Do you want to start a business but without ideas? Here is the cheat sheet for building business, a compendium of consumer trends, a breeding ground for inspiration and business potential. The global pandemic of covid it has changed our lifestyles and our values. Sometimes radical changes that the international institute Euromonitor decodes in its 2022 annual report of the 10 consumer trends “Top 10 global consumer trends 2022”.
From self-realization to the need for ever greener spaces, from climate awareness to the metaverse movement, from the fear of getting lost to the digitization of the elderly, from self-esteem to the control of one’s finances or to the generalization of used vehicles, a divided return to pre-pandemic social life … Overview of the different avenues with Alison Angus, co-author of the report.
# 1. To change your life
“We are experiencing an unrepeatable moment. The pandemic and confinement revealed our deepest desires. I want to change jobs, I want to move to the countryside, I want to start painting, I want to create their own business… Many have been thinking about these changes for a long time. They’re rolling out now, “says Alison Angus. Business ideas flourish on this theme of renewal or exploration.
The start-up Chance, for example, promotes Professional mobility thanks to its digital tool open to all, which establishes a comprehensive assessment of skills including personal aspirations. The young company Wecandoo is a booking platform for craft shops. It offers its customers the opportunity to discover all kinds of know-how, from the production of their own mozzarella to the creation of their silver wedding band.
#2. Don’t miss anything, without waiting
With the recovery, the consumer faces rising raw material costs and disruptions in supply chains. In 2022 it will want to ensure priority access to goods and services, whether through technology, a premium subscription, cheaper alternatives, or direct purchases from the manufacturer. “Business ideas that directly connect producers to consumers are interesting, like these farms that deliver locally to the customer’s door,” cites Alison Angus as an example.
# 3. Mitigate global warming
Green activism and choice of a fashion sustainable living are trends that have been consolidated over time. “There are two ways to meet this expectation, by making products with a low carbon footprint or by helping consumers make environmentally friendly choices. For example, the Swedish food brand Felix sets the price of its products based on their carbon emissions, ”explains Alison Angus.
The young French company 900.care da refillable beauty and hygiene products keeps its promise to reduce the ecological footprint by reducing packaging. Another initiative, that of Greenly whose free application calculate the carbon footprint of your personal expenses, followed in 2020 by a software platform for SMEs.
# 4. Stay home if you want
“To return to pre-pandemic lifestyles, consumers will take two types of paths: the vaccinated, those who are ready to take risks, prefer face-to-face; others will remain worried and cautious, preferring distance. Consumers want to socialize but require a flexible approach “, says Alison Angus. Brands will therefore have to mix their marketing strategies. It is up to the consumer to choose whether he wants to go to the store, consume on the spot, opt for click & collect, for online shopping, have it delivered to your home or to a collection point, etc. Virtual events e telework they will coexist with face-to-face commitments.
Online or on-site lessons, it’s up to you… Born on the eve of the first confinement, the start-up Dancefloor first revised its ambition to open a place dedicated to dance. He preferred to start with an online video course platform. In 2021, the company led by businesswoman Rachel Vanier returned to his initial project and opened his first dance studio Dancefloor Paris.
# 5. Enter the Matrix
Matrix is no longer science fiction! The metaverse movement is spreading on social networks, online games and e-business. Immersive environments will contribute to the sale of products through virtual reality. Brands have figured this out, like Hyundai, which just announced its Metamobility concept. “To increase their influence, brands will rely on augmented reality. Consumers will define their avatars to explore virtual worlds, “predicts Alison Angus.
In France, the start-up created by Soraya Jaber, Oposcope , is a pioneer. It offers a turnkey Minsar tool to create immersive content, for companies that want to develop their communication in virtual reality.
# 6. Seniors connection
During the health crisis, older consumers have been forced to turn to online sales and become familiar with digital services. “They represent a great development opportunity as long as existing technologies are simplified, for example by designing the same login module regardless of the medium, smartphone, online site or application. The range of possibilities is wide: applications for health, financial monitoring, socialization, travel or learning, etc., ”explains Alison Angus. The world population over the age of 60 is expected to grow by 65% between 2021 and 2040 to reach the figure of two billion people. A windfall for the market according to Euromonitor.
The start-up Lumeen, for example, leads to virtual reality solution to soothe and stimulate anxious residents of nursing homes. As for the PapyHappy platform, it helps seniors to do this find suitable accommodation to their needs.
# 7. love us as we are
Be indulgent with yourself, accepted for who you are, seek your physical, emotional or spiritual well-being … “Self-care and inclusion are sources of happiness for consumers in 2022. Any products or personalized experiences that will strengthen the feeling of being a better version of yourself, of being in your place, in harmony, is in great demand. Brands need to connect emotionally with consumers, ”says Alison Angus.
The success of CBD in France stems from this trend towards self-care. Rainbow, French “cannabis technology” , markets two CBD-based wellness brands: Kaya, anti-stress food supplements, and Peace & Skin, cosmetics. It is present in the corners of Monoprix’s “daily health”.
# 8. E-manage your money
The democratization of the management of one’s financial assets is a fundamental trend, reinforced by the crisis and the savings surplus of the wealthiest families. Consumers have turned to turnkey applications or solutions to make investments. More confident than technology, they become autonomous in managing their finances. “Fintechs have a future ahead of them if they offer easy-to-use tools and clear financial products. Transparency is the key word, “says Alison Angus.
The start-up Finary has renewed traditional tools. He has developed a web platform and an application for wealth management able to suggest to users an optimization of their asset portfolios.
# 9. Renew the second hand
Consumers change their mood, they no longer want to own a good but to live it. “The new generations have changed the way we look at second-hand products, which until then were perceived as a by-product. On the contrary, they are looking for unique items second hand or rented for an occasion. Resale apps and vintage stores have a bright future ahead of them, “analyzes Alison Angus. The expert also points out the recent success of” coffee repairs “, where” you wear your faulty items, clothes or small appliances, and where, between two cups of coffee, you are taught how to fix them “.
Les Yeux d’Elsa jewelry designer, Elsa Robichez, opened a costume jewelery repair to meet customer demand. For its part, Patatam extends its service from private individuals to large-scale distribution.Created in 2013, the French start-up specialized in the sale of used clothing, has become the European leader in second-hand sales .
# 10. Live in the countryside, in the countryside or on your balcony
The health crisis has accelerated the urban exodus of workers to the countryside, in search of a better quality of life. But it has also increased the demand for green spaces in the city. “Consumers want the best of both worlds. Electronic distribution should therefore reach these neorural communities. Conversely, hanging gardens, beehives, indoor crops or on the balcony are promising niches in the city, ”explains Alison Angus.
Examples of this trend: Futura Gaïa, which grows its herbs, salads or tomatoes vertically, or Myfood, which offers connected greenhouses for rent, are part of it trend of greener urban environments . At the same time, Comptoir de Campagne is revitalizing rural areas without shops.