What are the trends and changes to watch for in 2022 – Part 2

What are the trends and changes to watch for in 2022 - Part 2

Following on from our recent look at Brands & Marketing courtesy of the 100 Trends and change to watch in 2022′ outlook presentation developed by Emma Chiu, Global director at Wunderman Thompson Intelligence. We’re now going to consider what 2022 might have to offer those who live in the retail & commerce space.

What are the long term challenges?

Long-term challenges are forcing retailers to rethink their core offers, with some diversifying into unexplored areas. 

Few sectors have had a more turbulent couple of years than retail. The story of 2020 was one of the deserted high streets, shuttered shops and plummeting sales. Fast-forward to today, and disrupted supply chains and labour shortages burden retailers. These crises are hastening a realignment. 

In times of uncertainty, adaptability is critical. Enterprising retailers are shifting gears, finding creative ways to diversify beyond their business’s borders. 

In July 2021, John Lewis Partnership—the British parent company of retail brands John Lewis & Partners and Waitrose & Partners—revealed plans to become a private landlord. 

With the company posting the first full-year loss since it was founded in 1864, for the period to January 2021, diversification is a crucial plank in its turnaround strategy. By 2030, John Lewis Partnership aims to have 40% of its profits coming from non-retail lines, principally financial services, housing and outdoor living. 

Consumers are looking for brands to serve more than one core purpose.

Consumers no longer see brands serving one core purpose in the new retail era. People want more profound experiences with the brands they trust, so there are opportunities to capture new revenue streams. Diversification could be critical to the bricks-and-mortar retail recovery. 

Other areas where we see retail brands move away from their traditional bricks-and-mortar outlets are with the rise of virtual flagships. Digital stores are taking over eCommerce storefronts.  

The rise of the virtual flagship

Today, 81% of global consumers believe that a brand’s digital presence is as essential as its in-store presence. This is prompting brands to enhance their eCommerce storefront prominence and create virtual flagship stores. 

Earlier this year, Samsung opened a virtual replica of its flagship New York City store in Decentraland. In July 2021, luxury brand Fendi opened a 360-degree digital flagship based on its 57th Street store in New York City, offering visitors virtual tours and access to its latest collections. 

Hermès has rolled out digital flagships in Singapore, the United Arab Emirates and Thailand. At the same time, Beauty brands are also upping their digital storefront impact. Lancôme debuted its first temporary virtual flagship in Singapore in summer 2020. 

The Lancôme Advanced Génifique #LiveYourStrength virtual flagship offered 3D shopping experiences, consultations and educational events. It included a “discover zone” where visitors could take a personality test designed by psychologist Perpetua Neo to find their strengths. The L’Oréal-owned skincare brand has since introduced virtual pop-ups for Australia, Korea and the United States. In April 2021, Nars opened a digital flagship store, immersing visitors in a 3D shopping experience. 


Source: Lancôme


Such is the growth expected in this sector that, according to predictions from eMarketer, the global eCommerce market will grow from $4.89 trillion in 2021 to $5.42 trillion in 2022. Virtual flagships are becoming the new storefront to entice shoppers and enhance a brand’s overall digital experience. 

Department stores are reformatting.

But while there is a more significant shift to online retailing than ever before, all is not lost. Some department stores are reformatting and rethinking the traditional department store model.

The latest department stores are more town squares than retailers, reflecting a shift in the retail landscape from big-box luxury to community microcosm. 

Beales, which closed all of its UK stores in 2020, has reopened three locations under new ownership—and is looking beyond retail. The top floors of the Poole branch will be turned into a “health village” run by the National Health Service. It will offer dermatology, orthopedics, ophthalmology, breast cancer screening departments and counselling rooms for those suffering from long COVID. 

A new concept department store is reinventing a location formerly occupied by legacy British retailer Debenhams. Called Bobby’s, the new store opened in the UK town of Bournemouth in September 2021 and houses a beauty hall, an art gallery and ice-cream and coffee parlour, alongside shopping and local artisans, in place of floors filled with clothing, accessories and homeware. The future plans include a hairdressing salon, dental services, microbrewery, and even a smokery. 

