The key consumer trends and insights influencing the Home sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. Behaviours impacting
HOME

2. A highlight of key insights and innovations impacting design,
appliances, household goods, and family dynamics over the
past six months.

3. 1 HAPPY
ENDINGS
3 ALWAYS
MOVING
4 SOLO
SPACE
2 FRIENDLY
DYNAMICS

4. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 HAPPY ENDINGS
People aren’t breaking up alone
With four out of ten marriages in the UK
ending in divorce, new rituals are emerging to
help people through their separation. While
some may choose to celebrate the signing of
their papers with a party, others are seeking
support and guidance through smartphone
apps and on break-up retreats.
Home Behaviour

5. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 Break-up Boss
Breaking up is hard – and it’s gotten
even more difficult since the advent of
smartphones and social media. From
resisting stalking an ex on Facebook to
encouraging positive thoughts, Break-
Up Boss is an app that offers the recently
heartbroken relevant tips and a digital
outlet for their emotions in the aftermath
of a freshly-ended relationship.
In practiceHome

6. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 FRIENDLY DYNAMICS
People treasure platonic relationships
While family remains important to many,
a growing number of young people
are embracing friendships as the most
valuable connections in their lives. And it’s
not just women who are forging strong
platonic relationships, with ‘bromances’
seeing more and more men open up to
each other emotionally.
BehaviourHome

7. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 Emotional Hangs
Ideas of what it means to ‘be a man’ have
evolved in recent years, and with bromances
loosening the straitjacket of traditional
masculinity, softer emotions are being
celebrated. Emotional Hangs is a podcast
from two US comedians that’s shedding more
light on modern male friendships.
In practiceHome

8. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 ALWAYS MOVING
People are happy to live transiently
Whether it’s down to economic or lifestyle
factors, people have become used to
moving around, with some replacing
the security of long-term renting or
home-ownership with more flexible
arrangements. These modern nomads
aren’t keen on settling, and new tools help
them secure another pad in a snap.
BehaviourHome

9. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 DOT DOT DOT
One in four Britons will be renting by 2021
but with the average rental in London
over £1,200, Londoners are having to get
creative with housing. Dot Dot Dot is a
property guardianship that encourages
community spirit while helping people out
with more affordable rent.
In practiceHome

10. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 SOLO SPACE
People want a space for solitude
Between incessant social media chatter and
mounting work-life responsibilities, people
are in desperate need of some peace and
quiet. To this end, some are setting up ‘man
caves’ and ‘she sheds’ in their homes – small
sanctuaries from the outside world where
they can unwind and enjoy their hobbies.
BehaviourHome

11. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 Man Caves and She
Sheds
With 76% of Gen Y parents in the US with
managerial level careers say that ‘finding
time for me’ is the main challenge they face
in their personal life, along with mounting
responsibilities and digital distractions, Gen Y
are creating personal solitude spaces on their
homes in search of some peace and quiet.
In practiceHome

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