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  • Writer's pictureMelissa Hicks

5 Marketing Trends for 2021

With more than 100 years of marketing and design experience among us, the creatives at Mosaic Marketing came together to collaborate on our marketing predictions for the year ahead.

Authenticity Is Expected

After enduring an endless stream of fake news, consumers have no tolerance for companies that talk the talk but don’t walk the walk. With buyers ready to call out any organization’s failures, we predict that companies will prioritize transparency and straight talk in 2021. In addition to focusing on clear, concise communications, companies will illustrate their commitment to authenticity via design. We can expect structured layouts, streamlined designs, black & white photography and bold typography styles.

Embrace the Calm

After a full year of dominating newsfeeds, health warnings, and corporate communications, we would love to never again see a vivid red or bright blue illustration of the COVID-19 virus. Everyone wants a break from the pandemic, and the design world will respond by embracing soft, muted color palettes. As many Americans escaped to the great outdoors during the isolation of the pandemic, we expect to see a lot of nature in this year’s marketing. Be on the lookout for imagery and photographs that showcase scenic places, animals, flora and fauna.

Social Good Is Everyone’s Business

Americans demand more from companies than ever before in history, and it goes beyond the quality of a product or service. Consumers expect companies to have a robust commitment to the communities they serve. In 2021, we’ll see companies prioritizing their corporate social responsibility strategy as a core business objective. We also predict that companies will replace a shotgun approach of supporting multiple causes with a more focused purpose that aligns with their mission and corporate culture. As a result, you can expect to hear more about what companies are doing to have a positive social impact in tv commercials, social media and the news.

Diversity Will Dominate

Acts of police violence and protests led to a social justice movement across America that sparked discussions of diversity, inclusion and equity (DEI) in living rooms, classrooms and board rooms. The focus on DEI will continue this year as consumers and advocates scrutinize companies that lack DEI and apply pressure to reform. You may have noticed that companies are increasingly using photographs, actors, and images that reflect the true scope of diversity among consumers in terms of gender, race, sexual identity, disabilities and more. This visual focus will increase in 2021 and we’ll also see an uptick in companies efforts to communicate how they are delivering on their commitment to diversity, equity and inclusion.

Video Killed the Radio Star

If you were a teenager in the 80s, we apologize that you’re going to have the Buggles hit song stuck in your head for the rest of the day, but it’s a great reminder of the importance of video. Remember the early days of Facebook when posts were mostly just text? Just as social media fans embraced the use of emojis, photos and images, more companies will harness the power of short videos to communicate their messages and reinforce their brands in the year ahead.


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