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Democracy issues new report on state of the homes and interiors sector in 2021

None of us are the same as we were before Coronavirus struck. This is especially true when it comes to our relationships with our homes – and our expectations of what we need from the place we work, rest and play in.

The quick fixes of 2020 giving way to the bigger projects of 2021 and beyond means that our desire for home improvement products and inspiration remains strong even as lockdown eases. But how do brands keep pace with all this change and match the appetite and confidence consumers now have for picking up a paintbrush or hammer and giving a job a go themselves?


Democracy set out to understand the changes that the past year has brought on our relationships with the four walls we call home. What are the priorities now, where are people getting inspiration and practical advice from, how much has shifted permanently online, is there a future for the high street store and where do professional tradespeople fit into this equation?


The potential prize for brands is clear – people have banked more savings over the past year and with the summer outlook still looking limited, the appetite for sinking money into larger, structural work at home is definitely out there.

So how do homes and interiors brands show that they recognise – and are responding to – the changes in public mindset? Democracy’s new report Winning With The New Homes And Interiors Audiences: A Guide For Brands sets out the landscape that these businesses are now playing in and identifies the new opportunities to grow.

Available as a free download here, the authoritative report has been compiled through fresh research with consumers, insight from leading media figures including Steve Collinge, editor of Insight DIY, and Democracy’s own expertise from our years of work with household name homes and interiors brands.


The report is a must read for anyone working in the homes and interiors sector, offering insight into both homeowners and renters’ motivations for the year ahead. What are the projects they want to tackle, where do they go to seek inspiration, what are the changes in the media over the past 12 months, how important do physical stores remain for them, what is the role of social media influencers, what are the key content trends for the year ahead and how has e-commerce changed as a result of Covid?

The insights will impact any marketing and consumer campaigns brands are planning for 2021 and ensure your comms hit the spot with today’s consumer mindsets.

Jennifer O’Grady, head of agency at Democracy, says: “The recovery from Covid will not be a straight path and some brands may fall by the wayside during the big readjustment to whatever normal looks like in future. However, knowing your consumers, being where your audience is and creating content that inspires them to dream about, plan and execute a DIY project in their beloved home are great starting points to success.

“Democracy’s track record in this space with household name companies means there are few better placed to see how a brand finds its place in this new world.”

Download the report here


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calling - 0161 881 5941 or email - jennifer@democracypr.com