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<ul class="summary-list"><li>As the <keyword id="2721952" type="PERSON" weightage="100" keywordseo="crypto">crypto</keyword> market continues to see its most notable boom yet, big companies in the sector have encouraged traditional Wall Street to venture into the space.</li><li>The crypto market is "much healthier and much more two-sided" than ever, said one investment firm CEO. </li><li>The conversation was part of Insider's virtual event, "Future of <keyword id="25455" type="ORGANIZATION" weightage="60" keywordseo="finance">Finance</keyword>," presented by <keyword id="1292332" type="PERSON" weightage="60" keywordseo="Grayscale">Grayscale</keyword>.</li></ul>All eyes have been on the crypto space this year as it has undergone its most notable boom in history. The volatile and often-polarizing space has <a href="https://markets.businessinsider.com/currencies/news/warren-buffett-charlie-munger-bitcoin-robinhood-spacs-berkshire-hathaway-meeting-2021-5-1030385983">drawn criticism</a> from the likes of famed investor Charlie Munger while attracting capital from hedge fund legends <a href="https://markets.businessinsider.com/currencies/news/bitcoin-billionaire-investor-paul-tudor-jones-says-buying-cryptocurrency-inflation-2020-5-1029179495">Paul Tudor Jones</a> and <a href="https://markets.businessinsider.com/currencies/news/ray-dalio-bitcoin-bonds-inflation-surges-cryptocurrency-portfolio-outlook-bridgewater-2021-5-1030459576">Ray Dalio</a>. 2021 may well mark an inflection point in the maturation of the nascent <a href="https://wazirx.com/signup?invite=2kpah6gr&amp;utm_source=business-insider&amp;utm_medium=referral&amp;utm_campaign=microsite" id="docs-internal-guid-25370f55-7fff-1c7e-31ae-7f973485f83e">crypto</a> ecosystem. "I think what we're seeing now is a market that is much healthier and much more two-sided than we've ever seen before. And the dynamics at play in the crypto market today are very different than they were in the 2017 run-up," said Michael Sonnenshein, CEO of Grayscale Investments, <a href="https://markets.businessinsider.com/news/stocks/grayscale-investments-interested-us-bitcoin-etf-gbtc-btc-cryptocurrency-2021-3-1030180065">the company behind the world's biggest crypto fund</a>, the $37 billion Grayscale <keyword id="6354947" type="UNKNOWN" weightage="60" keywordseo="bitcoin">Bitcoin</keyword> Trust. "We've really seen the development of derivatives lending and borrowing, the development of order management systems indices, and further regulatory clarity around the asset class," he added. Sonnenshein 's comments were made during Insider's recent virtual event, "Future of Finance," presented by Grayscale, which took place on June 8, 2021. "[Investors] are now seeing that there is no more stigma or any career risk associated with getting involved in crypto," Sonnenshein said. "They're seeing notable experienced investors getting involved in the ecosystem." This panel, titled "Crypto - The Golden Child of <keyword id="2461546" type="PERSON" weightage="60" keywordseo="FinTech">Fintech</keyword>?" was moderated by Bianca Chan, finance reporter at Insider and featured Sonnenshein along with Lauren Abendschein, head of Americas institutional coverage at <keyword id="1972612" type="PERSON" weightage="60" keywordseo="Coinbase">Coinbase</keyword>. Sonnenshein said crypto is still in its early days, noting the recent proliferation of crypto use cases like stablecoins, reward tokens, governance tokens, and smart contracts. He said that sophisticated investors are recognizing that engagement in the space is more than just about short term price action. Abendschein said that historically, <a href="https://wazirx.com/signup?invite=2kpah6gr&amp;utm_source=business-insider&amp;utm_medium=referral&amp;utm_campaign=microsite" id="docs-internal-guid-25370f55-7fff-1c7e-31ae-7f973485f83e">crypto</a> has faced three key barriers: regulatory uncertainty, costing, trading, and lending infrastructure, and investor perception. She said all three areas have seen meaningful change that have helped encourage wider adoption. "I think this is where having incumbents like Coinbase and Grayscale who have performed over extended periods really helped to bring adoption from Wall Street," Abendschein said. Sonnenshein said regulatory uncertainty is no longer an issue for investors. Chan, the moderator, pointed out that the US Securities and Exchange Commission <a href="https://markets.businessinsider.com/currencies/news/bitcoin-etf-approval-may-take-longer-expected-sec-expresses-caution-2021-6-1030484370">has not yet approved a Bitcoin ETF</a> despite longstanding efforts from the crypto community. Sonnenshein said that Grayscale first began dialogue with the SEC about turning its flagship fund, the Grayscale Bitcoin Trust, into a bona fide ETF, in 2016. Grayscale pulled out of the approval process in 2017 after realizing regulators "were just not yet ready" for such a product, he added. "Some of the issues that regulators have cited around the crypto ecosystem are things like surveillance sharing, you know, these are the types of protections in monitoring that are in place for equities and other assets. And we just don't yet have that level of infrastructure around crypto markets and crypto order books and exchanges," Sonnenshein said. Chan asked Abendschein about Coinbase's recent report on <keyword id="49089" type="ORGANIZATION" weightage="60" keywordseo="Sustainability">sustainability</keyword> concerns surrounding Bitcoin's energy use. Abendschein said that the report found Bitcoin miners use green energy because of its abundance and low cost, and that they could actually help drive demand for more renewable energy. Sonnenshein sees the scrutiny around Bitcoin's environmental footprint as a driver of progress for the asset class. "10 or 12 years into the life cycle of this asset, the fact that we are able to focus on things like sustainability and <keyword id="77363" type="ORGANIZATION" weightage="60" keywordseo="ESG">ESG</keyword>, we're going to use this as an opportunity as an industry to put together new solutions employing new technologies because we've seen this ecosystem get challenged no fewer than probably 100 times over the course of its lifecycle," Sonnenshein said. Sonnenshein noted the abundance of research and educational materials available to investors interested in crypto. "I think any investor who is deploying capital into crypto today is certainly doing so I would say from the most informed vantage point that we've ever seen." <a href="https://forum.businessinsider.in/">For a more in-depth discussion, come on over to Business Insider Cryptosphere</a> — a forum where users can deep dive into all things crypto, engage in interesting discussions and stay ahead of the curve. SEE ALSO: <a href="https://www.businessinsider.in/cryptocurrency/news/investments-in-crypto-hit-17-billion-in-the-first-six-months-of-2021/articleshow/83740327.cms">Investments in crypto hit a new record of $17 billion, but Indian funds are yet to jump on the bandwagon</a> <a href="https://www.businessinsider.in/cryptocurrency/news/indian-cryptocurrency-exchange-wazirx-has-listed-shiba-inu-tokens-for-trading-in-indian-rupees/articleshow/82731429.cms">Chiacoin claims to be an eco-friendly cryptocurrency — here's how it works</a> <a href="https://www.businessinsider.in/cryptocurrency/news/here-is-why-a-ban-on-cryptocurrencies-may-not-be-even-possible/articleshow/82741310.cms">Is a ban on cryptocurrencies even possible?</a> <a href="https://www.businessinsider.in/cryptocurrency/news/latin-america-and-south-asia-show-two-ends-of-the-crypto-regulatory-spectrum/articleshow/83638437.cms">Even as Latin America embraces Bitcoin, Southeast Asia is clamping down on cryptocurrencies</a>

The crypto ecosystem has been challenged 'no fewer than probably 100 times' over its lifetime. Here's why many institutions are still piling into the asset class, and what roadblocks remain.

