12.04.24

the trend update no. 04

Every moment is a fresh beginning. 

T.S. Eliot

As we step into 2025, we are aware of the ways the beginning of a new year invites us to pause, take stock of where we’ve been, and think about where we’re going.

This 4th edition of The Britton Trend Update highlights the new processes, new trends, and new ways of being that 2025 is ushering us into, brands and consumers alike. With an emphasis on the ways the past informs the future, we explore new AI technology, ever-shifting digital media trends, colors of the year, and more.

executive summary

in the market: trade shows

Texture Drenching Takes the Stage at High Point Market

While color drenching has long been a staple, this year, the tactile allure of texture took center stage. Vintage-inspired silhouettes were reimagined in an array of sensorial fabrics—think crushed velvets, nubby tweeds, and ribbed corduroys—adding depth and richness that extends from bedding to bed frames, and from centerpiece furnishings to every sumptuous accent. The season’s palette embraced the essence of fall, featuring warm hues in retro burnt orange, deep chocolate browns, and glowing autumnal golds, evoking the comforting, nostalgic tones of the season.

Source: BMDG

within their walls: purchasing habits

Thoughtful Consumption in the “Secondhand Surge”

As the “secondhand surge” gains momentum, retailers have a unique opportunity to strengthen brand loyalty and open new sales channels by embracing a preloved narrative. This shift can be further enhanced with repair programs and lifetime guarantees, fostering long-term customer relationships and encouraging thoughtful investment purchases.

By celebrating craftsmanship and promoting a slower, more sustainable lifestyle, retailers can stand apart from fast homeware brands often seen as disposable—an image that today’s consumers are increasingly rejecting. Additionally, combining physical showrooms with VR and AR tools offers customers an immersive experience, allowing them to visualize and personalize purchases before committing. This not only reduces impulse buys but also ensures a stronger, lasting satisfaction with their selections.

Source: WGSN

on their minds: consumer behavior

Connecting with Millennials Through Branding and Visual Strategy

As millennials transition into midlife and experience all of the emotions that come with that transition, brands have a prime opportunity to tap into their nostalgia and digital-first lifestyles. With their global annual incomes projected to reach $4 trillion by 2030, millennials will account for a significant portion of buyers in the coming years.

Brands’ campaigns should embrace age-inclusive messaging that reflects midlife realities while fostering joy. Heritage marketing and world-building will resonate, especially when using sophisticated color palettes like deep greens, dark reds, and neutrals. Keep visuals simple yet luxurious, and incorporate energizing green hues to connect with interests in wellness and the outdoors.

Source: WGSN

on their minds: the value of brand values

The Importance of Brand Values to Younger New American Middle Consumers

The New American Middle is a consumer supergroup that is highly influenced by values-driven branding and marketing. We estimate that approximately 50% of US consumers are within this segment. And since we started our research into this valuable consumer group, we’ve been able to track core and secondary values over time through several different lenses.

In the latest batch of primary research, wave 6, we looked at two groups of NAM consumers: people with children under the age of 18, and people without children under the age of 18 (most likely grandparents with older kids).

We identified an interesting preference gap. Younger NAM consumers are far more concerned with brands clearly expressing their values and taking a stand than the more mature segment (or parents without children under the age of 18 in the household).

Want to learn more about how we can activate the New American Middle for your brand? Let’s talk.

Source: BMDG & [B]RIGHT

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 2025 and beyond.  Contact us to schedule a discovery meeting.

Browse Our Previous Trend Updates

Research conducted, curated, analyzed, and made actionable, by our partner agency: BRIGHT—Helping data-curious marketers become data-informed leaders by shining a light on what data is useful vs. useless. 

Access the BRIGHT website