Home Has Never Been More Important
Societies are slowly opening again across the globe, leaving the world in a new state. At first sight, the coming period may seem somewhat uncertain. As we return to less restricted conditions, people are in an ambivalent state, where the concern of safety versus the urge to loosen up equally thrive. For 22/23, security will remain a priority. It’s a basic need that’s shattered, and it takes time to rebuild again. Consider your behaviour: chances are, you probably now carry a hand sanitiser with you. Will you keep using it in 2022 or even 2023? Most people will probably keep it close by. It is estimated the wet tissue and wipes market will increase by more than 5.3 billion by 2024, according to a report by Technavio Research1.
So even as herd immunity to COVID-19 is occurring across the globe, some newly adopted behaviours will have a lasting impact. It may seem like a small thing to keep using hand sanitation, but these long-lasting behavioural changes to protect health and safety will remain a huge focus in the time to come. There’s no doubt we will also see a volume of people going back to usual as fast as they can. However, the volume of people with a more cautious approach will also likely be substantial. The ambivalence and safety focus will affect the return to outgoing lifestyles represented by the hospitality sector and the home.
Home has never been more important than during this pandemic. We have never spent more time at home than during the past year and a half. Now more than ever, the home is the centre of structuring our everyday lives and our safe base. Here, the role of home textiles and the positivity textiles can bring – comfort, softness, expression, identity and even safety – has a great outlook for 22/23. Likewise, textiles for the hospitality sector will be important as outgoing activities need to be safe, comfortable and immersive to gain attention from the returning customers.
Home and Work Find New Balance
The changing role of the home will have a long-lasting impact, particularly in terms of rebalancing the structure between home and work. A report by Diginomica2 claims, “Work must now be considered as an activity, not a place, and this changes the rules for everyone.”
The spaces we interact in can be divided into the home as first space, the workplace as second space, and the third space being a large mix of hospitality spaces. The time spent between these places will find a new balance, increasing the first space and decreasing the second space due to more working from home and digital solutions, making the second space less of a certain place. The rebalancing also impacts the third space of hospitality. One of the consequences of this is a shift where occasional shopping or to-go purchasing will take place. With more time spent at home, will the surrounding consumption follow suit leaving city centres with a transformed footfall? According to a survey made by Alphawise Morgan Stanley for Vogue Business, the consequences for high profile shopping streets in London can already be seen in lowered rental prices.3
Further to this is increased job offerings highlighting remote or work-from-home opportunities and services facilitating remote work services. Some companies have stated they will become remote altogether. However, even though almost everyone possible was sent home overnight in the beginning of the pandemic, the next shift will most likely happen a bit more gradually as companies evaluate and experiment. Models of home and work find a new balance.
Long-term Thinking with Home Textiles
Another urgent matter for the home interior industry is the transition to long-term thinking for a more sustainable industry. In Scandinavia, an even further political and legislative push for the green agenda is being implemented. Slowly, the Sustainable Development Goals are going from being just targets to actual legislation affecting business terms. In Sweden, the first tax on textiles will be implemented in January 2022.4 It is a tax based on certain textiles having a negative impact, depending on the chemical composition textiles use. The textile supplier will be taxed, and they can only be exempt if the textiles live up to specific green certifications. This tax is not yet the reality globally, but it is likely to be in the future as the political agenda looks for ways to succeed with the green agenda. The textile tax is an example of the importance of increased focus on textile composition, pushing businesses to transition to more long-term thinking. This transition is the key issue of Heimtextil Trends 22/23.
Navigating the Trend Website
To familiarise yourself with the trends, enjoy browsing the brand new online trend universe of Heimtextil. Trends are richly illustrated via colours, short films, bespoke imagery, key designer features and a soundtrack. Dive into the films, or turn on the audio player while sliding through the images for an immersive experience.
Each trend text ends with each trend’s key takeaways. The last of these takeaways describes the consumer type matching the trend. The insights for the consumer typology derive from the trend methodology of Heimtextil 22/23 lead trend agency SPOTT trends & business. This method builds on emotional segmentation, with insights from psychology and neurophysiology studies of consumer preferences, guiding you on how to turn the trends into business.
The SPOTT team and I wish you a prosperous future. We look forward to hearing your thoughts, comments, or feelings in the online Heimtextil community.
Anja Bisgaard Gaede
Editor-in-Chief and Lifestyle Business Developer
SPOTT trends & business
1Technavio Research, Antimicrobial Coating Market report, November 2020
2Diginomica, Future Work by Martin Banks, March 2021
3Morgan Stanley, Alphawise, CBRE & Vogue Business