6 Consumer Trends That you have to look stay up to in 2022 (2023)

In this guide, we’ve listed the top 6 consumer trends for 2022. You’ll also learn how to use the trend to unlock growth in the year ahead.

1. Customer-Centric Approach

Now more than ever, customer interactions can have a decisive impact on loyalty and trust. Consumers are re-evaluating their social, work, and purchasing decisions, which can significantly affect employee and customer retention.

In 2021, a Mastercard study revealed that 74% of consumers are more likely to buy from brands that demonstrated concern and provided excellent care for customers during the pandemic.

A customer-centric approach is vital for growth and customer retention in 2022. But most companies still face significant barriers to becoming customer-centric:

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Access and usability of customer data are crucial for gaining the insights needed to provide enhanced customer experiences.

In our latest Digital Gap Survey, only 32% of business leaders agreed that their company knows how to use data in a meaningful and actionable way. Brands need to collect data and have the capabilities to use it.

In 2022, brands should focus on building their data capabilities and put the customer experience at the heart of their digital strategy.

2. Seamless Omnichannel Experience

One of the biggest consumer trends of the last few years is the rise of omnichannel shopping. Consumers are used to interacting with businesses on multiple devices throughout the buyer’s journey. Whichever device or channel a consumer chooses to use, they expect the experience to be smooth and rewarding.

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The global pandemic has seen growing popularity for omnichannel experiences among all consumer demographics.

According to PwC, 41% of people purchased products using their smartphones at least once per week in 2021. Up from 24% in 2019.

In the last 12 months, how often have you bought products using the following shopping channels?

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Customer experience leaders like Amazon have set the expectation level for omnichannel shopping and communication. As a result, consumers now compare the experience of buying from your brand to this higher standard.

To succeed with omnichannel, brands need to focus on creating cohesive experiences. For many companies, that means breaking down data silos. By establishing a customer data platform, companies can increase collaboration between departments. Marketing, sales, and customer service need to work in unison to provide the experiences customers demand in 2022.

3. Sustainability

Consumers are increasingly concerned about environmental and ethical sustainability. This consumer trend has accelerated, with 85% of people changing their purchase behavior towards more sustainable products and services over the last five years.

In a 2020 survey, 77% of consumers stated that it was very or moderately important that a brand was sustainable and environmentally responsible. Consumers also preferred brands that support recycling, with 76% believing it was very or moderately important.

Environmentally friendly brand attributes that are important to consumers worldwide in 2020:

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These consumer trends highlight the importance of adopting environmentally sustainable initiates. This can include carbon offsetting, more efficient manufacturing, and sustainable materials and supply chains.

Consumers want to buy from brands that are aligned with their values.

The outdoor brand Patagonia has consistently been one of the most forward-thinking companies regarding sustainability. Patagonia doesn’t try to “greenwash” and is transparent about the impact of its operations.

In 2020, the company conducted a study on plastic packaging in the shipping of its products. When the brand trialed plastic-free alternatives, 30% of garments became damaged and unsaleable. Customers can see why the brand chooses to use plastic packaging and the steps taken to try and find alternative solutions.

Being open and transparent is the main takeaway. Even if you cannot achieve immediate results, showing customers how you are taking steps to be more sustainable can significantly impact brand image and consumer purchasing decisions.

4. Digitization: All Digital World

The pandemic has accelerated consumer digital adoption. Even the demographics that had been the most hesitant have embraced digital solutions and channels.

In the U.K., 49% of adults that had yet to make an online transaction completed an online purchase during the pandemic. In the U.S., the percentage of first-time online buyers is 60%.

In 2022, more and more consumers will see the world as all-digital. The consumer trends and behaviors picked up during the pandemic are likely to stick.

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As a result, consumer expectations will be even higher for digital experiences. A recent survey revealed that nearly 60% of customers believe companies should provide cutting-edge digital experiences to win their loyalty.

Brands need to focus their efforts on enhancing the digital customer experience and using technology to deliver better solutions.

This is a challenge that most executives are aware they need to overcome. For example, almost 90% of CEOs think their business model needs to change to be economically viable in 2023. And more than 50% view technology as a way to differentiate their brand from competitors.