Artificial Intelligence-powered <keyword id="11421393" type="UNKNOWN" weightage="20" keywordseo="talent-intelligence-platform-eightfold-ai">talent intelligence platform Eightfold AI</keyword> on Thursday announced that it has raised a $220 million in its Series E funding round led by SoftBanks Vision Fund 2. The company has raised more than $410 million to date, with $350 million coming in the last six months. <keyword id="10356092" type="PERSON" weightage="20" keywordseo="Eightfold-AI">Eightfold AI</keyword> said that the <keyword id="6356305" type="UNKNOWN" weightage="20" keywordseo="funds">funds</keyword> will be used to continue the rapid growth and development of its talent intelligence platform and expand its growing partner ecosystem. "Current HR systems were designed to address issues from a previous era, and they have failed to keep pace with the changing nature of work and the workforce," said Ashutosh <keyword id="196154" type="COMPANY" weightage="20" keywordseo="Garg">Garg</keyword>, Founder and CEO at Eightfold. "At Eightfold, we have an unprecedented opportunity, using AI to align the career goals of individuals while simultaneously creating better results for employers," Garg added. Additionally, Eightfold AI will use the funds to continue expanding its <keyword id="3658" type="LOCATION" weightage="20" keywordseo="India">India</keyword> operations, investing in the most talented data scientists and engineers in the region. The Series E funding round also saw investments from General Catalyst, Capital One Ventures, <keyword id="152673" type="COMPANY" weightage="20" keywordseo="Foundation-Capital">Foundation Capital</keyword>, <keyword id="189239" type="COMPANY" weightage="20" keywordseo="IVP">IVP</keyword> and <keyword id="455799" type="COMPANY" weightage="20" keywordseo="Lightspeed-Venture-Partners">Lightspeed Venture Partners</keyword>. "Powered by AI and machine learning, Eightfold's platform provides global enterprises with a single solution for managing the entire talent lifecycle, including hiring, retaining, and growing a diverse global workforce," said Deep Nishar, Senior Managing Partner at SoftBank Investment Advisers. SEE ALSO: <a href="https://www.businessinsider.in/tech/gadgets/news/realme-is-expected-to-launch-the-realme-book-and-realme-pad-on-june-15/articleshow/83398969.cms">Realme Book leaked ahead of launch, expected to debut with Realme Pad on June 15</a> <a href="https://www.businessinsider.in/cryptocurrency/news/iran-is-planning-to-introduce-a-legal-framework-for-crypto-even-as-bitcoin-mining-activity-remains-restricted/articleshow/83396588.cms">Iran is planning to introduce a legal framework for crypto even as bitcoin mining activity remains restricted</a>

Talent intelligence platform Eightfold AI raises $220 million led by SoftBank Vision Fund 2

<ul><li>Google, Amazon, IBM and many more are hiring business analysts across the countryIndia is currently a hotbed of crypto companies looking to hire new talent.</li><li>The jobs on offer include everything from designers to engineers to managers for specific projects.</li><li>In addition to Coinbase, other burgeoning crypto exchanges like CoinDCX, WazirX, CoinSwitch Kuber and Kraken are on the hunt for experts in their respective fields.</li></ul>Despite the regulatory uncertainty in India, cryptocurrency companies are firmly expanding. From homegrown firms like CoinDCX and WazirX to global players like Kraken — there’s a hiring frenzy in the works. Earlier this month, crypto exchange Coinbase announced that it is looking to hire <a href="https://www.businessinsider.in/cryptocurrency/news/crypto-exchange-coinbase-expansion-plans-in-india-include-hiring-hundreds-of-engineers/articleshow/84134912.cms">‘hundreds’ of engineers</a> as it expands its operations in India. It’s also looking to hire people for its human resources (HR), product, design and user interface teams. In order to attract the best talent, Coinbase is even offering $1000 in crypto to those who get selected as a kind of signing bonus. And, the thing about India is — like with mobile applications — everyone wants a piece of the pie because of its vast population. Here’s a quick look at the wide range of crypto jobs that companies are hiring for right now: Coinbase - Senior manager for product design Coinbase is one of the leading cryptocurrency platforms with its presence in more than 100 countries. The company is looking for a senior manager to lead a team of product designers. The role involves proactively identifying blockers, opportunities and improvements to the team’s product area. The candidate must have over five years of experience leading a team of designers. Fluency in Figma and prototyping tools, and experience driving user research studies are required for this. Preferred skills include strong mentorship, and management experience. Interested candidates can apply <a href="https://www.coinbase.com/careers/positions/3132236">here</a>. Coinbase - Director for product Coinbase is also looking for a director for product who will lead a product management team. In addition to delivering the company’s product vision and strategy, the role also includes hiring, managing and growing a team of product managers. The candidate should have over 10 years of direct product management experience. Interested candidates can apply <a href="https://www.coinbase.com/careers/positions/3174475">here</a>. Coinbase - Senior software engineer for data platform Another opening at Coinbase is