the home trend update no. 03

Nobody made a greater mistake than he who did nothing because he could do only a little.

Edmund Burke

Welcome, Spring: a time of awakening and growth. As the season shifts, we witness
firsthand the transformative beauty that can come from change. 

In this 3rd edition of The Home Trend Update, we’re inspired by the constant that is change and the ever-growing (and imperative) mindfulness of both brands and consumers toward sustainability and environmental stewardship.

executive summary

channel feature roundup: Twitter

Twitter Board Edits Musk Takeover

There’s no secret that one of the richest men alive is both a successful entrepreneur and an internet troll. Love him or hate him, Elon Musk is trying to stir things up by acquiring Twitter, but it appears both the board and the SEC might not align.

The interesting part of this conversation is around free speech. And although there is no factual evidence that Twitter is censoring any particular political group, or failing to adhere to its own terms of service, or even required to be governed by the First Amendment (Twitter is not a government entity and thus not subject to the same laws as public institutions), this conversation will continue to fuel the feed in the coming days.

For brands? This is a push marketing and community management channel that has a lot of toxic baggage associated with it. What does the future hold, now that Musk is at the steering wheel? Self-driving, solar-powered tweets? We’ll wait and see

Source: NBC News, NY Times

consumer behavior: Sustainability

Sustainability: Major Purchase Driver and Core Value for Many Consumers

A recent study by NielsenIQ confirms the importance of sustainable business (as a value and purchase driver) with over 64% of consumers willing to pay more for products that support communities and vulnerable groups.

Furthermore, 72% of surveyed respondents around the world say they would be willing to pay a premium for products that claim to be sustainable—whereas 52% would be willing to pay a little bit more, and 20% of global consumers would be willing to pay a lot more for
sustainable products.

Sources: NielsenIQ research report

consumer behavior: Sustainability

Post-Pandemic Consumer Shifts and Behavior: Sustainable Practices

What can consumers expect and what do they demand from brands and businesses post-pandemic when it comes to sustainable products and business practices? Here are four steps that brands can take to respond to this shift in consumer mindset and behavior.

1. Recognize eco-anxiety

2. Increase education

3. Facilitate mass systems change

4. Illustrate how affordable sustainable living can be

Source: WGSN

within their walls: interiors

What’s Old Is New Again for RH

Between ongoing supply chain struggles (supply) and the rising popularity of secondhand and resale pieces (meet demand), national retailers have ramped up their own vintage and one-of-a-kind offerings.

Joining brands like Ralph Lauren and CB2, RH recently announced their latest expansion program, “RH Antiques & Artifacts,” in direct competition to antique e-commerce marketplace 1stDibs. RH CEO Gary Friedman expressed how their offerings will differ from other online vintage treasure hunts, “like finding a needle in a haystack … you won’t have to dig through the haystack to find the needle.”

Sources: Forbes, BoH

the value of values: Gen Z

Gen Z & Values

Consumers are becoming much less brand loyal, as they’re more likely to be swayed if a company can meet the values system and price point they’re after.

Guided by a combination of price, quality, and what an item stands for, Gen Z shoppers
have a new checklist that determines who they buy from. How is your brand expressing values to this emerging power consumer? Transparency and authenticity, or being “raw and real,” is how you craft brand expression that resonates.

Source: WGSN

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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