# Consumer Trends 2022 · Zorraquino > Market and consumer trends for recovery and a strategic restart. URL: https://www.zorraquino.com/en/trends/consumer-trends-2022 ![Consumer Trends 2022 cover: a shop assistant wearing a face mask hands a paper bag to a customer.](https://cdn.sanity.io/images/0w1142l8/production/5657ceef8cd008cd541229a6896ea28168461770-1884x1414.webp/consumer-trends-2022-cover-a-shop-assistant-wearing-a-face-mask-hands-a-paper.webp?w=1600&fit=max&auto=format&q=85) # ConsumerTrends 2022 Market and consumer trends for recovery and a strategic restart. [Download the reportDownload](https://cdn.sanity.io/files/0w1142l8/production/930be5fcaae21d636ef72242763d8b64a77d4244.pdf/zorraquino-consumer-trends-2022-es.pdf?dl=) 1. [Consumer Trends 2022Home](https://www.zorraquino.com/en/trends/consumer-trends-2022) 2. [Trend 01Mycroethics](https://www.zorraquino.com/en/trends/consumer-trends-2022/mycroethics) 3. [Trend 02Humanimals](https://www.zorraquino.com/en/trends/consumer-trends-2022/humanimals) 4. [Trend 03Dark side](https://www.zorraquino.com/en/trends/consumer-trends-2022/dark-side) 5. [Trend 04No taboo](https://www.zorraquino.com/en/trends/consumer-trends-2022/no-taboo) 6. [Trend 05Foodture](https://www.zorraquino.com/en/trends/consumer-trends-2022/foodture) 7. [Trend 06Only me](https://www.zorraquino.com/en/trends/consumer-trends-2022/only-me) 8. [Trend 07Cryptocollect](https://www.zorraquino.com/en/trends/consumer-trends-2022/cryptocollect) 9. [Trend 08Neocañí](https://www.zorraquino.com/en/trends/consumer-trends-2022/neocani) 10. [Trend 09Purpose culture](https://www.zorraquino.com/en/trends/consumer-trends-2022/purpose-culture) 11. [Trend 10New gods](https://www.zorraquino.com/en/trends/consumer-trends-2022/new-gods) ## Introduction In these new Roaring Twenties, which have only just begun, understanding the signals of change in consumer behaviour and studying the different business strategies and currents is essential for companies to get right the experiences, products and services people will demand in the coming years. ## Global drivers ![Accelerated digitalisation](https://cdn.sanity.io/images/0w1142l8/production/9d032b3bbcfdfc1b5da10fdfc74227d61bd63787-1600x1120.webp/accelerated-digitalisation.webp?w=1600&q=85&auto=format&fit=max) ### Accelerateddigitalisation The digital divide has disappeared. ![Adaptation and resilience](https://cdn.sanity.io/images/0w1142l8/production/14f315443bab91e8c3a1c9cdc94f9869a01326cd-1600x1044.webp/adaptation-and-resilience.webp?w=1600&q=85&auto=format&fit=max) ### Adaptationand resilience Seeking control in the face of uncertainty. ![Empathy and solidarity](https://cdn.sanity.io/images/0w1142l8/production/be66abbf36b8feba4b7427b99fc73807f1130619-1600x900.webp/empathy-and-solidarity.webp?w=1600&q=85&auto=format&fit=max) ### Empathyand solidarity Able to share points of view while respecting others. ![Reflection and existentialism](https://cdn.sanity.io/images/0w1142l8/production/7e2a64c3874c1cd4754fd4491030d23dbc694fca-1600x997.webp/reflection-and-existentialism.webp?w=1600&q=85&auto=format&fit=max) ### Reflectionand existentialism Stripping away everything superfluous and seeking new meaning in our existence. ![Accepted digitalisation](https://cdn.sanity.io/images/0w1142l8/production/b6122e41444f80abef91b8e350d027ba41268521-1600x1067.webp/accepted-digitalisation.webp?w=1600&q=85&auto=format&fit=max) ### Accepteddigitalisation Used to the convenience of e-commerce and digital services. ![Social and environmental awareness](https://cdn.sanity.io/images/0w1142l8/production/5e1ace83d6ff4a8d7c860e3ac704153da96594b1-1600x1067.webp/social-and-environmental-awareness.webp?w=1600&q=85&auto=format&fit=max) ### Socialand environmental awareness More aware than ever. But involved? ![More freedom and carefreeness](https://cdn.sanity.io/images/0w1142l8/production/fbf5e2d4656c2b160a4706b29808bcfa628693d8-1600x1201.webp/more-freedom-and-carefreeness.webp?w=1600&q=85&auto=format&fit=max) ### Morefreedom and carefreeness Carefree, but uncertainty remains. ![Shortages, scarcity and