As consumers found themselves at home more beginning with the COVID-19 outbreak, we saw many homeowners starting new do-it-yourself (DIY) projects, updating their home exteriors and lawns or refreshing their easy-to-tackle interior rooms with painting or redecorating.
Now that those spaces are well underway, the National Kitchen & Bath Association (NKBA) anticipates that consumers will turn their attention to larger kitchen and bath projects. The NKBA’s Q3 2020 Kitchen & Bath Market Index study, released in December in conjunction with John Burns Real Estate Consulting (JBREC), showed the kitchen and bath sector starting to enjoy an upturn. “Consumers have undertaken a lot of remodeling in 2020, but significant opportunity remains, especially for the kitchen and bath market, going into 2021,” notes Todd Tomalak, Principal at JBREC.
As consumers now turn their attention to the kitchen and bath, we as marketers need to show them how remodeling, be it DIY or with the services of a contractor, can help make their life in these essential spaces at home better. With our American Standard client recently, we focused on tackling an issue in the bathroom that is one of everyone’s least favorite chores: cleaning the toilet. American Standard is a brand that understands this and has a toilet flushing system that cleans itself, making life easier and safer. Thorburn helped showcase this human-centered technology, leading with the provocative statement: “‘I love cleaning the toilet!’ said no one, ever.”
With the kitchen and bath expected to get increased attention from consumers in 2021, now is our time to show them how smart manufacturers such as American Standard are committed to making their increased time at home better and, ultimately, easier, safer and more enjoyable.