The winners in 2022 and beyond will be the brands that can harness technology to create digital and in-store experiences that delight their customers. Retailers need to determine the types of experiences that will make consumers visit a brick-and-mortar store. That will involve new value propositions and new business models for many brands.

5. Purchase Directly From Brands

Consumers control how, when, and where they choose to engage with brands. In an age where a shopper can use their smartphone to find dozens of retailers selling the same product, the customer experience has become a key differentiator.

That’s why consumers are increasingly choosing to buy direct from brands. In a 2021 Google-commissioned survey, 60% of online shoppers stated that they would go out of their way to purchase directly from a brand, with 66% of shoppers buying directly from a brand in the last three months.

This consumer trend highlights an opportunity for brands that have relied on traditional B2C business models. It also shows the importance of establishing strong digital sales channels.

When consumers visit a brand’s website, 82% expect to be able to purchase directly. Nearly 90% would also buy directly from a brand’s website if they could.

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To capitalize on these consumer trends, brands need to take ownership of the customer experience. Adopting direct-to-consumer business models and creating digital experiences that consumers cannot get from third-party resellers is key to growth.

In 2022, consumers want to feel a stronger connection with brands, be part of a community, and get more value from their purchasing experiences.

6. Humanize Your Brand With Storytelling

Two of the biggest marketing trends over the last several years have been the rise of user-generated content and influencer marketing. These trends have become so powerful because they use storytelling to humanize brands and make them relatable.

People want to buy from other people – not a faceless robotic company. Storytelling is how consumers connect with brands, understand problems, and learn the benefits of products.

In a 2020 survey, brand storytelling was the second most popular type of video marketing that companies were investing in.

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Storytelling can play a vital role throughout the buyer’s journey. It can tell the story of the brand’s history, the people in the organization, the supply chains right through to the end customers. It can build a community around the brand and deliver the immersive experiences that consumers want.

While it doesn’t directly impact conversions like an ad campaign promoting a product, it’s a powerful tool for brand awareness and strengthening customer relationships.


What are 2022 consumer behavior trends? ›

Adopting direct-to-consumer business models and creating digital experiences that consumers cannot get from third-party resellers is key to growth. In 2022, consumers want to feel a stronger connection with brands, be part of a community, and get more value from their purchasing experiences.

What are the consumer trends? ›

What are consumer trends? Consumer trends are patterns of shopping habits that change over time. They are generally determined by experts based on data, consumer behavior surveys, and studies that examine how people spend money and make purchasing decisions.

What are 3 examples of things that help define consumer trends? ›

Watch Now!
  • Trend #1: A Hybrid View of Shopping. ...
  • Trend #2: Craving Convenience. ...
  • Trend #3: Homes Become Hubs. ...
  • Trend #4: Loyalty isn't a Given. ...
  • Trend #5: Customers Want Value — in More Ways than One. ...
  • Trend #6: AI and VR Blend Further Into the Marketing World. ...
  • Trend #7: Spending Will Increase – but Buyers are Pickier than Ever!
Dec 12, 2022

How do you keep up to date with consumer trends? ›

Here are our top five tips:
  1. Pay attention to social media. One of the most convenient places to stay updated with trends is social media. ...
  2. Give industry newsletters a try. Another way to follow trends is to sign up for newsletters. ...
  3. Read interviews with industry leaders. ...
  4. Use analytical tools. ...
  5. Watch your competitors.
Oct 18, 2022

What trends are in 2022? ›

Style took a step back in time, 90s fashion made a return in 2022. Baggy jeans, oversized clothing, and flannel became staples once again in many people's closets. Charcuterie boards are here to stay but make room for trendy butter boards, which is exactly as it sounds.

What are consumers searching for in 2022? ›

More Than Ever, Consumers Will Be Looking for Meaning in 2022. In today's chaotic world, shoppers aren't just looking for products. They're searching for something deeper and more meaningful: an experience, an expression of belonging, an articulation of their place in the world.

What are the 5 trends? ›

  • 5 Trends for 2020. (and 22 for 2022!) ...
  • 5 Trends for 2020. (and 22 for 2022!) ...
  • GREEN PRESSURE. In 2020, consumers move from eco-status to eco-shame. ...
  • BRAND AVATARS. In 2020, human brands take powerful new form. ...
  • METAMORPHIC DESIGN. Consumers demand relevance as a service. ...
  • THE BURNOUT. ...