for a senior software engineer for the company’s data platform. For this role, the candidate should have over give years of engineering experience, and in using Airflow, Spark, Flink, Hadoop, Presto, Hive and Kafka. The role involves building and operating Coinbase’s foundational data infrastructure. Interested candidates can apply <a href="https://www.coinbase.com/careers/positions/3198696">here</a>. CoinDCX - Growth lead CoinDCX is one of the largest cryptocurrency exchanges in India. The company is looking for a candidate with over five years of experience to define its growth plan and define metrics to track performance. The role also involves owning and strategising the entire lifecycle marketing of CoinDCX users, and building a growth hacking culture for the company. The candidate will need to have experience in growing fintech products in India. Interested candidates can apply <a href="https://www.linkedin.com/jobs/view/2664510705/">here</a>. Community moderator - WazirX WazirX is looking for someone who can moderate and grow the platform’s Telegram Discuss group and other social platforms to drive engagement in the community. The community moderator will have to drive engagement with new initiatives, organise and participate in events to build community and boost brand awareness. The candidate should have between one to three years of experience in a similar role, and have an active role on social communities like Bitcointalk, Reddit and Telegram. Interested candidates can apply <a href="https://careers.wazirx.com/jobs/S17l0QDxeOV_/community-moderator-remote">here</a>. The company is also looking for a community moderator to specifically look after its non-fungible tokens (NFTs) vertical. The requirements are the same, except that the person should probably have a knack for NFTs. Interested candidates can apply <a href="https://careers.wazirx.com/jobs/LWiaNqWrN-ve/community-moderator-nft-remote">here</a>. User interface designer for NFTs - WazirX Since WazirX is <a href="https://www.businessinsider.in/tech/news/indian-crypto-exchange-wazirx-has-announced-a-nft-marketplace-for-indian-artists/articleshow/81909932.cms">doubling down</a> on NFTs in India, it’s also hiring for a number of other posts, including a user interface designer. The candidate will take care of a product from conception to launch. The responsibilities include designing marketing material for promotion, producing multiple concepts and prototypes. The candidate should have two to five years or design experience in building and shipping applications or software. Interested candidates can apply <a href="https://careers.wazirx.com/jobs/ejB1eXe_pgoz/ui-ux-designer-nft-remote">here</a>. Software development engineer - CoinSwitch Kuber Indian crypto exchange CoinSwitch Kuber is looking for a software development engineer with over four years of experience. The role involves design and developing large scale distributed services. The chosen candidate will also have to act as the primary owner of one or more components, proactively research and evaluate new tools, technologies and techniques. Interested candidates can apply <a href="https://in.linkedin.com/jobs/view/software-development-engineer-ii-iii-at-coinswitch-kuber-2645762554?utm_campaign=google_jobs_apply&amp;utm_source=google_jobs_apply&amp;utm_medium=organic">here</a>. Blue Team analyst for the Asian Pacific (APAC) region - Kraken Digital Asset Exchange (Remote) Kraken is looking for a cyber security analyst to join the company’s Blue Team that detects, investigates and responds to security events and attacks against the company. The chosen candidate will be a member of the global security team, and provide monitoring, triage and analysis of security events. The candidate for this position should have an experience in the same field with strong background in Detection Engineering, Incident Response, Threat hunting or Digital forensics. Interested candidates can apply <a href="https://www.linkedin.com/jobs/view/2652605656/">here</a>. Cryptocurrency and blockchain consultant - Goldstein, Roth &amp; Co. Investment banking firm Goldstein, Roth &amp; Co. is looking for a cryptocurrency and blockchain consultant. The candidate requirements include having a well-rounded knowledge of the crypto and blockchain environment. The candidate should also have more understanding of international exchanges than the Indian ecosystem. It also includes knowledge of international rules and regulations and an analytical eye towards crypto and blockchain. Interested candidates can apply <a href="https://www.linkedin.com/jobs/view/2639185940/?eBP=CwEAAAF69nnSABliqnZ-7yt28Vc2VR87LVrk_uMbmdSqDAHpGf4DG5sDZMuKWjcNdZIx381L6rFYVutxI0vQhI0p7gM29cmvsQKmuB2hO_qlq1lhPNp-pqsAZ7QROePmbzQ5mgZw8XrKd9z1eEIWebJPp3In884uvzuxOUJovImhvwnkkSIFebulY9a4YeisiEj3FFuohS9AEcUXqxCQve2hCRfJCkMlBPAm3ZwFOuRBM1jzNlhY9PXWVU4N0v20MzQMBFhYkBaV4EjtJE6vUGnzIZ-vrIWMb5fvQYD0glOShbpq52z9_JAPw3-HV7dPrXAvJY50pYkxWWNGq1gAMc7q6UyGt8kv9Koo2IcV1OM9WcscL2kMfEQ&amp;recommendedFlavor=ACTIVELY_HIRING_COMPANY&amp;refId=oIlgCZlNliPGViuSIdhR%2FA%3D%3D&amp;trackingId=%2F0GV4IdohUZG3myj9hcPIw%3D%3D&amp;trk=flagship3_search_srp_jobs">here</a>. SEE ALSO: <a href="https://www.businessinsider.in/careers/news/google-amazon-ibm-paytm-cognizant-hiring-business-analysts-across-the-country/articleshow/84847736.cms" data-type="tilCustomLink">Google, Amazon, IBM and many more are hiring business analysts across the country</a> <a href="https://www.businessinsider.in/careers/news/gaming-industry-list-of-renowned-colleges-and-institutions-across-india-for-gaming-courses/articleshow/84786679.cms" data-type="tilCustomLink">Gaming industry: Build your career in one of the fastest growing sectors in India</a>

