Cultural trends in 2021
In the ever-changing world of digital marketing, trends come and go, reflecting the constant changes that are being driven especially by the Internet. We’re always communicating in a different way on the web, and new propensities are being discovered every second.
As a web marketing agency with employees from all age groups, we are convinced that online trends concern all generations: from the boomers (i.e. those born between 1946-1965) to generation Z (born from 1997 onwards), via generation X (1965-1980) and generation Y, aka the millennials (1981-1996).
The Marvil56 team was at the Premiere Vision exhibition, which sheds light on the latest trends in marketing news. We selected for you what will make the future. As a sneak preview, here are the marketing trends to come in 2021!
Brands have recently observed that millennials, one of the most active generations on social media (and therefore a target of choice), have adopted a lifestyle of fleeing alcoholic beverages and turning to NOLOs. Abbreviation for No and Low, these non-alcoholic beers or 0% spirits have the advantage of making it possible to spend an evening without being drunk!
Brands see this as a growing movement which shows that consumers are increasingly aware of the risks of the products they buy. At the same time, they are looking for exceptional experiences, so it is a challenge for marketers to design non-alcoholic drinks with a unique taste.
This trend is such that in England, several alcohol-free pubs have opened, and a book called “Sober Curious”, written by Ruby Warrington, is a best-seller. This strong guide proposes to choose to live without hangovers, and to stop drinking alcohol in order to get a good night’s sleep, better concentration and better relationships with those around you.
These benefits are remarkably attractive to millennials, who prefer to be in control when they go out, and think that alcohol is too much present in our society, even imposed. Drinking has become the norm, the default option. “We’re partying and you’re not drinking? You’re weird.” is the sentence often overheard, whether it’s with colleagues, friends or even family. Those who prefer non-alcoholic cocktails don’t escape judgement if they haven’t drunk all night “for no good reason”!
More and more young drinkers are therefore deciding to say stop. Generation Y now uses the hashtag #soberlife on social media to encourage the movement, which has generated 1.3 million posts on Instagram to date. Alcoholic beverages are being left behind, so marketing needs to think about how to respond!
With the same aim of becoming a “better self” and living differently, a trend of self-love and body positivity is growing on the Internet. In a society that is often too oppressive because of formatted fashion and inflicted clichés that almost ask to be respected, marketing must evolve and think outside the box. Inviting its consumers to like themselves as they are is the key to a supportive and honest relationship with them. This transparency is valuable in a marketing strategy.
The body becomes a source of positive identity in response to the pressure of society to look flawless, often having tons of make-up for women and muscles from head to toe for men. Art evolves along: Peter Devito, a photographer, features a model with pimples during Acne Awareness Month in June last year, and Lizzo, a singer and flutist, often poses proud of her curves and writes songs that encourage people to be proud of who they are.
Peter Devito's photography
Several generations are concerned with a sense of annoyance with society’s expectations, and many people are fed up with the stereotypical system full of prejudices. To counter this, they reject what is imposed to them. Gone are the genders, and the pink or blue world of “she” and “he”; “they” is the new “me”. Binarity is in the past: genderfluid and transgender people show that barriers can be overcome, and that there are infinite identifications beyond the two possibilities of sex that are prescribed to them. This movement is global – according to OpinionWay, 13% of 18-30 year olds identify as neither male or female, and 36% identify as non-binary.
Celebrities and artists support this growing awareness in the 21st century, including transgender activist and artist Alok Vaid-Menon, who shares this view on major media outlets such as HBO, National Geographic, The Guardian, and even The New York Times.
Beyond a trend, it is also a different way of living, and therefore of consuming, and brands must take this into account in their marketing.
Because when you can take action and improve your behavior, you have to; this is what everyone who downloaded Yuka (the mobile app that scans food and cosmetic labels to inform whether they are healthy and their impact on consumption) is thinking about to make sure that their food is both good for the environment and good for them. Many brands have noticed this awareness and are looking for ways to improve their products, but also to innovate to create new, better products. According to Forbes, 88% of consumers would like brands to help them take action to protect the environment.
In an effort to recycle as much as possible, mobile apps for selling and donating used products have exploded in 2019. Vinted, the app which proposes clothing, small furniture, books and toys for children for sale from person to person, and Geev, the most downloaded food donation and item sale app in France last year, represent this new attraction for second-hand products.
This anti-waste trend unfortunately turns in some cases to paranoia, generating what is called eco-anxiety (which refers to the fear of environmental damage, planet degradation, and the current ecological disaster). Marketers must now reassure their consumers, and help, on a global scale, for an eco-responsible future.
The world is changing, marketing is following; digital communication must adapt to evolving buying behaviors. New technologies and recent awareness are modifying consumption patterns, and web marketing must adapt to improve its performance.
This is why staying on top of trends and keeping a close watch is a strength; at Marvil56, we are committed to this and make it not only a vocation, but a passion. We are a digital marketing agency that stays by your side and guides you in your actions for the coming years. Do you want to know how to improve your web strategy? Then contact us!