Trend Report Spring/Summer 2016 Emily Hopkinson
Privacy Privacy and Lifestyle
“The way we use our houses; the way we choose to interact with each other and carve out space to spend time alone, is pivotal to design and decoration trends at home� Joanna - Trend Bible A key theme is that people are becoming more private and wish to escape their everyday lives. This is informing people’s lifestyles as well as the future of design. People want to feel more secure. The way space is distributed is changing as well as the way people spend their days. People are staying at home more, working from home, exercising at home and getting products and services delivered to the home. Homes in 2016 will be designed to accommodate people staying at home more and their need for private spaces. People are working from home because of affordability. Commuting is expensive and stressful. Working from home not only allows people to see their families more it allows them to have their own private space and work in an environment where they feel the most at ease.
Consumers are keen to spend time on their own. They are happy to spend their money on products and services that reduce stress and allow privacy. There is a need for flexible, quite and multi functional workspaces at home and this will be extremely important in 2016. The development of technology is also driving the trend. People are working at home in private, nature surrounded environments but they are still able to connect with work due to phones and laptops. An increasing number of the workforce will choose to spend significant amounts of time working from home. The design of homes will develop as well as certain products and services to accommodate this trend.
Products will be designed to be private and individual. We can expect to see products like individual chairs which will be placed in public spaces such as libraries, coffee shops and aeroplanes. This will minimise the production of shared seating on buses and trains as well as the development of sofas. We can also expect to see car design revolve around this concept as well as the work and home environment. In regards to leisure the trend of privacy as a whole will inform holidays. There will be more available holidays where you can be on your own. Such as hiring an island. It will be affordable and the ‘done’ thing, becoming a new trend and creating new businesses.
PANTONE 384 C
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PANTONE Warm Grey 9 C
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KEY TAKEAWAYS • Consumers are keen to spend time on their own. • Happy to spend their money on products and services that reduce stress and allow privacy. • People are staying at home more. Working from home, getting products and services delivered to the home and exercising at home more and more. • The way space is distributed will be considered carefully in terms of home interior design. There is a need for flexible, quite and multifunctional workspaces at home. • There is a need for private spaces in public. • Dad’s are staying at home more and they are drivers of the private space in the home trend. • Technology drives the trend as it allows people to work from home.
Nutrition and Wellbeing Convenience
Supermarker Guru Phil Lampert said “Shoppers are looking for convenient, healthful and satisfying food for themselves and their families, and brands will rise to meet these demands through product innovation and the use of mobile technology to make shopping faster and more convenient .� Consumers are seeking solutions that allow them to maximize their free time and disposable income, and spend more time doing the things they value. The convenience trend is driven by this desire to create more leisure time. This trend is having a dramatic influence on food preparation and consumption. People have a desire for healthy organic foods and a need for convenience.
People are extremely health conscious and want healthy eating and exercise to be easy. People also have changed eating habits, attitudes towards cooking, and have busy lifestyles. Time is a key driver of the convenience trend, time is often a common reason for consumers to fail to maintain a healthy lifestyle, people want simplified meal preparation but they also want it to be nutritious. Consumers want speedy and efficient online shopping, as well as interesting and experimental foods. Consumers also want to save money which Mintel confirmed. As a result of the consumers needs, convenient ideas, design and products are on the rise. Home delivery particularly of natural and organic food sources, quick cook books, easy healthy on the go snacking and wearable fitness technology as well as quick but fun exercises will accommodate the trend of convenience. Supermarkets are also accommodating this trend with in store technology and delivery services. The way people socialise will change, socialising is often revolved around food. We can expect to see people meeting at the gym more and meeting for healthy meals out opting for the ‘skinny option’ on the menu and organising healthy dinner parties.
The design of homes will be revolved around convenience. People are wanting to exercise at home meaning home gyms are becoming a popular trend. Additionally people may also design their kitchen’s differently in order to satisfy their need for convenience. They will be designed around technology to make people’s lives easier. Certain products will emerge to allow more organisation and ease in the kitchen. This means that products and services that help people streamline their priorities will continue to be important. Consumers will continue to look for ways to simplify their lives and live in the easiest way possible. Data monitor also showed that changing consumer demographics have contributed to the growth of the convenience food market. For instance, the aging population is seeking smaller packages and ease of preparation. Despite having cooking skills, these older consumers are embracing convenience options to maximize their free time. On the other hand, there is a subset of younger consumers who are experimenting more with slow food cooking and looking for solutions to improve their cooking knowledge and heighten sensory experiences. Mid- lifers (25-49 years) increasingly feel the pressures of parenthood and other factors pushing them towards convenience to achieve a work-life balance.
