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More brands are pushing “domestic coziness” to target Millennial homebodies.

Jan 17 2020

More brands are pushing “domestic coziness” to target Millennial homebodies. Over the last few years, Gen Z and Millennial-favorite brands like Glossier, Madewell, and alcohol brand Haus have been launching “homier” ads and posting more Instagram memes about staying home. While they don’t necessarily sell products made solely for homes, they want to make consumers feel “calm and safe” while staying in, but still look good enough for others to see. The pivot is a move to target young people who are prioritizing self-care and choosing to go out less—the majority of young consumers’ favorite things to do for fun are couch and sweatpant-friendly. (Vox)