When it comes to trends, you don’t have to follow every single one. Zeroing on just a few that are relevant to your brands can bring huge rewards, according to Naomi Pollard, senior trend strategist of Trend Bible.
Tracking trends in the digital age can be an overwhelming task with rapidly moving targets.
“You don’t have to be pulled into 100 different directions, you can make small changes, subtle changes that can offer huge returns if you get them right,” she says.
“A trend acts as a timely update to your brand. But trends just for trends’ sake can make a brand look disjointed or disconnected. Brands may need to miss out on a trend because it doesn’t fit their DNA.”
During her presentation at the International Home + Housewares Show, Pollard highlighted six key shifts in the homes and interiors space.
• Rethinking Disposability―“The fact that so many consumers are re-examining topics of waste and sustainability is both a huge challenge and opportunity for the housewares industry,” says Pollard. Quality and longevity can play a more important role in product selection, reusable products become more popular, and earth tones can convey eco-friendly messaging.
• Healthy Home―The quality of indoor air is an increasing concern around the world, as is the origin of materials used in consumer goods.
• Hard-working Home―Our homes are being put to the test: more generations can now be found living in the same homes, many around the world are living in smaller spaces and those who can take advantage of ‘open concept’ home design can end up being visually exposed to more clutter. Interesting fact: One-third of homeowners avoid the dining room table because it’s covered in clutter or reminds them of work.
• The Joy of Clean and Tidy―In many ways, cleaning has been elevated to an artform; just look at the widespread appeal of organisational expert Marie Kondo and UK-based cleaning sensation Mrs Hinch. “With so much chaos in the world, having control over our home environments helps our feelings of well-being,” Pollard adds.
• The Inspired Consumer, Home is Fashionable―Today’s consumers are much more aspirational than in the past. “Marketing and advertising should be about more than just your product,” said Pollard. “Rather, it should be about helping consumers live the lives they want to live.”
• Deeper Connections, Sacred Spaces―In a world of declining spirituality, a new breed of wellness gurus is emerging, Pollard explains. They’re looking to things like lunar yoga and horoscopes as a way of finding meaning in life. At home, that may mean creating spaces that allow them to get away from the noise and be contemplative.
Photography: Trend Bible
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