New Year New Noise

The 2021 predictions to back are the ones grounded in genuine human understanding

The beginning of every year always sees a wave of inspirational trends look ahead pieces. The full-on bombardment of thinking often makes it hard to tell which are grounded in fact, which are just blue sky thinking and who really is on the money.

There is an even greater onslaught of ‘this will happen’ thinking out there than normal, partly since so many of last year’s forecasts went out of the window at the start of March. Also, arguably, no year in history has been more eagerly anticipated than 2021, with consumers battling conflicting emotions:

  • The hope that it will be better than 2020 and a collective determination to make it so
  • A nagging concern that it will be just as bad as last year

This makes it only natural for marketers to look even more closely than usual at the body of published trends work: which trends to believe and, more crucially, which to pin their company’s 2021 on? Of course, it doesn’t help when the various POVs are awash with contradictions and vested interests, or when there are so many. 

That’s why we’ve done the hard work for marketers, ploughing our way through 30+ of the 2021 lookaheads in the public domain. We’ve added our own expertise, backed by leading edge research, and run the ideas past our gold-standard teams specialising in comms, marketing and digital.

Based on all of that, here is our pick of 10 trends. Five in the consumer space and five in the marketing space to focus on.

5 Consumer trends to focus on

5 Marketing trends to focus on

Focus on Human Understanding signals, not noise

With so much noise out there, the brands that thrive in 2021 will be the ones that can correctly pick out the ones that fit a consumer truth and offer real longevity.

This article was written by Nick Chiarelli, Head of Trends at Unlimited