In 2022, a source of friction rarely seen in our prior surveys entered the field: inflation. Beyond meeting consumers where they are-physically and psychologically-companies must invest to ensure that they’ll be able to meet them where they will be in the future. They must identify, isolate and mitigate the many frictions that stand between them and their customers, and between their customers and optimal experiences. The survey makes it clear that companies must go beyond responding to consumers’ evolving attitudes, actions and aspirations. And as more of everyday work and leisure life continues to go digital, mobile and virtual, concerns about data security and privacy remain a significant source of friction. They’re continuing to experiment with the next generation of digital platforms, including the metaverse. Consumers are seeking less friction-but that doesn’t necessarily mean opting only for e-commerce, or for physical experiences that are entirely mediated by technology. Yet, even as they take defensive actions, consumers remain resilient, demanding and eager to experiment. While IPO activity is expected to slowdown from the frenetic pace seen in 2021 as more companies take the time needed to set themselves up for post-IPO success, the IPO market in general is expected to remain robust in addition to M&A activity.The demand and supply shocks brought about by covid continue to ripple through the economy and factor into consumers’ decision-making, habits and attitudes. Heading into 2022, VC investment globally is expected to remain high given the wealth of dry powder available in the market, the continued involvement of non-traditional investors, and the ongoing evolution of VC markets in less developed jurisdictions, including South America and Africa. While total VC investment in Asia dropped from the record high achieved in Q3’21, it remained relatively robust compared to historical trends. Despite the Omicron variant of COVID-19 leading to new rounds of travel challenges and local restrictions in the second half of the year, VC investment in Q4’21 remained high, propelled by robust investment across the Americas and Europe. 2021 was a banner year for the global VC market, with record high highs for total investment and the value and number of VC deals, global CVC investment and the number of CVC deals, the number of exits and total exit value, and global fundraising value.
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