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Millennial Musings

Alexa Boschini

Alexa Boschini is the assistant managing editor of Home Accents Today. A native of Greensboro, N.C., she graduated from Elon University in 2010 with a degree in journalism. She spent two years as an award-winning education and features reporter with The Sanford (N.C.) Herald and four years covering arts and entertainment for the Greensboro News & Record's Go Triad before joining Progressive Business Media in 2012 as assistant editor for Home Accents Today and Casual Living. She now writes about business, trends, generational dynamics and technology.

  • Predicting the Gen Y lifestyle

    While poring through the archives of Home Accents Today for our 30th anniversary issue, I stumbled upon our first article about Millennials – “Gen Y daughters vs. Boomer moms,” from the December 2000 issue. The story focused on a study by Solutia Wear-Dated upholstery fabrics and the Parsons School of Design geared toward predicting the furniture needs of Millennials when the oldest members of the generation turned 30 in 2010. It projected how Millennial lifestyles and attitudes would evolve 10 years down the road, and design students used that information to create five pieces they thought would appeal to the furniture ... Read More
  • 3 things to know about SEO in 2017

    In today’s tech-driven society, having a robust web presence for your business is critical. Whether your website is e-commerce enabled or not, current and prospective customers must be able to find you online. Specifically, they must be able to find you on the behemoth of all search engines, where their buying journey is most likely to begin. According to a 2016 Internet Summit presentation from Matthew Capala, founder of SEO and content marketing agency Alphametic, 80% of consumers search online before making a purchase and 89% of buyers begin their decision making journey on Google. And thus, he said ... Read More
  • Adventures in Snapchatting

    I have a confession to make: Though I’m Home Accents Today’s resident Millennial, I only recently boarded the Snapchat train. I attended the Internet Summit in Raleigh, N.C., last month, where a presentation on “Snapchat for Business” by BMC Software Head of Social Media Carlos Gil convinced me the platform known for its young audience might be worth my while — and perhaps yours too. Snapchat embodies two of the key takeaways from the Summit overall. 1) We can’t forget the social in social media. These platforms are not just a place to dump marketing content, but ... Read More
  • Virtual Territory

    Last month, Marxent Labs CEO Beck Besecker shared some insights about the rapidly evolving world of virtual reality and augmented reality and its potential impact on the retail space. But how do you actually implement AR or VR in a brick-and-mortar store? Firms like Marxent have created infrastructures for 3-D products and environments, platforms that businesses can license rather than building their own from scratch. On average, Besecker said licensing that software costs about $800 to $1,000 per month per location. Creating the program’s 3-D content that’s specific to your business also comes at a cost — Besecker ... Read More
  • Instagram testing shoppable photos

    First, Pinterest unveiled buyable pins. Now Instagram is stepping up its e-commerce game. This week, the photo and video sharing social network is testing the waters of shoppable images. The initiative will provide users with more information about the products they see in images shared on the platform and direct prospective customers to participating brands’ websites. Instagram is rolling out the program with 20 U.S.-based retail brands – including Warby Parker, Kate Spade and Target – and a select group of users on iOS devices will beta test the initial run. According to the announcement on the Instagram for Business ... Read More
  • All Aboard the Holodeck

    It all feels a bit Star Trek, the idea of virtual reality — completely immersing yourself in an environment that only exists in the digital realm, and interacting with elements that appear physical but are actually pixels and code. But these technologies that once seemed so distantly futuristic have arrived, and some retailers are already incorporating them into their in-store experience. I spoke with Beck Besecker, CEO of virtual reality and augmented reality development company Marxent Labs, at Progressive Business Media’s NEXT Conference about what exactly these technologies can achieve and how they can be applied to the retail space ... Read More
  • Retention Plan

    Last month, I caught up with Jeff Fromm, partner at ad agency Barkley and author of Marketing to Millennials and Millennials with Kids, and Joan Kuhl, founder of Why Millennials Matter and author of Misunderstood Millennial Talent: The Other Ninety-One Percent, to discuss what Millennials value in the workplace and how employers can effectively recruit them. But once you do, how do you retain them – or can you? A perception exists that Millennials are unlikely to stay with one company for very long, preferring instead to hop from job to job. But Kuhl’s research suggests only those with a ... Read More
  • The ‘Next Adventure Home’ targets Baby Boomer design preferences

    Earlier this year we reported on the Responsive Home Project, a collaborative effort among Hanley Wood, Pardee Homes, designer Bobby Berk and other partners that produced model homes based on data about the features Millennials most want in an ideal home. Now, Hanley Wood is teaming up with homebuilder and developer Taylor Morrison to give Baby Boomers their dream abode. The team is developing the Next Adventure Home based on research about what buyers age 55 and older value most in a new home. Like the Responsive Home, the model home for this project will make its debut at the ... Read More
  • New recruits

    Google “Millennials in the workplace” and you’ll find countless space dedicated to how Millennials are revolutionizing the office or ruining it, how they’re entrepreneurial or entitled, how their values are completely new or they’re just like everyone else’s.      Like the generations that came before them, Millennials’ traits and behaviors are more complex than a set of stereotypes. Understanding how they fit into the workplace is crucial to your business’ future – and likely its present. According to Pew Research Center, Millennials became the largest generation in the U.S. workforce in 2015 and the largest generation in ... Read More
  • Pokémon Go and the gamification of marketing

    Full disclosure – I’m one of maybe four Millennials who never boarded the Pokémon train at the height of the franchise’s popularity in the early 2000s. Today, Pokémon is back and bigger than ever thanks to an inventive augmented reality approach to mobile gaming. Pokémon Go has taken the U.S. by storm since it launched earlier this month. But what does a mobile game have to do with the home furnishings industry? A lot, if you think outside of the marketing box. Survey Monkey estimates Pokémon Go is the most successful mobile game in ... Read More
  • Abbyson Living’s ‘All Together Now’ approach

    Odds are you’ve heard from many a marketer and researcher that Millennials – that buzzed-about group of 20- and 30-somethings – are the future of your business. But in the home furnishings universe, the future is now. Millennials are now the largest generational cohort in the U.S. population and the U.S. labor force. They comprise the greatest percentage home buyers, according to the National Association of Realtors, and they’re the No. 1 buyer of furniture, per Furniture/Today research. Capturing this demographic in the early stages of adulthood is critical to your business’ long-term success – they’re buying ... Read More
  • Social Business

    Last month, I shared a few tips and tricks to maximize your company’s Instagram presence. And just as HAT went to press, the rapidly growing social media platform dropped a major update for brands. The platform will roll out new profiles for businesses, including contact options beyond your website link and each photo’s comments field. “With a business profile, businesses can choose how they want their customers to get in touch with them: Call, text or email with a tap of the contact button as well as get directions,” according to Instagram’s blog. Business tools will include ... Read More