How your customers' lives have changed
Find out the recent consumer trends that look set to stick.
Video footage of a man on a video call, a man sitting on a couch with his child playing on the floor, a man in a wheelchair doing exercises, and a man on a bus commuting to work.
Video footage of a man on a video call, a man sitting on a couch with his child playing on the floor, a man in a wheelchair doing exercises, and a man on a bus commuting to work.
All the time we have spent at home made people think
about the life
they want.
new life they envisage.
Many are making big decisions
to help them achieve the
As well as rethinking where they live, more people are looking to
take on
a different job.
have been steadily rising.
Searches for
2020
2021
Green and blue circles animate upward diagonally left to right with the percentage +25%.
Green and blue circles animate upward diagonally left to right with the percentage +25%.
A browser search box with ‘houses for sale’ pops up.
A browser search box with ‘houses for sale’ pops up.
More people looked for answers
to the question:
Video footage of a woman on a video call, hands typing on a keyboard, and a woman in a mask in an interview sitting at a desk.
Video footage of a woman on a video call, hands typing on a keyboard, and a woman in a mask in an interview sitting at a desk.
A browser search box with ‘why are you a great match for the role’ pops up.
A browser search box with ‘why are you a great match for the role’ pops up.
There is increasing interest in flexible working and making a difference in others’ lives.
With a new perspective
comes a new way of viewing work.
Video footage of a man working at a laptop, two people preparing lunches at a donation centre, and a woman instructing another woman on a laptop.
Video footage of a man working at a laptop, two people preparing lunches at a donation centre, and a woman instructing another woman on a laptop.
jumped in 2020 and still remain higher than a couple of years ago.
Searches for
saw a sharp rise between 2020 and 2021 and continues to stay above previous years.
The percentages 31%, 32%, 33%, 34%, and +35% animate up from bottom of screen.
The percentages 31%, 32%, 33%, 34%, and +35% animate up from bottom of screen.
A browser search box with ‘remote jobs’ pops up.
A browser search box with ‘remote jobs’ pops up.
A browser search box with ‘jobs that help people’ pops up.
A browser search box with ‘jobs that help people’ pops up.
Health, gaming, and even passive income are key activities seeing continually rising search interest.
Flexible working is freeing people up to carve out time for their true and new passions.
Video footage of a woman doing yoga, a hand painting on an easel, and a woman watering a houseplant.
Video footage of a woman doing yoga, a hand painting on an easel, and a woman watering a houseplant.
Between 2020 and 2021, searches have increased for:
Two blue and green circles expand from left to right across the screen with the stat 50% displayed.
Two blue and green circles expand from left to right across the screen with the stat 50% displayed.
Two blue and green circles expand from left to right across the screen with the stat 90% displayed.
Two blue and green circles expand from left to right across the screen with the stat 90% displayed.
A browser search box with ‘best investment apps’ pops up.
A browser search box with ‘best investment apps’ pops up.
A browser search box with ‘swimming lessons’ pops up.
A browser search box with ‘swimming lessons’ pops up.
Gaming-related searches are significantly increasing.
A browser search box with ‘what to look for in a good gaming laptop’ pops up.
A browser search box with ‘what to look for in a good gaming laptop’ pops up.
An animation of green retro video game space invader icons fill the screen.
An animation of green retro video game space invader icons fill the screen.
As we live and
work more flexibly,
the lines between weekdays and weekends blur.
Look at Thursday: once just a normal day in the working week, it’s fast-becoming a key day to tackle life admin that has traditionally been done on the weekend.
Video footage of a woman shopping at an outdoor market, a view of someone looking at a mobile map app, and a delivery driver holding a package looking at his mobile phone.
Video footage of a woman shopping at an outdoor market, a view of someone looking at a mobile map app, and a delivery driver holding a package looking at his mobile phone.
Searches on Thursdays have risen for:
+80%
+47%
An animation of green and blue circles animate from left to right with the percentage +47%.
An animation of green and blue circles animate from left to right with the percentage +47%.
An animation of green and blue circles animate from left to right with the percentage +80%.
An animation of green and blue circles animate from left to right with the percentage +80%.
A browser search box with ‘discount code’ pops up.
A browser search box with ‘discount code’ pops up.
An animation of a weekly calendar appears on the left side of the screen, while a browser search box with ‘grocery shopping’ pops up.
