Predictions 2022: Europe

October 26th, 2021

Oliwia Berdak VP, Research Director

Thomas Husson Vice President, Principal Analyst

Enza Iannopollo Principal Analyst

George Lawrie Vice President, Principal Analyst

Paul McKay VP, Research Director

Paul Miller Vice President, Principal Analyst

Rusty Warner VP, Principal Analyst

Clarissa Skinner

With contributors:

Laura Koetzle , Carine Lam , Merve Kandemir , Sam Bartlett

Summary

Europeans would love to stop worrying about the pandemic and arrive at a stable “new normal.” But we’re not quite there yet; Europeans can expect less volatility than in 2021, but it won’t be smooth sailing. In Europe, consumers will vote with their wallets in even greater numbers for brands that match their values, and companies will invest heavily in worker productivity and sustainability. Brexit’s impact will become clear as COVID-19 recedes, and Europe will scale back its dreams of sovereign clouds to focus on sensible standards for data usage and transparency. This report outlines Forrester’s five most important predictions for European business, marketing, and technology leaders in 2022.

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