The 18 to 35 age group is demanding, fast-paced, and digitally socialized. While the Best Agers and Baby Boomers still remember the beginnings of the internet, this much younger group has always grown up with the web and social media. This buyer segment places increased value on individuality, aesthetics, sustainability, and brands they can identify with. The purchase decision is rarely spontaneous but emerges in context: through impulses in leisure time, through role models on social media, or through inspiring room ideas at the right moment.
This target group doesn’t want to be advertised to, but involved. Successful furniture sales therefore mean creating living environments – not just presenting products.
What really works? Not loud advertising, but approachable, visually strong, and entertaining content. The young target group wants to experience furniture – emotionally, visually, often interactively. Successful formats include:
• Mood clips & before-and-after scenarios: showing real changes – from bare room to comfort oasis.
• Storytelling with style: creating furniture-related life situations for identification – e.g., shared apartments, home offices, or the first own apartment.
• Real insights: behind the scenes or employee introductions create trust and closeness.
• Interactive content: surveys, challenges, or interactive stories bring engagement – and increase dwell time.
Younger target groups expect more than product features. They seek inspiration, style ideas, tips, and attitude. Furniture retailers who communicate cleverly offer orientation and build long-term relationships. Recommendations include:
– for example, through insights into supply chains, manufacturing processes, or materials
All this creates credibility – and differentiates from pure price competition.
The path from attention to purchase is rarely direct for young target groups. But those who are consistently visible win in the long run. Recommendations are:
For many young people, social media is the first touch point with a brand – and often decisive for the further journey to the purchase decision. Those who appear convincingly there are perceived as modern, relevant, and likable. Furniture retailers have the opportunity here to be more than just providers: They can become furnishing companions – from the first like to the final room design.
The young target group is the market of the future – and social media is the key to reaching them. Those who manage to integrate themselves into the digital everyday lives of these customers will not only be seen but also remembered when a purchase is imminent. Furniture sales no longer begin in the showroom – but in the feed.
Also interesting:
The Buying Behavior of Gen Z Storytelling in Furniture Retail Social Media Marketing
Sources: ard-media | agorapulse | statista
Image sources: Adobe Stock | Freepik