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the future of home

Over the past generation, the way people think about "home" has changed dramatically. With the ubiquity of new technology such as IOT, inspiration from social media and Reality TV, the advent of AirBnB and blending of cultures, the explosion of freelancing and other seismic shifts, people's expectations of "home" have evolved, and so too has the path to their hearts, souls and wallets.

As experts in all things HOME, we at Big Red Rooster created this website to provide ongoing insights into the mindset of today's homeowners, and actionable recommendations for how brand marketers can be more successful in reaching today's homeowners.

There are billions of dollars at stake.
Enjoy the journey!

Over the past generation, the way people think about "home" has changed dramatically. With the ubiquity of new technology such as IOT, inspiration from social media and Reality TV, the advent of AirBnB and blending of cultures, the explosion of freelancing and other seismic shifts, people's expectations of "home" have evolved, and so too has the path to their hearts, souls and wallets.
As experts in all things HOME, we at Big Red Rooster created this website to provide ongoing insights into the mindset of today's homeowners, and actionable recommendations for how brand marketers can be more successful in reaching today's homeowners.

There are billions of dollars at stake.
Enjoy the journey!

who have never bought a home say that their dog, or the desire to have one, would be a key factor in their decision to buy a home (and which home to buy).

0%
of millennials
who have never bought a home say that their dog, or the desire to have one, would be a key factor in their decision to buy a home (and which home to buy).
shall we bark? sound on
Touch

It turns out that we connect the way an object looks and feels with an emotional meaning. Rough textures, for example, can make social situations seem more difficult. Smooth wood can make them feel a little friendlier. But not all smoothness is good. Touch expert Marieke Sonnevald argues that distinct textures and contrasts makes us feel more in contact with our things at home.

Sight

Almost 20% say their home is too bright, and leading scientists say even the smallest changes in lighting can have a huge impact on mood and intellectual abilities - both positively and negatively.

Smell

Over 40% of today's homeowners say their homes have a particular smell, which - good or bad - makes them feel comfortable.

Sound

Urban living is LOUD. The combination of horns, sirens, traffic, passersby and neighbors can reach 70 decibels. WHO considers noise pollution a grave threat to public health, and the US National Sleep Foundation recommends creating white noise through a fan or air purifier to maintain your sanity.

Taste

Over 45% of US adults are living as Singles, yet that doesn't necessarily mean they're alone. Almost 20% of Millennials eat or drink "together" online and 15% post pictures while cooking.

S E N S E S
Touch

It turns out that we connect the way an object looks and feels with an emotional meaning. Rough textures, for example, can make social situations seem more difficult. Smooth wood can make them feel a little friendlier. But not all smoothness is good. Touch expert Marieke Sonnevald argues that distinct textures and contrasts makes us feel more in contact with our things at home.

Sight

Almost 20% say their home is too bright, and leading scientists say even the smallest changes in lighting can have a huge impact on mood and intellectual abilities - both positively and negatively.

Smell

Over 40% of today's homeowners say their homes have a particular smell, which - good or bad - makes them feel comfortable.

Sound

Urban living is LOUD. The combination of horns, sirens, traffic, passersby and neighbors can reach 70 decibels. WHO considers noise pollution a grave threat to public health, and the US National Sleep Foundation recommends creating white noise through a fan or air purifier to maintain your sanity.

Taste

Over 45% of US adults are living as Singles, yet that doesn't necessarily mean they're alone. Almost 20% of Millennials eat or drink "together" online and 15% post pictures while cooking.

get irritated about clutter in their home every week, with 36% having weekly arguments about it. Almost 20% would have no problem at all throwing out every single one of their possessions.

0%
of millennials
get irritated about clutter in their home every week, with 36% having weekly arguments about it. Almost 20% would have no problem at all throwing out every single one of their possessions.

At Big Red Rooster, we are experts in all things "home". Our goal is to share actionable insights into how homeowners are behaving, and provide strategic recommendations for how to be more successful in your marketing and communications. Because as homeowners' wants, needs and expectations have evolved over the past generation, the path to their hearts, souls and wallets has changed dramatically.

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there's no
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but then, what is home?

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Thanks for visiting. Our goal is to teach, inspire and maybe even entertain you. If you'd like to chat about how homeowner behavior is changing, and how that might affect your brand, please provide your info below, and we'll reach out ASAP! - Jason Metz, Big Red Rooster