‘Sense of belonging’ is second on Maslow’s hierarchy of needs. It is intrinsic to happiness and wellbeing. Post Brexit and Trump, refugee crisis, consumers feel divided and there is uncertainty surrounding what home means. In addition to this, millennials are not pursing home ownership.

With the rise of nationalist politics, we explore the rise of two global tribes. According to TrendWatching, the political divide in the world has created two consumer tribes. There are ‘Nation Nurturers’, those who favour a turn inwards, seeking solace in the familiar. And then there are ‘New Global Citizens’ who will remain committed to the idea of an open and interconnected world

In essence, consumers feel dislocated and are on a path to reconfiguring and reconnecting to their definition of home. Recognising this sentiment, retailers are embracing tactics to engage with consumers and inspire them to redefine and reconnect with their definition of home. We explore two concepts that are a throwaway from our London office.

Image Source Selfridges 

Selfridges: Our House, A Home For All

The world we live in is changing, and the concept of ‘home’ has never been more topical, or more significant. A Home for All, Selfridges have created an immersive interactive environment that looks at the home as a fundamental expression of ‘self’. The concept is set to inspire consumers to reconnect with their personal space and provoke a sense of belonging.

The brand use talks and workshops based around six rituals – host, pause, consider, explore, renew and adorn – that explore the concept of home. In workshops, customers can peel potatoes, bake sourdough and weave on looms: activities that help customers reconnect to a simpler time, when life revolved around the home.

Each ritual also features an expertly curated homeware shop (The General Store), both in-store and online, to solve modern problems of consumers being ‘crippled by choice’. Phones and gadgets are placed on silent, to help customers detach from the outside world and immerse themselves in a simpler, pre-digital age.­­

Additionally, the department store’s Music Matters campaign taps into supporting London’s music scene. Tapping into the local community and supporting a cause close to home resonates with TrendWatching’s concept of Nation Nurturers.

Lush – All Are Welcome

The beauty retailer has responded to trying times by spreading a message founded in positivity and compassion. The brand believes that we can all contribute to a more peaceful, loving world in small, significant ways.

With this message in mind, the brand created a ‘All Are Welcome. Always’ campaign which invites consumers to enjoy a safe space no matter where they are in the world.

The brand is working to inspire kind acts, which include, creating a ‘Little Free Library’ and ‘Broaden Your Horizons Close to Home’.

Creating a more positive, peaceful world means embracing people who come from different cultures, faiths, and communities. The brand is challenging consumers to volunteer for an organisation outside of their cultural wheelhouse.

Image Source John Lewis

John Lewis – National Treasures

Courting Nation Nurturers, John Lewis’ National Treasures campaign launched in April and has been implemented in 100 stores across the country.

The retailer trades on the comforts of what defines national pastimes such as long afternoons in packed-out parks, enjoying an ice cream by the sea and always carrying an umbrella in case it rains. All of these nuances resonate with nation nurturers. The narrative reassures a sense of identity whilst maintaining an inclusive and celebratory conversation.

The campaign includes in store events such as afternoon tea, barbeque masterclasses and workshops. According to Peter Cross, John Lewis’s director of customer experience, the overall aim was to draw shoppers in store during a time that is quieter in contrast to busier periods such as Christmas.