“I don’t ever see a big department store chain emerging again,” Beales’ CEO Tony Brown told the Guardian. “We will see small local chains popping up with eight or ten stores. The model will change dramatically over the next couple of years. People want something more localised.” 

It’s clear that the traditional department store format is no longer working. Following a string of closures, a long-established generation of department stores must rethink and adapt if they are to survive the future. 

The birth of retail retro. 

While the rest of the world is busy concentrating on all things digital in the retail space, there is a movement to bring back retro retail as the latest high-design stores are turning back the hands of time with nostalgic interiors. 

Examples of this new movement include Superette’s newest cannabis dispensary in Toronto, designed to resemble a retro grocery store. Its vibrant colours, punchy graphics, and what Dezeen called “pop art aesthetic” are evocative of mid-century retail branding and design. In August 2021, the company opened Sip’ n’ Smoke, an express kiosk with a similar look inspired by old-school cafeterias. 


Source: www.superetteshop.com


The interior of Los Angeles grocery Wine & Eggs, which opened in 2021, was partially inspired by public schools. Saturated hues of blue and yellow feature throughout the space and branding, complemented by bright green. Rounded wood shelving and displays call to mind building blocks, and the blue-and-green checkered floor is made from commercial-grade vinyl composition tile (VCT). “I love VCT because it actually feels both playful and reminiscent of our childhood in public schools,” Adi Goodrich, who created the interior, told Dezeen. 

Creative agency Saint of Athens designed a jewellery store in August 2021 in Mykonos, Greece, that nods to the splendour of luxury swimming pools in a bygone era. The interior is decked in light-blue tiles with red-and-white striped accents. “Soft blue, a colour reminiscent of urban pool luxury of the ’60s, furniture made from metal, vintage elements and custom blue terrazzo displays constitute a retro yet modern, Wes Anderson kind of universe,” agency founder Nikos Paleologos told Dezeen. 



But why it’s interesting? 

Because for the past two years, people have been turning to nature-inspired design to create a sense of comfort and stability. Now, the latest store designs are opting for kitschy, playful interiors that offer a nostalgic escape. 

To learn more about what trends we can expect to see in 2022, keep watching this space and learn more about how CSMG digital can help your brand; please feel free to contact us. brian@cloudseamediagroup.com

What are the trends and changes to watch for in 2022?

What are the trends and changes to watch for in 2022?

With the world entering its third year of the global pandemic, what are the perceived trends and changes we should be on the lookout for in 2022? Well, thanks to Emma Chiu, Global director at Wunderman Thompson Intelligence, we think we might have some of the answers.  

Over the course of the next few weeks, we’ll be taking a snapshot of some of the aspects that Emma and her team have laid out in their recent presentation – ‘100 Trends and change to watch in 2022’ and put our own spin on a variety of subjects and points they have outlined. 

Brands & Marketing

We’re going to start with Brands & Marketing, and the ever-increasing role technology has to play in shaping the creativity agencies will use when developing work for their clients.

Today 72% of gen Z and millennials in the United States, the United Kingdom and China believe that creativity is dependent on technology, and 92% believe that technology opens up a whole new world of creation. 

So much so that according to highly respected creative technologist and digital designer Helena Dong thinks that creativity is increasingly informed and powered by technology, setting the stage for the next era of digital platforms and creative influence. Digital tools have activated an entirely new world of creativity, where creations can transcend physical limitations. 

Whereas at Snapchat, they see things a little differently and believe that creativity is the driving force propelling the future of digital engagement. For them, they feel that as a user, “you’re not creating content that people consume, you’re creating content that people then create with, you’re putting out a piece of content that everyone personalises and has a personal experience with.” 



But what does that mean? Well, as far as Keith Stuart, games editor at the Guardian newspaper, it means, “For generation alpha and generation Z, customisation and creation are intricate parts of their gaming experience. For them, customisation and the play element are part of the same thing, self-expression and exploration.”  

