To get ready for what’s next, it’s essential to understand what matters most to consumers. Google Search data reveals a path forward that’s ripe with opportunities for brands to create a brighter, better year ahead.
1 Individual Matters
While COVID-19 became a globally shared problem in 2020, it also exposed a simple truth: there is no universal human experience. Search trends reveal consumers are placing more value on individual needs and perspectives, even if they're outside the norm.
People are confronting stigmas and discreetly educating themselves, even on taboo topics.
+35%
+35% in searches related to "body positivity"; for example, "quotes against body shaming" (Philippines)
+40%
Philippines, India, Singapore, and Indonesia all saw over 40% growth in mental health-related searches like "how to take care of mental health", "mental health tips", and "mental health test".
+25%
+25% in searches about gender equality (Indonesia)
People are considering others' unique needs, too, and looking for ways to accommodate them.
+250%
+250% in searches for "what to say to someone depressed" (Philippines)
+2200%
+2200% in searches for "employing people with disabilities" (Australia)
+250%
+250% in searches related to disability etiquette (India)
Nods to diversity, equity, and inclusion aren't enough. It takes empathy for the sheer variety of situations consumers face, and authentic outreach to those seeking help – both of which impact their experiences with your brand. In Asia-Pacific, only 1 in 5 people feel represented in the ads they see (according to Global Web Index), which presents huge opportunities for brands to innovate and grow. Explore this insight in the full report.
Ikea gives customers a distance-based discount.
Autism-friendly shopping draws families to Sunway Putra Mall in Malaysia.
A welcoming social post featuring a gay couple earns praise for the W Singapore.
2 Higher Purpose
As global crises test their values, people are looking for ways to do more for their communities and the environment – and they expect the same of brands. TrendWatching notes that while sustainability concerns aren't new, consumers have shifted from seeking eco-status to avoiding eco-shame.
Confronted with their own personal consumption habits during lockdowns, people have been reassessing their impact on the environment.
+1000%
+1000% in searches for "eco-friendly masks" (環保 口罩) (Taiwan)
+65% in searches for "reusable" compared to +30% in previous year (Malaysia)
+125%
+125% in searches for "eco-friendly packaging" compared to +55% in previous year (Philippines)
Social distancing – and isolation, in many cases – brought a desire to proactively connect to our wider community by giving back.
2000%
+2000% in searches for "find volunteer activities" (봉사 활동 찾기) over past 2 years (South Korea)
+150% in searches for "donate" (menyumbangkan) compared to +15% in previous year (Indonesia)
+75%
+75% in searches for "how to help" compared to flat growth in previous year (India)
Going beyond corporate social responsibility and environmentalism, this trend is about expanding where you can make meaningful connections with (and for) consumers. Meeting their personal functional and emotional needs should be a given. Now, it's just as important to actively support their communities and take actions to integrate sustainability into your business. Explore this insight in the full report.
Converse invites artists to create air-purifying urban murals across APAC.
Shiseido gives Japanese consumers a behind-the-scenes glimpse of its R&D process.
3 Whole Selves
Lines are blurring in the roles people play, and consumers are looking to have more specific needs met at any one time. As innovations in one industry (on-demand taxis) can drive expectations in another (on-demand groceries), the burden is on brands, not consumers, to keep up.
Efficiency is more important than ever, as people struggle to manage work and home needs under one roof.
+60%
+60% in searches for "to do list" (Philippines)
+35% in searches for "childcare" (아이 돌봄) compared to +10% in previous year (South Korea)
+130%
+130% in searches for "kids at home"-related activities compared to flat growth a year ago (Australia)
Personal beliefs and preferences are driving more buying decisions.
+30%
+30% for halal-related searches (Vietnam)
+150%
+150% in searches related to plant based meat (Japan)
People are seeking out brands that truly speak to them.
+70% in searches for "translate English to Indonesian text" (Indonesia)
+90%
India saw over 90% growth in searches for “translate English to Hindi”
35%
35% of top searches in the past year were in non-English languages (key APAC markets)
People bring their whole selves to your brand, not just their consumer identities. How can you challenge your business to reexamine and redefine industry norms? A wider understanding of your audience ultimately means a wider business opportunity. For example, about 60% of Internet content is in English, but native English speakers comprise only 5.4% of the global population. Explore this insight in the full report.
Flipkart engages Indian shoppers using vernacular voice assistance.
Hyundai's luxury car brand Genesis brings test drives and other showroom services directly to customers' homes.
4 Sweet Relief
Happiness never goes out of style, but amid the historic challenges of the pandemic, consumers especially welcome brands that spark joy in their lives and create a safe space for them to take a break.
Consumers are discovering new kinds of downtime.
+1900%
+1900% in searches for "staycation" (Hong Kong, the top global market for this search)
+700%
+700% in searches for "drive in theater" (ドライブ イン) (Japan)
+55%
+55% in searches for "mukbang" eating shows (Malaysia)
Small indulgences are big.
+25%
+25% in searches for "chocolate" compared to +5% the previous year (Pakistan)
+125%
+125% in searches for "gaming chair" (เก้าอี้ เกม มิ่ง) (Thailand)
+65%
+65% in searches for plant-related terms like "plant rack" and "indoor plants" (Philippines)
Social distancing is inspiring creative ways to share the love.
+95%
+95% in searches for "balloon delivery" compared to previous flat growth (Singapore)
+50%
+50% in searches for "adopt a puppy" compared to previous flat growth (Australia)
+60%
+60% in searches for "where to use gift certificates" (상품권 사용처) (South Korea)
Brands that surprise and delight can reap the rewards of consumer love – especially when they do it with empathy for people's unique experiences and challenges (see trend 1, Individual Matters). Explore this insight in the full report.
Google delights Avengers fans with surprise results when they search for one of the movie's villains.
Using search analytics, Mars serves up chocolate prizes in response to quirky Google queries.
5 Future Proofing
In a year that nobody could have predicted or planned for, there's been a new wave of interest in managing the things you can control, future-proofing our lives wherever possible and seeking more assurance from brands to ensure peace of mind.
People are strengthening their economic prospects by boosting their skills, financial knowledge, and side hustles.
+35%
+35% in searches for "stock investing" (đầu tư chứng khoán) compared to -10% in previous year (Vietnam)
+400%
+400% in searches for "fundamentals of digital marketing" from previous year's flat growth (India)
+215%
+215% in searches for "side business remote" (副業 リモート) from previous year's flat growth (Japan)
Proactive health management is on the rise.
+60%
+60% (New Zealand) and +116% (Australia) in searches for "blue light glasses"
+160%
+160% in searches for "maintain health" (menjaga kesehatan) (Indonesia)
+20%
+20% in searches for "benefits of" solutions such as alternative medicine, from previous year's flat growth (Philippines)
Account for your consumers' desire for peace of mind, lower appetite for risk, and forward-planning mindset when crafting your business strategy and communications. Explore this insight in the full report.
For the top 13 apps combined, consumers are asked to consent to terms and conditions that are longer than a novel.
Ecoworld's new try-before-you-buy program entices Malaysian renters to consider homeownership.
Google Trends, Nov. 1, 2019 - Oct. 31, 2020 vs. Nov. 1, 2018–Oct. 31, 2019
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