The Growth Distillery has collaborated with The Research Agency, to publish new research into the home retail sector, titled 'Reframe: Home Retail'. The study identifies three pathways for brands to transform low consumer confidence into a growth opportunity.

The research reveals that 85% of consumers view their home as a sanctuary from the outside world, and 87% enjoy spending time at home. However, a significant proportion of consumers feel more negative about their home and life within it compared to five years ago, with one in three consumers expressing this sentiment. Furthermore, 64% of consumers say maintaining their home demands time and energy.

The study suggests that brands can better connect with customers by offering solutions that reduce the burdens of home and life while enhancing its comforts. Three core strategies for brands are identified: alleviating the burdens of home and life, showcasing success, and reimagining the sanctuary.

Research Director at The Growth Distillery, Bethan Hockey, said: “When people talk about their homes and the items in them, there is a huge emotional connection. These aren’t just objects - they are reflections of who they are and what they are trying to achieve. In the home retail category, there’s a real opportunity for brands to go beyond form and function, and connect on a deeper level. By addressing the emotional and practical needs of consumers, brands can create meaningful relationships and drive growth.”

The Growth Distillery is an independent research think-tank, powered by News Corp Australia.