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Home & Lifestyle Trends: Preparing for 2023

CEO Tinh Phung
It's no secret that the pandemic brought about a drastic increase in spending on home improvement projects. As post-pandemic spending returns to normal levels, it's crucial for home improvement brands to continue capitalizing on consumers'...

It's no secret that the pandemic brought about a drastic increase in spending on home improvement projects. As post-pandemic spending returns to normal levels, it's crucial for home improvement brands to continue capitalizing on consumers' home and lifestyle ventures. The key to success lies in getting involved with trends early.

What were the most common home and lifestyle trends in 2022, and how did brands target them?

#1 Home and Wellness

Self-care at home has become a major trend this year, with consumers prioritizing their mental health by incorporating daily rituals. From lighting candles around a relaxing bath to creating a dedicated space for yoga and meditation, people are finding solace in their homes. IKEA recognized this trend and introduced the "Balance Starts at Home" PR initiative, which encouraged individuals to share their thoughts on how their homes impact their general wellness. By focusing on the concept of well-being rather than explicitly promoting products, IKEA successfully made a mark in the self-care and wellness space.

#2 Go Green or Go Home

Sustainability has been on the rise, with consumers seeking eco-friendly and sustainable alternatives. The distinction between environmentally friendly and sustainable products has become more important, as customers now consider the long-term impact of their purchases. DFS, a well-known sofa brand, partnered with Clearabee to recycle old sofas, thus reducing reliance on raw materials. This initiative, called "Sofa Rescue by DFS," aligns with the sustainability trend and demonstrates the brand's commitment to the environment.

#3 Home Workspaces

The rise of remote work has led to an increased demand for home workspace-related products. One interesting product that gained popularity in 2022 is the desk treadmill, which combines self-care and productivity. H&M Home effectively markets its home office products through paid advertising campaigns and a dedicated landing page. Additionally, the brand collaborates with micro-influencers to reach customers who may not respond well to traditional advertising strategies.

#4 Natural Lighting Galore

As we head into winter, consumers are looking for ways to maximize natural light in their homes to save on energy bills. Natural light also has numerous benefits, including better sleep and improved mood. While specific marketing campaigns catered to this trend are rare, there are opportunities to display ads on money-saving advice sites and utilize paid search and social media advertising to target customers at various stages of their buying journey.

What home and lifestyle trends are predicted to be popular in 2023, and how can we target them?

#1 Big and Bold

With more Gen Z individuals becoming homeowners, the trend of bold, contrasting colors is expected to gain traction. Gen Z has shown a preference for vibrant colors like yellows, greens, and purples. This trend marks a departure from the minimalistic trend of neutrals and offers an opportunity for brands to showcase their bold-colored products through visual tools and gamification campaigns.

#2 A 'Hygge' Home

The concept of "hygge," which aims to create a cozy and comfortable atmosphere, is gaining popularity. Consumers are looking to make their homes more inviting and relaxing. Brands can emulate IKEA's approach by creating virtual simulations of their products in a hygge home setting, allowing customers to envision how they would fit into their own homes.

#3 A Continued 'Do-It-Yourself' Storm

DIY home projects are expected to increase in popularity, with consumers looking for cost-saving alternatives. Brands can seize this opportunity by offering DIY bundle kits and collaborating with home and lifestyle influencers to create engaging "how-to" videos. Paid search campaigns targeting DIY-related keywords can also attract customers ready to make a purchase.

#4 Making Statements with Textured Walls

Consumers are exploring textured walls using various materials like paint, wallpaper, and solid materials like wooden slats and panels. To promote textured wall offerings, brands can create unique experiences like textured bus stop or billboard advertisements that allow passers-by to feel and see the products. Strengthening SEO efforts to rank higher on relevant search terms can also increase brand visibility.

Key Takeaways

In 2022, trends around self-care, sustainability, home workspaces, and natural lighting dominated the home and lifestyle industry. As we approach 2023, brands can stand out by incorporating the following strategies into their marketing approach:

  1. Use digital visualization tools to showcase products in customers' homes.
  2. Engage customers with gamification campaigns.
  3. Create virtual simulations to display products.
  4. Offer DIY bundle deals to attract hands-on customers.
  5. Utilize paid advertising on search engines and social media.
  6. Collaborate with a PR agency for sensory bus stop/billboard advertisements.
  7. Strengthen SEO efforts to rank higher than competitors.

Embrace creativity by considering ideas like pop-up stores or social media campaigns that encourage customers to share their DIY attempts. By planning exciting campaigns aligned with the latest insights, brands can get ahead of the competition in 2023.