So with all of this in mind, is the suggestion that the future of advertising and marketing lies in gaming a reality?

Well, with the in-game advertising market set to grow by $3.54 billion between 2021 and 2025, according to a 2021 report by Technavio, is it any wonder that brands are diving headfirst into gaming with branded virtual worlds? 

What role will gaming have to play?

We have already seen many brands turn to established gaming platforms such as Roblox and creating novel in-game branded experiences in the hope of engaging the platform’s 46 million daily active users. 

In December 2021, Ralph Lauren announced the launch of its Winter Escape on Roblox. The holiday-themed virtual destination includes ice skating, toasting marshmallows, scavenger hunts, and shopping the Ralph Lauren Digital Collection, which is available for purchase exclusively on Roblox. 

Before this, in November 2021, Nike unveiled Nikeland on Roblox here; the virtual world lets users dress their avatars in virtual Nike gear and explore Nikeland’s arenas, fields and buildings that are host to various mini-games. Vans World, launched in September 2021, is a virtual skatepark. 

Other brands that have set about creating their own virtual world range anywhere from German luxury carmaker BMW to Procter and Gamble across to Japanese beauty brand SK-II, which launched their version of a virtual city in May 2021. 

But why is this interesting? If we go back to Keith Stuart, he believes that gaming is replacing advertising channels such as print and television for younger generations. 

“A lot of the traditional ways of marketing to young people are gone forever. Gaming is where they are; expect to see more branded virtual worlds as companies and marketers tap into this growing space”. 

Is virtual content the future of marketing and advertising?

If gaming and virtual content are the future of marketing and advertising, what should we expect the content and engagement to look like?

Well, in an attempt to move us out from under the pandemic cloud, we can see already that moments of joy are helping to raise spirits in brand advertising and engagement. Many brands are filling their ads with uplifting and heartwarming moments, inviting audiences to join them in fun and jubilation. 

Associating positive emotions with a brand continues to be a top strategy among many marketers as they look to hone their marketing into positive spaces and platforms. 

Emotional intelligence was at the forefront of a Lexus campaign in October 2021. The ad, promoting the Lexus ES Self-Charging Hybrid, uses facial recognition technology to read and adapt the ad to consumers’ emotions. The “Feel Your Best” campaign aims to leave viewers feeling more optimistic after their personalised experience. 

Gap’s “All Together Now” 2021 holiday campaign focused on love, kindness, and “modern American optimism”—one of the brand’s core philosophies. The campaign starred Katy Perry and ran to the tune of “All You Need is Love” by the Beatles. Themes of unity, love and joy are consistent with the brand’s optimistic marketing motif. 

Source: Gap Inc


So what does this tell us? Well, it tells us that now more than ever, consumers are seeking authentic, uplifting content and that brands are meeting them on positive platforms, aiming to generate joy in their marketing strategies. 

Themes of optimism and unity are essential to consumers, and brands that focus on those communal aspects generate positive reactions from customers and increase engagement within their branded communities. 

What can we expect 2022 to look like?

So, in short, when it comes to the trends, what can we expect to see from brands and marketing in 2022? Without a shadow of a doubt, technology will play an ever-increasing role as brands look to engage with their audiences. Uplifting content will continue to grow as brands look to deliver positive messages. We can also expect to see more branded virtual worlds as companies and marketers tap into this growing space. 



To learn more about what trends we can expect to see in 2022, keep watching this space and learn more about how CSMG digital can help your brand; please feel free to contact us. brian@cloudseamediagroup.com

Top Content Marketing Trends To Keep You Ahead Of The Game

live streaming

Top Content Marketing Trends To Keep You Ahead Of The Game


The creation of quality content is crucial for a successful content marketing strategy. What constitutes high-quality content is constantly changing as new technologies and new trends come into play. 

