Four new consumer trends for 2022


Trend Seminar 2022

In May MediaCom Group Denmark hosted the yearly trend seminar in both Aarhus and Copenhagen for clients and friends of the house. The trend seminar is established every year to help our clients grow and remain relevant in the market – for their target audiences. That is why we, and especially our Data & Insights team, work intensively to create an understanding of the consumers’ behaviour and everyday life to be able to identify their needs. We have analysed data, talked with experts, and collected an extensive amount of insights to present our take on this year’s trends.


The four new trends

The last couple of years, outer circumstances and severe events have affected the way we look at the world and each other. Covid-19, war in Europe, and ‘the new normal’ have changed our values, consumption, and habits radically. That leaves some consumer trends in the background while it reinforces others. The new habits turn into new opportunities! Therefore, we have identified four trends that brands should pay attention to in their communication.


Trend #1 Decentralize Digital

The common customer journey is dead. And it has been for a long time. Rebirth is about surrendering even more control to the consumer: a decentralization in the digital sphere. The consumer is taking control over their own digital shopping, and they demand that brands keep up. They want to interact with your brand in real-time through live shopping, they are the new circular retailers, and they’re already speaking about your brand in the metaverse.

With many new and rapidly growing digital channels, brands risk not being able to control their own story. In the future, the rigid customer journey with planned touchpoints will be a decentralized process with room for co-creation, fun and experiences.

This trend is a story about the new and growing ways to shop online. From branded marketplaces, to live shopping and especially “The Metaverse”. The common denominator is the consumer driven experience and active co-creation of content. We call this trend: Decentralize Digital.

See the film about the trend Decentralize Digital👇🏼

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Trend #2 Be Real

Generation “so fucking special”! Meet Gen Z: There’s 1 million of them in Denmark, just under 20% of the whole population. They are between 12 and 25 years, and their mindset will shape future brands and commerce.

They are the first generation of digital natives, and they are used to on-demand and express, whether it’s films, news or clothes. They feel unique and want to be treated as such. Products and solutions should be personalized – and if there’s elements of co-creation, then it’s even better. Gen Z loves second hand, which is good for the environment and supports their pursuit for the special and unique.

This is a generation who poses critical questions, and they expect answers from society and brands. They don’t settle for superficial messaging. They want transparency, they seek the truth, and they want to understand. They get involved in the debate and are used to having influence and being heard. It will be wise for brands to listen, because they act on their opinions related to the environment, gender debate and diversity. They expect authenticity from each other, but also from the brands they interact with. So, you should have an opinion and stick by it: Be Real.

See the film about the trend Be Real👇🏼

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Trend #3 Green Mentor

Show the way and don’t mislead. 50% of Danes want to live more sustainably. But 70% can’t work out what’s sustainable and what’s not.

The consumers WANT to. But when there’s still companies, who greenwash and communicate green touting, it doesn’t help. Help the consumer! If you want to win their (sustainable) hearts, it needs to be easy and honest – and it needs to be done for them. Be the green mentor, who guides rather than misleads.

But sustainability isn’t just about climate and CO2-reduction, food waste, microplastic and waste sorting. The world and the society also need social sustainability.

Sustainability in a way that focuses on humans, equality and justice. This is where companies and brand scan step into character and lead: Be A Green Mentor!

See the film about the trend Green Mentor👇🏼

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Trend #4 Mind the Mood

The mental health in Denmark is bad. It was bad before, but now it’s even worse. That’s the short conclusion in new research on “The health of Danes”, done by The National Board of Health.

Focus on mental health has had a boost, following the pandemic and inner well-being is a high priority for Danish consumers. The positive is that we’re now talking about it, recognizing the prevalence of the problem, and it’s now less taboo to speak out loud about one’s challenges.

The pursuit for mental well-being has begun, led by numerous new trends and mantras about mindfulness, sleep training and self-care. All different strategies towards a good life. Already in 2017, it was determined that Danes associate health with more than the physical aspect. We want to enjoy life. And today 63% of Danes want more focus on mental well-being within the near future.

How can brands support the consumers’ pursuit for a good life, whilst getting their share of the growing market, that focuses on creating value through “being well”? Help the consumers look after themselvesand each other: Mind the Mood.

See the film about the trend Mind the Mood👇🏼

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Need more info about the four trends? Or feel like booking a trend talk?

You can book a trend talk suited for your brand or target audiences, or get to know more about trends and our work with consumer insights by contacting

Lise Heiselberg, Senior Research Consultant at Data & Insights or Jesper Jørgensen, CEO at MediaCom Group.

Also if you missed the Trend Seminar from 2021 have a look here, where our trend focus was:

  1. Celebration of Normality
  2. The Land of Possibilities
  3. Sustainability
  4. Sisterhood

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