Predictions Report

Predictions 2022: Consumer

Fatigued By Ongoing Uncertainty, Consumers Seek Immediate Happiness And Comfort

October 27th, 2021
Anjali Lai, null
Anjali Lai
With contributors:
Mike Proulx , Keith Johnston , Dipanjan Chatterjee , Rick Parrish , James McQuivey, PhD , Thomas Husson , Alex Schanne , Jim Nail , Rachel Birrell

Summary

After two years of living with uncertainty, consumers are weary, guarded in their spending, and used to constantly resetting their expectations and adapting their behavior. In 2022, consumers will continue testing new ways to meet their needs while keeping an eye on long-tail pandemic disruption; in the process, their new behaviors will create new economies. Lingering fears around their physical and financial health as well as tempered optimism about a post-pandemic recovery will compel consumers to find brands, products, and experiences that provide an immediate sense of happiness, comfort, and relief, even if it’s temporary.

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