Nine communication trends that reveal the need and potential for a collaborative, co-created future

2020 was a turning point for the world and for every person living in it. The pandemic disrupted our lives, and everything changed suddenly: relationships, habits, behaviors, models.

The communications industry is not foreign to this context. Existing communication trends experienced a very rapid growth, and new, unimagined ones appeared.

Our Media Director for Argentina, Agustina Militerno, invites us to discover the nine key trends for 2021:

1. EMPATHY BEYOND PRUPOSE

For a long time now, there have been discussions on whether the brands should take a position with respect to certain topics and values of our time. We know today that not all of them should take a stand on every issue; brands should conduct a thorough research to define this and not apply an all-size-fits-all approach.

2. ETHICAL AND SUSTAINABLE DESIGN IN UX

Experience is deeply affected by the values of the time, and not just as a means to generate branding. Because of the pandemic, brands had to rethink and redefine their consumers’ experience, taking into account values such as sustainability, diversity and transparency.

3. REBUILDING COMPANY CULTURE (LISTEN TO YOUR EMPLOYEES)

Culture is a powerful tool and whether you like it or not, your company will have one. The culture of a company is its personality. The vibe that people feel in the workplace, and the way in which they describe the company to others. How has your company culture resisted in recent years, and even more so with the Covid-19 pandemic?

4. LESS + LESS = LESS IS MORE

In recent times, and with the overwhelming exposure to screens that resulted from the Covid-19 pandemic, there was a shift from FOMO (fear of missing out) to JOMO (joy of missing out).

5. SHOPPERTAINMENT

We’ve been hearing about social selling and/or social commerce; we will now hear a new word that encompasses this and more: shoppertainment. This mash-up between shopping and entertainment will boost sales through the video ecommerce market.

6. PRODUCT ECONOMY VS. SUBSCRIPTION ECONOMY

What is the outlook for the advertising business? Google has already started exploring the subscription business.

The subscription business has clearly accelerated, and we can now find a Netflix for each industry.

7. GAMER CULTURE

Beyond the gaming universe as a well-established communication platform, we are now seeing audiences adopting its particular language and style. This clearly reflects the consolidation of a culture.

8. VOICE IS THE NEW BLACK

This will be our first human contact point, and a more personalized approach. This year, it became the way to connect and feel closer to others; technology is looking in that direction.

9. YODA POP

The exploration of space is known to generate a great deal of motivation and curiosity for a large part of humanity. The space race can be analyzed from different perspectives: economic, scientific, political, but also from an inherently human perspective: the attraction for the unknown, for something that may repurpose our origin and our destiny.

Download the complete study here.