inflation](https://cdn.sanity.io/images/0w1142l8/production/65b0de30060b07ff834d6090803a7df58b5c49b9-1600x1067.webp/shortages-scarcity-and-inflation.webp?w=1600&q=85&auto=format&fit=max) ### Shortages,scarcity and inflation Will it be temporary or recurring? ![More savings than ever](https://cdn.sanity.io/images/0w1142l8/production/5fa27e7bc8f56b00689033e0874843f077c1da12-1600x1022.webp/more-savings-than-ever.webp?w=1600&q=85&auto=format&fit=max) ### Moresavings than ever Up to 14.8% in 2020, the highest on record. ![Rapid recovery](https://cdn.sanity.io/images/0w1142l8/production/d03a0b5f6e62e84a20b19445bbdafbc9c829cb36-1600x900.webp/rapid-recovery.webp?w=1600&q=85&auto=format&fit=max) ### Rapidrecovery Because the crisis had a health origin, not a financial one. ## The ten trends [![Mycroethics: Small gestures that change everything.](https://cdn.sanity.io/images/0w1142l8/production/7999a0233c312a7c38a31a3cf8c62b0247d98226-1920x1280.webp/mycroethics-small-gestures-that-change-everything.webp?w=1600&fit=max&auto=format&q=85)01MycroethicsSmall gestures that change everything.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/mycroethics)[![Humanimals: From exploitation to humanisation.](https://cdn.sanity.io/images/0w1142l8/production/777a495c363ba30dd7755d7d52cd03269b5b5d60-1920x1440.webp/humanimals-from-exploitation-to-humanisation.webp?w=1600&fit=max&auto=format&q=85)02HumanimalsFrom exploitation to humanisation.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/humanimals)[![Dark side: The expansion of ghost shops.](https://cdn.sanity.io/images/0w1142l8/production/1a69b678d408b44d061644fd018b5dfa194096da-1464x975.webp/dark-side-the-expansion-of-ghost-shops.webp?w=1600&fit=max&auto=format&q=85)03Dark sideThe expansion of ghost shops.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/dark-side)[![No taboo: Naturalness wins over discomfort.](https://cdn.sanity.io/images/0w1142l8/production/0af7c53e03855271b26ec7ab381cf7949cefbea7-1920x1280.webp/no-taboo-naturalness-wins-over-discomfort.webp?w=1600&fit=max&auto=format&q=85)04No tabooNaturalness wins over discomfort.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/no-taboo)[![Foodture: Disruptive food is making its way.](https://cdn.sanity.io/images/0w1142l8/production/96592e6c88ba2b36572532ced90048a23efbf2bf-1920x1280.webp/foodture-disruptive-food-is-making-its-way.webp?w=1600&fit=max&auto=format&q=85)05FoodtureDisruptive food is making its way.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/foodture)[![Only me: Feeding the ego versus the common good.](https://cdn.sanity.io/images/0w1142l8/production/5c344223605d91d8d8d6c4190ef0b0821965423c-1920x1536.webp/only-me-feeding-the-ego-versus-the-common-good.webp?w=1600&fit=max&auto=format&q=85)06Only meFeeding the ego versus the common good.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/only-me)[![Cryptocollect: Restoring unique value.](https://cdn.sanity.io/images/0w1142l8/production/a030de89a86609ff60972aec45d2e4f63e02efca-1920x1440.webp/cryptocollect-restoring-unique-value.webp?w=1600&fit=max&auto=format&q=85)07CryptocollectRestoring unique value.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/cryptocollect)[![Neocañí: Nostalgia and pride in identity.](https://cdn.sanity.io/images/0w1142l8/production/94ab5712b10e3961ee2d03cb768c9a773a1d2778-1920x1280.webp/neocani-nostalgia-and-pride-in-identity.webp?w=1600&fit=max&auto=format&q=85)08NeocañíNostalgia and pride in identity.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/neocani)[![Purpose culture: Beyond business existence.](https://cdn.sanity.io/images/0w1142l8/production/74a00b8f8f5c4427deba1c41278cc6792b549e3d-1920x1280.webp/purpose-culture-beyond-business-existence.webp?w=1600&fit=max&auto=format&q=85)09Purpose cultureBeyond business existence.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/purpose-culture)[![New gods: The urge to control the environment.](https://cdn.sanity.io/images/0w1142l8/production/d8bb721b22c09511d961fe7bbf12b388310ef9c1-1920x1357.webp/new-gods-the-urge-to-control-the-environment.webp?w=1600&fit=max&auto=format&q=85)10New godsThe urge to control the environment.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2022/new-gods) ## 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