People make, and break, New Year’s resolutions every year. But in 2021, search trends show that many people made small but substantial changes to better themselves over time — enlisting brands as partners in the process.
You are reading part 3 of a 7-part Year in Search deep dive. Jump to section Big Moves; Life Calculus; or Sustainable Living.
Healthy habits went beyond diet and exercise.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
Self-improvement may be the ultimate personal project, but brands still have an important role to play in helping people achieve their goals.
People signed up to build skills of all kinds.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
What these insights mean for brands.
Self-improvement may be the ultimate personal project, but brands still have an important role to play in helping people achieve their personal development goals. For many, that will mean giving people the tools to power big career moves and chase their dreams. But it can also mean helping people find balance and better ways of living on a daily basis.
1. Want to help? Take a practical approach.
Walmart’s new partnerships with U.S. colleges and universities will help 1.5 million part-time and full-time employees take on a college degree or learn new trade skills without accumulating student debt.1
2. Integrate wellness into your products.
Ikea is combining home wellness with furniture design in an effort to adapt to today’s evolving lifestyles. Released in October, the Starkvind turns an air purifier into a sleek side table.2
3. Give people more control over their goals.
To debunk claims that “turning wheat into meat” can’t be done, Alpha Foods is putting the technology in its customers’ hands by letting them grow it themselves. Each seed kit allows recipients to grow the same ingredients the company uses in its products.3