What are the 3 major trends? ›

There are three main types of trends: short-, intermediate- and long-term.

What are the four types of trends? ›

Entrepreneurs should observe at least four types of trends—economic, social, technological and regulatory—to identify business opportunities and grow their startups. By paying close attention to economic trends, they can identify areas that are ripe for new ideas.

What are examples of trends? ›

A micro-trend can become popular quickly but may last only a few months to a few years. Some examples of micro-trends include different sizes of glasses and high-waisted or low-waisted jeans. Macro-trends typically exist over longer periods and gain more influence from lifestyle and demographic changes than fashion.

What are predicted consumer trends for 2023? ›

LONDON—Global consumer trends for 2023 include responsible but emotional spending, the role of digitization in purchasing processes, female equality demands and a disruptive Gen Z, according to Euromonitor International's Top 10 Global Consumer Trends 2023 report.

Why keep up with trends? ›

Staying up to date with current trends will help your brand in identifying new opportunities to better advertise your company and to ensure that more people will become aware of what it is your business focuses on.

Why are consumer trends important? ›

Why awareness of consumer trends and fads is critical to your business. Consumer trends represent the needs, desires, and beliefs that influence buying decisions—the values and attitudes that become ways of living—how people define themselves and create lifestyles.

How do you keep up with consumers? ›

  1. Stay Close To The Sales Process. Stay close to the sales process and listen. ...
  2. Check In With Clients Obsessively. ...
  3. Implement An AI Strategy. ...
  4. Never Assume You Know Everything. ...
  5. Use Social Listening, Not Social Monitoring. ...
  6. Ask Your Children. ...
  7. Build A Customer-Centric Culture. ...
  8. Get Customers To Share Their Vision.
Sep 25, 2020

What is the most trending in 2022? ›

Google's top trending news searches of 2022
  • Election results.
  • Queen Elizabeth passing.
  • Ukraine.
  • Powerball numbers.
  • Hurricane Ian.
  • Mpox (formerly known as monkeypox)
  • Texas school shooting.
  • Will Smith Oscars.
Dec 7, 2022

What is the most interesting trend for 2022? ›

Here Are the Top 12 Trends You'll See Everywhere in 2022
  • Barkitecture. ...
  • Rich Chocolate Hair. ...
  • Moon Parties. ...
  • Hibiscus-flavored Everything. ...
  • Tech Turn Offs. ...
  • Pointed Slingbacks. ...
  • Gentle Parenting. ...
  • Champagne Towers.
Jan 11, 2022

What are the trends for 2022 2023? ›

Winter 2023 is going to be about comfort and oversized statement pieces. Street style trends from November and December 2022 point toward fur and fleece-lined jackets, oversized pants, and gender neutral silhouettes. Bags are small, bright, and often crossbody. Utilitarian cargo pants and vests are also trending.

What are the top 5 data trends that will shape 2022? ›

  • Top Data Science Trends For 2022. In the post-pandemic world, businesses have adopted an innovative approach to data science. ...
  • The Rise Of Deepfake Technology. ...
  • Python Will Rule Data Science. ...
  • Need For Data Protection And Data Privacy. ...
  • Increasing Demand for Data Scientists. ...
  • Predictive Analytics Is At The Forefront. ...
  • Bottom Line.
Nov 7, 2022

What are three 3 things that influence consumers? ›

3.2 The factors which influence consumer behaviour
  • Psychological (motivation, perception, learning, beliefs and attitudes)
  • Personal (age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept)
  • Social (reference groups, family, roles and status)

What are the 3 factors that consumers need? ›

Begin with these three simple factors: market trends, personal motivations and desires, and reviews. Marketers often go straight into a consumer's personal behavior. Buyer personas and customer avatars all use desires and motivations as a foundation. But, consumers are first influenced on a cultural level.

What are the 3 major factors that affect consumer demand? ›

Unfortunately, the demand for consumer goods is affected by many different factors including product price, consumer income and expectations.

What are the 3 categories of influences on consumers? ›

Three major categories of influences affect the consumer buying decision process: situational, psychological, and social.


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