In its Top Ten Trends for 2022, Innova Market Insights has identified the “universal demand for trust in a sustainable future” as the biggest driver of consumer behaviour in the year ahead.
A sense of joint responsibility for our shared planet is guiding the choices consumers make and the lifestyles they wish to lead, the company says. Innova’s Global Lifestyle & Attitude Survey reveals that, when it comes to food choices, the top two environmental actions people are taking are reducing waste (43% of respondents) and eating in moderation (32%).
Elsewhere, the company says, concerns over health have been amplified by a pandemic which has massively changed social habits. Continued advancements in technology, along with more confident, vocal consumers, will also influence decisions companies must take to meet consumer’s needs in 2022.
‘Shared Planet’ leads the company’s top ten trends, which describes how everyone can play their part in shaping a sustainable and prosperous future. Consumers say they want to be ethically and environmentally conscious, so brands need to work alongside the public to breed confidence in the claims attached to products. Trust and transparency are important for brands wishing to find common ground with their consumer base.
“One of the biggest shifts we are seeing is that the health of the planet is now the top concern of consumers,” said Innova’s Global Insights Director Lu Ann Williams. “Personal health has been the big concern for the past few years, but consumers now tell us that this has been surpassed by global issues. Sustainability is no longer just a Wall Street issue. It might not be the top purchase driver for all consumers, but for many it clinches the deal when it comes to choosing between products.”