How Consumer Attitudes Towards Homes Are Changing

Jan 24, 2023 | Buying Behaviour

Credit card with furniture pieces, buying habits for home goods consumers

What does home mean to you?

As we’ve moved into a digital economy, the way we think about and experience our living spaces has evolved. For companies that sell home goods (like furniture makers or home decor companies) and even interior designers, this means changing marketing messages around what home means and the way we buy.

Our homes are becoming more focused on communal living.

The traditional view of a home is changing. Consumers are looking to create spaces that are comfortable and inviting, looking for ways to connect with family and friends, and create an environment where they can bring together their passions.

A recent study by the National Association of Home Builders found that 76 percent of Americans say they would like to live in a community where they could easily interact with friends and neighbours outside their own household. This can be seen in some new design trends which emphasize connecting interior living areas with outdoor living areas through open floor plans or multiple levels allowing for easy interaction between different groups of people within the same house.

The line between work and home is blurred.

As more and more people work from home, and hybrid or work from home careers become the norm, the line between work and home has blurred.

In 2023, work just looks different. From the laptop at the dining table, to converting spare rooms to offices, consumers have adapted to work from home policies and transformed their houses into spaces where they can live, work and play. Comfortable workspaces with ergonomic setups are desirable. But that’s not all – with these new blurred lines, consumers want to find new ways to create boundaries around work and home. With limited square footage, this can mean getting creative with multi-purpose spaces. Both interior designs and D2C home product based businesses can provide consumers with creative and functional solutions that address these needs.

Homes are a place of comfort and safety.

With the COVID-19 pandemic, many people have spent more time at home and have come to value the comfort and safety of their homes even more. Homeowners are more concerned with comfort than they were ten years ago. They want their home to be not only safe and secure but also cozy, warm and welcoming. Home goods brands who are looking to strategically tailor their messaging to connect with their customers should consider incorporating themes of safety and comfort in their marketing.

Growth in home goods e-commerce.

E-commerce sales grew significantly in 2020 and the home goods market was no exception. 8 out of 10 consumers have now bought furniture online. In the US alone, it is predicted that by 2023, the furniture industry will make up for a third of e-commerce sales. While many still prefer to purchase in store, online furniture purchasers are typically younger, wealthier and live in urban areas. They prioritize a smooth, easy purchasing experience. Marketing for furniture companies or home decor companies should prioritize a streamlined buyer experience and conversion friendly design.

Investment-minded home ownership.

More than ever, everyday homeowners view their homes as a long-term investment and are making renovations and upgrades to increase the value of their homes and build equity. Beyond wanting to improve their homes for their own enjoyment and comfort, they see the long-term value in home projects like major renovations. Barriers to entry in homeownership and drastic changes in the housing market in recent years have made this even more important to homeowners. Designers need to understand this key interest that is helping to drive client spending.

Design has always been a big part of how we define ourselves, and what we want our homes to convey about us.

Design has always been a big part of how we define ourselves, and what we want our homes to convey about us. It’s not just about the aesthetics of a house—whether your customers are hiring an interior design firm to renovate the kitchen or shopping online for new textiles. The way that you design your space says something about who you are, where you come from, what kind of lifestyle you lead.

Design is important in our lives because it’s personal and social at once: when we buy furniture or decorate our rooms, we’re going beyond aesthetics and into the realm of identity-building. We’re telling others (and ourselves) who we are through how we live in our homes—and there’s nothing wrong with that.

Grow your home goods & interiors business

Whether you’re a residential interior design firm ready to grow your clientele, or a home goods business in the furniture or decor space, it’s important to stay up to date on the quickly changing market trends and ever evolving meaning of “home” for consumers.

Looking for guidance? We can help you grow your brand with strategic consulting, content marketing, web and design services.