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KEY TAKEAWAYS • Consumers will respond to products that tap into daily routines and enhance the day-to-day experience. • People have changed eating habits, attitudes towards cooking, and have busy lifestyles. • Consumers want to maximise their free time. • Consumers want and need brands that keep up with the ever changing everyday lifestyles and offer convenience. • As a result of the consumers needs, convenient ideas, design and products are developing. • Home delivery particularly healthy and organic foods is a key driver of the trend. This satisfies people’s needs for convenience and healthy home grown food’s. • Consumer demographics will continue to contribute to the growth of the convenience food market.
Masculinity Stay at Home Dad’s
Masculinity sees designers targeting a new audience. Focusing on the way men live. Men are staying at home more to work and look after the children. This is developing the approach to the interior design of homes as well as product development. It is establishing the need for nature inspired design. It will look at the natural world and it’s associated colours. Layers of serene greens and greys, black, cocoa, granite and stone have been established from this trend.
Today’s society sees stay at home dad’s becoming more and more prominent. Mens role in society is continuing to change Men and women are much more equal today. Statistics show that by 2050 women will make up 47% of the workforce. Due to women taking on the working role more, dad’s are staying at home more. It is starting to be seen as more acceptable. The trend is being openly embraced by society. According to recent studies, men are shouldering more of the domestic burden and spending more time parenting than any generation before them. Men now have flexible hours, the freedom to explore their own interests, a relaxed dress code, and they are now working from home more. As dad’s are staying at home more this will therefore inform the homes interior and design, children’s development, the way they spend their free time and the activities performed with the children. This will increase the number of specific products designed and aimed directly at this audience. They are all created based on the men’s daily lifestyle, a desire and need for easy living, convenience and a work-family lifestyle.
The idea that nature can be people’s salvation is emerging in 2016. Nature can help people heal, relax and recuperate. Research has shown that the natural world can boost mental activity and creativity as well as promote health and wellness. A new popularity for men cooking and growing vegetables as well as nature inspired interior design creates new publications, ideas and products. We can expect to see interiors develop to be more practical and influenced by nature. The natures influence is confirmed through the outdoor activities dad’s and their children participate in. A love for camping and outdoors activities will inspire design ideas like wooden floor’s and wipe clean surfaces and walls as they are practical. The inside of homes will be hard wearing combining the outside environment with the interior of homes. Design will be minimal and reflect masculine traits.
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KEY TAKEAWAYS
• Dad’s are a new target audience • Homes interior will be nature inspired - easy, minimal and practical. • New products such as books, cooking products, cars, clothing, and domestic household products will develop. • Children’s development is influenced and the activities they participate in are more extreme due to the dad’s influence. • A need for easy cooking - products will develop to satisfy this need and this will be highly driven by technology. Home delivery will also accommodate this trend which links to the nutrition and wellbeing trend of convenience. • More products will be made for males to use in their free time such a cosmetic products. • Dad’s staying at home links to the privacy trend of private spaces in the home and work spaces in the garden. • Interiors will be spacious and light which is inspired by the outdoors. This will create spacious living areas, in particular kitchen and dining areas. • Earthy colours
References Privacy Work pod inside - http://theluxhome.com/wp-content/uploads/2011/06/Nu-ovo-creative-personal-room-design-for-office-1.jpg Private sleep space - http://www.homecrux.com/wp-content/gallery/abri-boca-by-philipp-sussmann/abri-boca-is-a-flexible-semiprivate-space-1.jpg Overhead extending product - http://dreamzstars.files.wordpress.com/2013/08/personal-space2.jpeg Gym pod inside - http://cdn.homedit.com/wp-content/uploads/2011/06/mobile-room-for-a-person-3.jpg Future car - http://www.id-mag.com/gallery/Capca-Concept-future-city-car/437401 Plane interior - http://jetpartners.aero/wp-content/uploads/2013/07/1974x1486xFalcon-2000-Interior.jpg. pagespeed.ic.4BT0F_3Xud. jpg Private chair - http://trendsupdates.com/public-space-private-workstations-for-busy-public-places/ Private garden - http://o.homedsgn.com/wp-content/uploads/2012/03/Garden-Paradise-01.jpg Garden hut - http://1-ps.googleusercontent.com/x/www.trendhunter.com/cdn.trendhunterstatic.com/ thumbs/xarchipod.jpeg.pagespeed.ic.b8h02tJfkw.jpg Island - http://www.islandhideaways.com/wire/assets/files/2083/necker-island-1.326x242.jpg SHH - http://media.idownloadblog.com/wp-content/uploads/2013/06/privacy.jpg Mans work space - http://blog.eoffice.net/wp-content/uploads/2011/06/garden-office.jpg Mans work space 2 - http://www.edengardenrooms.co.uk/wp-content/uploads/2013/07/garden-office- tank1.jpg Key pad - own image
Nutrition and Wellbeing Own Images
Masculinity Own Images