Coinbase, CoinDCX, WazirX and other crypto firms aren’t just looking for engineers but designers, social media wizards, and managers too

<ul><li><keyword id="260629" type="General" weightage="20" keywordseo="nielsen-sports" source="Orion">Nielsen Sports</keyword> has released ‘Fans are changing the game’, its 2022 global sports marketing report.</li><li>The report reveals new behaviours fans have adopted during the pandemic to connect with the sports and teams they follow, whether through increased social media activity, betting, co-watching, or more.</li></ul><keyword id="6456080" type="General" weightage="100" keywordseo="nielsen" source="Orion">Nielsen</keyword> Sports, a global leader in sponsorship analytics and fan intelligence, has released ‘Fans are changing the game’, its 2022 global sports marketing report. The report reveals new behaviours fans have adopted during the pandemic to connect with the sports and teams they follow, whether through increased social media activity, betting, co-watching, or more. The report outlines how Nielsen predicts ‘Fandom’ in 2022 will impact <keyword id="933048" type="General" weightage="20" keywordseo="sports-sponsorship" source="Orion">sports sponsorship</keyword> models, content distribution, the rise of crypto, esports and women’s sports. The new report will help contextualise the value of sports partnerships, helping brands and sports properties predict the future value of media assets and marketing investment ROI. Some of the key findings within the Nielsen Sports Report detail how a fan’s viewing experience has changed. With the growth of connected devices, 40.7% of global sports fans now stream live sports through digital platforms. In turn, this has led to the increase in over-the-top (OTT) media rights which includes a 19% jump for the top European football leagues over the last two years at the local level, and a 31% increase forecasted for the men’s tennis ATP Tour through 2023. The demand for content overall remains high with non-event broadcasts, such as highlights, recap videos, and more, nearly as high as the event itself. Nielsen estimates that 39.4% of global fans will watch non-live content related to a live sports event. And, sports viewership has become a multi-screen experience, with 47% of people who watch sports simultaneously interact with other live content, increasing by 5% over the last year. Nielsen estimates there was a 146% year over year rise in unbundled sponsorship investment in women’s sports (UEFA, <keyword id="57149" type="General" weightage="20" keywordseo="fifa" source="Orion">FIFA</keyword>, <keyword id="3107302" type="General" weightage="20" keywordseo="world-rugby" source="Orion">World Rugby</keyword>) compared to a 27% rise in 2020. With more women’s sports being televised, there are now increased sponsorship opportunities specific to women’s sport, which means that many brands are effectively reaching consumers that weren’t previously reached through sponsorships in men’s sport. Says <keyword id="10111413" type="General" weightage="20" keywordseo="marco-nazzari" source="Orion">Marco Nazzari</keyword>, Managing Director, International of Nielsen Sports : “From our work as a data-driven company and by surveying thousands of fans, it is clear to see that sports fans demand new types of content driven by innovative delivery platforms. In turn this impacts how rights holders and brands should approach audience engagement and sponsorship outcomes. With sponsorship sophistication rising, measuring effectiveness at every step is now expected by brands. Predicting ROI and sales lift will be key for sports rights holders to remain relevant and secure marketing budgets from brands going forward.” Other key trends identified in the 2022 Nielsen Sports Report: ● Sports sponsorship were up 107% in 2021, and through an analysis of 100 sponsorships in seven markets across 20 industries, Nielsen found that sports sponsorships drove an average 10% lift in purchase intent among the fanbase. Overall, Nielsen’s 2021 Trust in Advertising Study showed that 81% of global respondents either completely or somewhat trust brand sponsorships at sporting events. ● Blockchain companies investing in sports sponsorship is projected to reach $5 billion by 2026. This represents a projected 778% increase in sports sponsorship from the crypto, blockchain and NFT brand category. ● Athletes have shown a higher potential to establish connections with fans, with 26% of avid sports fans who use social media for sports news saying that athletes are a great way to connect with brands and sponsors. ● There were 2,254 publicly announced esport sponsorship deals globally in 2021 compared to 1,785 in 2020 making it one of the fastest growing segments of the global entertainment industry. In the last year, the female esports fan base grew by 19%, while the male fan base grew by 12%. “As traditional and digital worlds merge, the sponsorship lifecycle is now broadening, creating additional and more well-rounded monetization opportunities,” said Nazzari. “It will become vital for brands to leverage new technology and utilise digital platforms to develop fan-engagement strategies that didn’t exist before in linear broadcasting. The fan is now the catalyst for huge change.”

