INTRODUCTION s we entered 2021, the most wreak economic havoc, and as Clare Brody optimistic among us believed - Global Consulting Director - observes, that Covid would be squarely lofty brand promises won’t count for much A in the rear-view mirror by now. if customers can’t get their hands on your Not only is it clear that we’re not in the products. “post-Covid era,” it seems increasingly that we’re not even in the “pre-post-Covid era.” Speaking of walking the talk, the days of broad pronouncements on sustainability Now, as we enter 2022, the impact of commitments are coming to a close, note Covid, and all it brought with it, still looms Consultants Gemma Bardsley and Jamie large – a global health crisis, crippled supply Hamill of our Sustainability Practice, as more chains, entire industries suffering. Covid companies respond to public and regulatory continues to be an accelerator of trends pressure to implement strategies on the that would have taken longer to evolve local level – where they actually can make a otherwise. measurable difference. Perhaps the most troubling of these trends Will the lasting impact of Covid turn us all is the polarization of societies. Many virtual once and for all? The companies and countries report higher levels of division investors pouring billions into the Metaverse today than ever before and indeed some think so. Is it the realization of “Ready Player of these divisions have been lethal. As a One”, or just another Second Life for brands result, brand platitudes about us “all being in ruins on the horizon? Either way, Marina in it together” are falling flat as people take Lindsay-Brown of our Growth Insights, sides on critical issues like vaccinations. Trends & Futuring Practice suggests, says We dive a bit deeper into this with Heather the next phase of the online world will have Watson who leads our Behavioral Science irreversible impact on every aspect of life as Practice in North America. we know it and brands will dismiss it at their peril. Meanwhile, the supply chain disruptions, which have forced many brands to Laurie Close, a Consulting Director in consider new product positioning and DTC the UK & Cesar Holguin, Chief Strategy strategies for the first time, continue to Officer, Mexico challenge whether the 2 BUSINESS & GROWTH TRENDS 2022 OGILVY GROWTH & INNOVATION