Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Why is a mass shift to WFH driving calls for new domestic boundaries? How has the pandemic intensified the pressure on parents? Why are people embracing a less-is-more approach to home life? And in what ways are digital interactions with friends and family getting more meaningful?

Remote working has changed the way people are furnishing their homes. The impermanent nature of WFH might put some off from making furniture purchases, but IKEA has launched the Buy Back scheme – allowing people to trade in used and unwanted items for credit against new purchases.

Home-owning has become an unrealistic, out-of-reach goal for many, but for those who can afford it, it’s often their single biggest asset. Realm is using its expertise to help homeowners not only pick the right property but to also maximize its potential value through data and insights.

The COVID-19 pandemic sparked a swift evolution of the home. Where it was once a private space, it’s now a pseudo-public, multipurpose area required to fill a range of personal and professional needs. How can brands tap into changing nesting aspirations and address new domestic challenges?