Sports sponsorship up 107% in 2021, drove an average 10% lift in purchase intent among fanbase: Nielsen Global Sports Marketing Report

Bitcoin's back on top, but it's not a boon for everyone in the space

<ul><li>In our latest series, we look at different industries to understand what 2021 was like for them and crystal gaze into the upcoming year, identifying some of the trends that will set the tone for 2022.</li><li>We speak to Design Gurus to find out trends that 2022 has in store for us.</li></ul>Each year brings along shifts in trends and the year 2021, in particular, brought a faster pace of changes in marketing strategies, product design and execution -- opening up a huge window for innovation and experimentation. It pushed all brands and agencies to think on their feet. Everyone had to go back to the drawing board to think of new ways to communicate with consumers as they started demanding products that are designed in comforting and sustainable ways with smart features that offer convenience and personalisation. Consumers’ outlook towards their health and wellness also evolved as the pandemic pushed them to re-evaluate their lifestyle. They have become increasingly aware of climate change and are willing to take an active approach to do something about it. They are also expecting brands to act as agents of change, be more transparent about the raw material they use and act sustainably. So, in 2021, brands like Colgate, Diageo, WOW launched paper-based packaging and started keeping sustainability at the center of their products. With this trend, it is no doubt that all purchase decisions in the future will be completely driven by a product’s packaging material. Apart from a product’s ingredients, brands will be required to explain their recycling process too to attract consumers. As per a recent study conducted across Asia, <a href="https://www.businessnewsdaily.com/2821-consumers-relationships-brands.html">consumers</a> are paying attention to a product's environmental impact, and affordability and quality were still the main driving factors behind a vast majority of purchases. As a result, product designs have changed in the last two years. Brands have increased their focus on the ‘safety’ aspect of product packaging and design. And as consumers looked for ways to escape from reality, elements of optimism and local community flavours took center stage in the product design industry. Brands played more with bright, positive designs across communication, packaging, and other large facets of brand architecture. With the arrival of Meta, the growth of artificial intelligence will also accelerate across the globe and brands will integrate AI into their product design. As the year draws to a close, we speak to design gurus to find out what challenges lie ahead and a few trends that would monopolize the marketing world in 2022. Here is what experts had to say: Lulu Raghavan, Managing Director, Landor &amp; Fitch India: The design trend that has accelerated sharply in the past few years and that will explode and firmly take hold in 2022 is sustainable design. This is because of the perfect storm of environmental consciousness coupled with a desire for meaning that most of us as designers and creatives are experiencing. The pandemic sharply exposed the horrors of climate change to us. It made us sit up and think hard about humanity’s collective actions that have contributed to the unprecedented global warming that has been creeping up slowly but surely in the past several decades. Whether it was the forest fires in Australia, the Winter storms in Texas, the devastating flooding in Maharashtra or the many other extreme weather events that popped up around the world with alarming regularity, we were choked beyond words and stirred up to think about how we got here in the first place. The pandemic also created existential angst as we were stuck at home, attending to our daily routines, wondering about the purpose of our lives. This search for meaning has made us question everything from mindless consumption to what success means. As a result, as designers, we will be consciously re-examining every problem we are given to solve. We will more fervently be looking through the lens of sustainability for better answers towards the greater good. Whether we will be designing new products, new spaces, new packs or creating new brands, we will be thinking hard about sustainable design solutions that can do their small but important bit for our planet. A Appadurai, Country Manager for the HP Indigo: The labels and packaging industry in India is on an upward growth trajectory bolstered by the rapid expansion of organized retail, the growth of exports, and India’s rising e-commerce sector and start-ups. Furthermore, consumer behaviour has massively transformed post the pandemic. Consumers are demanding brands to be more secure, culturally and environmentally responsible and provide consumer experiences that are in sync with the brand purpose. In the future, offerings will be tailored not just to stated preferences, but also behaviour. This has made packaging a critical touchpoint to base purchase decisions on, and the industry must adapt how they can optimize their packaging to meet the upcoming trends to meet customer expectations. In the years to come starting 2022, personalized and innovative packaging will help keep customers highly engaged with the brand thereby establishing greater brand affinity. Therefore, ‘packvertising’ is an effective tool that marketers can use to strike a chord with their end consumers. Moreover, with increase in online shopping, the threat of counterfeit products is growing. By 2022, counterfeiting is projected to cost the global economy US$4.2 trillion^ This will require vigilance and continued investment in new solutions - like serialization, invisible inks, track &amp; trance, and origination software to protect them from counterfeit packaging vulnerabilities. Brands are discovering massive cost benefits of On Demand Packaging / Printing against the traditional Scale of Economy Print &amp; store model because of the rapid changes that happens in the market. Agility and time to market have become super important for brands today and On demand printing / packaging exactly helps in the cause. Most importantly, consumers today are more aware of the kind of products that they use and the brands they are associated with. They are environmentally more conscious which has driven up the demand for holistically sustainable goods. Marketers must therefore increase their focus on sustainable printing &amp; green packaging. To claim sustainability proof points, brands must examine the entire lifecycle of the packaging, including its use in supply chain, basic function, marketing, usefulness to the consumer and recyclability. This should also involve examining the packaging’s credentials under the three common pillars of sustainability: people, planet, and profit. One approach which can help incorporate all these elements into an integrated strategy for sustainable packaging is carbon-footprint labelling. A carbon-footprint label shows the product’s carbon footprint from manufacturing, through use right up to eventual disposal. Ashwini Deshpande, Co-Founder &amp; Director, Elephant Design: Connected for better: That would be my key prediction for the coming year. Mobility, retail, gadgets, personal/ home care, and foods - everything will see a surge in use of technology to understand users/ consumers better. Every product, service and brand will try to understand usage patterns