Almost two years after the beginning of the global pandemic, consumers’ needs and desires have never evolved that much. The least we can say is that this crisis has disrupted consumption habits. Habits that brands must now adapt to. They have to respect the expectations of their (potential) customers. And it must be said that today, consumers expect a lot from them. They want the best; and the how becomes essential. How does the brand commit? Why? How does the brand ensure its accessibility? How does the brand contribute to our environment? The list goes on and on, and there are so many questions that a brand today must think about and answer, to bring its own utility to our society, to make its purpose tangible.

In order to boost the utility of brands through design, CBA’s teams (in Brazil, Paris and the USA) have developed Useful Design Trends 22. An exclusive report that highlights 15 inspiring design trends in five major areas.