Orangeville, ON (Jason Mead) Now is the time I study predictions of what’s ahead for marketers and report on the trends that make sense.

Trend #1: Most commentators mention user-generated content. You should find out what customers are saying about you or about your general topic, and feature it. Folks appreciate the relatability of bottom-up. During the pandemic, we’ve become accustomed to staged videos and photos.

Trend #2: Activism, particularly around climate change and racial justice. This must be sincere, long-term and congruent with everything else about your brand. But the more you’re determined to appeal to as many people as possible, the less this avenue benefits you.

Trend #3: Nostalgia. Blasts from the past provide comfort to those anxious about the present and future.

Trend #4: Mobile usability. Statista.com, says 50 percent of all web traffic worldwide takes place on mobile devices. I admit I’m behind the curve here!

In late spring to summer 2021, expect demand for anything involving face-to-face contact or travel. Get prepared.