by embedding codes or chips to gather data more than ever. Products will also be built to communicate with each other to gather data indirectly. Such products will also help consumers understand supply source, fair practices, carbon footprint etc. Increased awareness towards sustainability, well-being of self and the environment would largely be the drivers. There are many parallel developments happening across material sciences, manufacturing technology and embedded electronics happening across the world. All these come together to create better products for the connected world. Kiran Khadke, Co-founder and Creative Head, Hyper Connect: While most of 2020 &amp; 2021 went blah! It continued to keep the creative &amp; digital studios on their toes to keep UX at the core and keep products minimal, clean, user-focussed and simple. While AR/VR was still finding their footing and voice led product experiences was still nascent and un-integrated with the overall product. In 2022, there will be a quantum leap, creative &amp; digital studios will have to integrate deeper with tech developers and analysts to create experiences for the new digital paradigm like Metaverse, Serl.io, Uhive and likes… The new paradigm of product design would need to consider 3D, multi-dimension, Voice, AR, VR integrated together seamlessly to create a real-like experience in the growing virtual world. The next wave for advertising agencies is to bring all these aspects together in cohesion and we at Hyper Connect are working on similar projects set to launch in 2022. Shashwat Das, Founder, Almond Branding: After a chaotic year, 2021 was the year for brands to understand their consumers all over again as a lot had changed in her life amid this pandemic. A lot of it is still evolving while brands are trying to align themselves and Design is bound to reflect such changes in our society and environment. Motion Design We are going to witness more and more motion in brand design as an engaging approach to storytelling. Just having static graphics as part of your visual assets is not good enough anymore. As consumer touchpoints get more digitised, brand design language will be incorporating more of motion graphics, gifs and animations. Going forward most logos will have an animated version. And motion is not limited to websites or apps, we are seeing the advent of AR fused with design. Coming year, we are going to see more Packaging where you scan a QR code and you have elements from the static design springing to action to narrate the brand story in a more engaging manner. Humanisation of Brand Design The years gone by have redefined our priorities. With several months of social distancing, we all have been missing the personal touch. Brands are going to humanise more in their attempt to build stronger relationships and engage better. At Almond Branding, we are happy to notice that our clients are preferring the proposed conversational style of messaging more, be it Packaging or Communication Design. Going forward consumers will be expecting a more personalised experience while connecting with brands. And Brand Design will make them feel that they are buying from a human and not a company. Environment-Friendly Design The pandemic has made consumers more conscious about their environment. While several brands have taken on the mission of being planet-friendly, it’s now time to walk the talk. Consumers are clever and can now easily spot greenwashing. What it means for us in the business of design, is that we have to do much more than just use the colour green to signify that we are planet-friendly. Going forward, brand designers will have to actually choose substrates and packaging formats that are truly sustainable, recyclable and low on carbon impact. 2022 is going to be year of Design for Sustainability. The last 2 years have taught us that the future is uncertain so be prepared to change drastically. The same old ways of thinking and approach are no longer going to work. The way the past 2 years have been, it can only go bigger and better from here. We all have immense hope from the Big year that is upcoming. Embracing the newer trends will be the best way for brands to dominate the market and outshine their competition. Adil Singh, Co-founder, Lights Out Studio: <div type="image" title="Adil" msid="88320263" hostid="261"></div> Two trends that will gain momentum in the coming months: Web3: Everything about block chain and its benefits has been spoken enough. Right from brands dropping NFT’s to allowing customers to buy products in crypto, would start peaking highlight of the more progressive brands. Owning a piece of the brand through the block chain network not only allows you to build a deeper connect with the brand, but also a loyal network of customers who are tech-savy and can contribute back to the brand in multiple ways. Community Building: Harped enough in the past few months, a solid community can help you with product feedback, primary research, uder generated content and also word of mouth evangelism. Communities will go beyond the ‘social media influencers’ to HXC’s (high expectation customers) that the brand targets. These are people who not only can become ideal users / adopters of the product, but also solid leaders / community builders within their personal &amp; professional networks.

Design: The trends to watch out for in 2022

<ul class="summary-list"><li>The baseless <keyword id="9152811" type="UNKNOWN" weightage="60" keywordseo="qanon">QAnon</keyword> conspiracy theory is centered on the idea that President <keyword id="6354484" type="PERSON" weightage="60" keywordseo="Donald-Trump">Donald Trump</keyword> is our savior from a deep-state cabal of human traffickers. </li><li>Now that Trump has lost his bid for re-election, the community that's grown around the conspiracy theory is at a critical juncture.</li><li>While some adherents may take a Biden win as further validation of their belief in a corrupt government, others may ultimately leave the movement, experts told Insider. </li><li>QAnon can "incorporate breaking <keyword id="6355005" type="UNKNOWN" weightage="60" keywordseo="news">news</keyword> events into its own storyline, so no matter what happens to Trump, the theory will adapt and the network will shift," Joan Donovan, the research director of the Shorenstein Center on Media, <keyword id="6358883" type="UNKNOWN" weightage="60" keywordseo="politics">Politics</keyword> and Public Policy at Harvard University, told Insider. </li></ul>The QAnon conspiracy was born out of the Trump presidency. But the movement, experts warn, may well outlast his time in the White House. Though President-elect Joe Biden was <a href="https://www.businessinsider.com/joe-biden-wins-general-election-against-donald-trump-2020-11">projected by Insider and Decision Desk HQ as the winner</a> of the election on Friday, with broadcast news networks and other news outlets following suit on Saturday morning, QAnon followers — and Trump — have refused to accept the news. QAnon is not an organization or group, but rather a vast movement focused on a baseless far-right conspiracy theory that alleges President Donald Trump is fighting a "deep state" cabal of satanic pedophiles. There are now two women <a href="https://www.businessinsider.com/marjorie-taylor-greene-qanon-candidate-elected-to-congress-2020-11">elected to Congress</a> who have espoused the conspiracy theory in the past. The movement has also made its way outside of the US, with international arms thriving in <a