The Buzz About Hiving

Smith, J. Walker
September 2003
Marketing Management;Sep/Oct2003, Vol. 12 Issue 5, p52
Comfort and connection are what consumers crave the most these days. Consumers are reaching out to connect with family, friends, and communities by re-centering their lives around their homes and neighborhoods. In the Yankelovich MONITOR's tracking of values and lifestyles, the demographics of aging baby boomers and a broad-based disenchantment with the materialistic frenzy of the bubble have combined to generate a surging interest in intangibles like family, friends, community, and work/life balance. Hiving is the response to this craving for comfort and connection. Hiving is the embrace of others in a safe setting abuzz with engagement and activity. Cocooning was coined to describe the ways in which people were returning to home during the late '80s and early '90s. People wanted a cocoon where they could retreat and wrap themselves in a protective shell and then pamper their battered psyches with soothing indulgences. Surveys show a rising interest in re-connecting. Family and community are more important than ever. The pockets of strength in an otherwise sluggish consumer marketplace are products that facilitate home-centered connections with others.


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