Leverage knowledge and understanding of consumer behavior concepts to explain why the Great Life Refresh trend will emerge in 2022

The Great Life Refresh: Consumers focus on personal growth and well-being, making great life changes that reflect their values, passions and goals.

Crises can make people analyse and change their values. In the past year, consumers took inventory of their lives and are now actively trying to chart a new path forward. In 2015, only 12% of consumers prioritised time for themselves, which doubled to 24% in 2021. Consumers now have a higher appreciation for work-life balance. They are changing careers or leaving the workforce entirely to discover or pursue their purpose. The Great Life Refresh represents consumers actions towards achieving new goals. Change will remain the dominant trend that characterises lifestyle shifts in the short term. Activities and products that positively impact mental and physical health, such as adopting pets or travelling to exotic locations via remote work, are influencing purchase decisions.

Companies realised productivity levels were sustained when working at home became established during the pandemic, which permanently shifted how, when and where work can be done. But now employees are looking for careers that accommodate their life outside of the office, leading to The Great Resignation. Job markets across the globe are experiencing unprecedented turnover. Mental wellbeing is also a part of The Great Life Refresh. Downloads of mindfulness apps like Calm and Headspace surged to help relieve anxiety. Pet adoptions skyrocketed and global pet care sales growth doubled from 2019 as more consumers looked for companionship. Facebook was already fostering partnerships with faith communities before the pandemic, but the forced migration to virtual services accelerated this trend. Businesses need to accommodate consumer needs, wherever they are in life.

Adaptation

Consumers will continue to navigate the turbulence of the pandemic. Companies catering to The Great Life Refresh stand to be seen as partners, helping consumers adapt to a new way of life.

Collaboration

Businesses should tailor marketing to acknowledge and support consumers decisions to take action. Reverting to a pre-pandemic playbook might not have the same effect moving forward.

Connection

Consumers will prefer brands that match the moment. Companies need to offer policies and products that provide value and support personal growth to drive loyalty.