Marketing Moments

We're all more aware of our wellness after the last two years, and our dietary habits are changing as a result. Plant-based diets have never been more popular and Veganuary is the perfect time to try a temporary change which might become permanent. Fish-free tuna, milk alternatives such as barley or pea and Aquafaba will be on our shopping lists in 2022.

With casual dating a lot more difficult these days, people have been taking stock and re-evaluating what they want in a partner. Recent survey data shows that a decline in negative dating behaviour such as ghosting and catfishing is taking place, but with the pandemic sapping people’s confidence for meeting in real life, and increasing social anxiety, will ‘dating coaches’ be this year’s big trend?

With families spending more time together, fun initiatives that connect children, adults, friends and fans are big. World Book Day is the perfect example, and with Jamie & Rebekah Vardy’s first storybook for children due to be published on that day, ‘sloths’ like Cedric could become a new favourite dress-up for kids. For adults, colourful catsuits and corsets are making a comeback, so we’ll watch out for those at the Oscars this month too.

Our immune systems have been through a lot lately so we’ll be more aware than ever, of how our body’s defences protect us against infection. It’s estimated that around 2 million people around the UK have a food allergy and with these on the rise everywhere, National Allergy Awareness Week, might be more high-profile than ever. Given that the range of foods to which people are allergic has widened, people will be searching for foods that are ‘free-from’. Milk-free chocolate and using rice-based substitutes, is a growing confectionery trend.

It will be the first full season with football fans back in the stadium. Clubs have reacted to the idea of vaccine passes within venues saying they are doing their best to update fans on the new rules. Noisy stadia will be back full of chanting and cheering from the those in attendance but what of those denied entry? Expect some long-time season-ticket holders to get together to create brand new online-only fan communities who will watch and support their teams remotely.

This country has never seen a Platinum Jubilee. Queen Elizabeth II will be the first British monarch to celebrate 70 years of service. We can expect a host of public events and parties to celebrate this milestone but alongside that many more statues, iconography and pieces of public art. New generational art will be funded and installed throughout the year, reminding us of what binds us together. With an extra bank holiday to celebrate, we'll look forward to lots of food recipes, celebratory drinks, and limited edition products that carry the ‘Jubilee’ descriptor (remember Coronation Chicken?)

As schools break up for summer holidays, more families will be trying to take trips away together, to limit the cost of testing and the impact of travel on the environment. Holidaymakers will be staying closer to home but taking holidays that last for longer. They will be opting for greener, healthier but cost-effective stays at hobbyist locations. A trend for getting back to nature will benefit UK seaside towns, activity centres, as well as educative retreats for cooking, writing and meeting other people who are into the same hobbies.

The last of the barbecues and bank holidays for a while, will make National Burger Day a time to celebrate. The burger has an interesting history including being cooked by Genghis Khan’s men who prepared meat patties, and favoured by German immigrants who brought Hamburg Sausage to the States. This year these multicultural perspectives on the Burger will be promoted in the media, alongside our love for the all-American classic. Maybe we’ll even get a specially named Jubilee Burger!

September is the month to review where we’ve been, and prepare for a colder climate to come. Changing our wardrobes from summer to winter, along with a wardrobe cull, is one of those key activities. This year do we really need to replace old for new? Buying only second-hand in September, and renting not buying outfits and accessories for special occasions will become more popular. And recycling our old clothes by making and mending or holding ‘swaps’ parties with friends or colleagues, especially during Recycling Week, will really take off this year.

Halloween gets larger and more Americanised every year but 2022 will be a little different. Sugar-free treats and fruit-based alternatives will be on hand, along with new Halloween fragrances as we end up spending more time indoors than out. Metallics and dark palettes continue to be popular but our home decor will be joined by more rustic, organic and natural elements together with handcrafted details giving Halloween a more homely, vintage feel this year.

By November, stress will be building up and so National Stress Day will try to build awareness around personal anxiety. The stress of the forever-changing rules, along with health worries in general, collide with the build-up to Christmas. If inflation continues, money worries may also be in play so Black Friday might be the busiest we have ever seen. Ironically, Cyber Monday will encourage us to spend more time online so this month more young people will choose a digital detox, putting down their mobile phone, to take long walks in nature, and appreciate the beauty of autumn.

There is no doubt that economic pressure, as well as the inability to travel widely, will mean more people want to stay local for Christmas shopping. Independent businesses will be looking for extra support and running initiatives to encourage consumers to spend with them. Shoppers will be looking for more personal, handcrafted and personalised gifts that can also help independent retailers. Locally made foods, wines and baked sweet-treats will prosper and the small business community will loudly promote each others gifting wares. At the same time, teens and gamers will be purchasing 'digital goods' as virtual gifts for their virtual friends online.