href="https://montreal.ctvnews.ca/how-canada-became-one-of-the-world-s-biggest-hubs-for-qanon-conspiracy-theories-1.5172097">Canada</a>, <a href="https://www.nytimes.com/2020/10/11/world/europe/qanon-is-thriving-in-germany-the-extreme-right-is-delighted.html">Germany</a>, <a href="https://www.politico.eu/article/qanon-europe-coronavirus-protests/">France</a>, and other countries. After Trump's loss, extremism researchers worry about where QAnon will go from here. The movement has become <a href="https://www.insider.com/qanon-conspiracy-theory-anti-semitism-jewish-racist-believe-save-children-2020-10">increasingly dangerous</a> as its fringe theories have made their way to <a href="https://www.businessinsider.com/trump-praises-refuses-to-condemn-qanon-at-nbc-town-hall-2020-10">mainstream culture</a> and seemingly inspired acts of violence. "The growth of QAnon has pretty fundamentally changed the entire landscape of American conservatism, and I would say international right-wing politics as well, by completely desensitizing wide swaths of the populace to these <keyword id="1379614" type="PERSON" weightage="60" keywordseo="conspiracy-theories">conspiracy theories</keyword> that have taken on a life of their own outside of QAnon itself," Alex Bradley Newhouse, research lead at the Middlebury Institute of International Studies' Center on Terrorism, Extremism, and Counterterrorism, told Insider. <h2>The QAnon community is clinging to Trump as Q remains silent</h2>On platforms like Gab and Parler, where QAnon believers have gathered after being booted from Facebook and Twitter, believers have offered their perspectives on the state of Trump's presidency and the group's future. The morning after the election, as it became clear the Trump was not a decisive winner, QAnon followers were already anxious. On Parler, a Twitter copycat, one QAnon follower asked: "Now that trump [sic] has lost the election with Michigan Turning Blue, what's the plan now?" Another follower appeared to concede, writing, "Well we tried." By Friday, when Biden was projected to win the election, it had been days since QAnon believers heard from their messenger, the anonymous Q figure who posts cryptic notes on the fringe-forum 8kun. The last post by Q, early in the morning on Tuesday, included an Abraham Lincoln quote, a link to a YouTube video of the main theme song from the 1992 film "The Last of the Mohicans," and three simple words: "Together we win." <div type="image" title="Screen Shot 2020 11 05 at 1.16.28 PM" height="446" width="447" msid="79162045" hostid="261"></div>As the week went on and Trump continued <a href="https://www.businessinsider.com/trump-is-confused-that-news-outlets-declared-biden-the-winner-2020-11">making baseless accusations of voter fraud and a "stolen" election</a>, QAnon followers believed him. In the absence of guidance from Q, the conspiracy theorists only had Trump and QAnon influencers to look towards amid the chaos. By Tuesday, one week after the election, the QAnon hashtag on Parler was mostly populated by posts baselessly alleging that dead voters handed Biden the election, that Michigan's voting system was somehow broken, and that Trump actually won Pennsylvania but Democrats were covering it up.There is no evidence to support any of those assertions, but Trump has encouraged the notion that the election was rigged and refused to concede.As <a href="https://www.nytimes.com/2020/11/10/technology/qanon-election-trump.html">Kevin Roose of The New York Times</a> noted on Tuesday, Jeffrey Pedersen, the QAnon influencer who uses the moniker InTheMatrixxx on social media, said in a Friday podcast episode that "We're winning, folks," referring to Trump's reelection. Another QAnon personality known as Shady Grove added, "This is not what you thought winning would look like" and told listeners to "trust" him. On Gab, a QAnon group with more than 39,000 members continued normal QAnon-related discussion smattered with claims that Trump will win the election. The group appeared to have rapid growth, with its moderator writing on Saturday that the group had grown to roughly 10,000 members by that point. "We know what is coming, the media pushes and pushes this to the max. All dems finally stop crying and get off there mums nipples after replenishing for 4 years. Then BOOM trump wins," said one user on Tuesday.In another popular QAnon group, a Gab user said on Tuesday, "We are the power!!! We unite together as one from all over the world and fight for TRUTH and FREEDOM. We are in this together. We are ONE. Nothing can stop us. Don't back down. I love you all. We will have WORLD PEACE."<h2>QAnon might 'take a hit' after Trump </h2><div type="image" title="QAnon supporter" height="1666" width="2222" msid="79162046" hostid="261"></div>QAnon, as it exists now, has two variations. The first is a group of the core believers who promote outlandish claims based mostly on political smears, such as the idea that <a href="https://www.newsweek.com/borat-2-movie-qanon-bill-clinton-hillary-clinton-blood-1541366">Hillary Clinton drinks the blood of children</a><a href="https://www.rollingstone.com/culture/culture-features/qanon-jfk-jr-conspiracy-theory-854938/">.</a> The second group is the "Save our Children" camp, who allege kids are being snatched up nationwide and that the US government is complicit in an insidious pedophilia ring. For the core believers, Trump is viewed as a powerful savior for the country, and his losing the election threatens everything they've come to accept as fact — like the idea that he has more power than nonbelievers understand, and that it's his responsibility to fight the fictional cabal they believe exists. "QAnon is in a weird place right now. The core of the adherents are, in general, extremely dedicated, devoted people, who have already replaced any sort of objective reality with the reality told to them by Q and Trump," Newhouse said. "That core of true believers is extremely difficult to dissipate or to mitigate."But beyond that main group, people like wellness and lifestyle influencers, yoga professionals, and other people — particularly women — have adopted and echoed QAnon's messaging. That group isn't necessarily "tied" to Trump and the core QAnon mythology, Newhouse said, but they'll continue to spread their belief system that's based in QAnon's mythology. <h2>QAnon is adaptable and can easily shift beliefs </h2>The internet has been awash with misinformation since the election. Despite Trump's projected loss, the QAnon community has already blamed Democrats and created voter fraud allegations to explain away the projected results. The willingness, so far, to accept conspiracy theories that delegitimize a Biden win could mean the movement has staying power.Joan Donovan, the research director of the Shorenstein Center on Media, Politics and Public Policy at Harvard University, said that QAnon is so "attuned to breaking news events" that it will survive after Trump leaves office. "It's able to incorporate breaking news events into its own storyline, so no matter what happens to Trump, the theory will adapt and the network will shift," Donovan told Insider. <div type="image" title="pinterest bans qanon" height="694" width="926" msid="79162047" hostid="261"></div>Donovan said that she suspects many QAnon adherents to take a Trump loss as a vindication of their beliefs in a corrupt government, as <a href="https://www.businessinsider.com/youtube-videos-with-fake-election-results-misinformation-2020-11">misinformation</a> and conspiracy theories about alleged voter fraud continue to circulate."I think the version of it that exists