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Top 6 social trends that are influencing business decisions

August 1, 2022

Our colleagues from VistaCreate recently partnered with Trendhunter to launch a report on current trends with a social responsibility focus.

This report focuses on various social trends that are changing the way companies operate and conduct business, including waste reduction, a greater desire for more inclusive products, brand transparency, the move towards entrepreneurship, and an emphasis on tech-focused practices. Here are the top 6 trends that are likely to impact your business in 2022.

1.) Entrepreneurial push

The trend of full-time employees becoming entrepreneurs creates a demand for various coaching opportunities and resources. There’s no time like the present for established companies to advance their business by supporting budding entrepreneurs.

Here are some examples of how brands have supported entrepreneurs:

Creator-focused neobanks

Nerve neobank launched new APIs to assist small businesses, as they tend to be underbanked and overcharged. It will allow firms to send payouts at a lower cost for creators, including authors, podcasters, and influencers.

Business-launching retail kiosks

Getting a business off the ground is expensive given the cost of rent for retail spaces. 'Smartmoov' kiosk is focused on enabling entrepreneurs to customize it to their needs, while also allowing them to set up shop virtually anywhere they want.


Local entrepreneurs supporting programs

DoorDash launched the “Accelerator for Local Goods” program, to support CPG businesses run by underrepresented entrepreneurs through funding, education, resources, and connections.

2.) Mainstream metaverse

As people continue to turn to digital means to establish a sense of interconnectedness, mainstream brands are investing in metaverse technology to develop a range of shared social experiences online. Examples include:

Mini metaverses

Nextech AR offers to create mini-metaverses based on geolocation like museums, corporate headquarters, theme parks, sports stadiums and more.

Metaverse commerce platform

Boson Portal is a fully customizable brand platform, which allows users to buy and sell both physical and metaverse products with a range of decentralized currencies.

Immersive metaverse learning

Accenture, through Accenture Ventures, recently invested in virtual reality-based, immersive training solutions company Strivr. Strivr's VR training platform provides data-driven insights to help inform and enhance businesses' talent development efforts. Since technology is constantly evolving and requires new skills, the new program hopes to address training needs.

Find out more about the opportunities and perspectives that the metaverse provides in a new video on Depositphotos YouTube channel, Creativity: Inside & Out.

3.) AI labels

Сonsumers consider multiple factors before making a purchase, including supply chain transparency, sustainability, and accessibility. Brands are embracing AI in packaging to respond to that. Examples include:

AI smart packaging

With a tap or scan, the AI smart packaging from IllingConnect offers exclusive content, specific data, gamification, and other product experiences.

Talking wine bottles

Third Aurora's talking packaging prototype allows consumers to chat directly with a bottle of wine and get replies from a Siri-like voice.

Color-changing freshness indicators

Bizongo’s labels ensure that consumers are aware of the spoilage condition of their food in real-time by changing color, helping to prevent food waste.

4.) Digitized cards

Networking has changed drastically over the last several years as social restrictions were placed on people. Nowadays, more and more businesses are trading contact information virtually, via scanning an NFC tag or QR code. For example:

NFC business card

The SOLO card is incorporated with an NFC chip to store contact information on it and allow others to simply tap their smartphone on it to gain access.

Card with stats

‘Melink creates multiple virtual cards for different occasions in a single account with analytics to track who's accessing their information.

Universal digitized card

HiHello allows users to electronically share their contact information using the QR code, email, text, and social media. No app is needed.

5.) B2B waste

As consumers become more eco-friendly, they’re expecting brands to do the same. As a result, brands are increasingly turning to businesses that specialize in waste reduction. For example:

Blockchain textile marketplaces

The startup Queen of Raw slashes fashion waste by using AI- and blockchain-driven technology to resell deadstock textiles. The platform recommends fitting prices and helps to find nearby vendors.

Food waste-preventing ordering apps

Retailers can post their unsold inventory on the goMkt platform, while consumers receive push notifications or simply browse meal availability with up to 75% discounts in nearby stores.

Source: Kickstarter

6.) Body neutrality in the world of fitness

The idea of working out to "look good" is outdated in a world where diversity and inclusivity are celebrated. The trend focuses on fitness as a way to celebrate one's current body as opposed to fitness as a way to change the body. For example:

Celebratory fitness platforms

be.come is a fitness platform that promotes inclusivity and body acceptance. The project is committed to removing barriers that prevent the LGBT+ community from engaging in fitness and promoting body acceptance.

Body neutral fitness apps

Joyn is an app with a focus on accessibility and body neutrality. All of the classes are designed using movement patterns that can be done standing, sitting, or laying down, making it an accessible fitness option for most people.

The full report is available for download here.


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