesses are re-opening, and both countries are seeing a rapid increase in personal consumption expenditures (PCE), otherwise referred to as consumer spending. PCE increased in the U.S. by 11.9% in Q2 2021, following an increase of 11.4% in Q1 2021. U.S. retail sales in the second quarter of 2021 increased 28.2% from the same quarter in 2020 – a rate that is well above the 3% growth rate that's viewed as a healthy economy. Similarly in Canada, spending on high-touch services – notably for entertainment, travel, and transportation – is driving the consumption rebound, suggesting that consumers are beginning to return to pre-pandemic spending patterns. Pent up demand for services that have been restricted for over a year, and greater optimism of a post-pandemic future, are driving strong economic activity on both sides of the border.

The takeaway for business owners is that as consumers are willing to spend, now is the time double-down on breakthrough marketing. With 2021 household savings at an all-time, there is clearly a willingness to purchase. And we know that spend won’t last forever with inflationary pressures and resulting interest rate escalation that will most likely follow.

Theme 2 – Inclusivity

‍Inclusivity and diversity in business operations and marketing initiatives is moving from HR and corporate culture into the mainstream throughout the supply chain – from product design to advertising to consumer demand. Younger consumers are increasingly driving their view of culture and society into their purchase decisions and searching for optimistic depictions of equality and multi-ableism. Inclusivity is more expansive than imagery and in 2022 and beyond, will begin to align holistically with product offerings.

To move forward with more inclusive marketing initiatives, ensure representation without appropriation and be intentional with tone and language. Consider the cultural context and institute alignment between creative and ad placement as it relates to the nuances of that culture. But most of all, be true to your brand and organization’s values. Showing diversity when it is not reflected in your company’s ethos will seem like a transparent tactic for commercial appeal.

Theme #3 – Sustainability

The same consumers that are seeking out inclusivity as a value in the brand and organizations they support, are similarly looking for, and assessing, the environmental impact of their purchase decisions.

NielsenIQ’s recent report on Sustainability in a Post-Covid World and the Emerging Conscious Shopper outlines how the pandemic served as a catalyst for the sustainability movement and what businesses could do to meet these conscious consumer demands. Consumers are hyperaware of environmental concerns and Forrester data suggests that a third of U.S. consumers are prioritizing companies that are actively reducing their impact on the environment. Just like inclusivity, brands and businesses cannot just make superficial claims. An authentic approach to sustainability requires a deeper integration into strategy, operations, R&D, marketing, sales, supply chain and HR.

Theme #4 – Choice

Each one of us, and each consumer, will have to unravel the effects of the pandemic on our outlook, behaviour and emotions. As we emerge from the volatility of infection waves and regulations, we will all have to make choices on how we want to interact with our families, communities, colleagues and strangers –choices that will affect how we interact with brands and businesses. Some people are attending events like concerts and festivals, while others are still doing curbside-pickup for all their purchases.

As a business, it is impossible to predict that your consumer, as an aggregated whole, will act one way or another: your best way forward is through choice. Brands will have to offer consumers a choice on how they would like to experience and interact with the brand, and hybrid events certainly can give consumers the ability to match their comfort level of in-person interaction with an offered experience. Each experiential event planned for 2022 should have either an option to join-in virtually or in-home with family and friends, or both.

Theme #5 – Privacy

Consumers are demanding greater control over their digital data and are pushing forward privacy protection regulations. Google’s impending Privacy Sandbox implementation in 2023 would mean that Chrome will no longer support third-part cookies in an effort to protect users’ privacy. Third-party cookies are created by domains that are not the website that you are visiting and are used for digital advertising by placing a script or tag on any website loads the third-party server’s code.

Without third-party cookies, some tried-and-true tracking, re-targeting, programmatic and digital media solutions will simply not be possible; however, Google will be rolling out new APIs for advertisers that will create opportunities for new digital solutions. Until these APIs are released, businesses should be exploring, evaluating and planning alternative digital advertising tactics such as maximizing their first-party cookie targeting, segmented content marketing, social and influencer advertising.

The team at 7 Communications partners with our clients to deliver strategic advice and planning, looking at the macro environment as well as the micro details of your industry and vertical. We think big and then hone down into what that means for your business, helping deliver effective strategies and the plans that go with them.

Get in touch with us to see how we can help your business or organization plan for your most successful year yet!