How to win customers heart in an uncertain world  

Human behavior changes fundamentally when we experience major disruption: pandemics, war, stress, inflation, or political instability etc.

In recent years, the number of visitors to furniture retail stores has dropped significantly, and e-commerce has not been able to fill the gap.
So how do we understand today’s consumer behavior—and adapt our approach to attract customers back?

Key Consumer Needs Identified
Based on Rikke Skytte’s presentation and our own dialogue and reflections at Must Attend Event, we identified a set of core consumer needs that, in our assessment, are increasingly important for brands looking to strengthen customer attraction and loyalty:

Trust & Emotional Intelligence: Trust, reliability, and genuine understanding of customer needs are more important than ever. Emotional intelligence within sales and account teams is a decisive advantage.

Wellbeing: Consumers seek comfort, emotional and social connection, and long-lasting design. Products must support both mental and physical wellbeing and incorporate sensory elements that create positive experiences.

Strong Brand Values & Aesthetics: Brands that are simple, clear, and memorable stand out. Strong values not only differentiate a brand, but they also help customers make confident choices.

Sustainability & Responsibility: Sustainability is no longer a niche; it is an expectation. Companies must be transparent, provide measurable results, and take real, visible action instead of relying on statements alone.

Following actions can support this journey

So, what does this mean for us in practice?

• Use case studies and testimonials to build credibility.
• Be transparent about timelines, deliverables, and pricing.
• Help customers understand how products contribute to wellbeing.
• Focus on clear, relevant brand values supported by deliberate design choices.
• Share honest sustainability data and invite customers into the improvement journey.

Let´s create furniture together

Authentic storytelling, integrity, and consistently walking the talk will take us far.
And it all begins with the next beautiful product — let’s create it together.