Cairn’s Will English on why KBB brands win on feeling, not just features

Following the release of The Logic Myth, a new research report from specialist home interest agency Cairn, MD Will English speaks to KBBFocus about its findings and their implications for the KBB sector.

When we commissioned our new independent study, the aim was to uncover what drives Britain’s big-ticket home and garden purchases in 2026. Conducted with Censuswide and based on responses from 2,000 UK consumers, the research revealed a consistent theme that became the focus of our new report.

That theme is the role emotion plays in major purchases. The data clearly demonstrated that feelings, not just features, have a significant influence, with factors such as trust and brand alignment sitting at the heart of consumer decisions alongside price and performance.

The Logic Myth report explores the psychology behind high-value home and garden purchases, asking what builds consumer confidence and what holds buyers back, whilst providing insights that brands in this space can take into their marketing communications.

Key findings from the data: 

• ● Importance of brand trust – 87% of consumers say brand trust influences their purchasing decisions for big-ticket home and garden items.
• ● The jeopardy of big-ticket purchases – Two-thirds surveyed (66%) admit getting these purchasing decisions wrong would affect their everyday life, reflecting the emotional weight behind major home investments.
• ● The significance of brand values – 69% report that ‘brand fit’, i.e. how closely the brand’s values align with their own, is influential in their decision making.
• ● Priorities of the younger generation – Gen Z place significantly more weight on how a brand makes them feel, with 67% of 18-24s reporting there was a range of emotions at play (vs 57% survey average).
• ● Loyalty through reassurance – Consumers who feel reassured by a brand are more likely to stay loyal, recommend it, and pay more.

What this means for KBB brands
In the KBB sector, major purchases such as kitchens, bathrooms and appliances are rarely driven by logic alone. These are considered, high-investment decisions, involving extended planning, multiple consumer touchpoints, and input from various individuals within the home. While practical considerations such as durability, quality and functionality remain essential, the decision-making journey is also shaped by how a space makes a customer feel, and how it functions and enhances everyday living.

Product specifications and performance credentials continue to play a vital role in building trust, particularly in a category where longevity and quality are critical. However, emotional reassurance is just as influential, especially among younger homeowners seeking spaces that reflect their lifestyle and identity.   

Brands that focus solely on features, price and technical performance risk overlooking the deeper motivations behind a purchase. In KBB, rational messaging may validate the decision, but it is emotional connection, confidence in the brand, and ‘brand fit’, that also play a fundamental role.

It’s important to note, the two approaches are not in competition, they are complementary. KBB brands that deploy the right mix of rational and emotional messaging will help consumers navigate the complex decision journey.

Getting the balance right shows up on the bottom line, too. Research from the Institute of Practitioners in Advertising (IPA) has long proven that emotionally-led campaigns are more effective at driving long-term profit than purely rational ones. This means KBB brand leaders must ask themselves – are your marketing communications tapping into right-brain thinking to build powerful – and profitable – emotional connections with customers?

To download the full research report and explore the findings further, please visit: wearecairn.com/thelogicmyth