Predictions 2022: Europe

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.