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  • this is going to be the most unique opportunity  in your career and when i say something like that  

  • i mean there will be a specific period of two  to three years in the next decade that will be  

  • the greatest period of time for someone studying  the trends the clues for what happens next and  

  • that's because we're about to enter a period of  chaos induced recharting let me explain first  

  • of all chaos creates new opportunity it does  so by changing the rules reshuffling the deck  

  • and switching who's in the lead and here is  how it works consider a lesson in history the  

  • renaissance period emerged from the bubonic plague  the roaring twenties emerged from the spanish flu  

  • and now with Covid-19 finally showing uslight at the end of the tunnel the roaring  

  • 20s are coming back and this period of chaos  is about to repeat itself this historic pattern  

  • where afterwards people emerge from their shells  they try new things they make up for lost time  

  • this is going to be the greatest period of  opportunity in your lifetime and i know this  

  • because i study chaos i study chaos and i want to  leave you with a couple thoughts before we dive in  

  • to the top 20 trends for 2022 the first is  that normally and for the last decade we're  

  • in a period of path dependency where we repeat  all the past decisions in our organizations we  

  • put in rules policies structures procedures brand  standards to repeat whatever led to last year's  

  • harvest if you try to come up with something  new you might be told we're not big enough to  

  • do that or we're not small enough to nimbly  entrepreneurially try your idea you might be  

  • told this isn't related to us we can't do that we  need focus we need to hit goals we want results  

  • normally what happens is we stick to the  path that we're on and we miss out on a  

  • new opportunity but then when we go throughperiod of crisis like the bubonic plague like the  

  • spanish flu and now like covet 19 while rules  policies structures they just don't seem to  

  • matter anymore people instead try to figure  out how to survive within their organizations  

  • yet during this time period consumer needs are  changing by the minute because people don't know  

  • what they want anymore if anything you can't even  read it perfectly because they're on the bottom  

  • rungs of maslow's hierarchy of needs looking out  for their physiological needs and their safety  

  • but then then we get to the light at the end of  the tunnel the period that we're in now which  

  • is a moment of chaos and opportunity a period  that will last one or two years as people emerge  

  • we will learn what your competitors were working  on behind closed doors for the last 18 months as  

  • they figured out what new ideas products services  and partnerships they needed to survive in a new  

  • normal you'll figure out what your competitors and  others thought the new normal was going to be and  

  • meanwhile consumers will make up for lost time and  show us what they're actually seeing that is the  

  • period of chaos and chaos is actually predictable  if you're a regular trend hunter follower you know  

  • of our six patterns of opportunity and chaos  and our mega trends and today we're going to  

  • dive into how those have evolved through copit i'm  going to give you a very high level thought about  

  • it and then armita scano our chief inside officer  will show you her read on 20 of the most exciting  

  • insights from our 2022 report out today the first  megatrend i want to talk about is simplicity  

  • after a year and a half of chaotic times at  home at work in life people start looking  

  • for the simple answers the simple messages and for  marketers simplicity emerges from all of the noise  

  • when it comes to experience another mega trend we  were watching if you rewind two years ago we were  

  • talking about augmented reality virtual reality  and all the different multiverse expansions of  

  • our world and yet so much of that was put on  hold because we were working from home now we  

  • make up for lost time next up naturality coveted  19 topped the world where little tiny people  

  • in a giant planet that still has so much control  and ability to completely change our lives  

  • and that's caused a resurgence particularly  among the younger generations who think  

  • the parent generations must cove it upresurgence among the younger generations and  

  • that drive for eco and sustainability and it means  that as we get out of this world where everything  

  • needs to be triple packaged and double masked up  as soon as we get out of that people will be more  

  • conscious of the brands the services the products  that actually have an e equal component from a  

  • technology perspective we've seen many records  being pushed throughout the last year in fact  

  • this was a record-breaking year for artificial  intelligence and technology did not stop even if  

  • human connections did next up hybridization this  mega trend is about how the competitive lines  

