the home trend update no. 02

Everything you can imagine is real

Pablo Picasso

Welcome to the 2nd edition of The Home Trend Update, brought to you by Britton Marketing & Design Group.

We, as both brand champions and as consumers, can’t get away from the buzzword of the moment—it’s coming at us from every channel and every touchpoint. The metaverse is here and we’re spotlighting a few of the brands, trends, and tools that are already dancing the increasingly fine line between our digital and physical realities.

executive summary

on their screens: Web3

Web3? We Just Got Comfortable with Web2.

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

Web3 promises a more integrated online and offline life, blending physical and digital experiences into what has been termed our phygital lives. At the center lies blockchain technology and the metaverse. The pie in the sky is that our digital and physical lives
will become so closely intertwined in Web3 that we’ll go from 2FA to a complete merging of our digital avatars and our real-life personas into one single entity.

Source: Techcrunch

within their walls: Interiors

The Return of Y2K

Inflatable furniture and beanbag chairs, animal prints and faux landline phones: Gen Z has fallen in love with the over-the-top decor from what they know as the turn of the century.

In their ongoing love affair with all things nostalgic, and aligning with fashion’s 20-year trend cycle, Gen Z has adopted interior touches from the early 2000s in their interpretation of a “Y2K aesthetic.” Despite changing rapidly, viral styles (sorry, “aesthetics”) made popular on TikTok have continued to shape and even drive big-picture interior trends over the last year, including Cottagecore and Dark Academia.

So yeah … the quintessential “2000s teenage bedroom” is back—
and better than ever.

Sources: Arch Digest, WGSN

channel feature roundup: Linkedin

LinkedIn Wants to be Your Online Tradeshow

LinkedIn is trying its best to fill the gaps left in the business landscape from tradeshow and conference closures resulting from the pandemic.

The professional social media network is beta testing live event integrations and a “Clubhouse”-like audience-style conference feature. Rolling out this year are both audio and video integrations that allow professionals to engage in more … engaging ways.

Source: Adweek

consumer behavior: Discord

Trying to Reach the Young Gen Z Audience? Keep an Eye on Discord.

“Imagine if Slack, Reddit and Zoom had a baby. It’d look something like Discord.”

Gaming is slowly becoming the apex of crypto, blockchain, NFTs and the metaverse. In order for us to understand the transformative digital landscape, we have to take a closer look at gaming and the breakneck growth rate of Discord.

The rapidly growing platform now has over 300 million registered users, some as young as 13, with the majority of users between the ages of 18 and 24. For brands that are keeping an eye on the metaverse, the gaming community needs to be considered and Discord is the current gateway to accessing this audience.

Sources: PRWeek.com, WGSN

consumer behavior: Roblox

Ralph Lauren Is in the Metaverse

In December, Ralph Lauren launched the Ralph Lauren Winter Escape on Roblox, a digital experience offering engaging winter-themed activities alongside a gender-neutral digital clothing collection featuring limited-edition items.

The future of product placement could be more aptly described as immersive placement.

Sources: Venture Beat, Roblox.com

the new american middle: Values

Today’s complex marketing and brand landscape continues to challenge brands both big and small. The rise of Amazon-ization and the race to commoditization is making it increasingly difficult for brands to stand out.

The pandemic has increased the consumer need for convenience and lower prices; brand loyalty is changing and few brands know how to adapt. It used to be that consumers aligned directly with a brand for its product or maybe its customer service or experience. Today, brand loyalty is instead driven by two opposing forces—price (or derived customer value) and expressed brand values (values that the brand and consumer share).

Ever since we identified the consumer supergroup that we call the New American Middle, we’ve developed a process that we call the Brand Values ID Framework that allows brands to identify ownable, shared, and competed-for values in their category. We can help you refine your brand expression so that you can forge a path toward driving brand equity, affinity, and loyalty with a consistent, proven process.

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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