IT’S YOUR BUSINESS: Trends that will impact business in 2022


Special to the Record

The ongoing pandemic has dramatically changed consumer behavior. As a result, it has created new challenges for businesses at all levels of the marketing and communications world. In looking ahead to 2022, there are a few trends that will impact the way many of us do business.

Over the past 20 months, there has been an unprecedented shift in the use of the digital world by both consumers and businesses. In fact, one research study by McKinsey found that the use of digital interactions between customers and supply chains has been accelerated by three to four years. Digital technology has revolutionized the way we all live, work, and play, so it is essential that businesses look to enhance their digital footprint in the coming year.

With this greater use of communication channels comes a tremendous increase in the amount of messaging that consumers and businesses are bombarded with. As a result, you may have only a few seconds to capture their attention. In addition, when people search for information, they are looking for content that is relevant to their immediate needs. As a result, SEO and content will become critical in developing marketing and communication strategies.

The pandemic has also highlighted how important it is to support each other and those organizations that provide much-needed social services. This shift in social norms caused consumers to look to businesses that aligned with this desire to give back to those in need. This creates an opportunity to develop partnerships with non-profit organizations. However, this does not mean simply expressions of support but it must be backed up with tangible actions that align with your own vision of philanthropy.

For many businesses, the ability to attract and hold onto employees has taken on greater importance. With many people shifting their priorities to look for jobs that provide greater flexibility to work from home or go out on their own, this has had a huge impact on human resources. This will require a rethink of what companies are willing to offer employees and new prospects when it comes to appealing to their need for diversity, equity, and inclusion.

One thing that has not changed is the concept of putting your customers first. In today’s world, you are not just selling a product or service but are in the business of satisfying a need. Businesses need to be customer-focused. Whether you are a home-based operation or operate a large storefront, you must be in business to be able to provide a product or service that gives them a benefit or solves a problem.

The above trends are just the tip of the proverbial iceberg. Each business sector will have its own set of trends that are unique to its operations. Taking the opportunity to bring these forward now will go a long way to helping make the New Year more profitable and enjoyable.

Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at

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