now will change, but by design, it is meant to move past this moment," Donovan said. Newhouse echoed that sentiment, saying that he's "reluctant to say that QAnon is going to dissipate at all" after the election. "I think that there's a chance that their capacity for recruitment will go down, and the core, true believers will have to continue coming up with more creative ideas to attract the sort of 'soft QAnon' crowd, because the central pro-Trump thesis is going to take a hit no matter what if Trump loses," he said. <h2>QAnon's rebrand around 'Save the Children' could help it stick around</h2><div type="image" title="qanon save the children rally" height="1664" width="2225" msid="79162048" hostid="261"></div>QAnon's reach has expanded far beyond the fringes of the internet as its "Save our Children" battle-cry has found support on Facebook, Instagram, Twitter, and YouTube.First Draft, a nonprofit tracking misinformation online, found in an August <keyword id="6357018" type="DEFINITION" weightage="60" keywordseo="Analysis">analysis</keyword> that of 3.5 million Facebook users discussing "Save the Children" and "Save Our Children," "the most engaging conversations were happening in Facebook groups and on Instagram accounts related to QAnon," <a href="https://www.nbcnews.com/tech/tech-news/qanon-looms-behind-nationwide-rallies-viral-hashtags-n1237722">NBC News reported</a>.While the anti-human-trafficking movement has existed for years, QAnon uses it as a "Trojan horse" to hide in plain sight on platforms that tried to ban the conspiracy theory, Donovan said. While QAnon was able to recruit new members this way, the movement also provided passionate "Save the Children" advocates with more fuel."What the QAnon folks have been able to add into this community is a sense of urgency and an explanation for why the topic hasn't been at the forefront of every politician's policy," Donovan said. "That does give a kind of renewed purpose, for people that have been part of that movement to see that kind of energy." <div type="image" title="save the children man arrested baby murder charge" height="672" width="897" msid="79162050" hostid="261"></div>Donovan said it's hard to predict the future of the conspiracy theory, because "we don't really have a lot of examples to draw from about the effects of misinformation at scale."Not everyone agrees that QAnon will continue to live on.Steven Hassan, an expert on cults and the founder of the Freedom of Mind Resource Center, which supports survivors of cults, said he believes the movement will likely begin to disintegrate after Biden's win. Hassan interviewed QAnon adherents who told him they'll leave the movement if Trump loses. In an <a href="https://www.nbcnews.com/think/opinion/if-trump-loses-election-qanon-will-also-lose-support-eventually-ncna1244563">op-ed for NBC News</a>, Hassan wrote that "once people see that Trump hasn't been re-elected and that there never was a secret pedophile cabal that Trump would be willing or able to break up, they will come to realize that their leader is, in actuality, totally untrustworthy and just using them."<h2>Experts worry about real-world violence as QAnon overlaps with extremist groups </h2><div type="image" title="GettyImages 688737964" height="768" width="1024" msid="79162052" hostid="261"></div>QAnon's central tenet, that a secret cabal of Democrats and celebrities abuses and facilitates the trafficking of children, has seeped into the offline world and has seemingly influenced <a href="https://www.insider.com/qanon-violence-crime-conspiracy-theory-us-allegation-arrest-killing-gun-2020-8">nearly a dozen alleged crimes</a>, including killings and attempted kidnappings. The FBI said in a <a href="https://news.yahoo.com/fbi-documents-conspiracy-theories-terrorism-160000507.html">2019 memo</a> that the movement posed a domestic terrorism threat. It's that potential for real-world violence that worries some experts about its future. Just two days after Election Day, on Thursday night, two men believed to be linked to QAnon were <a href="https://www.insider.com/ballot-counting-center-qanon-arrested-guns-charges-near-pa-2020-11">arrested on firearms charges</a> in Philadelphia. QAnon believers were also seen over the weekend <a href="https://www.huffpost.com/entry/harrisburg-trump-rally-defeat-extremists-proud-boys-armed-militias_n_5fa756ddc5b67c3259afbc42">protesting</a> the election results alongside other far-right extremists and armed militant groups, including the Proud Boys. Newhouse, who has studied the overlap of QAnon with other far-right extremist groups, said QAnon has made its way into <a href="https://www.insider.com/far-right-militant-leader-election-day-alex-jones-2020-10">militant groups like the Oath Keepers</a> and the <a href="https://www.insider.com/proud-boys-trump-debate-who-what-comments-hate-group-2020-9">Proud Boys</a>. This "gradual integration and overlapping of far-right extremist militia groups with QAnon" will likely continue to increase, Newhouse said. The Proud Boys are a "crypto-fascist extremist organization," according to Samantha Kutner, a Proud Boys researcher whose work has been <a href="https://icct.nl/publication/swiping-right-the-allure-of-hyper-masculinity-and-cryptofascism-for-men-who-join-the-proud-boys/">published</a> by the International Centre for Counter-Terrorism at The Hague. Kutner said that QAnon's overlap with groups like the Proud Boys poses a serious threat. Proud Boys have been known to march alongside QAnon supporters, Kutner said. <div type="image" title="proud boys trump debate" height="682" width="910" msid="79162053" hostid="261"></div>"Their worldview makes them uniquely susceptible to conspiracy theories," Kutner told Insider, which could extend QAnon's lifecycle. "This type of belief system makes the other conspiracy theories more palatable, and then they also utilize QAnon to maximize their visibility." Proud Boys, like QAnon adherents, have been linked to several crimes. Donovan, who also leads Harvard's <a href="https://shorensteincenter.org/programs/technology-social-change/">Technology and Social Change</a> research group, said QAnon supporters may feel particularly enticed to mobilize because of popular right-wing misinformation, such as posts offering unsubstantiated or false allegations of voter fraud. "People will mobilize when they think their civil rights are threatened, when they think that their freedom of speech is threatened, when they think that their government is run by tyrants — Q has been really good at consolidating those themes," Donovan said. <ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/qanon-conspiracy-theory-anti-semitism-jewish-racist-believe-save-children-2020-10">QAnon builds on centuries of anti-Semitic conspiracy theories that put Jewish people at risk</a></li><li><a href="https://www.insider.com/qanon-save-the-children-pedophilia-sex-trafficking-paranoia-2020-9">Trump's description of QAnon as being 'against pedophilia' follows its insidious takeover of the 'Save the Children' movement</a></li><li><a href="https://www.businessinsider.com/how-every-tech-company-social-media-platform-handling-qanon-2020-10">This is how 16 tech companies have reacted to the QAnon conspiracy theory on their platform</a></li><li><a href="https://www.insider.com/chrissy-teigen-child-pregnancy-qanon-harassment-after-losing-birth-explained-2020-10">QAnon conspiracy theorists are attacking Chrissy Teigen after she lost her pregnancy. Platforms are struggling to control it.</a></li></ul>

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