NEW GEN Z 101: Unlock & Outlast Microtrends

5 Home Trends Young Consumers Are Loving This Year

Jun 01 2022

These are the home trends that are expected to take over young people’s living spaces this year…


TL;DR:

  • Young renters and homeowners are embracing clutter-positive aesthetics like Grandmillennial and cluttercore aesthetics
  • However, design trends like “Japandi” are also popular with young people who are looking for a little zen in their lives 
  • Side hustle bedrooms are a hit with young consumers who are continuing to work from home

YPulse’s recent Shopping for the Home behavioral report found that the majority of Gen Z and Millennials want to put more effort into decorating their home / apartment. Our behavioral research showed that half of Gen Z and Millennials plan to spend most of their time at home even after the threat of COVID-19 has completely passed, while CB2’s 2022 trend report found that consumers still see their home as therapy, something that “should serve as an escape and support one’s overall well-being.” Brands like Home Depot and Lowe’s have been finding ways to help young customers get into the home improvement and decorating mood by classes and events showcasing DIY projects.

We’ve told you about what young consumers want in a home, including space to workout and decor that will look good on their social posts—but what exactly is social media-post worthy decor these days, and what else is trending in interior design among these gens? We’ve rounded up five home trends that have been taking over social media:

Grandmillennial
Maximalism is still trending, and it’s taking many forms—with “grandmillennial” one of the more popular. While the grandmillennial aesthetic has been around for a bit, it’s been especially trending in the last several months. According to Martha Stewart (queen of home decor), the grandmillennial style “re-imagines old-school design fads and combines them with contemporary looks.” As one interior designer told Better Homes and Gardens: “The style incorporates traditional details on upholstery and cushions such as tape, trim, or tassels, in monochromatic or analogous color combinations.” On TikTok, the #grandmillennial hashtag has 17.9 million views. In fact, more young consumers are already starting to evolve grandmillennialism into “grandmaximalism,” which combines the inspiration of “vintage styles that lean heavily into floral-patterned furniture and wallpapers” with spaces that are are antique-y and comfortingly cluttered. Grandmaximalist looks can be anything from “light and airy” to “witchy,” but they’re decidedly departing from anything clean and minimalist. Interior design isn’t the only place the aesthetic is trending: Grandmillennial jewelry has also become popular with young consumers as they look to pieces that resemble the “heritage” pieces of their older relatives, including opal strands, brooches, rings etched with names and dates, and locket—and jewelers like The Stax have been getting in on the trend to help consumers reset inherited pieces to their taste. Meanwhile, we told you that grandpacore is a fashion trend expected to get bigger this year, while everyone on TikTok is getting into the “coastal grandma” look. So, young people’s fascination in the grandparent aesthetic is impacting everything from fashion to their home aesthetic preferences.

Cluttercore
If grandmillennial is the grandparent of the maximalism aesthetic then cluttercore must be its chaotic sibling. While Millennials once embraced the clean lines and decluttered aesthetic of minimalism, Gen Z is bored of neutrals and empty countertops. The younger gen is pushing for spaces that explode color, trinkets, wall decor, and extravagant accessories. Some cultural shifts can explain the taste change: While more young people are spending more time at home and working from home, they want to be surrounded by the things they love and make them happy. For Gen Z, the priority is coziness and functioning in a space that is warm and welcoming. In fact, YPulse’s research shows they’re more likely than Millennials to describe their home decor as colorful and vintage—and interior design blogger Kelly Elko describes cluttercore as a design trend that “embraces organized chaos, and encourages us to fill our homes with an abundance of mismatched but meaningful things that make us happy” and stresses that it shouldn’t be confused with clutter or hoarding. On TikTok, the hashtag #cluttercore has over 50 million views, with many users showing off all the knick-knacks, trinkets, and items they’ve collected and decorated in their rooms and living spaces.


All Things Mystical & Supernatural
YPulse’s religion and spirituality report found that over half of Gen Z and Millennials are interested in supernatural-themed products—and we told you that #WhimsiGothic is a hashtag that was trending on social media last month, a look inspired by “gothic fairytales” and everything astrological, witchy, supernatural, and Wicca-related. Many of those who are interested in the particular aesthetic have turned to the Brothers Grimm, Guillermo del Toro, Buffy the Vampire Slayer, and movies like Practical Magical for inspiration. But much of the mystical and supernatural aesthetic has made its way into the home design space as well. On TikTok, the hashtag #WhimsiGothic has 16.7 million views, and many of the videos on there include the mystical and supernatural-themed products in their living quarters.

“Japandi” & Nature-Inspired Decor
Despite the rise in grandmillennial and cluttercore, some young renters and homeowners are still turning to more minimalist and zen styles to create respites from the ongoing pandemic and chaos of the world. We told you that the majority of young consumers would describe their ideal home as a place to relax, and for some that means embracing simplicity. According to Trendalytics, “Japandi,” an aesthetic described as Scandinavian functionality meets Japanese minimalism, is growing, with searches for the aesthetic up 256%. Products like boucle chairs and minimalist vases are some of the most popular home accents representing the trend. Interior designer Katelynn Ostrukzska tells Insider that Scandinavian and Japanese inspired-designs and styles focus on “simplicity, natural elements, and comfort.” On TikTok, the hashtag #japandi has over 22 million views, and features users showing off their own Japandi-inspired spaces, and others sharing what their dream Japandi homes would look like, including the kind of furniture and decor they have on their wish lists.


Side Hustle Bedrooms & Dual-Purpose Rooms
We already told you that tricked out home offices have become a home trend in the COVID era, and as it evolves, the “side hustle bedroom” is becoming a thing as young people continue navigating remote work—and their personal businesses—from the one area of the home that’s truly theirs. TikTok gave an introduction to the “side hustle bedroom” via videos from young, small business owners posting clips of their office-meets-bedroom (#workspacetour counts 3.6M views and features a plethora of clips of TikTokers showing how they’ve made the most out of their WFH / bedroom space). According to WGSN’s head of interiors, the bedroom can take on multiple functions for Gen Z and Millennials, whether it be a studio for filming content, a space for virtual work / school, or a warehouse to hold goods from their personal businesses: “When all of these use cases reconcile with their desire for individuality and self-expression, bedroom aesthetics become everyday moments of potential branding.” For better or worse, the idea of work has infiltrated young people’s bedrooms since most share their apartments / homes with roommates and family, thus creating the “side hustle bedroom” as these gens design symbiotic spaces where work and play can coexist. Meanwhile, interior designer Timothy Corrigan predicted that “dual-purpose rooms” will be popular this year, telling Vogue: “Rooms will be designed for double duty; i.e. dining rooms walls lined with wine storage or books, guest rooms fitted with desks, bedrooms equipped with exercise equipment. As people spend more time in their homes, they expect the spaces to work harder for them.”

YPulse Business users can access the full shopping for the home behavioral report and data here.

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