Google just released the most trending topics of 2021 as well as the Year in Search 2021 report. Derived from Google Search, through this report Google explores this year’s top trend, revealing a series of different categories, dividing the report into seven different chapters. 

The first chapter is titled “Together Again”. Here, Google noticed that despite the pandemic, people slowly eased back into life. Google found a 200% year-on-year (yoy) increase in searches containing online dating apps. Virtual meetings or remote reunions also continue to take place. 

Google saw an 80% increase in searches containing “how to host a meeting”, a 90% increase in searches containing “watch party”, as well as a 100% increase in searches containing “special birthday wishes” and “multiplayer games”.

The next chapter is titled “Entertainment, Evolved”. Here, Google saw an increase in people searching for outdoor activities. Searches about indoor attractions, however, grew at a steady pace.

More people searched for car shows, places with outdoor seating, zoos, playgrounds and even “strawberry picking near me”. People also crave for massive get togethers. People searched for keywords containing stadium seats, “in theatre now” keywords, concert tickets, live music and festivals. 

“Having become used to their routes and routines, people are eager for novelty,” the report writes. 

The third chapter is titled “Powering Potential”. This chapter showed that this year, people are becoming more aware about healthy habits and lifestyle. For instance, people searched for skincare, vitamins and fitness apps. 

Searches containing self-improvement also increased, as people signed up to build skills of all kinds. They searched for how to invest, how to paint for beginners, “online class” and “ideas for beginners”. 

The next chapter is the “Big Moves”. Flexibility is the main highlight in this part. People these days are relying on Google to find their work-life balance, for instance by searching for keywords related to how to improve one’s homes. 

Demand for remote working also increased. Now, Indonesia and Thailand’s tourism boards are contemplating ways to not only formally invite remote workers, but also locate opportunities for economic investment.

In this chapter, Google saw that for many, the realities of the pandemic have been a wake-up call to reassess and take stock of their lives. It also noticed that 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,” Google stated.

Reevaluation then becomes a concept related to the next chapter, “Life Calculus”. This year, people reevaluated their performance, and most of them - especially the busy ones - decided to outsource their tasks again. Google saw an increase in searches containing house cleaning and lawn mowing services as well as handyman and “installation near me”. 

However, affordable options play an important role. People are also searched for buy now pay later apps as well as keywords containing “best car under”, “low budget”, “no fees” and “last minute DIY gifts”.

The next chapter is titled “Sustainable Living”. People are now becoming more aware of the importance of taking care of the environment: shoppers searched for ways to go green. They searched for information about secondhand stores, “electric vehicle charging” and environmental sustainability. 

Not only that, community members are also finding ways to help each other. Searches related to volunteer opportunities, charity shops, donation centres and equality rose this year. Interestingly, Google also recorded a 300% increase in searches containing “how to self isolate”, proving that people are indeed taking care of themselves and each other simultaneously during the pandemic. 

The last chapter, titled “Redefining Normal”, perfectly concludes Google’s Year in Search 2021. Google saw that people's searches are related to how to live the new normal life. Searches containing trading and shopping apps as well as keywords such as “open now near me” and “takeout restaurants” surged. 

It can be seen how people these days tend to equip themselves with sufficient information before they make decisions and take calculated risks.