This year, we accepted that the world as we knew it had been altered. We adapted to the idea of constant flux and recurring disruptions. We began taking slow, steady steps toward moving on and healing. For some Indonesians, this means reevaluating our values, habits, ways of working and living.
And in a sea of ceaseless changes, we kept searching. Every day, people all over the world turn to the search bar to satisfy their curiosities and to deepen their knowledge. Collectively, these searches paint a picture that gives us unique insight into what people really care about.
Understanding consumers is the foundation of every marketer’s role. But how do you begin making sense of the billions of searches that happen every year? Our Year in Search report uses search data to identify the top five consumer trends that will help guide your marketing strategy into the next year. We also deep dive into trends across six specific industries where times are changing more rapidly than ever.
In 2021, we saw how Indonesians began to adapt to a "blended" way of life, where there are no straight lines when it comes to making decisions or looking for answers. As the ripple effects of the pandemic continue to compound challenges across Indonesia, everything we once knew about our customers and their behaviors must be reexamined. From newfound priorities to increasing expectations of brand accountability, this new consumer climate is uncharted territory.
So, let’s learn from 2021 — because we need to look back in order to move forward.
From us to you.
Contributors: Yolanda Sastra, Head of Large Customer Marketing; Stacy Yulianto, Associate Product Marketing Manager; Vania Anindiar, Industry Analyst; Karlina Ayuningtyas, Industry Analyst