Google Search trends 2022: What mixed emotions mean for marketers

New Google Search trends in 2022 show people across Europe, the Middle East, and Africa are filled with heightened emotions as they navigate our ever-changing world.

On the one hand, uncertainty and apprehension over the war in Ukraine, personal finances, and health have led to big changes across the region. For example, search interest for “how to help Ukraine” spiked in the U.K. At the same time, many people are ready to go out and make up for lost time after two years of lockdowns and restrictions.

We’ve analysed thousands of high-growth searches from the start of the year to get a better understanding of this duality of emotions. It shines a light on both the confidence and the concern we collectively feel — and how this is shaping consumer needs and behaviours.

2022 is the year of two moods: optimism and uncertainty. We’re curious but cautious, and we’re turning to Search for answers.

Ready to socialise

Two years after the pandemic swept the globe and sent us into lockdown, we’re eager to leave the house. Find out about the social activities filling our calendars as restrictions continue to lift across the region.

Explore the trend

Healthy balance

The pandemic has made us reorder our priorities, putting health and wellbeing first. Discover what a “day in the life” looks like as we seek balanced lifestyles and take care of our holistic wellbeing.

Explore the trend

Money matters

The world continues to face great economic challenges, such as surging inflation and rising household bills. Learn what we search for when we look for solutions to manage our finances.

Explore the trend

Mapping out travel

As restrictions continue to lift, search trends show that people are looking forward to hitting the road, rail, sea, sky, and slopes again. Find out which day of the week we are most likely to research our holidays.

Explore the trend