Macro trends to watch in 2022

It’s not just technology that’s evolving at breakneck speed—right now, the pace of change is accelerating across the entire world around us, and it’s essential to be agile and proactive in our journey of change. We feel that it is especially important today to keep an eye on the world around us and macro trends, and to make it a habit to learn, “unlearn,” and learn anew—out of necessity, if not out of desire.   

It’s time to update our market intelligence. Below, we list the macro trends to watch in 2022: 

The Swedish public sector is investing in digitalization

The Swedish public sector has high ambitions and continues to invest in digitalization, perhaps even more so than the private sector. We do not know if this trend will continue, but regardless—there is still significant potential for efficiency gains in the public sector through the use of digital tools. 

The Impact of Inflation on Costs

Inflation will continue to rise, partly as a result of higher energy costs. As a result, everything is becoming more expensive, and the pressure to keep costs down is increasing. We see a continued need to improve efficiency—every dollar invested must deliver the desired results, and consequently, there is less room for error. 

Increased demands and costs for suppliers

Rising energy costs are also driving a greater focus on supplier costs. Demands for improved cost control, optimized resource utilization, and greater efficiency are driving initiatives aimed at evaluating, monitoring, and selecting suppliers more carefully. 

Transportation costs are contributing to the continued trend of remote work

Transportation costs are rising, which is contributing to the continued shift toward remote work, as well as a reduction in business travel. Meetings and business transactions continue to take place digitally, driving the need for methods and tools that support this. 

Increased focus on strengthening customer relationships and brand awareness

A polarized world may force companies to act in accordance with their stated values and work harder to associate the right values with their brand, rather than making decisions aimed at maximizing profits. As a result, taking a stand and effective communication will play an increasingly significant role in relationships with customers and employees. 

The focus on sustainability is becoming increasingly central

An increased focus on sustainability is driving new trends in corporate business development, including the establishment of new types of goals and activities. Companies will be better able to demonstrate that their products and services are developed and delivered in a sustainable manner. Various types of certifications will be used as a mark of quality. This will also be an important factor in the selection of suppliers and employers. 

New job opportunities 

Employment will continue to rise, particularly in the public sector. The new jobs are primarily skilled positions, requiring specialized training or experience to perform. In 2013, 38.5% of jobs in Sweden were highly skilled; this figure is projected to exceed 50% in the coming years. 

A new focus on onboarding processes

The unusually high resignation rates, where employees voluntarily choose to leave their jobs (“The Great Resignation”), are causing companies to focus even more on attracting and retaining employees. Employers are placing a strong emphasis on benefits and corporate culture. The average tenure is decreasing, and issues related to onboarding new colleagues are being given high priority as part of initiatives to boost efficiency. 

Logging and warning systems are being implemented

As legislators tighten regulations on how personal data is handled, there is a growing need for data monitoring. We are seeing an increase in systematic and automated controls and monitoring of who has access to data, how data is updated, and how it is used. This, in turn, means that employees are being monitored, and we are faced with yet another dimension of personal data to manage. Monitoring solutions and logging can be built into standard applications or implemented separately, both to ensure that logs are handled securely and to guarantee the secure processing of personal data.  

Threats to IT systems

Attacks on IT systems, such as ransomware, continue to pose a significant threat to all companies with digitized processes. This will lead to increased demands on IT providers to deliver secure methods and systems. It will also increase the need for specialists with security expertise. 

Curious about more macro trends to keep an eye on?
Read our post on trends in marketing automation