By Vicki Matranga, Design Programs + Services
Learn how to develop and launch the right products for the right customer—with the right methods!
The four days of the 2014 International Home + Housewares Show will be packed with events as well as educational sessions. To help you plan your time at the Show, we’ll give you a preview of the presentations that will take place in the Innovation Theater in the Lakeside Center.
Today we are speaking with Susan Yashinsky, whose binoculars peer into the future and help her predict where innovations are trending. Her engaging presentations are always popular, so be sure to mark her program on your Show schedule.
Win at Dreaming – Identifying Passion Points for Market Share Growth
Susan has been with Sphere Trending for 11 years and leads the macro division for consumer and retail trend insights. Prior to this position, she was a head merchant for home products for a major retailer and also spent many years in marketing and market research. Susan is a frequent speaker at conferences and also a featured blogger for the international Consumer Goods blog.
Susan, what is the exciting part of your job? What inspires your passion in your work?
I am inspired by the fast pace of change that is occurring right now as the world connects globally on all fronts and technology leads us into a new era. Our company specializes in consumer insights and design and right now we are very focused on the two big segments driving the future – Gen Now (ages 18-36) as they become tomorrow’s parents, and Zoomers (ages 47-67) as they enter a new life stage. We constantly are monitoring data, trendspotting around the world and touching base with our exclusive Idea Nomad™ council to grab inspiration and bring excitement into our trend forecasting.
In the past few years, what has changed most in your business? How has your company met these challenges in the way you do your work?
The biggest change in our business has been an increasing diversity in industries in which we consult, which we love since it broadens our horizons for all clients. We now are monitoring consumer and design trends across many areas, including home, automotive, education, health care, hospitality, retail and multi-housing. Our team has met these challenges by expanding our resources.
You’ve presented in the Innovation Theater before and have a large following. What brings you back?
I have had the privilege to speak at the Show many times and it is one of my favorite venues. Housewares is in my heart from my professional experience and I love that the Show has successfully evolved over the years to bring in expanded categories and vendors as well as informative sessions. I always learn a lot when attending! I also love meeting so many people from a wide variety of companies.
How does the Innovation Theater benefit industry leaders at the Show?
It is a great place to be able to take a breather from walking the Show and to learn. Create your own inspiration point!
Tell us what you will be speaking about and how and this topic is important for Show audiences.
I will be speaking about the unique aspirational society we are all trying to woo, inspiring companies to develop passion points that are meaningful to each consumer generation as well as retail experiences. It is about using ROE (Return-On-Emotion) to develop successful ROI in a slower-growing economy.
What do you see as consumers’ biggest concerns regarding housewares products?
I think the biggest concern is that consumers are overwhelmed by non-relevant choices and are looking for the “new news” – whether it is in design, function or both. We are in a new era of considered consumption where we will spend less but expect more. This is the challenge going forward for all manufacturers and retailers.
What are some of today’s trends or issues that new product development professionals and retailers face in the housewares market?
The biggest trend is that future consumption of housewares products lies very much with our younger generation of adults and homeowners. Their expectations for product and shopping experiences are unique and differ from those of older consumers. Technology has forever changed our behavior and needs and companies must understand this to succeed in the future.
Thank you, Susan, for this quick outline of some big ideas. We look forward to a deeper dive into your interpretation of what’s ahead for our industry.
FREE Trend Newsletter (via email): http://www.spheretrending.com/newsletter.htm
Be sure to make time in your Show schedule for FREE executive-level seminars that will help build your business—at the Innovation Theater, located in Room E350—near the entry to the Level 3 Lobby, the gateway to the Lakeside Center exhibit hall. Check www.housewares.org regularly for updates on the schedule of Show events.