The 24 trends that are expected to spread in 2021.


2020 is behind us. At the beginning of the year, it's time to take stock: what can we retain from this whole adventure? As much as possible, positive things! At the centre of the difficulty lies the opportunity, said Einstein. So let's put things into perspective: what initiatives have done us good, what has covid accelerated, what will remain once the storm has passed? A quick look back and a look forward: we present you with the 24 trends that are set to spread in 2021.

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Here is a short overview.

Trend n°1 : Companies are becoming health brands.

Brands are becoming increasingly involved in our well-being - whether it's helping us to eat better, sleep better, work better, etc. - or in general living better. - overall, to live better. Harley Davidson for example, has evolved its positioning to make motorcycling a great way to decompress: 'Breathe. Ride.'

Trend n°2 : Opulence is outdated.

In 2020, consuming TOO much is frowned upon. Frenetically adding to your wardrobe, spending your life at the airport, buying the latest smartphone: these practices are becoming a thing of the past. A striking example: Gucci is moving away from the pre-established seasonal framework of the fashion world and pushing for overproduction to offer 'only' 2 collections per year. New mentality, new priorities: consumption goes beyond the search for 'social status' to keep only the 'social'.

Trend n°18 : Innovating for the future.

Innovation has always been the key lever for brands to return to economic growth. But between the pandemic, the recession and the ongoing climate change, any innovative initiative must now be carried out 'in green' with a sustainable performance indicator identified beforehand. McDonald's, which is not blameless in every respect, is nevertheless innovating by integrating the McPlant, The chain's first veggie burger co-created with Beyond Meat, a producer of plant-based meat substitutes.

And sustainable doesn't mean unaffordable, so Ikea is launching its 'refurb' buy-back program that encourages customers to bring back their furniture Ikea unwanted in-store purchases to receive vouchers for up to 50% of the original purchase price - with second-hand products being offered for sale, at ultra-low prices, in the new 'as is' area of the shops.

Trend n°3 : Shopping becomes socialised.

With social networks, brands have found their new weapon of mass consumption. Glossier uses the comments on his blog Into The Gloss and its Instagram to create conversation around beauty and thus feed its marketing strategy of creating new 'beauty essentials'. On its side, Popshop Live – a new mobile marketplace - sees the success of the live format as a simple and effective way to tell the story of the products and brands it sells, providing an interactive shopping experience for its viewers-buyers.

Trend n°16 : The employee is king.

Did you know that according to a study conducted by Harvard Business Review, Earning a star on Glassdoor (a site where employees anonymously rate their work environment) generates an average of +7.8 to +18.9% growth in the market over the long term? In the wake of the pandemic, CEOs have identified "talent" as the biggest threat to business growth, a category that encompasses recruitment, retention, general well-being and health (2020 KPMG CEO Outlook, COVID Spécial Edition). It's no wonder that employers are treating their employees very well. And the 'employee experience' goes beyond the traditional benefits of luncheon vouchers, Christmas meals, etc. A striking example: Patagonia employees arrested during peaceful protests will have their bail paid by the company.

So let's get to work! Hoping that this foretaste of 2021 will please you and guide you in your actions, all that remains is for you to discover our full 2021 trends here.