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Millennial Musings

Alexa Boschini

Alexa Boschini is the associate 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. You can reach her at

  • 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
  • Facebook’s new algorithm: Putting the social in social media

    In my latest column about maximizing your brand’s Instagram presence, I promised an update on more social media developments affecting businesses in our July issue. And naturally, just as we go to press, Facebook dropped some major changes to its news feed algorithm (such is the rapidly changing pace of the social media landscape). Last year, some business pages saw their organic traffic drop when the king of social media updated its algorithm to suppress posts that were too “promotional.” The latest update takes that idea a step further, ranking posts from users’ family and friends higher in the ... Read More
  • Mastering your Insta-brand

    Instagram first burst onto the social media scene in 2010, but its status as a powerhouse tool for brands is a more recent development. B2B and B2C companies alike are rapidly integrating the photo sharing app into their marketing strategies, and with good reason – Instagram has more than 400 million monthly active users, who collectively share more than 80 million photos a day. And the platform is growing as some of its competitors stagnate (sorry, Twitter). Emarketer projects Instagram usage will grow 15.1% in 2016 versus 3.1% growth for the entire social media sphere. Whether your business is ... Read More
  • The Millennials have taken over

    It’s official: Millennials have surpassed Baby Boomers as the largest living generation in the United States. Pew Research Center analyzed population estimates released in April by the U.S. Census Bureau and determined that the Millennial generation now totals 75.4 million compared to 74.9 million Baby Boomers. The think tank defines Millennials as adults age 18-34 in 2015 and Baby Boomers as age 51-69. The institute attributes the shift in part to fluctuations in the country’s immigrant population — the number of deaths among Baby Boomers is now greater than the number of older immigrants moving to ... Read More
  • The land of (mostly) blue states

    There’s a lot of talk right now about red states and blue states, but it appears overall the country overwhelmingly leans blue – at least in its home décor selections. Spoonflower, an online community of independent textile designers that allows users to design, print and sell their own fabric, wallpaper and gift wrap, recently conducted a study about the most popular colors for home décor by region. And in a whopping 41 out of 50 states, blue is the most-purchased home décor color. Black is the top color choice in five western states – California, Nevada, Utah, Arizona ... Read More
  • Which generation is the most influential?

    Two distinct audiences tend to dominate the marketing conversation – Millennials and their future spending potential, and Baby Boomers and their current buying power. But which generation is actually the most influential in today’s marketplace? According to a recent study from Yahoo, it’s the often-overlooked Generation X. A Pew Research Center report calls Xers “America’s neglected middle child” because they fall between two larger generations that tend to dominate marketing and cultural discussions. But Yahoo’s research shows that “Generation X, comprised of 81 million adults, has the highest spending power today, controlling 29% of estimated net worth ... Read More
  • The 3-D revolution

    It’s a mind-boggling concept, the idea of pushing a button and printing a dress, a medical device or a piece of furniture. In reality the process of 3-D printing is much more complex, but it is rapidly becoming a disruptive force in manufacturing. The earliest 3-D printing technologies were developed in the 1980s, but the practice is still in its infancy in most applications. Jean-Jacques L’Henaff, vice president of design for American Standard Brands, likened it to a new industrial revolution during a presentation in High Point last fall, which the Bienenstock Furniture Library released in video form ... Read More