It's home sweet hideaway as consumers nest in 2009
Top strategist shares lifestyle insights at Pella news event
Jan 21, 2009
In 2009, it’s “home sweet hideaway” as consumers seek shelter from the economic, political and personal storms brewing nationwide, a leading home and lifestyle strategist told top industry media gathered at Pella Corporation’s exhibit today at the International Builders’ Show (IBS).
In spite of a difficult economic landscape, the desire to rebuild, remodel and reinvent the homestead remains a core part of consumers’ cultural DNA, says Robin Avni, senior director and lead consumer strategist with Iconoculture. “Consumers consider their lives an ongoing improvement project, but they are now looking to live to the best of their abilities rather than beyond their means,” she said. “Conspicuous consumption” is out, according to Avni, and that will mean a postponement of major appliance purchases, trading down for bargains, and seeking energy savings.
For the next few years, the idea of upgrading an existing home will replace the concept of trading up, Avni said. And even when market recovery gains momentum, she predicts that the footprint for homes will continue to shrink, with an emphasis instead on personalized features and amenities. “Building green will become more mainstream and less confusing as builders, contractors and consumers alike all get a better grasp of product potential and begin to see the value in ‘going green’,” she said.
About Iconoculture
Iconoculture is a cultural trend research firm that blends consumer-facing research with client-focused advisory services to help Fortune 1000 companies and top global agencies translate key cultural trends into actionable ideas for business. As Iconoculture’s go-to source on home, garden, outdoor living, architecture, design, entertaining and craft, Avni manages a portfolio of industry clients, providing qualitative research, cultural trend analysis, consumer insights and advisory services.
About Pella
Pella Corporation is a leader in designing, testing, manufacturing and installing quality windows and doors for new construction, remodeling and replacement applications. Pella earned the U.S. Department of Energy’s ENERGY STAR® Partner of the Year award for windows in 2007 and 2008 for its leadership in manufacturing energy-efficient windows and educating consumers about them.
As a family-owned and professionally managed privately-held company, Pella is known for its 84-year history of innovation, making great products, providing quality service and delivering on customer satisfaction. Headquartered in Pella, Iowa, the company is committed to incorporating new technologies, increasing productivity, and practicing environmental stewardship to create satisfied customers. Providing careers for about 8,600 team members, Pella is recognized as the “Global Top Company for Leaders” in the small-to mid-sized category by FORTUNE magazine.
The company manufactures quality windows, patio doors and entry door systems sold through a Direct Sales Network operating Pella® Window & Door Showrooms across the United States and Canada and select building materials retailers, including Lowe’s®, which features the Pella Design Center, a “store-within-a-store.” For more information, call 888-847-3552 or visit www.pella.com.
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