Brands in Our Immediate, Intimate, Environments

Ironically, the least intimate room in the house is the bedroom. With people spending more time in other parts of their home, the bedroom, for many, is primarily a place of comfort for sleeping and storing one's clothes and valuables.

The kitchen, an indispensable space in every household, takes the fifth position. Brands in this category encompass food, beverages, and appliances. The overall decline in home cooking (31% of Americans do not cook on a regular basis), and the fact that we often take food to other rooms, may have resulted in its lower performance.

The bathroom, a highly personal and intimate room, comes in fourth. It is where we engage in daily rituals that refresh our bodies and minds. From morning routines that invigorate us for the day ahead to evening rituals that help us unwind, the bathroom plays an essential role in setting the tone for our overall well-being.

The living room, the space dedicated to entertainment and leisure, is the third most intimate part of the home. 

This space enables our love of streaming, provides a place for us to binge-watch our favorite shows and movies, watch sports, and indulge our need for gaming.

The second most intimate part of our homes is the garage.  Practically, cars and motorcycles enable mobility and independence. They also hold a special place in our hearts as a significant purchase item, transcending mere utility to become symbols of aspiration and fulfillment.

The most intimate room in our homes is the office, with over 35% of people with offices having some form of intimate connection with them! This has likely been impacted by the rise of work-from-home and hybrid working, as well as our growing dependence on tech and telecom brands. In addition, for many people, offices are private places where they can escape and focus on what they want to do.