929 words … about 3 minutes … take a quick look!
As I mentioned in my last post, I am a self-professed trends and data junkie. In that post, I introduced some insights from “Explore the top trends of 2021 according to Google Search. To see the first three, check out that post here.
And now let’s dive into three more insights from Google and what they might mean for your church.
Big Moves
With the advent of the hybrid workplace, flexibility is no longer just a perk. Now, it’s a necessity for work-life balance. This change has led people to look at their homes in a new light, with an eye toward upgrades, repurposing, and flex space. Working from home led people to invest in theirs. Searches for “study table for” were up 90% years over year. Searches for furniture shops and landscaping ideas were up 100% and budget small bathroom ideas were up 400%. And the search for “address change US Post Office” was up a whopping 10,000%.
Google’s observations:
Personalization is more premium than ever.
Resignations point to a larger trend. The so-called “Great Resignation” might be more aptly described as a “Great Reevaluation,” as more people find themselves taking stock. To retain talent, employers should find out what disincentives might be under their radar.
When it comes to flexibility, people won’t budge.
Church implications:
God made each of us uniquely which means that our path of discipleship will have some uniqueness as well. How can you design your church’s pathway to allow people to design a model that fits their wiring?
Have some staff gaps associated with the “great resignation?” Perhaps it’s more of a great reevaluation. Ask them what adjustments they need and that you could appropriately offer to keep the team in place.
Flex your flexibility muscles.
Life Calculus
If 2020 was for taking on once-outsourced household jobs, 2021 was for selectively hiring service experts. New in-person obligations forced many to reevaluate their priorities and decide how much they were willing to pay to get back the time they used to have in abundance. Searches for “handyman”, “installation”, and “lawn services” near me were all up 100% YOY. And searches for “affordable options” was up over 100% in all kinds of categories.
Every choice feels critically important to people remaking their lives for a changing world. The more information they have, the more confident their decisions can be.
Google’s observations:
Empower employees to manage their finances. More employers are offering financial wellness programs such as financial coaching and student loan assistance than last year, according to Bank of America’s Workplace Benefits Report. The trend suggests an increased focus on supporting employees over the long term.
Dissolve barriers to tools meant to simplify.
Church implications:
Empower your team AND your people to be generous, be good stewards by providing the nuts, bolts, tools, and training to do so. Choose from the repertoire of church programs AND invite members of your church to share their gifts and skills. Check out the vast library of generosity resources at generis.com.
Make your technology dummy-proof and easy for guys like me. If you want me to register my attendance digitally, put a QR code on the screen or better yet on the back of the chair in front of me that I can point my phone (which is already in hand because that’s where my bible is) and link directly to the correct page. Same song, second verse for digital giving.
One more thought on digital giving. Be intentional about encouraging people to give recurring online tithes and offerings. Cast the vision for why … it helps the church be able to better conduct ministry with more consistent cash flow … and then help them learn how to do it. One church that I work with called everyone that was not giving online. They checked in with the person or family (great personal pastoral touch) and then asked if they would consider automating their giving. The main reason people gave for not doing it already? They were unsure of the process to get it set up. Volunteers and staff walked them through the process and they moved from 40% to 80% online giving in 4 weeks.
Redefining Normal
After the complete upheaval of 2020, some trends proved useful enough to stick around. Brands can reassure people by focusing on safety and helping them make informed decisions.
Some changes were so convenient, they stuck. Year over increases in shopping apps and takeout restaurants were up over 90% and 400% respectively.
One way for brands is to equip people with the information they need to make decisions and take calculated risks. Sharing your brand’s vision for the future, combined with confident, forward-looking messaging, can inspire people to turn their dreams of normalcy into reality.
Google’s observations:
Let people pay with their phones.
It appears “curation as a service” will be an important part of the customer experience in the increasingly omnichannel marketplace.
Perks for parents keep customers coming back.
Church Implications:
See the previous section about making giving easy with phones and personal coaching.
Consider viewing your website and/or church app as a destination where your folks get curated resources for discipleship. Include your stuff and other resources that you believe in and may give additional vetted options as people navigate their personalized discipleship path.
Take care of families and especially parents. It will help you to re-engage this segment of congregations that have been the slowest to walk back through the doors during Covid and once they are back, it will keep them coming back. Be creative. Ask them what a perk would look like for them and then double down.
Speaking of normal. Don’t forget to sign up for our first LeadWell Accelerator - When Normal Isn’t Normal Anymore. This virtual event will take place on 2.22.22 from 10:00 until 11:30 am CST. REGISTER HERE
Join me to hear from the following wonderful lineup of seasoned practitioners that have all navigated these last two years with great insight, innovation, and impact.
Kadi Cole - Kadi is the president for KadiCole.com where she serves as a coach and consultant to churches and leaders.
David Grant - David serves at 12Stone Church as the Home Pastor for 12Stone Home.
Ashley Anderson - Ashley is the Groups Pastor at Church of the City New York.
Jon Torres - Jon is the Family Ministries Pastor at Timberlake Church near Seattle, Washington.
If you register before end of the day, Thursday, February 10, you’ll get the early bird price of $5. All registrants also receive a copy of my e-book Leading in Uncertain Times.
Email me your innovation insights and questions to greg.ligon@generis.com.