KBB industry trend analyst Trend-Monitor has launched The Post-Covid Trend Map for the UK Home Improvement Sector highlighting the reality that COVID-19 hasn’t changed our long-term consumer behaviours as dramatically as some have been predicting. According to the analyst, trends that impact on the way we use our homes and consequently how we choose products for our homes have been the subject of ongoing research at Trend-Monitor long before COVID-19 led everyone to speculate about the ‘New Normal’. However, many of the trends that have been attributed to the pandemic have in fact been developing and evolving for many years prior to the appearance of COVID-19. The pandemic has simply sped up the impact of some trends, and slowed down or reversed the impact of others.
“We knew that a lot of the behaviours witnessed during lockdown were the result of fear, confusion and lack of control, and that behaviours which are forced on us in this way usually don’t stick – they are just reactions to our circumstances,” said Jane Blakeborough, Trend-Monitor’s research director, pictured. “True changes in behaviour happen over a long period of time, slowly adjusting our attitudes and habits.”
According to Trend-Monitor, The Post-Covid Trend-Map for the UK Home Improvement Sector has been based on solid evidence from credible sources and highlights the influence of COVID on seven important global megatrends; flexible living, the ageing population, health awareness, personalisation, sustainability, urbanisation and digital transformation. These megatrends are broken down into the macro-trends that are having a real impact on consumer behaviours in terms of the way we use our homes and how we will choose and buy products for our homes. The trend map shows which trends are the real ones to watch out for, which trends are exhibiting growth because of COVID and which have remained static, as well as the ones likely to disappear and those on the decline.
“We have produced a generic trend map for the industry as a whole. Individual organisations should view the map objectively through the lens of their target market and understand that each trend will impact differently on different demographics and social groups. Growing trends can offer both positive and negative effects on a brand depending on perspective or market positioning and a trend that is in decline may represent an opportunity in disguise,” said Blakeborough.
The Post-Covid Trend Map for the UK Home Improvement Sector can be viewed here.