In an always-on consumer culture, people are used to buying what they want whenever they want. But can possessions comfort and fulfill us during uncertain times? Canvas8 spoke to Bruce Hood, author ofPossessed,to understand the psychology behind owning new things.

Bored, anxious, and unable to leave home, Americans living under COVID-19 lockdown orders are eager for ways to pass the time. But what are the underlying behavioral drivers behind their surging interest in baking and cleaning? And how can brands support people adapting to 24/7 domestic life?

With Americans adjusting to lockdown life, many have returned to the kitchen, discovering (and re-discovering) ingredients and brands and adopting sustainable habits. Given these behavioral shifts, there are opportunities for brands to lean into people’s newly found discovery journeys.

Once seen as old-fashioned and somewhat uncouth, bidets are growing in popularity in the US as Americans place more value on hygiene (and navigate toilet paper shortages). The boom in bidet sales is just one way everyday habits are shifting as people adjust to life under lockdown.