the home trend update no. 01

home is at the heart of everything.

Amy Odorizzi

Welcome to the first issue of The Home Trend Update, brought to you by Britton Marketing & Design Group.

Our team is always on the lookout for new developments across different audience segments, and we distill those trends into actionable insights that our client partners can utilize. One of our revelations is that the home is more sacred than ever before. While it has always been a backdrop for making memories, in the last year home has also become an office, a gym, a shopping center, a school, a sanctuary. One constant rings truer than ever: home is at the heart of everything.

executive summary

Within their walls: Celebrations

The Eve of a Roaring Good Time

After a quiet 2020 season, consumers are ready to (re)start the spirit of the roaring ’20s; they’re more primed than ever
to celebrate and gather for Halloween, Thanksgiving, Christmas, Hanukkah, and New Year’s Eve. Key themes include:

  1. Nostalgia: Overarching holiday themes reflect childhood nostalgia and new twists on timeless traditions offer comfort as consumers continue to adapt to the new normal.
  2. DIY Content: The pandemic DIY boom continues in Halloween costumes, festive new recipes and tablescapes, and local and/or handmade gifting. Brands can benefit by offering DIY content that caters to key holidays.
  3. Inclusivity: Help everyone feel included and welcomed this holiday season—from accommodating dietary restrictions at the table to embracing nontraditional families to celebrating underrepresented groups.
  4. Personal Style: Inspire consumers to get creative (and go over the top!) with their decor to tap into the excitement of opening up their homes to family and friends again.

Source: WGSN

on their screens: TikTok

From a Music and Dance Niche App to a Billion Users in Less Than Two Years?

Over the last six months, the conversation about Web3 has started to intensify and is slowly making its way into the mainstream.

Social channels and apps come and go. We often memorialize apps like Vine, MySpace, GoWalla, and Quibi and lament their demise. Just as there are dying stars, there are rising comets. TikTok is having a moment … actually, billions of moments.

We think it’s time to shift our attention to this channel and make it a full priority. What has been perceived as a Gen Z–only app has quickly amassed a following of millennials. In fact, approximately 40% of users are over 30.

TikTok is rapidly building a creative economy and integrating
with e-commerce to enable brands to take advantage of a captive audience—an audience that spends more time watching videos on TikTok than they do on YouTube.

Sources: Statista, eMarketer, TechCrunch, BBC

on their screens: Pinterest

Did Pinterest Get It All Right?

Pinterest is not only one of our favorite visual inspirational tools, but it’s also a great place to keep tabs on social trends—especially DIY.

Pinterest published their trend prediction forecast early in 2020, and it appears that their foresight is valid. Eighty percent of trends predicted continued to gain popularity throughout the year. Furthermore, trends on the platform tend to take off faster, live longer, and break through category discovery.

It might be time to consider Pinterest as a source of trendspotting as well as inspiration.

Source: Business Pinterest

consumer behavior: Mindset

Mindset, Habits, and Behavioral Shifts

“Work from anywhere” continues to blur the lines between the boundaries of work, live, and play.

The secret to understanding the shifting behaviors lies in understanding the changing home makeup, the “new” work/life normal, and consumers’ mindsets. The lines aren’t just blurred anymore—they’re nearly imperceptible.

This is creating new habits and changes in how we perceive our living space and how we dis/connect. Consumers are shifting behaviors of when and where, in the home, they access information and entertainment content. They are feeling disconnected while being as connected as they’ve ever been. They crave escapism and are flocking to new projects, hobbies, and undertakings.

We found in our research that ≈33% of millennial and Gen Z consumers say they
choose to buy a brand from a company that has their values vs ≈12% of baby boomers

This new reality is also affecting consumers’ perceptions and requirements of brands. Brand loyalty is not what it used to be. If you have an audience that is predominantly made up of Gen Z and Y, then you must factor their expectations into the clear and consistent expression of your brand’s values. Overlapping values are now at the center of brand affinity development.

Sources: ThinkWithGoogle, McKinsey

consumer behavior

Authenticity and Transparency Go a Long Way with Gen Z

Generation Z, the cohort born between 1997 and 2012 (often confused with millennials) is a group that is widely regarded as incredibly tolerant, open-minded, inclusive, and more racially and ethnically diverse than previous generations.

What can brands do to create favorable brand experiences in front of an audience that might not be fully understood?

Brands being vocal and standing for something is a major point of activation for this generation.

Here are five more tips:

1. FUN: Drive engagement with fun: focus on creating memorable experiences for this consumer group.

2. VALUES: Proudly own and share brand stories with the world, and do it honestly and authentically.

3. INCLUSIVITY: Connections are made when brands express openness for all groups and don’t alienate or exclude.

4. APPROACHABILITY: This generation values the real and raw over the posed, perfect, and polished of previous generations.

5. CONSCIENTIOUSNESS: Having witnessed financial crises at a young age, this hyper-conscious, savvy group is always looking for new tools to aid in helping them shop carefully from brands that align with their value systems.

Sources: WGSN, Pew Research

the new american middle: Values

A Values-Driven Cure for Brand Growth

More true for brands today than ever: “If you don’t stand for something, you’ll fall for anything.” —Alexander Hamilton

Today’s consumer landscape is incredibly diverse, and share of voice is turned upside down and predominantly owned by the consumer, but there’s one thread that seems homogenous: brands that are able to identify their internal requirements and values and then express them with precision and clarity to consumers that have overlapping core values and beliefs are able to increase brand equity and foster higher brand loyalty and affinity.

Source: BMDG

We help brands and organizations answer the big questions:
  • Who are you?
  • What moves you?
  • What do you stand for?
  • Who are your loyalists?
  • Where is your open space?
  • How can we help you grow?
  • What are your values?

The answers to these questions are what separate brands that merely sell products from the brands that create lasting emotional connections with their audiences.

This is the difference between Apple and Sony.  Between Starbucks and Folgers.  Between brand relevance and commoditization.

Let our team help your brand grow in 2023 and beyond.  Contact us to schedule a discovery meeting.

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