谷歌-2020年度热搜榜（英文）-2020.12-58页_15mb

2020 Year in Search Summary

Core Content

The 2020 Year in Search report highlights how the global pandemic reshaped consumer behavior, emphasizing the importance of understanding individual needs, community connections, and sustainability. It underscores the evolving expectations of consumers, who now seek brands that are inclusive, purpose-driven, and aligned with their personal values and lifestyles.

Main Trends and Key Insights

1. Individual Matters

• Diverse Consumer Needs: The pandemic exposed the lack of a universal consumer experience, with search trends showing a growing emphasis on individual perspectives and needs.
• Inclusivity is Key: Consumers, especially in APAC, are increasingly seeking brands that reflect their diverse identities, including those with disabilities and mental health concerns.
• Examples:
  • Mental Health Awareness: YoY growth in searches for mental health-related terms, such as "how to take care of mental health" and "mental health test", especially in the Philippines, Indonesia, and Pakistan.
  • Disability Etiquette: Rising interest in searches for disability-related terms like "disability etiquette" and "what is a disability?" in India.
  • Brand Actions:
    • IKEA introduced distance-based pricing to address varying travel times.
    • Edelweiss Insurance allowed customers to switch insurance on/off via an app.
    • Malaysia's Sunway Putra Mall created a special shopping environment for the autism community.

2. Higher Purpose

• Sustainability Shift: Consumers are now more conscious of their environmental impact, shifting from eco-status to eco-shame. Brands are expected to demonstrate sustainability and community involvement.
• Community Engagement: People are seeking ways to give back, with searches for "how to help", "donate", and "volunteer activities" showing significant growth.
• Examples:
  • Converse launched "City Forests", an urban air-purifying mural project.
  • Mudah supported local SMBs by creating a digital Ramadan bazaar.
  • DBS created an on-site Food Forest for employees.
  • Singapore Airlines adopted eco-friendly packaging and sustainable food sourcing.

3. Whole Selves

• Work-Life Blurring: The pandemic blurred the lines between work and home, leading consumers to expect brands that cater to their "whole selves" rather than just specific segments.
• Efficiency and Wellbeing: Consumers are looking for ways to optimize their time and maintain wellbeing, with searches for "to do list", "how to be productive", and "parental controls" showing growth.
• Belief-Driven Buying: Brands are expected to align with personal beliefs and preferences, such as halal, vegan, and eco-friendly options.
• Examples:
  • Flipkart launched a voice assistant service to cater to non-English speakers.
  • Decathlon used search behavior insights to automate personalized video content.
  • J&J Listerine created time-based video ads for different times of the day.

Takeaways for Brands

• Empathy and Inclusivity: Brands must go beyond diversity nods and show empathy towards the varied experiences of consumers.
• Transparency and Values: Expose internal initiatives to customers, as transparency can be more impactful than traditional press releases.
• Local Relevance: Use local languages and cultural insights to better connect with consumers, as seen in the growth of searches for halal and plant-based products.
• Voice Technology: Voice-activated solutions are becoming essential, with 43% of consumers willing to buy from a brand recommended by a voice assistant.
• Digital Presence: A strong online presence is crucial, especially in the context of increased digital engagement and reduced in-person interactions.
• Adaptability: Brands should challenge traditional models and think beyond industry boundaries to discover new opportunities, such as Muji's mobile store and Genesis's home test drive service.

Conclusion

2020 was a year of transformation and reflection for consumers and brands alike. As the world continues to adapt to new norms, brands must focus on inclusivity, purpose, and local relevance to build meaningful and profitable connections. The insights from this report can guide brands in creating more empathetic, sustainable, and personalized strategies for the future.