Designing for the Modern Multigenerational Household
Objective
Add a new demographic to Casper’s addressable market.
Problem
Add a new demographic to Casper’s addressable market.
Audience
Adults 45+, Parents or caregivers who are thoughtful and pragmatic. They’re navigating changing household dynamics.
Insight
Multi-generational housing isn’t just a trend, it’s a shift in the culture.
Strat Line
Comfort for whoever calls it home.
The American household is changing.
7%
Americans living in multigenerational households in 1971
18%
Americans living in multigenerational households in 2021
7%
Americans living in multigenerational households in 1971
18%
Americans living in multigenerational households in 2021
At the center of this shift is the “sandwich generation” adults caring for both their children and their aging parents under the same roof.
These households bring together multiple lifestyles, schedules, and physical needs, creating new tensions around rest, privacy, and comfort.
At the center of this shift is the “sandwich generation” adults caring for both their children and their aging parents under the same roof.
These households bring together multiple lifestyles, schedules, and physical needs, creating new tensions around rest, privacy, and comfort.
Sleep, one of the most personal daily experiences, becomes a shared negotiation.
This shift created an opportunity for Casper. While competitors often market to a simplified lifestyle archetype, multigenerational homes represent a growing audience with diverse sleep needs living under one roof.
Sleep, one of the most personal daily experiences, becomes a shared negotiation.
This shift created an opportunity for Casper. While competitors often market to a simplified lifestyle archetype, multigenerational homes represent a growing audience with diverse sleep needs living under one roof.
Research & World Observation
To better understand the category, I conducted shadow shopping at a Casper retail location, observing how people interacted with the products and the brand.
Two things immediately stood out.
To better understand the category, I conducted shadow shopping at a Casper retail location, observing how people interacted with the products and the brand.
Two things immediately stood out.
First, the brand’s in store and advertising language leaned heavily on the nuclear family model young couples or small families presented in calm, idealized sleep environments.
Second, the conversations happening in-store told a much more complex story.
First, the brand’s in store and advertising language leaned heavily on the nuclear family model young couples or small families presented in calm, idealized sleep environments.
Second, the conversations happening in-store told a much more complex story.
Customers were openly discussing health concerns and comfort needs with staff, reflecting the wider range of concerns the category is not addressing. I overheard shoppers talk about:
Needing better back support
Managing chronic pain
Finding cooling technology for hot sleepers
Customers were openly discussing health concerns and comfort needs with staff, reflecting the wider range of concerns the category is not addressing. I overheard shoppers talk about:
Needing better back support
Managing chronic pain
Finding cooling technology for hot sleepers
Customers were openly discussing health concerns and comfort needs with staff, reflecting the wider range of concerns the category is not addressing. I overheard shoppers talk about:
Needing better back support
Managing chronic pain
Finding cooling technology for hot sleepers
Customers were openly discussing health concerns and comfort needs with staff, , reflecting the wider range of concerns the category is not addressing. I overheard shoppers talk about:
Needing better back support
Managing chronic pain
Finding cooling technology for hot sleepers
I monitored the online conversion behind living with multiple generations.
The conversions found were predominantly used as a source of reprieve and venting. Echoing the systematic issues our society faces in the face of aging.
Ranging from issues of older parents over stepping their boundaries with a younger generation to handling the emotions of watching your loved ones age in front of you.
I monitored the online conversion behind living with multiple generations.
The conversions found were predominantly used as a source of reprieve and venting. Echoing the systematic issues our society faces in the face of aging.
Ranging from issues of older parents over stepping their boundaries with a younger generation to handling the emotions of watching your loved ones age in front of you.
I monitored the online conversion behind living with multiple generations.
The conversions found were predominantly used as a source of reprieve and venting. Echoing the systematic issues our society faces in the face of aging.
Ranging from issues of older parents over stepping their boundaries with a younger generation to handling the emotions of watching your loved ones age in front of you.
While Casper offered products that solved many of these issues, the brand narrative didn’t yet reflect the reality of households where three generations and three completely different sleep requirements coexist.
The Insight: Multigenerational housing isn’t just a trend, it’s a shift in culture.
The Insight: Multigenerational housing isn’t just a trend, it’s a shift in culture.