The key consumer trends and insights influencing the Home sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. Behaviours impacting
COMMUNICATIONS

2. A highlight of key insights and innovations impacting
the way we interact with family, friends and businesses.

3. 1 LOVE
LETTERS
3 STORY
TELLERS
4 BRANDED
COMEBACKS
2 SOCIAL
MEDIATORS

4. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 LOVE LETTERS
People want personal communication
People are finding comfort in friendlier, more
intimate forms of communication – which
explains why sales of the voice-activated
Amazon Echo have exploded, why telephone
hotlines are making a comeback, and why
personalised direct mail is still more effective
than most online marketing.
Communications Behaviour

5. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 OLD SCHOOL PHONE
HOTLINES
Remember when we made telephone
calls instead of instant messages? Drake’s
‘Hotline Bling’ reflects a growing trend
in music, film and PR to revive the old-
fashioned hotline as a fun, viral marketing
tool. But what’s the appeal in a slow
telephone service when it’s quicker to send
a DM?
In practiceCommunications

6. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 SOCIAL MEDIATORS
People are hacking social media
Amid concerns around fake news and
data security, social media giants such as
Facebook and Instagram are seemingly
falling short of expectations. Consequently,
people are turning to challenger networks
and wrapper apps to avoid sharing their
data, while others are adapting the
platforms from within.
BehaviourCommunications

7. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 PROTONMAIL
High-profile data leaks over recent years have
seen internet users wise up to the dark side
of connectivity. In Germany, where privacy is
highly valued, email provider ProtonMail is
easing fears through end-to-end encryption,
ensuring that neither governments nor
hackers can access inboxes.
In practiceCommunications

8. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 STORY TELLERS
People want to hear the whole story
Humans are storytelling creatures, and
while a picture may be worth a thousand
words, people are looking for more than
just a snap on social media. They want to
be taken on a journey – and brands are
taking note, increasingly tapping into the
power of storytelling.
BehaviourCommunications

9. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 S-TOWN
With America now starkly divided, many are
struggling to comprehend the views they
missed in the run-up to the 2016 election.
Podcast S-Town, which has gained over
1.8 million subscribers, is the timely tale
of a New York-based journalist seeking to
understand an eccentric from Shit Town,
Alabama.
In practiceCommunications

10. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 BRANDED
COMEBACKS
Brands are taking on trolls
Trolling is everywhere – 28% of Americans
admit to ‘malicious online activity’ directed
at a stranger. But while most brands just put
up with the anonymous hate they receive
online, some are turning the tables, tackling
these individuals head-on and even adopting
some of their tactics.
BehaviourCommunications

11. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 WHOLESOME MEMES
Wholesome Memes don’t aim to deride,
discourage or disrespect, instead they’re
about celebrating love, friendships and life
itself. Memes used to be pithy or cynical
reactions to cultural events, but now
subreddits like /r/wholesomememes are
using the format to spread a little positivity.
In practiceCommunications

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