  • change it used to be there were tech companies and  grocery stores but then you see the merge and you  

  • see things like amazon a tech company buying  a grocery store that's called hybridization  

  • and it's about people completely jumping into  new product markets and what you've seen in  

  • the last year is many brands struggling for their  survival started to jump into different industries  

  • the little restaurant down the street becamebottle shop a takeout service a cooking class  

  • whatever it might be and now you're about to see  after 18 months of your competitors working behind  

  • closed doors what new markets they plan to get  into as well finally many to many while there's  

  • been a lot of supporting the largest ecommerce  retailers in the world and now you're going to  

  • see that return to shopping local to support those  local businesses those are some of the high level  

  • mega trends but we've launched our 2022 trend  report which gets a layer deeper to give you a  

  • hundred different insights and about 500 examples  you'll all get the link to that right after this  

  • if you didn't download it already and we're going  to go through 20 of our favorite trends from there  

  • from uh with an interview with armeta ascano again  our chief insight officer now just a little note  

  • on the methodology everything that you're looking  at is fresh data-driven research based on our read  

  • of what we're seeing the crowd actually interested  in we have a couple hundred thousand people and  

  • millions of fans all around the world that  submit in their articles we have a database  

  • of about half a million articles and ideas and  then we mine that using the patterns of traffic  

  • the people that are actually navigating our site  so far we've measured about 230 million people  

  • and three billion of their choices to come  up with fresh data-driven insights that we  

  • mine with humans and with artificial intelligence  we did about two or three thousand custom trend  

  • reports during covid so we spent a lot of time  working with yourselves and your competitors  

  • to figure out what's next and today with this  report we're revealing some of what we've seen  

  • as the higher level more consistent patterns if  you want to dive deeper after this connect with us  

  • our most common service is fast custom research  the idea that you use one of our researchers on  

  • our team who gets to know you and deliversreport every week or every month for you but  

  • we're also happy to be there to help you with  innovation workshops getting your people back  

  • in office and bringing that zest and excitement  for innovation back to your team finally we do  

  • a lot of different work with our assessments  our tools our e-learning and we're happy to  

  • find ways to get that to you if there's ways that  would help you win in 2022. with that being said  

  • it is my pleasure to introduce armida askano our  chief content officer armenia great hello everyone  

  • thank you for joining us uh yes so my name is  armeta escano i am the chief content officer  

  • here at trend hunter and essentially what that  means every piece of content that comes out of  

  • trend hunter from our micro trends on our online  magazine to our insights which is what we're  

  • about to show you to of course our frameworks  regarding those larger trend opportunities like  

  • micro generational study retail trends all  sort of funnels through myself and my teams  

  • now as jeremy said today we're going to be talking  about the top trends of 2022 so of course that  

  • report is available for download we also havevideo that's being released what we're doing today  

  • is specifically showing you the best of each of  our categories within these top trends of 2022 so  

  • we'll be focusing on key areas such as social good  we'll be looking at retail we'll be looking at  

  • many different categories all within which  we'll be highlighting the most exciting most  

  • interesting trends that we've found through  our database so jeremy let's kick it off  

  • with culture trends culture trends yes so as we  move into obviously this exciting but unknown  

  • era this return of the roaring 20s what are some  larger behavioral shifts that you're most excited  

  • to see sure well i find culture has been  a category in trend hunter that was always  

  • important and i think we got what culture was like  in the last year which was being pent up from home  

  • but i feel like culture is truly the category that  will exude this idea of the roaring 20s and people  

  • making up for lost time in in so many different  categories but it's also one that for most of our  

  • clients suddenly if it was never really  a place people asked a lot of questions  

  • now they're asking a ton because there's a lot of  curiosity about what will the lives look like of  

  • you me and most importantly are our consumers so  why don't you dive in and show us what the data  

  • has taught us for sure i mean consumer behavior is  sort of what's at the core of all culture trends  

  • right and as you mentioned a lot of this has to do  with people sort of reflecting on their own worlds  

