A Quick Round-Up of Google’s Top Trends in Search 2021
Google continues to upgrade its services for a better user experience. And, with the world adjusting to the new normal, the tech giants have adapted to the idea of massively changed lifestyles, constant disruption, and shifting priorities. However, amid the global pandemic, people kept searching, and that also quite aggressively as suggested by Google Search data – providing deep insights into changing customer behavior, interests and priorities.
Let’s explore what happened in 2021 using Google’s Search Trends as primary indicators meant to help marketers plan for an improved user experience in the year ahead.
1. Together Again
The world couldn’t wait to reunite in person, but virtual social experiences never fully disappeared. Brands played a vital role in helping people reconnect.
People slowly eased back into life.
YOY increase in searches containing
Remote reunions never left.
YOY increase in searches containing
What do these insights mean for brands?
- Invite customers to shape the experience.
- Holiday stories don’t have to be pandemic stories.
- Create social spaces to combat loneliness.
2. Entertainment, Evolved
Indoor attractions grew at a steady pace besides outdoor options, bringing new ways for brands to reach receptive audiences.
Staying out all day was in.
YOY increase in searches containing
People seek outdoor activities and novelty.
YOY increase in searches containing
What do these insights mean for brands?
- AR isn’t going anywhere (except everywhere).
- Engage faraway fans during live events.
- Give people somewhere exciting to go.
3. Powering Potential
People made small but substantial changes for self-improvement over time, enlisting brands as partners in the process.
Healthy habits went beyond diet and exercise.
YOY increase in searches containing
People signed up to build skills of all kinds.
YOY increase in searches containing
What do these insights mean for brands?
- Want to help? Take a practical approach.
- Integrate wellness into your products.
- Give people more control over their goals.
4. Big Moves
The realities of pandemics have been a wake-up call for many to reassess and plan their lives. Flexibility becomes a necessity for work-life balance.
With the advent of the hybrid workplace, flexibility is no longer just a perk. Now, it’s a necessity for work-life balance. This change has led people to look at their homes in a new light, with an eye toward upgrades.
Working from home led people to invest in theirs.
YOY increase in searches containing
People were moving on and moving up.
YOY increase in searches containing
What do these insights mean for brands?
- Personalization is more premium than ever.
- Resignations point to a more significant trend.
- When it comes to flexibility, people won’t budge
5. Life Calculus
Every choice feels critically important to people remaking their lives for a changing world. 2021 was for hiring service experts.
Busy people outsourced tasks again.
YOY increase in searches containing
Affordable options were in high demand.
YOY increase in searches containing
What do these insights mean for brands?
- Empower employees to manage their finances.
- Make financial education more human.
- Dissolve barriers to tools meant to simplify.
6. Sustainable Living
Over 80% of people say sustainability is more top of mind now than before the pandemic. Brands support people in their purpose-driven aspirations.
Shoppers searched for ways to go green.
YOY increase in searches containing
Community members helped each other.
YOY increase in searches containing
What do these insights mean for brands?
- Set concrete goals to stay accountable.
- Make the future accessible.
- Community is vital, online and off.
7. Redefining Normal
Some trends proved useful to stick around after the complete upheaval of 2020. Equipping people with the information they need to make decisions and take calculated risks.
Some changes were so convenient, they stuck.
YOY increase in searches containing
Informed travelers returned to the roads and skies.
YOY increase in searches containing
What do these insights mean for brands?
- Let people pay with their phones.
- You know SaaS. Meet CaaS (curation as a service).
- Perks for parents keep customers coming back.
Now that you’re acquainted with the 2021 trends that are poised to last, relive the moments that gave people hope for healing in 2022.
Sources:
Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/2021-search-insights/
