2020年度热搜榜（英文）

Looking back to move your marketing forwardWhat a year. One that raised more questions than answers. We all found ourselves in the same storm but in different boats. We had to dig deep to respond and to cope. However, through it all, each of us turned to Search to find answers to questions, some of which we’d never had to ask before. As marketers we pride ourselves in knowing our consumers. But in a year where so much has changed, it has, at times, been a challenge to differentiate the trend from the reaction. Which part of the change is permanent and here to stay and which ones are only a necessity of the pandemic? We need to reflect and even relearn what we thought we knew. We realised we need to look back in order to move forward. That’s why we turned to Search and set out to bring you the “what now?” Observing how people turn to Search offers us a unique view into their changing habits and needs; new worries and ambitions; and heightened curiosities and expectations. With this report we share some ideas on how you can translate these insights into actions for your business along with some inspiring examples of brands that have successfully reinvented themselves and reconnected emotionally and functionally with their consumers. Together, we hope we can reflect and be better prepared for what’s next. From marketers to marketers. From us to you.Shaifali NathanDirector, Ads Marketing, APAC 1Individual MattersWhile COVID-19 became a globally shared problem in 2020, it also exposed a simple truth: there is no universal human experience. Search trends reveal consumers are placing more value on individual needs and perspectives, even if they're outside the norm.3Whole SelvesLines are blurring in the roles people play, and consumers are looking to have more specific needs met at any one time. As innovations in one industry (on-demand taxis) can drive expectations in another (on-demand laundry), the burden is on brands, not consumers, to keep up.5Future ProofingIn a year that nobody could have predicted or planned for, there's been a new wave of interest in managing the things you can control, future-proofing our lives wherever possible and seeking more assurance from brands to ensure peace of mind.Table of contentsYEAR IN SEARCH 2020 REPORT2Higher PurposeAs global crises test their values, people are looking for ways to do more for their communities and the environment – and they expect the same of brands. TrendWatching notes that while sustainability concerns aren't new, consumers have shifted from seeking eco-status to avoiding eco-shame.4Sweet ReliefHappiness never goes outof style, but amid the historic challenges of the pandemic, consumers especially welcome brands that spark joy in their lives and create a safe spacefor them to take a break. YEAR IN SEARCH 2020 REPORTIndividual MattersTrend 1YEAR IN SEARCH 2020 REPORT1 Individual MattersCOVID-19 quickly became common to all nations,and with it, a simple truth was reaffirmed: no two human experie