A Strategic Shift for Home Goods and Paint Brands in an Evolving Consumer Landscape
The New American Middle (NAM) represents a powerful and evolving consumer segment defined by values over demographics. This is an in-depth review into the state of the New American Middle consumer, based on the research [B]RIGHT Marketing Research and Analytics has continually conducted on behalf of Britton Marketing & Design Group for the better part of five years. We have identified key drivers that shape purchasing behavior, brand loyalty, and engagement preferences. This report summarizes those critical insights, trends, and strategic recommendations for brands looking to effectively engage the NAM audience.
The Changing Face of Brand Loyalty and Affinity
Consumer loyalty is undergoing a profound transformation. Where once recognition and price dictated purchasing behavior, today’s buyers—especially within the New American Middle (NAM) super consumer group—seek brands that align with their values, lifestyle aspirations, and commitment to quality. This shift presents both a challenge and an opportunity: brands that embrace it will cultivate deeper connections, while those that ignore it risk fading into irrelevance.
According to the most recent wave of our continued, quarterly research program into the NAM consumer, four key factors now drive brand loyalty:
- Uncompromising Product Quality (95.52% of consumers prioritize this above all else)
- Authenticity Consumers Can Believe In (Distrust in major corporations has increased from 60% to over 70%)
- Consideration of Sustainability (Percentage of consumers who rank sustainability as a key factor has declined by 3.92%)
- Family-centric Messaging (40.71% cite family as their primary value consideration)
For home goods and paint brands, this means success hinges on more than just price or function. Consumers are willing to invest in products that reflect who they are and what they stand for—making authenticity, craftsmanship, and emotional resonance critical elements of long-term brand strategy.
Quality: The Foundation of Consumer Trust
Why Excellence Is Non-negotiable
In the home goods and paint industries, quality is the primary driver of loyalty. Today’s consumers demand durability, expert craftsmanship, and superior performance—and they are willing to pay for it. To stand out, brands must position quality not as a differentiator, but as an expectation.
- Home Goods Industry Perspective: Brands like Parachute, Made In, and Article have successfully built reputations on meticulous material selection and long-lasting craftsmanship, proving that quality is an investment—not a luxury.
- Paint Industry Perspective: Industry leaders such as Sherwin-Williams prioritize coverage, longevity, and professional-grade finishes, demonstrating that durability and performance outweigh short-term cost considerations.
Key Strategies for Brands:
- Showcase craftsmanship and premium materials—make quality tangible through storytelling and expert validation.
- Leverage consumer testimonials and real-life case studies to highlight longevity and performance.
- Engage industry professionals—interior designers, contractors, and artisans—to reinforce credibility.
- Commit to continuous innovation to stay ahead of evolving consumer expectations.
Family-centric Branding: A Loyalty Catalyst
Home as a Reflection of Identity
More than ever, consumers view their homes as sanctuaries of comfort, creativity, and family connection. This shift presents a major opportunity for brands that can position their products as tools for creating meaningful spaces—not just commodities.
- 40.71% of NAM consumers cite family as their core value—an 8.71% increase from previous studies.
- Purchases and projects within the home are becoming more meaningful to consumers, and how a space feels is often just as important as how it functions.
- Storytelling that reflects real-life family moments creates deeper, more lasting brand resonance.
Key Strategies for Brands:
- Feature authentic consumer stories that showcase home transformations and meaningful family moments.
- Partner with home improvement influencers who emphasize family-focused projects and practical design.
- Position products as integral to comfort, connection, and self-expression.
- Enhance post-purchase engagement through guides, DIY resources, and community-building initiatives.
Trust and Authenticity: The Rise of Independent Brands
Consumer Skepticism Toward Big Corporations
Trust in large corporations is declining. Today’s consumers favor brands that project authenticity, transparency, and a human touch. The perception that mass-market brands prioritize profit over people has fueled the rise of independent, small-batch, and artisan brands that champion craftsmanship and integrity.
- Distrust in major corporations has increased significantly—from 60% in Wave 1 to over 70% in Wave 6.
- Smaller, transparent brands are outperforming larger competitors due to their credibility and relatability.
- Consumers now gravitate toward human-centric storytelling and community-driven brand narratives over detached corporate messaging.
Key Strategies for Brands:
Tell a compelling founder story—consumers want to connect with the people behind the brand.
- Showcase ethical sourcing, sustainability, and craftsmanship to reinforce authenticity.
- Create limited-edition or small-batch offerings to enhance exclusivity and desirability.
- Demonstrate commitment to community engagement and corporate responsibility.
Sustainability: A Shifting Priority
Balancing Environmental Responsibility with Practicality
Sustainability remains important—but its direct impact on purchasing decisions has softened. While consumers appreciate eco-friendly initiatives, convenience and cost often take precedence. Brands that integrate sustainability seamlessly into their offerings—without requiring behavioral shifts—will see the greatest success.
- Wave 1: 25% of consumers ranked sustainability as a key factor.
- Wave 6: That number has declined to 21.08%, a 3.92% drop.
- The takeaway? Sustainability is most effective when framed as a practical, cost-saving benefit, not just an ethical responsibility.
Key Strategies for Brands:
- Make sustainability effortless—offer VOC-free paints, energy-efficient home goods, and recyclable packaging without added complexity.
- Reframe sustainability as a financial advantage—emphasize long-term savings rather than just environmental impact.
- Maintain transparency in eco-friendly claims to avoid skepticism and greenwashing concerns.
- Educate consumers on the tangible benefits of sustainable investments.
The Future of Brand Loyalty in Home Goods and Paint
The brands that thrive in this new landscape will be those that embrace authenticity, craftsmanship, and emotional connection. Loyalty is no longer about price—it’s about trust, alignment, and a sense of shared values.
Key Takeaways:
- Quality is the foundation of long-term loyalty.
- Emotional storytelling strengthens brand affinity.
- Consumers trust brands that feel personal, not corporate.
- Sustainability should be a seamless, practical choice.
By understanding these shifts and adapting accordingly, home goods and paint brands can build deeper, more lasting relationships—creating not just customers, but brand advocates for life.
The Power of Values-Driven Branding
The New American Middle does not just buy products—they buy into brands that align with their identity and aspirations. The key to capturing this audience is to authentically reflect their values in branding, messaging, and customer experience.
If you’re interested in identifying the overlap between your internal brand values and your consumers’ beliefs, contact us. We can help you develop a values-driven brand strategy to help you grow your brand’s consumer loyalty and affinity.
This research is conducted by BRIGHT, a marketing research and advanced analytics agency that focuses on turning data-curious marketers into data-informed leaders. Why curate and share other people's data, when you can be the catalyst that drives your industry's trends and insights?
