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Welcome, 2022! The year that I believe will put the pandemic in the rear-view mirror but leave us playing catch up and digesting many changes that came with it. We are more comfortable with digital interactions, thoughtful about our work/life balance, considerate of health, and open to change. The pace of innovation across all categories has never felt faster, but here are a few trends that I am particularly interested in for 2022.
Increased comfort with digital interactions has led to broader interest in web3 and the metaverse. Social media and the dominance of mobile devices in our lives blurred the lines between physical and digital. The notion that a party or vacation could be more broadly experienced via others on social media expanded as traditional workspaces and social interactions became facetime calls, zoom meetings and classes, ecommerce shopping, gaming and the like. These subtle bridges paved the way for Web3: cryptocurrencies, NFTs, DAOs and the Metaverse. We are entering 2022 with a changed mindset open to more extreme behavioral shifts and digital opportunities, but more bridges need to be built to introduce a broader set of consumers to this category.
Companies to watch: DressX, BODS, Laws of Motion
Companies to watch: ImmutableX, Paysail
Marketing in the metaverse will be a category more brands will look to decode and adopt as the other digital channels have become less cost-effective.
Companies to watch: Admix
The European mentality of “work to live, not live to work” has caught hold more broadly via the exposure to work from home and a reminder of the need to prioritize health and happiness amidst the pandemic.
Companies to watch: Hearth Display, Motion
Companies to watch: The Expert, Scenthound
Digital and omnichannel shopping is the norm with hints of experiential commerce reemerging.
Companies to watch: HERO, Now With, Shop My Shelf
Companies to watch: Kickoff, Future Fit, Wizard,Wishi
Companies to watch: GoPuff, Duffl, Dumpling, The Rounds
Companies to watch: Plastic Bank
Companies to watch: USMobile
Companies to watch: Little Otter, SuperNow, EdSights
Companies to watch: Wordle, Shutterfly