The new year brings new focuses, trends, and themes by the trade and business media. Patterns of media interest are emerging across verticals as we move through the first quarter. Themes we had hoped to leave behind in 2021 are persisting, and some issues are racing to the forefront with greater and greater intensity. For marketers seeking to freshen up their B2B tech thought leadership, we’ve compiled a cheat sheet of what’s been capturing the media’s interest.  

Second verse same as the first

Let’s state the obvious: We’re rolling into 2022 with much of the baggage from 2021 in tow. The great vision of the new millennium’s roaring twenties isn’t here. Instead, we are wrestling to recover from the worst of the pandemic, and this is keeping many of the same themes alive. In fact, anthonyBarnum is returning to trend concepts we had hoped would be less engaging in 2022. 

The workforce remains constrained

One area where we’re seeing this is in the tight workforce market. We saw surges of interest in related concepts starting early last summer. With the Great Resignation and Great Reshuffle, along with continued decreased participation in the workforce, concepts that tie into the challenges of the labor market are continuing to be of interest across media outlets.  

For innovation companies, this presents a distinct opportunity to address how advanced AI and automation can streamline processes and reduce needed man hours. Business decision makers across verticals are challenged by the gaps in available talent and are making decisions to expand their productivity through technology. Concepts that invoke these workforce challenges continue to be powerful for garnering coverage in the media. 

It’s worse in healthcare 

The only challenges greater in the workforce are those in healthcare where shortages of nurses, physicians and other medical professionals continue to strain care delivery. While other areas may experience recovery, healthcare workforce issues are only projected to worsen. Advanced technology platforms within the continuum are a high priority for providers and payers alike. Healthcare platforms that can present innovative approaches to surmounting the shortage are of high interest. The situation is so dire that trends will continue to splinter– We would expect this and related concepts to be in the spotlight throughout the year. 

Add to healthcare the impact of delayed care 

The overall impact of delayed care driven by the pandemic is also a theme. While mental health related technologies were a priority in 2020 – 2021, the longer-range consequences of deferred care remain of interest to general audiences. Technologies that usher in greater access to care and help patients and providers rapidly play catch up are capturing attention. 

The supply chain and inflation still struggle

Aided by the shortages of the workforce, and further impacted by the recent Omicron variant that shut down large swaths of economic activity in December and January, supply chain issues persist. With concerns on the global stage, companies are struggling and working to advance their access to key items. 

Not only are attaining key materials challenging, but costs have also risen. Any adaptations companies can make to decrease costs and be more efficient is mission critical. Trends that link issues around increasing the efficiency of the supply chain and identifying strategies for offsetting the impact of inflation remains of high interest. 

What trends are on the horizon?

Big questions center on the impact of rising interest rates, the longevity of inflation, and the way work and office culture will take shape post-pandemic. Business remains in flux in terms of what getting back to normal will look like—and how much it will cost in the future. Acceleration in the adoption of telemedicine, remote work, virtual interactions, and e-commerce have all shifted core components of processes and technology, as they reshape key facets of daily life. 

While there’s been acceleration, there’s also lingering questions about what’s permanent and what is still evolving. As a result, marketers have an opportunity to translate the trend and threads they are hearing from their markets into new insights and approaches. In that way, thought leadership and vision that dares to look past the struggles of the present is an opportunity and canvas for breaking the molds.

If one of these trends speaks to your product or category but you need help bringing a full tilt media and communications plan to life, don’t hesitate to get in touch with our team today.

Key narratives now: 

  • Workforce constraints and the impact technology can have to ease
  • How automation, AI and machine learning can take strain off workforces and increase positive outcomes
  • Technologies bridge the workforce shortages in healthcare and support pandemic “catch up” in care 
  • Ways to save in an inflationary environment and technology that surmounts or eases challenges in the supply chain
  • Trends for what’s really next and positioned to be at the forefront as we advance technology in a post-pandemic world