2021 Marketing Trends

2021 Marketing Trends have been shaped by 2020 – a year like no other and not one any of us are in a hurry to repeat. While consumer confidence in Australia continues to improve as restrictions are lifted, we have seen the emergence of new consumer trends which are here to stay, and the acceleration of others through bushfires, the Corona virus and a pandemic led recession.

Here’s our forecast for marketing trends which will shape 2021:

  • The acceleration of online. From grocery shopping to restaurant meals at home to online gym classes, e-commerce has accelerated by 6-10 years. Dubbed by the Australian Financial Review as the “online shopping revolution” there’s an increasing expectation that businesses will offer a seamless user experience offline and online. For businesses this goes beyond a fully operational website to include digital brochures, easily accessible product information, efficient delivery, and great online service.
  • The re-emergence of QR codes as a tool for managing sign-ins and tracking patrons will have a wide-reaching impact across industries. With the support of new and improved technologies, QR codes present a great opportunity for businesses to provide additional, rich and targeted information on packs, via media and in store.
  • With this increasing move to online platforms and digital personal data collection, we will see an increasing demand for transparency and confidence around the collection and use of data by businesses and marketers. While regulation will be playing catch up in H1 2021, businesses will need to ensure the integrity of their data. Those that think creatively about how they can use this increased digital connection will reap the rewards into this new decade.
  • The trend towards increasingly tailored communication is nothing new, but as people increasingly live their lives online, there’s an even stronger understanding of what people are searching for & how they’re interacting with brands, pages and products. With analytics and insights from Google, search marketing, websites, email marketing platforms and media channels, it’s never been simpler to deliver tailored messages to specific demographic targets, buyer profiles or individuals.
  • With the widespread move to working from home for so many, and much debate around the future of work, we’re convinced that the hybrid workplace model combining office and working from home is here to stay! What does that mean for the business world? More business meetings and activity in the suburbs, people making a lifestyle change to outer suburbs and regional areas, continued demand for online services, classes and deliveries and a shift in working hours.
  • Throughout 2020 there’s been an increasing desire to support small and local businesses through initiatives like Buy from the Bush, local business networks and online community groups. Driven by a desire both to support businesses that have been affected by drought, fire and lockdowns and to reduce our reliance on a global supply chain, more and more people are looking for reassurances around local produce, Australian made, maker stories and supporting local charities and organisations. Including relevant and compelling claims and support as part of your brand communication will go a long way to generating consumer support and winning new fans.

By considering how you can tap into these trends in 2021, you’ll set your business up for success online – and offline! Need some help? Get in touch with today



Author: Sarah Ford
BlueFish Director & Marketing Specialist, Sarah Ford, has over 23 years' experience in brand management – 10 of those at Marketing Manager and Director levels and a further eight years in Retail Management. Passionate about marketing, Sarah understands the complexities of the consumer landscape and is known for her ability to create practical, cost-effective plans, which stand-out with consumers and meet business objectives. Sarah established BlueFish Marketing in 2009 and continues to provide marketing support on a campaign or project basis. Recent clients include JBS Foods, FreeTV Australia, Unilever, Paradigm Foods, MFA, Connecting Finance, Jurlique Int, Moving Mannequins, SCAD Research Inc, Little Chomps, Mummymetime and many more.