Challengers to Watch 2022

2022 sees the world hopefully transition from pandemic to endemic, and with it, comes relief that the darker days of the global health crisis are over. However, the world is no less certain as geopolitical tensions between nations rise and new threats to health and prosperity emerge. One thing we’ve grown able to rely on is uncertainty. But with uncertainty comes opportunity, and 2022 sees new technologies and business models emerging and taking hold that could radically alter our lives.

We’re seeing a shift to a greener economy, the transition from fuel to lithium, the rise of the metaverse, the growth of decentralised finance, gaming and debate around the significance of NFTs. But while technological advances quickly fade into the background of the everyday and become normalised, it is often the organisations with a particular mindset and behaviour that drive forward and signpost our collective progress.

Getir raises consumer expectations with its promise of ‘ultra fast’ grocery delivery, Florasis’ proud celebration of national heritage and culture exemplifies a renewed confidence from Chinese brands on the world stage, and Reflaunt’s partnerships with global luxury brands open the door to circular economy principles becoming established in ‘Big Fashion’ for the first time.

To decide this year’s top twenty, our strategists, researchers and creatives scrutinised hundreds of companies globally for brands with the ambition, clarity and confidence to match the innovation that surrounds us.

Our report explores the common strategies, behaviours and broader trends from this year’s cohort of challengers to watch and throughout we draw attention to the particular challenger narrative used by each brand to break through in their market.

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