The Covid-19 pandemic has dramatically increased the need for more content, technology-based marketing and has given individuals the agency to take control of their health. In that sense, the pandemic has changed people on an individual level and it has also permanently altered certain industries.
It's helpful, then, to predict new consumer behavior trends in 2022 so that your business can take advantage of the benefits these changes may bring and learn to adapt to customers' new expectations.
From demanding more personalized outreach to the desire for more video content, 14 Forbes Business Council members shared their predictions for changes in consumer behavior this year.
Well-informed customers will only become better-informed in the coming years. Working in the commercial cannabis ingredients sector, I'm constantly impressed by the increase of specialized knowledge among the public.
With the rise of audio and visual mediums, brands must lean into creating educational content that meets consumers at their level on their platforms and doesn't speak down to them. - Chris Gerlach, Synergy Life Science
Increased mobility due to eased travel restrictions brought forth the opportunity to bring sophisticated online advertising targeting techniques to the streets. With brands' ability to now publish hyperlocal, dynamic ads through programmatic out-of-home, I foresee consumers basing more of their purchasing decisions on the go.
In 2022 and beyond, the shared voice of the customer as a collective community and crowd will make or break a brand. How your company is showing up in the world, what you are focusing on, and the impact you are making the matter more than ever.
Customer centricity, customer listening, and customer co-creation will be core to brand growth. Ask yourself, "What is the customer question I am solving for?" - Kyle Hermans, Be Courageous
As customer expectations rise, so will the demand for personalization. As a result, organizations will need to determine which parts of the customer experience can be automated with the most impact on fast delivery and turnaround, as well as which customer interactions are best handled with a human touch. - Chaz Perera, Roots Automation
Customers are communicating through text messages with businesses and this is increasing in 2022. A few years back, text messaging was dead due to social networks. Now things have changed and customers are saying "YES" to text messages.
This includes SMS and WhatsApp messaging about deals, news and customer services. - Piyush Jain, Ducknowl
Expect more erratic behaviors and emotions from customers in 2022. With so much uncertainty in the economy, lingering Covid fears, issues with our supply chain and so many macro factors that are influencing everyday life, people are more stressed and pressed than ever before.
The biggest things companies need to do when dealing with customers is pause, breath and then respond. Don't react. - Matt Weirich, Realync
People care more about quality than quantity and free social platforms will begin to take a backseat to paid communities where you are able to build more meaningful high-quality relationships. If Facebook charged $1 per year, 70% of the people promoting propaganda would be eliminated. - Jared Yellin, 10X Incubator
Foods that are better for you and delicious are going to dominate the growth charts. We have seen a major trend of switching to healthier foods in the last few years, but most people settled for flavor.
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That is changing rapidly. Flavor first is coming back and being better for you will be a requirement—but only if it's delicious. - Gil Eyal, Stardust Ventures
Environmental, social, and governance practices (ESG) are seeing a meteoric rise in adoption by firms across all sectors in the US. According to Deloitte Insights, 50% of all professionally managed assets in the US could grow to be managed by an ESG mandate. Consumers are driving this trend and it will increase in 2022. - Richard Steel, Parsec Ventures
Covid has been a catalyst for change in customer behavior with life operations being fundamentally virtualized, from banking to shopping to healthcare.
What is crystal clear is that through this, customers have become empowered and increasingly participatory in healthcare and its convenience. We have seen a decade's worth of innovation in health happen in a year and the expectation is that it will increase. - Corey Scurlock, Equum Medical
In so many spaces, the toll of the pandemic has whittled away at the ability to provide great client experience, and some industries have actively taken the opportunity to reduce services to the bare minimum.
Any business that can maintain a high level of consumer experience will corner a market frustrated with "skimp-flation" and in search of a great experience. - Christopher White, Eques, Inc.
Customer behavior continues to evolve as the pandemic progresses, and you need to stay on top. So first, regularly dig into your customer data to identify trends and habits.
Next, adjust your customer communication strategy to focus on the channels that work best for your audience. And finally, continue to deliver stellar customer service. That'll give your business an edge over the big brands. - Bram Weerts, Kea | Analyst Relations
Customers in both B2C and B2B markets have experienced so much disruption that reliability has become the name of the game. Businesses that can consistently maintain quality expectations and deliver reliably are now able to set prices anywhere they wish.
Building a resilient organization that will weather disruption without disappointing customers is becoming the key to success. - Dustin Snyder, Wayforward Associates
Your people, like your customers and your staff, are the most underutilized assets that your business has.
The easiest way to turn shoppers into buyers is to build fast consumer trust by leveraging your real customers to tell a variety of different stories on video for things like video reviews for your website, TikTok videos, and video SEO to increase e-commerce conversions and sales. - Bernadette Butler, StoryTap; Source: Forbes.