Home doesn’t mean what it used to.
The home is still a personal expression of ourselves, but the deeper meaning has changed. Post-World War II, the home was a proxy for achieving the American dream – buying a home and raising a family amid an unprecedented economic boom. Fast forward to the 1980s and 1990s, when square footage multiplied to a scale we had never seen before because the home had evolved into a personal asset, a representation of individual achievement.
Today, amid COVID-19, the home is a refuge from the outside world. People are seeking comfort and safety, and nowhere is this more apparent than the popularity of hygge – the Danish concept of coziness and comfort that delivers a feeling of contentment. It’s the fireplace, the blankets and the lit candles – those tangible touches that make the home into a personal oasis rich with authenticity and belonging.
People are ready to upgrade their homes to embrace safety, cleanliness and comfort – and smart marketers will embrace those concepts. Whether it’s cabinets, windows or toilets, great brands have a story to tell about the way they fit into the consumer’s personal refuge. Craftsmanship, personalization and quality are compelling to consumers in a way they haven’t been in some time. It’s a great time to market home products – and it’s a great time for home products to step up, stand for something and tell their stories.