Home Decor Is Going Digital For Millennial Homeowners

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Yes, Millennials are buying homes. But they’re rethinking the way they decorate their space, and digital-first startups like Clare are ready to help…

Marketing for home goods brands is more important than ever as Millennials increasingly fly the coop. That’s right. We’ve told you that Millennials aren’t just living in their parent’s basements or spending all their money on avocado toast. Instead, thanks to the generation that’s growing up and learning how to adult, the homeownership rate for 2017 was up for the first time in 14 years, according to the Wall Street Journal, with households headed by someone under-35-years-old seeing the highest uptick. And if that’s not convincing enough, just take it from Trulia’s chief economist: “This is happening because young households are buying homes. Full stop.”

As more young people move into their own homes, the home decor industry is seeing a boost—in fact, we found in our Home Sweet Home trend that Millennial homeowners looking to deck out their spaces spent an average of over $10,000 on home furnishings in the past year. How can companies make sure they get a piece of that? One way new brands are setting themselves apart is by taking the now-well-trod path forged by Warby Parker. It feels like there’s a direct-to-consumer option for almost every industry now, and home decor is getting its own digital spin. While kitchenware has seen a slew of new startups arise to fill this niche—Curbed reports that Material, Made In, Misen, and more all hope to become the “Warby Parker for the kitchen.” But even the traditionally in-store ritual of shopping for paint is getting the direct-to-consumer treatment.  

While paint has a few major players taking most of the market (think: Benjamin Moore and Sherwin Williams), startup Clare could break in with…


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Quote of the Day: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

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