827 words … about 2.8 minutes … surely you have that long to explore some new thoughts :-)
I am a self-professed trends and data junkie. I think partly because I am innately curious. When I talk to senior pastors and executive pastors every week, I am always asking them to “tell me more” or inquiring about the why behind their statements. I always want to know what I can learn based on what has happened so that I, and the leaders I serve, can do it more effectively and with greater impact the next time.
I think that’s why a recent article in the “Think with Google” series caught my attention. Its title was “Explore the top trends of 2021 according to Google Search.” Google has become a household word, a verb, a pervasive force since its founding in 1998. And what has been the source of its success? At its core is the fact that we all want to know more and Google provides us with a seemingly endless source of answers to what we are searching for.
So what were the top Google Searches in 2021?
Three insights from Google and what they might mean for your church this week and a few more in my next post.
Together Again
Though people were anxious to reconnect in person, virtual experiences never went away.
Search numbers related to places to eat, wedding dress shops (see Dave’s article on the 2021 wedding boom) and clothing for special events were up over 100% year over year, but the searches related to online connection grew as well. Online gaming with friends, watch parties, and “how to host a meeting” were up anywhere from 70-90% from 2020. While people are feeling more optimistic about the future, a mix of experience types is still in high demand.
Google’s recommendations:
Invite customers to shape the experience.
Create social spaces to combat loneliness.
Church implications:
Your congregational experience needs to continue to embrace and improve the experience both online and in person.
Why not survey your congregation (online as well) and get some thoughts on how to improve their experience? Some may see this as feeding the consumer Christian beast. I think it’s an opportunity to learn how to create a more frictionless experience to partner with the Holy Spirit in opening hearts and minds to the gospel.
And creating spaces to combat loneliness is a no-brainer. People are lonely and the church should be top of the heap when it comes to creating space for connection. Look for ways to enhance your pastoral care through groups, online and off.
Entertainment Evolved
Outdoor options remained popular as indicated by a few of the following search stats from 2021.
Google’s recommendation:
Give people somewhere exciting to go.
Church implications:
Seems like Google has a good idea here. Give people somewhere exciting to go.
Consider offering an outdoor worship venue where seasonally appropriate. It worked during the early days of the pandemic and a number of churches have continued this option as they experienced it as one of the greatest draws for families and new people in the neighborhood. The visibility and uniqueness of the experience were, and are, key.
My own church has taken this to heart by taking worship to an area minor league baseball park with baptisms in the venue’s lazy river, dinner on the field, and Sunday afternoon football on the big screens. And we have been doing one of the cities largest car shows for many years as a means to effectively connect with the unchurched.
One more after a note about a new opportunity for you and your team.
What if you were able to gather together with key church leaders from around the country to process what we have all been through the last two years and lean into what might lie ahead? The times remain turbulent and we can all benefit from navigating them with leaders we trust and peers we can learn from.
I’d like to personally invite you to my first LeadWell Accelerator. This virtual event will take place on 2.22.22 from 10:00 until 11:30 am CST.
As I talk with leaders from around the country, I’m hearing over and over that many churches are struggling with not only all of the disruption, but how to move forward in this continually changing dynamic. That’s where this virtual event comes in. Focusing on the topic, When Normal Isn’t Normal Anymore, we’ll hear a panel of practitioners describe what each of their churches are doing to adapt and innovate in the areas of groups ministry, kids and youth ministry and digital ministry. Our keynote speaker, Kadi Cole, will also share her insights and wisdom from the field, as she addresses trends and projections for the days ahead. And you’ll gain additional support and ideas from one another as we process these learnings together.
I’m so excited about this opportunity! I hope you’ll consider joining us. You can go here to learn more details and to register.
Powering Potential
People make, and break New Year’s resolutions every year. But in 2021, search trends show that many people made small but substantial changes to better themselves over time (see my New Year, New You post here).
Indicators include searches such as “painting for beginners” (up 50%), “how to invest (up 60%), “online learning” (up 70%), and “ideas for beginners” (up 50%).
Google’s recommendations:
Want to help? Take a practical approach.
Integrate wellness into your products.
Give people more control over their goals.
Church implications:
I love the idea of getting practical. In the article, Google references a program that Walmart created to help their associates complete their education by paying for tuition and books. Broadly speaking, this should challenge us to evaluate the ways we serve to make sure we are meeting real everyday practical needs. And perhaps there is something to be learned about investing in your own team’s further education and development.
Wellness for some may seem a little too “secular” for church. But I think that the gospels are clear in that we are called to grow and live life with spiritual, mental, emotional, and physical health. Does your ministry offering reflect this whole life of discipleship, providing not just the instruction but the tools to get there?
Be looking for the final three trends and insights in two weeks.
Email me your innovation insights and questions at greg.ligon@generis.com.