An animation of a weekly calendar appears on the left side of the screen, while a browser search box with ‘grocery shopping’ pops up.
has grown on Thursdays.
Over 50%
An animation of green and blue pin icons animate with the stat ‘over 50%’.
An animation of green and blue pin icons animate with the stat ‘over 50%’.
An animation of a weekly calendar appears on the left side of the screen, while a browser search box with ‘near me’ pops up.
An animation of a weekly calendar appears on the left side of the screen, while a browser search box with ‘near me’ pops up.
In this new world, searches are becoming more specific, showing how much more thought is being put into purchases.
Video footage of a man wearing reading glasses with a computer screen reflecting in the lenses, a man sitting on a couch typing on a laptop, and someone opening a package to reveal a t-shirt.
Video footage of a man wearing reading glasses with a computer screen reflecting in the lenses, a man sitting on a couch typing on a laptop, and someone opening a package to reveal a t-shirt.
Research modifiers are increasing, meaning that searches are getting more specific:
A green box with the word ‘shoes’ pops onto the screen with connecting search terms in other green boxes surrounding it.
A green box with the word ‘shoes’ pops onto the screen with connecting search terms in other green boxes surrounding it.
Raising self-awareness and self-reliance before a purchase or action is increasing.
Video footage of a woman shopping in a grocery store, someone holding a beauty product and browsing a mobile device, and a man browsing a home furnishings store.
Video footage of a woman shopping in a grocery store, someone holding a beauty product and browsing a mobile device, and a man browsing a home furnishings store.
Searches that increased in popularity between 2020 and 2021 included:
should I...
Animations of various ‘should I…’ search terms appear on the screen.
Animations of various ‘should I…’ search terms appear on the screen.
Consumers are
asking about everything—even
the small questions.
Video footage of a woman looking at cookies baking in the oven, someone looking at a mobile phone and wearable health bracelet on their wrist, and a woman browsing an online streaming service on a tablet.
Video footage of a woman looking at cookies baking in the oven, someone looking at a mobile phone and wearable health bracelet on their wrist, and a woman browsing an online streaming service on a tablet.
+500%
A browser search box with ‘where does vanilla flavouring come from’ pops up.
A browser search box with ‘where does vanilla flavouring come from’ pops up.
An animation of illustrations of cupcakes appear on the screen in a pyramid with the stat +500%.
An animation of illustrations of cupcakes appear on the screen in a pyramid with the stat +500%.
Between 2020 and 2021, top
question starters included:
how to...
Animations of various ‘how to…’ search terms appear on the screen.
Animations of various ‘how to…’ search terms appear on the screen.
+20%
A browser search box with ‘how long does it take to walk a mile’ pops up.
A browser search box with ‘how long does it take to walk a mile’ pops up.
An animation of green and blue circles snake through the screen with the stat +20%.
An animation of green and blue circles snake through the screen with the stat +20%.
Between 2020 and 2021, top
question starters included:
should I...
Animations of various ‘should I…’ search terms appear on the screen.
Animations of various ‘should I…’ search terms appear on the screen.
But they also want answers to the big topics of the day.
Video footage of a woman holding a sign at a climate rally, a melting glacier, and people picking up trash on a beach.
Video footage of a woman holding a sign at a climate rally, a melting glacier, and people picking up trash on a beach.
+300%
is one of the biggest questions asked today.
People are researching sustainability terms far more often, with “sustainability” and “used” searches continuing to be higher than in previous years.
A browser search box with ‘what can I do to help climate change’ pops up.
A browser search box with ‘what can I do to help climate change’ pops up.
An animation of illustrations of blue and green trees appear on the screen with the stat +300%.
An animation of illustrations of blue and green trees appear on the screen with the stat +300%.
Priorities have shifted and people are now more thoughtful in everything—asking more of themselves, of life, of experiences, and of brands.
People view the world with fresh eyes.
What does this mean for marketers?
Video footage of two women embracing, a woman climbing a mountain, and a man whitewater rafting.
Video footage of two women embracing, a woman climbing a mountain, and a man whitewater rafting.
A green lightbulb animation appears.
A green lightbulb animation appears.
A green lightbulb animation appears.
A green lightbulb animation appears.
A green lightbulb animation appears.
A green lightbulb animation appears.