As marketers, it’s crucial to keep up-to-date with the latest marketing trends. In this post, we’ll discuss the most recent trends including video marketing, live streaming, interactive content 3D and AR marketing for products, and reinventing the company manifesto. Read on to learn more!

Marketing via video

The appeal of videos is growing and for a good reason- it’s entertaining and can deliver lots of information in a relatively short time. Videos are a great way to explain complex concepts, and they’re extremely popular forms of content and are increasing in popularity.

Cisco estimates that video will make up 82% of the internet’s traffic in 2022. That’s an impressive rise, and that’s because the video format is among the most effective methods to transmit messages.


Video content is not only well-known and effective, but it’s also highly efficient. According to Hubspot, including videos on a landing site can boost conversions by up to 80 percent. Social media videos are seven times more likely to be shared than pictures when it comes to social media videos.



Interactive content

Interactive content is growing as it helps keep customers interested in your company. Interactive content is anything that encourages the participation of viewers. It could take the form of calculators, quizzes, games, contests, or even a question or survey. The idea is to draw users to interact with your material and, ultimately, to learn more about them.

According to research conducted by the Content Marketing Institute, interactive content is twice as effective as static content when driving engagement. It also helps in increasing the brand’s visibility and lead generation. By 2022, interactive media will be among the biggest developments in the field of marketing through content.

The rising popularity of 3D imaging as well as AR in E-commerce

3D imaging and augmented reality are two of the fastest rapid-growing technologies worldwide. Together, they are expected to become 300 billion dollars in 2024. It is a great chance for companies to join the first step of this rapidly growing sector and use these technologies to increase their revenue and market share.

3-D images and AR have been utilized to great effect in e-commerce. Customers can browse the products online from various angles and can even experience them with AR. It offers shoppers an interactive experience with products, which improves sales and loyalty.

Regenerative Marketing

In 2022, regenerative or green marketing concepts are becoming more popular than ever before.

As the world gets more environmentally conscious, companies are beginning to recognize the necessity of adopting sustainable methods of operation. Green marketing refers to promoting services or products that are green. It includes a range of strategies, like recycling packaging materials and reducing energy usage, and using less harmful chemicals.

Regenerative marketing goes one step further by helping restore and protect the natural environment through initiatives such as planting trees, using renewable energy sources and encouraging eco-friendly projects.

The global green technology and sustainability market size was valued at $10.32 billion in 2020, and is projected to reach $74.64 billion by 2030. The public is increasingly concerned about sustainability and tends to buy products from companies concerned about the environment. Businesses must adopt sustainable marketing strategies and place sustainability as their top priority to stay in the game.

Live stream video interaction

Live video streaming in marketing is predicted to increase dramatically over the next couple of years. There are many reasons behind this increase. Based on Livestream’s statistics, 80% would view the brand’s live videos rather than reading content. Live video streaming is a great method to establish an emotional connection with your customers and establish trust. It’s also an excellent way to produce engaging content that draws attention to your website.

live streaming

Additionally, live video streaming is great for advertising your company’s products and events and giving behind-the-scenes videos of your business. Live streaming is an effective method of building credibility and trust with potential customers.

Re-inventing company manifestos

At a time when social media is taking over, businesses are finding new and innovative ways to market their services to consumers. The manifesto can be described as a statement of values, purpose, and principles that guide the actions and decisions of a business. It can be used to attract new customers, employees, and investors.

As technology and the world evolve, consumers seek authenticity from the brands they choose to support. Customers want to know a company’s core values, and a manifesto could convey all that clearly and succinctly.

Amazon hopes to be the best workplace for its 1.3 million employees worldwide. One of their principles is to “strive to be the best employers” by “creating an environment that is safer, more efficient, better-performing, more diverse, and fair work environments.”



A company manifesto is an excellent way for connecting emotionally and building trust between customers and companies. In addition, it is  an opportunity to let customers know that the business is dedicated to its beliefs and constantly striving for improvement.

Content marketing is ever-changing, and it is crucial to be ahead of the trends. Integrating these strategies into your marketing plan will allow you to reach your audience innovatively.