WE Shopping for the Home Report

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

Though Gen Z and Millennials in Western Europe say they’re ready for COVID to end so they can get out more, most 13-39-year-olds still consider themselves homebodies, and they’ve spent their year-and-a-half of lockdowns making their spaces as comfortable and comforting as possible. Now, even as the world opens back up, young Europeans are doubling down on their home improvement plans. In this report, we dive into young Europeans’ current feelings around home, what they want to buy for their spaces next (and where they’ll be buying it), and brands that are helping these consumers build their ideal homes.

Download the full report for insights on:

  • How COVID and quarantines have influenced young consumers’ investments in their homes
  • The differences between Gen Z and Millennials’ interest in home improvement
  • The types of home furnishings young consumers are looking to purchase

Report length: 13 pages

Based on a survey of 1300 13-39-year-olds in the U.K., Italy, France, Germany, and Spain in August & September 2021 

Additional survey content for Pro users: young consumers’ home “must-haves,” where they’re shopping for home furnishings, the decorating elements they want in their ideal home, how they feel about home decor items as gifts, and how much they’ve spent on home decor in the past year. 

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