Sponsored feature As the critical threat of Covid-19 recedes, its time for consumers and industries to rebound and rebalance. Catherine Turner speaks to InSites Consulting to find out more Rebalancing act M any of the trends in consumer behaviour witnessed over the past two years have been accelerated by the pandemic, leaving brands with a need to devise new thinking in terms of applying them to their business challenges. Understanding which culture shifts and emerging trends will shape customers, categories and competitors now and next is key. According to a new report from InSites Consulting, 2021 should be defined as the year of collective readjustment. Co-founder and future consumer expert Joeri Van den Bergh explains: For some, this meant dramatic changes on a personal or professional level, while for others, small tweaks were made along the way. People sought to find a balance between the long and short term, and it is this duality, the balancing of purpose and pleasure, that we now seek to fulfil to achieve happiness. The report was compiled from proprietary research conducted in November 2021 across 17 markets and 15,000 consumers. In collaboration with the agencys Illume Network of leading-edge consumers, it identifies and explores 10 trends that are shaping the 2022 consumer and their expectations towards brands. Tapping into the trend of inclusive connectivity the desire for collaborative virtual spaces and initiatives that create a sense of belonging InSites Consulting will host the MRS North Awards Showcase in Manchester (and online) on 16 June. The afternoon 46 Impact ISSUE 37 2022_pp46-47 Insites Advertorial.indd 46 28/03/2022 15:31