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Explore the top trends of 2021 according to Google Search

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Explore the top trends of 2021 according to Google Search

Natalie Zmuda December 2021
Global

Explore the top trends of 2021 according to Google Search

Natalie Zmuda / December 2021

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Explore the top trends of 2021 according to Google Search

Natalie Zmuda December 2021

This year, we accepted that the world as we knew it had been altered. We adapted to the idea of constant disruption and began taking slow, steady steps toward healing. And amid ceaseless changes, we kept searching. Google Search data provides insights into the changing priorities, cultural interests, and habits likely to last, helping marketers get ready for what comes next.

An animation reveals search insights: Discover search trends to make bolder decisions down the line. 40% rise in searches containing fitness apps. 100% rise in searches containing zoo tickets. Look back to move your marketing forward. Year in Search 2021
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Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.

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Explore the top trends of 2021 according to Google Search

Natalie Zmuda December 2021

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Chapter 1. A couple embraces one another in a side hug. A Filipino woman, with close-cropped hair and a large arm tattoo, looks up at her partner, a Black man wearing glasses and a light beard, with a joyful smile. He smiles lovingly at her.

1. Together Again

The world couldn’t wait to reunite in person, but virtual social experiences never fully went away. Options that were lifelines in 2020 continued to bring people together, and brands played a role in helping people reconnect.

Explore the trend
Chapter 2. A group of laughing friends take a selfie with a smartphone.

2. Entertainment, Evolved

Though outdoor options remained popular, appetite for indoor attractions, such as live performances, grew at a steady pace. For brands, this meant new ways to reach receptive audiences.

Explore the trend
Chapter 3. A disabled athlete wearing a blade prosthesis jumps high in the air.

3. Powering Potential

People make, and break, New Year’s resolutions every year. But in 2021, search trends show that many people made small but substantial changes to better themselves over time — enlisting brands as partners in the process.

Explore the trend
Chapter 4. A monstera plant in a white vase sits atop a modern wood credenza.

4. Big Moves

With the advent of the hybrid workplace, flexibility is no longer just a perk. Now, it’s a necessity for work-life balance. This change has led people to look at their homes in a new light, with an eye toward upgrades.

Explore the trend
Chapter 5. A claw hammer takes aim over a nail.

5. Life Calculus

If 2020 was for taking on once-outsourced household jobs, 2021 was for selectively hiring experts. New in-person obligations forced many to reevaluate their priorities and decide how much they were willing to pay to get back time they used to have in abundance.

Explore the trend
Chapter 6. An electric vehicle is plugged into a charging station.

6. Sustainable Living

Over 80% of people say sustainability is more top of mind now than before the pandemic. By demonstrating positive impact, brands can help shoppers make more confident choices.

Explore the trend
Chapter 7. A hand grips a rolling suitcase handle along with a U.S. passport with a COVID-19 vaccination card tucked inside.

7. Redefining Normal

After the complete upheaval of 2020, some trends proved useful enough to stick around. Brands can reassure people by focusing on safety and helping them make informed decisions.

Explore the trend

Now that you’re acquainted with the 2021 trends that are poised to last, relive the moments that gave people hope for healing in 2022.

Google – Year In Search 2021: In a year that continued to test many, the world searched “how to heal” more than ever. Whether they’re taking care of mental health, honoring a loved one, or reuniting with family, people are finding ways to come back stronger than before.
Natalie Zmuda Headshot

Natalie Zmuda

Global Editor-in-Chief, Think with Google

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