  • and thinking of uh what their priorities should be  during this this time now as jeremy referenced we  

  • are looking at the return of this sort of roaring  20s but that comes after a period of a bit of a  

  • dip in society in terms of you know consumer  behavior perhaps in terms of the economy and  

  • of course over this past year we saw that crisis  of the pandemic now during that time we all became  

  • quite attached to the super computers stuck in our  back pockets at all times and we could turn to our  

  • smartphones these super computers and connect  with what was essentially bad if not at least  

  • uncertain news and you know a lot of us fell into  this pattern of constantly doom scrolling which is  

  • the act of constantly you know looking at your  phone scrolling through it and looking for that  

  • bad news now after a couple of years of that we're  seeing the trend of anti-doom scroll here we see  

  • brands and designers launching initiatives to help  create sort of distance between people and their  

  • phones they're bad news machines so we see limit  setting mobile apps we see tech disconnection  

  • publications we see anti-doom scrolling websites  that specifically only highlight good news and we  

  • see joyful travel websites which kind of curate  specifically content that is meant to make you  

  • happy now i'm ready for this i'm sure many of you  are but before we move on to the next trend i want  

  • to point out our scoring on the bottom sort of row  there of your screen so as you can see anti-doom  

  • scroll receives a score of 6.2 out of 10 which we  find by leveraging popularity which is the sheer  

  • amount of clicks eyeballs that this article has  received activity which is all about engagement  

  • are people starting a conversation around this  trend are they sharing it to their various  

  • social media feeds are they leaving comments and  freshness which speaks to its level of newness  

  • all right so let's keep it moving into our second  trend within culture which is nature novice now  

  • this ties to the mega trend jeremy talked about of  simplicity this idea that during this time people  

  • have sort of re-prioritized and thought about  what is actually important to them how can they  

  • live lives that are a little bit less complicated  and many are quite literally turning to nature  

  • as the sort of source of true simple pleasure  here we see adventure tourism brands offering  

  • more slow-paced trips for those who are looking  to get into this sort of naturalistic approach  

  • to vacation in a way that's you know offeringbeginner's pace i am someone who is definitely  

  • looking more for a hike that is easy somethingcan do you know with my parents maybe as opposed  

  • to something that's a little bit more intense so  we see beginner-friendly adventure trips japanese  

  • moderate adventure tours slower paced cycling  trips and irish adventure tourism companies  

  • and perhaps the most exciting of all of the  culture trends maybe one of the most divisive is  

  • psychedelic expansion so here we see researchers  and entrepreneurs exploring the benefits of magic  

  • mushrooms now the reason why i thought it was  interesting to include this trend among our  

  • culture section is because over the past couple  of years we've seen a transformation of people's  

  • relationship with the alcohol industry people's  relationship with the cannabis industry so the  

  • question is what comes next especially during  a time when people are looking to reprioritize  

  • what it means to live a fulfilled life  perhaps they're entertaining this idea  

  • of psychedelic exploration and this isn't as odd  as it sounds now we're not necessarily suggesting  

  • everyone who is watching right now needs  to explore the world of psychedelics  

  • but it is telling of how people are thinking  of what's accepted in the mainstream during  

  • this roaring twenties era so we see legally  harvested magic mushrooms we see three-day digital  

  • psychedelic conferences we see tie-dyed mushroom  sandwiches and boundary pushing wellness shows

  • now that wraps us up for our culture section up  next we have technology jeremy how have you seen  

  • technology transform in the crisis in chaos  era and what do you think that'll mean for  

  • the recharting well in the keynote and workshop  side we've done a lot of work with brands like  

  • cisco or ibm microsoft who are working behind the  scenes with a lot of the consumer facing brands  

  • and it's been interesting to sort of be implanted  in what they're all actually working on from a  

  • technology standpoint i think what happened over  the last year is that as ceos started wondering  

  • if they have the right products services and  consumers they started expanding the consideration