A study published by Adobe—with nearly 6,000 consumers surveyed and over 900 leaders in the EMEA (Europe, the Middle East, and Africa) region—showed that 70% of consumers are concerned about how companies are using their data. Also, according to the study, 67% of respondents intend to stop buying from brands that mishandle their data. Therefore, data protection policies should be taken more seriously in 2023. Customers who trust the brand tend to recommend it to friends, repeat purchases, and become company promoters on social media. This bond of trust between brands and users is certainly a trend (and a must) for next year.
(Good) Content Still Matters According to research done by Google, 87% of content viewers australia mobile phone number list say good content is personal and relevant. That is, good content delivers what the user is really looking for quickly and with high quality, promoting a good experience for the public. Therefore, making regular content, without a defined strategy, is no longer enough these days. Brands need to worry about creating a connection with their audience, through content that increasingly generates a sense of community and belonging. Thus, for Google users, for example, good content is relevant to them, intellectually and sensorially stimulating, and finally, emotionally resonant.
We couldn’t look back at consumer behavior in 2022 without mentioning the Metaverse, could we? In fact, it’s not just the Metaverse, but new technologies such as virtual reality, NFTs, blockchain, and many others have become increasingly prevalent. In 2022, big brands sought to reach their consumers through these new digital experiences. One example is the case of Coachella, which, after two years of hiatus due to the pandemic, returned in April this year and had several new features with the aim of innovating and creating meaningful experiences for its audience.