Ten Trends That Will Shape The Way We Live This Year

Consumers will evolve past being frugal this year by becoming more aware of their spending behaviours and looking for alternatives to buy goods in less traditional ways, said market research firm Euromonitor International in its annual prediction report.

The company’s annual trend report forecasts what consumers will value in the coming year and how companies should adapt to those behaviours. This year, consumers will change their spending in subtle ways. They will also even experiment with the metaverse, the research firm said.

“We see the middle class resetting and thinking about their spending, but we see that way beyond—everybody’s being a lot more frugal,” said Alison Angus, head of lifestyles research at Euromonitor.

Euromonitor traditionally begins the forecasting process around July. The fast-spreading Omicron variant has slowed down recovery efforts across industries and among consumers, but many of the forecasted trends are unaffected, Ms. Angus said.

Ahead are Euromonitor’s predictions for global consumer trends in 2022:

Supply-chain workarounds

Product shortages and disruptions have spurred consumers to use subscription services or buy secondhand to find what they want. Companies need to adapt to these individuals by offering alternatives to items, said Ms. Angus. Virtual queue systems present an opportunity for shoppers to get a place in line and hope they receive a product, the research firm said. Offering rental or refurbished products is another chance to keep that customer’s loyalty as does enticing them with exclusive or presale items.

Climate change becomes top of mind

The 26th conference of the Parties to the United Nations Framework Convention on Climate Change, otherwise known as COP26, made consumers think about their everyday actions in relation to climate change, said Ms. Angus. People are looking to cut back on food waste, reduce their plastic use and recycle more. Sixty-seven per cent of consumers surveyed by Euromonitor stated that they tried to do something every day to have a beneficial impact on the environment. Climate change and sustainability are trends that continue to evolve from previous years, but in 2022, younger consumers will have more of an impact on their peers, parents and grandparents.

Senior citizens optimize their digital lives

The pandemic forced many people to adjust their behaviours, such as shopping for groceries online for the first time. That trend was especially popular among seniors. Now, this group of consumers want to continue their digital use, and companies should respond accordingly by offering training, support and making products that are easy to use, the research firm said. For some companies, it may mean making an app or website function the same across all types of devices such as a laptop or smartphone, Ms. Angus said.

Taking control of finances

The pandemic’s instability caused many consumers to become more aware of their finances, as well as experiment with investing and trying out cryptocurrencies, the firm said. Companies should offer ways to educate consumers about their financial services or make products more accessible, such as lowering fees, Ms. Angus said.

Prioritizing personal values and goals

Thirty-four percent of people in the latest survey preferred to spend money on experiences as opposed to products in 2021, compared with 27% in 2015. Companies need to address the change by becoming flexible to what consumers want, whether they are still working or looking for a new job opportunity. “Last year, we were talking about consumers rethinking their priorities and what their life wants to be like,” Ms. Angus said. “This year…they’re actually making the changes.”

The metaverse switches from experiment to a reality

Consumers who were forced to conduct their lives online via video chats are now changing their behaviour to engage with digital worlds and communities, Ms. Angus said. Virtual concerts, sales of nonfungible tokens and dressing avatars are behaviours that consumers are tapping into, and some companies are meeting them there, the research firm said. “Any business can’t afford not to be thinking about this,” Ms. Angus said. “Because it is happening and consumers are going there.”

Secondhand loses the stigma

Buying items secondhand is no longer stigmatized. It has become a sought-after option for consumers who want to have unique items or are shopping on a budget. Options such as gift cards or buyback programs that promote secondhand shopping behaviours from consumers are winning them over. Companies should meet this demand by addressing consumers who want to bring in older versions of items and receive a voucher or repair them in-store, Ms. Angus said.

City residents opt for suburban and rural perks

People who stayed in cities and didn’t flee to the suburbs during the pandemic now want some of the advantages of living outside a city, such as having access to green spaces. Others want more services closer to their homes, with many still working from home, the research firm said. Companies should aim to bring shops and services closer to them that don’t require a train or car ride. “Making everything accessible to consumers within 15 minutes,” Ms. Angus said.

Indulgence in self-care and happiness

Fifty-six per cent of consumers expect to be happier in the next five years, the firm stated. To reach that nirvana, people are buying products that help their mind and body, such as cannabis products or meditation courses. Personalized shopping experiences that can predict a consumer’s needs will become a key component in reaching these people, Ms. Angus said.

Hybrid approaches to socialization

As the pandemic continues, consumers are becoming fragmented: those who want to go back to their normal lives and engage in social activities, and those who remain cautious. This means hybrid possibilities, such as digital visits or waiving cancellation fees, can address the needs of different consumers, the firm said. Products and services need to become multifaceted and seamless to serve this split consumer base, Ms. Angus said.

As Paris makes its final preparations for the Olympic games, its residents are busy with their own—packing their suitcases, confirming their reservations, and getting out of town.

