Household companies need to address home-based lifestyles

December 13, 2021 by Timothy Derr, Wade Bjubrey, Steven Cunix and Ben Lowden Ben Lowden, household goods companies, Steven Cunix, Timothy Derr, