The document discusses trends that are predicted to emerge in 2022. It focuses on three trends: 1. Mood Makers - After the emotional impacts of the pandemic, consumers will look to manage their moods through offerings that support happiness, calmness, and other emotions. Products and services will be marketed based on the moods they elicit. 2. Quantify Me - Consumers are increasingly self-tracking their health, habits and environmental impacts using wearables and apps. They want to understand their performance and optimize their lives. 3. Employee Ethics - The pandemic has led people to rethink the meaning of work and how workers are valued across supply chains. Consumers now expect brands to

1. –
Foresight Factory webinar
September 2021
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The Future is Re-energised

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Casual
Connectivity
Everyday
Exceptional
Power
of Now
Latchkey
Loyalty
Maximising
Behaviour
Meta
Messaging
Micro
Moments
Multi-use
spaces
Pet
Appeal
The Great
Indoors
War on
Waste
Science
Forward
Digital
Proxies
Tactile
and
Tangible
Diversify
and
Decolonise
Mood
Makers
Quantify
Me
Personal
Pace
Employee
Ethics
Mastering
the Mind
Ancient
Rituals
Audiophilia
Customised
Reality
Fine
to Be
Fallible
Surprise
Me! Experience
Seekers
Beyond
Human
Light
Relief
Human
Encounters
Social
Wellness
Solo
Living
Challenge
Accepted!
The
Everyday
Athlete
Sleep
Mode
The Death
of Risk
The
Me Me
World
The
Moderation
Mantra
Data as
Currency
Healthy
Habitats
Mass
Exclusivity
Mechanised
Truth
Peer
Power
Pure and
Simple
Synthetic
Society
Sustainable
Living
Presence-
free Living
Consumer
Empowerment
Building
Resilience
Local
Allure
Ownership
Overhaul
Fantastical
Fun
Pretailtainment
The
Shoppable
Universe
Murdered
by
Modernity
Back to
Nature
Liquid
Skills
Pursuit
of Real
Convenience
Culture
Cool to
Be Kind
Enterprise
Nation
Everyday
Activism
The
Stakeholder
Customer
Retrospective
Resolutions
Acclimatise
Now
Sustainable
Living
Ageless
Society
Sex
Positive
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5. Trending 2022
The Future is Re-energised
Mood Makers
- After nearly two years of “languishing”, consumers will
look to replenish the emotional deficit caused by
lockdown life.
- Mood management will become a feature of holistic
health, creating opportunity for mood-supportive
offerings and education.
- Consumers want all the feels – from happiness to
calm to fear to arousal.
- Pairing mood to media, food, leisure… when
deciding what to buy, watch or eat, consumers will
want to know what mood their choices will elicit.
5
The curation and management
of in-the-moment emotions
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Trending 2022
The Future is Re-energised
Mood Makers
The evidence
of global consumers say that
they would like to be calmer,
rising to 48% of Gen Z.
are interested in a drug or medicine
that improves concentration.
say they are interested in a wearable
device that monitored their stress
levels throughout the day.
46% 46% 59%
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Trending 2022
The Future is Re-energised
Mood Makers in action
OffLimits cereals are
designed to spark
particular moods.
Move Your Frame
gym allows you to filter
by mood to find a
suitable workout class.
The Halo wearable from Amazon analyses
the user's tone (from “angry” to “disgusted”).
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Trending 2022
The Future is Re-energised
Mood Makers
Key takeaways
Help consumers
rebuild the
emotional deficit
caused by the
pandemic.
Does your
offering carry
mood-supportive
claims?
Prove them.
Prepare for
a future where
consumers put
their money where
their mood is.
Impacting…
Consumer Technology
Food & Beverage
Health & Wellbeing
Leisure
Media
Retail
Travel & Hospitality
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10. Trending 2022
The Future is Re-energised
Quantify Me
- Consumers are engaging with self-monitoring
tools that allow them to satisfy their self-
curiosity and understand their
performance versus their peers.
- Consumers increasingly want to understand
the impact of their actions on the wider
world. The eco-cost of everyday living will
become increasingly apparent.
- The driving need is about more than just
understanding and competitive spirit,
it is about acting.
10
Self-tracking for the
optimisation of life and planet
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Trending 2022
The Future is Re-energised
Quantify Me
The evidence
of global consumers personally own a
wearable device that connects to the
internet, up from 19% in 2017.
of GB consumers and 20%
in the US use personal health
tracking apps via their smartphone
at least once a month.
of global consumers are predicted
by 2030 to be interested in or using an
app to track carbon footprint.
34% 24% 71%
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Trending 2022
The Future is Re-energised
Quantify Me in action
A necessary piece of the
puzzle? Foundation
Earth, together with
Nestlé and other brands,
is piloting eco-score
labels that could support
personal eco-tracking
efforts.
NatWest bank has launched a new carbon
footprint tracking feature for its app.
The Lioness is a smart
vibrator that measures
arousal and orgasms and
lets users share “pleasure
data”.
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Quantify Me
Key takeaways
Give consumers
the tools to better
understand their
bodies and habits.
Allow consumers to
plug their personal
data into your
systems.
Support preventative
activity against
illness – both personal
and planetary.
Impacting…
Alcohol
Banking & Pensions
Beauty & Personal Care
Consumer Technology
Food & Beverage
Health & Wellbeing
Leisure
Media
Retail
Sustainability
Travel & Hospitality
Utilities
Work & Skills
Trending 2022
The Future is Re-energised
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15. Trending 2022
The Future is Re-energised
Personal Pace
- Consumers are rethinking their fast-
paced lives, particularly relating to work,
and looking to shift the balance towards
leisure and family.
- A greater focus on mental health also
causes some to consider whether they want to
remain in a stressful job or relationship.
- Alongside this, a wider “new
essentialism” is taking hold, where
consumers focus on what really matters to
them in life.
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A reassessment of priorities,
often in favour of a slower
approach to life
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Trending 2022
The Future is Re-energised
Personal Pace
The evidence
of GB consumers and 52% in the US
agree they would like to maintain a
slower pace of life once COVID-19
restrictions are removed.
of global consumers agree that
if employers allow employees to
work flexibly, overall
productivity will improve.
of GB consumers and 22% in the US
agree they feel overwhelmed by the
prospect of a busier social calendar
as COVID-19 restrictions are removed.
54% 68% 30%
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Trending 2022
The Future is Re-energised
Personal Pace in action
Chinese beauty brand
Avène has appointed
an icon of the
country’s slacker
movement as its new
ambassador.
Tour operator
Backroads offers a
Dolce Tempo range
of activity tours at a
more relaxed pace,
which can be tailored
to individual needs.
Fast-casual restaurant chain Panera Bread offers
customers multiple speeds of food fulfilment at its
bakery-cafés, including rapid pick up via drive thru.
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Personal Pace
Key takeaways
Highlight the ways in
which your brand can
support a slower
pace of life.
Demonstrate your
willingness to tailor
products and services
to different paces
of life.
Sympathise with life
in the slower lane, but
don’t alienate
go-getters.
Impacting…
Automotive & Mobility
Banking & Pensions
Beauty & Personal Care
Consumer Technology
Food & Beverage
Health & Wellbeing
Leisure
Media
Retail
Sustainability
Travel & Hospitality
Work & Skills
Trending 2022
The Future is Re-energised
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20. Trending 2022
The Future is Re-energised
Employee Ethics
- In a post-pandemic world, people are
rethinking the meaning of work and how
workers are valued.
- Consumers are recognising that it's not just
the environmental cost of products that
matters – there’s often a human cost too.
- Gig workers and creators will feel
increasingly empowered to fight for the
social protections enjoyed by regular
employees.
20
The expectation that brands
need to care for workers across
the supply chain
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Trending 2022
The Future is Re-energised
Employee Ethics
The evidence
of global consumers agree
companies should prioritise
employing humans over robots,
even if it means higher prices.
of global consumers agree employers
should be legally required to offer
flexible working to employees with
unpaid care duties.
of GB consumers would be interested in
using a service to check how ethical a
product is before buying it,
up from 54% in 2016.
60% 77% 68%
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Trending 2022
The Future is Re-energised
Employee Ethics in action
F*** you pay me bills
itself as a Glassdoor
for influencers,
promoting pay
transparency in the
industry.
Spanish chambermaids’
union Las Kellys is
launching a booking
platform that allows
guests to choose
accommodation based
on employee working
conditions.
Pact coffee wants consumers to think more consciously
about where their daily coffee comes from.
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Employee Ethics
Key takeaways
Recognise and
legitimise all forms
of work, both in
comms and business
practices.
Offer transparency
across the entire supply
chain and put people
at the forefront of
your brand.
Give workers an
opportunity to voice
their opinion and
shape the future of
your brand.
Impacting…
Food & Beverage
Health & Wellbeing
Leisure
Media
Retail
Travel & Hospitality
Work & Skills
Trending 2022
The Future is Re-energised
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25. Trending 2022
The Future is Re-energised
Tactile and Tangible
- There is a post-pandemic need to touch and
get hands-on again.
- Consumers desire to make, craft and
impress others with their dexterous skills.
- Growing cravings for experiences that centre
around texture and touch can be satisfied
with play and tactility.
25
Craving texture and touch –
beyond the click or swipe
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Trending 2022
The Future is Re-energised
Tactile and Tangible
The evidence
of global consumers expect to do more
craft activities in next 12 months
compared to pre pandemic, rising to
30% of Gen Z.
of global consumers are interested in
or already using product box
subscription services.
20% 50%
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Trending 2022
The Future is Re-energised
Tactile and Tangible in action
Touchy Coffee is an independent coffee brand that
foregrounds touch in its branding and product design.
Founded by Japanese
beauty therapist Koko
Hayashi, Koko Face
Yoga is a brand that
offers facial exercises
with claimed anti-aging
effects.
Consumer tech company
Emerge has announced
an innovation in
ultrasound sensors that
will enhance the virtual
reality user experience.
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Tactile and Tangible
Key takeaways
Upgrade functional
products with tactile
elements by
experimenting
with unexpected
materials.
Prioritise the
sensory elements in
the customer’s
brick-and-mortar visits.
Encourage
consumers to get
hands-on with
pastimes they’re
passionate about.
Impacting…
Beauty & Personal Care
Consumer Technology
Food & Beverage
Houses and the Home
Leisure
Media
Retail
Travel & Hospitality
Trending 2022
The Future is Re-energised
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30. Trending 2022
The Future is Re-energised
Diversify & Decolonise
- Going beyond the narrative of inclusivity to
address calls for anti-racist action, intersectional
social justice and wider decolonisation.
- It’s also about the growing demand to dismantle
traditional, exploitative power structures,
eliminate tokenism and redress practices of
cultural appropriation.
30
Championing marginalised groups
and dismantling exploitative power
structures
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Trending 2022
The Future is Re-energised
Diversify & Decolonise
The evidence
of teens globally know someone
who uses a gender-neutral pronoun
as of March 2020.
of global consumers agree that their
ethnicity is important to their
sense of identity.
of global consumers agree “advertising
does not do a good job at
representing diversity
in this country”.
42% 36% 43%
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Trending 2022
The Future is Re-energised
Diversify & Decolonise in action
Kulfi Beauty
challenges
Eurocentric
beauty ideals.
The Explore
Fund Council
from The North
Face aims to
make the
outdoors more
equitable.
Food & Wine addresses
culinary cultural appropriation.
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Diversify & Decolonise
Key takeaways
Decolonise
your brand.
Formulate offerings
designed for specific
communities that
celebrate their
identity.
Empower members of
underrepresented
communities to
guide the NPD process.
Impacting…
Banking & Pensions
Beauty & Personal Care
Food & Beverage
Health & Wellbeing
Media
Retail
Work & Skills
Trending 2022
The Future is Re-energised
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35. Trending 2022
The Future is Re-energised
Science Forward
- As everyday problems become more complex, consumers
are increasingly expected to consider a wide range of
technical and science-driven solutions.
- More brands are emphasising product and service
benefits that are rooted in science and cutting-edge
technology.
- While many people are putting greater faith in science and
experts, there’s also a degree of scepticism bubbling up.
35
Seeking guidance from experts and
acquiring technical knowledge
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Trending 2022
The Future is Re-energised
Science Forward
The evidence
of GB consumers and 48%
in the US say they easily accept the
authority of scientific experts.
of GB consumers and 35% in the US
mention “being experts in their
field” as an important quality when
deciding which brand to use.
of global Gen Z say social media
companies should verify that news
stories shared on their networks
are not fake or misleading.
56% 38% 76%
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Trending 2022
The Future is Re-energised
Science Forward in action
Citizen-science
platform Zooniverse
saw volunteer
participation grow by
40% as a result of the
COVID-19 pandemic.
Ideo Beauty’s Skin
Memory Serum has
been developed from
medical research into
the treatment of
Alzheimer’s.
Hurtigruten Expeditions allow tourists to
be citizen-scientists by surveying the penguin
population on trips to Antarctica.
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Science Forward
Key takeaways
Deploy your data to
set out your expertise
and credentials clearly.
Ask the expert:
endorsements from
respected experts in the
field can be helpful.
Be prepared to debunk
myths by pointing out
that the “natural”
solution may not
always be the best.
Impacting…
Beauty & Personal Care
Food & Beverage
Health & Wellbeing
Media
Travel & Hospitality
Work & Skills
Trending 2022
The Future is Re-energised
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40. Trending 2022
The Future is Re-energised
Digital Proxies
- Daily life is becoming digitalised – a shift that
was energised by the pandemic and will be pushed
even further with the rise of the metaverse.
- People want to craft distinct virtual identities,
and they’re investing real money to do so.
- Digital collectibles in the virtual economy allow
people to signal status and identity.
40
Investment in virtual identities
and assets in online spaces
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41
Trending 2022
The Future is Re-energised
Digital Proxies
The evidence
of global adults have bought
or are interested in buying an
in-game item, e.g. skins, in-game
money, characters, loot boxes.
of consumers wish they could
be more like the person they
describe themselves as on
social media.
50% 33%
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Trending 2022
The Future is Re-energised
Digital Proxies in action
CryptoMotors
is the world’s
first 100% digital
automaker.
The Fabricant
is a digital fashion
house that creates
virtual couture.
Soul, one of the fastest-growing apps in China,
is an “online social playground” with avatars.
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Digital Proxies
Key takeaways
Embrace the
metaverse as a
channel for
engagement.
Allow consumers
to show off their
digital
inventories.
Give consumers
permission to
express their full
self virtually.
Impacting…
Automotive & Mobility
Banking & Pensions
Beauty & Personal Care
Consumer Technology
Food & Beverage
Health & Wellbeing
Media & Social Media
Retail
Trending 2022
The Future is Re-energised
Introduction Trend 1 Trend 2 Trend 3 Trend 4 Trend 5 Trend 6 Trend 7 Trend 8 Poll What's next Q&A

44. 44
Casual
Connectivity
Everyday
Exceptional
Power
of Now
Latchkey
Loyalty
Maximising
Behaviour
Meta
Messaging
Micro
Moments
Multi-use
spaces
Pet
Appeal
The Great
Indoors
War on
Waste
Science
Forward
Digital
Proxies
Tactile
and
Tangible
Diversify
and
Decolonise
Mood
Makers
Quantify
Me
Personal
Pace
Employee
Ethics
Trend Map
Mastering
the Mind
Ancient
Rituals
Audiophilia
Customised
Reality
Fine
to Be
Fallible
Surprise
Me! Experience
Seekers
Beyond
Human
Light
Relief
Human
Encounters
Social
Wellness
Solo
Living
Challenge
Accepted!
The
Everyday
Athlete
Sleep
Mode
The Death
of Risk
The
Me Me
World
The
Moderation
Mantra
Data as
Currency
Healthy
Habitats
Mass
Exclusivity
Mechanised
Truth
Peer
Power
Pure and
Simple
Synthetic
Society
Sustainable
Living
Presence-
free Living
Consumer
Empowerment
Building
Resilience
Local
Allure
Ownership
Overhaul
Fantastical
Fun
Pretailtainment
The
Shoppable
Universe
Murdered
by
Modernity
Back to
Nature
Liquid
Skills
Pursuit
of Real
Convenience
Culture
Cool to
Be Kind
Enterprise
Nation
Everyday
Activism
The
Stakeholder
Customer
Retrospective
Resolutions
Acclimatise
Now
Sustainable
Living
Ageless
Society
Sex
Positive
Introduction Trend 1 Trend 2 Trend 3 Trend 4 Trend 5 Trend 6 Trend 7 Trend 8 Poll What's next Q&A

45. 45
The Future is Re-energised
What’s next from Foresight Factory?
New content
Trending 2022 report – going live on
Collision on Thursday 7 October.
Future of sector and theme reports.
Upcoming webinars – sustainability,
strategic foresight and more.
Trending 2022
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46. –
Foresight Factory webinar
September 2021
Trending 2022
Q&A
Introduction Trend 1 Trend 2 Trend 3 Trend 4 Trend 5 Trend 6 Trend 7 Trend 8 Poll What's next Q&A

47. –
Foresight Factory webinar
September 2021
Trending 2022
Thank you