• Final score: This year’s big-game ads were a sleepy mix of celebrities and low-risk spots.
• Sorry, besties. Panera’s BAGuette—a (genius) handbag in the brand’s iconic green sized to fit a whole baguette—has sold out.
• The last remaining Blockbuster location got in on the game action with a stunt on social media.
• The weeks-long M&M’s spokescandies saga is over, supposedly?

U.S. marketers take note: Google has analyzed billions of Search trends from 2022 to identify emerging needs and behaviors, so you can keep pace with rapidly changing consumer behavior in a time of economic uncertainty. Here are 3 key insights about how people shop:

1.  Value: Consumers are searching for items and experiences that provide good value beyond just the price point. In 2023, they’re taking reviews, product popularity, and sustainability into account when determining value. Are you providing value in the way that consumers measure it?
   • 190% YOY increase in search interest for “highest inflation.”
   • 50% YOY increase in search interest for “how to save money on.”
2. Aid and allyship: Consumers have new perspectives, renewed compassion for themselves and others, and a hunger to inspire global action through organizing. Focus on building consumer trust now to benefit during recovery, and consider reporting progress toward your KPIs to avoid the appearance of purpose-washing.
   • 110% YOY increase in search interest for “donation request”
   • 50% YOY increase in search interest for “community project.”
3. Self-care: Consumers are stressed out and researching products and experiences that will revitalize them. Plus, hybrid work and other factors have redefined our relationship to work. Make the research process frictionless and accessible to your audience.
   • 30% YOY increase in search interest for “stress management”
   • 85% YOY increase in search interest for “burnout symptoms.”

Read the full report at Think With Google.

Stumped for content? Try BuzzSumo’s index of over 8 million pieces of content to generate your own ideas, analyze competitors, browse hot topics and trends, monitor your performance, and identify influencers and tastemakers to amplify your message.

Our pick for best ad of the game? Workday’s flashy spot was made for Us: “corporate types” that shred on our (computer) keyboards, jam through our tasklists, and have a habit of calling ourselves “rockstars.” Ozzy, Joan, and Billy take issue with that appropriation. Fair, but we’re still totally killing it. 🤟