2020 is behind us. Beginning of the year, time to take stock: what to remember from all this adventure? As much as possible, positive! At the center of the difficulty is opportunity, Einstein said. So let's put it into perspective: what initiatives have done us good, what has covid accelerated, what will remain after the storm has passed? Quick glance in the retro, projection forward: we present to you the 24 trends set to spread in 2021.
Here is a little preview.
Trendy n ° 1: Businesses are becoming health brands.
Brands are investing more and more in our well-being - whether it is to help us eat better, sleep better, work better, etc. - generally to live better. Harley Davidson has for example changed its positioning to make motorcycles a great way to decompression: 'Breathe. Wrinkled.'
Harley – Davidson Campaign: Full – Throttle Wellness - 2020
Trendy n ° 2: Opulence is outdated.
In 2020, consuming TOO MUCH is frowned upon. Enriching your wardrobe frantically, spending your life at the airport, buying NEW the latest state-of-the-art Smartphone: these practices are becoming has-been. Striking example: Gucci departs from the seasonal framework pre-established by the fashion world and pushing for overproduction to no longer offer 'only' 2 collections per year. New mentality, new priorities: consumption goes beyond the search for 'social status' to keep only the 'social'.
Trend # 18: Innovate green for the future.
Innovation has always been the essential lever for brands to reconnect them with economic growth. But between the pandemic, the recession and the current climate change, any innovative initiative must today be 'green and against all odds' to be carried out with a sustainable performance indicator identified upstream. McDonald's, not irreproachable from all points of view, yet innovates by including in its new range the McPlant 1er plant-based burger from the chain co-created with Beyond Meat, producer of plant-based meat substitutes.
McDonald's McPlant in collaboration with Beyond Meat
And durable does not mean inaccessible, Ikea launches its 'refurb' buy-back program which encourages customers to bring their unwanted Ikea furniture back to the store to receive vouchers of up to 50% of the original purchase price - second-hand products being returned sale, at ultra-reduced prices, in the new 'as is' store area.
Trend # 3: Shopping becomes social.
Brands have found their new weapon of mass consumption with social networks. Glossier uses his blog comments Into The Gloss and her Instagram to create conversation around beauty and thus feed her marketing strategy to create new 'beauty essentials'. For his part, Popshop Live - new mobile marketplace - sees the success of the live format as a simple and effective way to tell the story of the products and brands it sells, thus offering an interactive shopping experience to its viewers-buyers.
Popshop Live the new live shopping platform that has already raised $ 4,5 million.
Trend # 16: The employee is king.
Did you know that according to a study conducted by Harvard Business Review, earning a star on Glassdoor (a site where employees rate their work environment anonymously) generates on average + 7,8% to + 18,9% growth in the market over the long term? In the wake of the pandemic CEOs have identified 'talent' as the number one threat to business growth, a category that encompasses both recruitment, retention, overall well-being and health. (2020 KPMG CEO Outlook, COVID Special Edition). Not so surprising to see employers treat their employees with great care. And the 'employee experience' goes beyond traditional benefits, restaurant tickets, Christmas meals, etc. A striking example: Patagonia employees arrested during peaceful protests will have their bail paid by the company.
So let's take action! Hoping that this foretaste of 2021 will please you and be able to guide you in your actions, all you have to do is discover all of our 2021 trends here.