Worried about the hordes of crowds and overall chaos the Olympics could bring, Parisians are fleeing the city in droves and inundating resort cities around the country. Hotels and holiday rentals in some of France’s most popular vacation destinations—from the French Riviera in the south to the beaches of Normandy in the north—say they are expecting massive crowds this year in advance of the Olympics. The games will run from July 26-Aug. 1.

“It’s already a major holiday season for us, and beyond that, we have the Olympics,” says Stéphane Personeni, general manager of the Lily of the Valley hotel in Saint Tropez. “People began booking early this year.”

Personeni’s hotel typically has no issues filling its rooms each summer—by May of each year, the luxury hotel typically finds itself completely booked out for the months of July and August. But this year, the 53-room hotel began filling up for summer reservations in February.

“We told our regular guests that everything—hotels, apartments, villas—are going to be hard to find this summer,” Personeni says. His neighbours around Saint Tropez say they’re similarly booked up.

As of March, the online marketplace Gens de Confiance (“Trusted People”), saw a 50% increase in reservations from Parisians seeking vacation rentals outside the capital during the Olympics.

Already, August is a popular vacation time for the French. With a minimum of five weeks of vacation mandated by law, many decide to take the entire month off, renting out villas in beachside destinations for longer periods.

But beyond the typical August travel, the Olympics are having a real impact, says Bertille Marchal, a spokesperson for Gens de Confiance.

“We’ve seen nearly three times more reservations for the dates of the Olympics than the following two weeks,” Marchal says. “The increase is definitely linked to the Olympic Games.”

Worried about the hordes of crowds and overall chaos the Olympics could bring, Parisians are fleeing the city in droves and inundating resort cities around the country.
Getty Images

According to the site, the most sought-out vacation destinations are Morbihan and Loire-Atlantique, a seaside region in the northwest; le Var, a coastal area within the southeast of France along the Côte d’Azur; and the island of Corsica in the Mediterranean.

Meanwhile, the Olympics haven’t necessarily been a boon to foreign tourism in the country. Many tourists who might have otherwise come to France are avoiding it this year in favour of other European capitals. In Paris, demand for stays at high-end hotels has collapsed, with bookings down 50% in July compared to last year, according to UMIH Prestige, which represents hotels charging at least €800 ($865) a night for rooms.

Earlier this year, high-end restaurants and concierges said the Olympics might even be an opportunity to score a hard-get-seat at the city’s fine dining.

In the Occitanie region in southwest France, the overall number of reservations this summer hasn’t changed much from last year, says Vincent Gare, president of the regional tourism committee there.

“But looking further at the numbers, we do see an increase in the clientele coming from the Paris region,” Gare told Le Figaro, noting that the increase in reservations has fallen directly on the dates of the Olympic games.

Michel Barré, a retiree living in Paris’s Le Marais neighbourhood, is one of those opting for the beach rather than the opening ceremony. In January, he booked a stay in Normandy for two weeks.

“Even though it’s a major European capital, Paris is still a small city—it’s a massive effort to host all of these events,” Barré says. “The Olympics are going to be a mess.”

More than anything, he just wants some calm after an event-filled summer in Paris, which just before the Olympics experienced the drama of a snap election called by Macron.

“It’s been a hectic summer here,” he says.

Hotels and holiday rentals in some of France’s most popular vacation destinations say they are expecting massive crowds this year in advance of the Olympics.
AFP via Getty Images

Parisians—Barré included—feel that the city, by over-catering to its tourists, is driving out many residents.

Parts of the Seine—usually one of the most popular summertime hangout spots —have been closed off for weeks as the city installs bleachers and Olympics signage. In certain neighbourhoods, residents will need to scan a QR code with police to access their own apartments. And from the Olympics to Sept. 8, Paris is nearly doubling the price of transit tickets from €2.15 to €4 per ride.

The city’s clear willingness to capitalise on its tourists has motivated some residents to do the same. In March, the number of active Airbnb listings in Paris reached an all-time high as hosts rushed to list their apartments. Listings grew 40% from the same time last year, according to the company.

With their regular clients taking off, Parisian restaurants and merchants are complaining that business is down.

“Are there any Parisians left in Paris?” Alaine Fontaine, president of the restaurant industry association, told the radio station Franceinfo on Sunday. “For the last three weeks, there haven’t been any here.”

Still, for all the talk of those leaving, there are plenty who have decided to stick around.

Jay Swanson, an American expat and YouTuber, can’t imagine leaving during the Olympics—he secured his tickets to see ping pong and volleyball last year. He’s also less concerned about the crowds and road closures than others, having just put together a series of videos explaining how to navigate Paris during the games.

“It’s been 100 years since the Games came to Paris; when else will we get a chance to host the world like this?” Swanson says. “So many Parisians are leaving and tourism is down, so not only will it be quiet but the only people left will be here for a party.”