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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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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