talking trade
extremely sensitive issue,” Giannetti said. For that reason, responsible corporate values must be authentic and incorporated into your company’s mission and vision, said Derochowski. “You have to make sure (that mission) is built into the fiber of your organisation, and it has to be constantly updated.” But don’t let that deter you, he advised. “This is one of the greatest times right now to build a brand. A brand is an emotion.” And, with consumers’ emotions running high right now, companies that connect with those emotions will be rewarded. There are tremendous opportunities right now for companies that are nimble and pivot to address consumers’ wants and needs in terms of responsibility, said Salamah. Newcomers who are just establishing their brands may also benefit from incorporating responsibility from the get-go.
Product developers can: • Demonstrate responsible corporate values • Create products that replace disposable ones
• Create products that extend the life of other products or make the unusable usable
• There has been some back-sliding recently on the environmental front due to the pandemic, said Mirabile. Many stores are prohibiting the use of reusable bags to slow the spread of germs, and consumers have taken to using paper plates more to cut down on dishwashing while they’re staying at home, he explained. But
those changes are more circumstantial and are expected to revert when the virus is more under control.
Retailers can: • Support responsible product lines • Review supplier practices
Trends for 2021
5 Housewares trends: International Housewares Association, in collaboration with NPD, Springboard Futures and Cadent Consulting, has identified five key consumer lifestyle trends that are shaping how, what and where home + housewares products are being purchased.
TIME
Consumers feel pressed for time due to a confluence of job demands and kids’ schedules. They therefore place a high value on time-saving products. This stress placed on consumers heightens the demand for offrings that meet their time-saving needs.
SPACE
Living spaces are not only becoming smaller and more urban, but also the composition of households is shifting away from the nuclear family. This dynamic is shaping the Housewares industry profoundly. Products must fit consumers’ spaces as well as fit the needs of those occupying those spaces.
EXPERIENCE The ability to share one’s own experience and learn from others’ experiences continues to increase with the proliferation of social media.
September 2020 •
HousewaresLive.net
Shoppers can now more than ever be specific on their needs and seek offerings uniquely tailored to their lives. Tangible products are no longer the sole driver of a purchase. Shoppers are seeking an experience when they trial, purchase and use a product. In addition, they want to impress their friends.
WELLNESS The increased awareness of mental and physical health needs, in order to live healthier lives, permeates all aspects of consumers’ purchasing decisions. Consumers want to purchase products they trust will improve their wellness and overall quality of life. With rising healthcare costs, consumers are taking responsibility by enacting self-care.
RESPONSIBILITY From climate change to local environmental issues, consumers are demanding responsible actions from major stakeholders. The younger generations are leading the charge and are paying close attention. Simply put, companies must offer more than a good product at a good price. The value equation is shifting, and responsibility is a major component.
• Provide access to responsible disposal options
• Everyone agreed that retailers need to fully vet supplier/product claims on the responsibility front because they are, in essence, endorsing a product by selling it. Many consumers view retailers as the local experts, which is a tremendous opportunity but also carries its own responsibility.
•
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