6 Subtle Brand Trends We Saw in 2021
2021 was a year of low-key reinvention for many of us. At AOK Group we were honored to help brands with their behind-the-scenes transformations. In order to keep your brand’s flame burning, you have to manage for shifting winds. To begin 2022, let’s reflect on 6 currents that brands faced in 2021.
I. In 2021 it was refreshing to see that Diversity, Equity, and Inclusion finally made its way out of the board room and into real, everyday interactions, posts, and active policies.
1. Inclusivity is a non-negotiable now. Fewer performative gold stars were handed out in 2021, and everyone faces an always-on, thoughtful filter assessing their words and actions. We helped a number of brands craft a fine-tooth comb for every piece of content they put out. From trainings and building strategic policies in 2019 and 2020, it felt significant to see that work lift off into action. This year, we were able to insist — with love — that our clients be 100% accountable for representation in their content. It felt like our brands graduated into owning the commitment to what they’re saying and doing every day.
2. Among so much uncertainty, brands with lots of heritage looked back to create warm, fuzzy customer moments. Brands found nostalgic ways to make old fun joyful again. Cheetos took us back to That 70s Show, Netflix saw huge responsiveness to throwback shows like Cobra Kai, Dunken Heinz and Fruity Pebbles got together, and even Gucci teamed up with Donald Duck. These shows and campaigns reminded us that we can go back to previous, collective memories to refresh something shared and help it foster new joy. In this way, nostalgia served as ambrosia during a difficult time, helping customers to forget the difficulties of a hard year.
V. In 2021 companies searched for ways to help us all adapt to the ongoing pandemic, and the ways that it has shifted how we live and work.
3. Sensitive brands responded to the difficult life season their customers experienced with campaigns centered on niche communities. Across verticals, we noticed similar insights from brands sharing how quiet and remote their customers had become. Brands balanced being there when customers need them and redefining engagement wins to the climate of today. We were proud to help our brands better match their unique message with the right platform to create the perfect vibe at the right time.
4. We were energized to see Community as a Service ("CaaS" as in SaaS) take off. Companies looked to create their own world, while also acknowledging that they are only looking for “their people” and can’t be everything to everybody. We saw the smartest brands focus on smaller cohorts within their community, finding ways to connect them in the virtual space. More than that, investors have been captivated by these “CaaS” companies. For the first time, outside of video games, people are spending a wild amount of time together and the depth of connection is something to exciting to watch.
III. With more time at home than ever, people had a lot of time for digital conversations surrounding the ever-changing nature of digital media.
5. Brandless or anti-ad advertising continued with a cool, slow burn in 2021 and we dig it. We know that across consumer demographics, ads are less and less visible as we’ve become over-saturated. How to advertise to someone who doesn’t want to be advertised to? To leverage reverse-psychology, Doritos has been hiding unbranded easter eggs in plain sight with an ongoing campaign that delights consumers. We haven’t quite cracked how this type of approach can build a brand from scratch that doesn’t have a lot of consumer recognition, we’re toying with the idea because it creates a stickiness that’s really unique.
6. The public still fervently loves, hates, and fixates on the algorithms controlling their social platforms. From influencers to brands of all sizes, everyone has been fixated on the algorithm changes on Instagram: the takeover of reels, the flip back to chronological feeds, and impenetrable shadow-bans. We were frustrated by the unaddressed scams and impersonations that plagued so many independent creators. On the plus side, everyone seems mystified by the magical TikTok algorithm offering up your micro-niche interests with minimal data input. Given all of the frustration and lack of control, we’ve guided many clients to shift focus away from pouring time and money into content that barely sees an audience in Shared Media (e.g. Instagram) and towards Owned Media (e.g. your site, email, dedicated apps, Patreon communities).
What kind of trends did you notice in 2021? We’d love to hear your take on these and get ready for Part 2, where we break down the 6 final trends we witnessed in 2021. And Happy New Year!
brand, branding, brand trends, 2021, DEI, community, social media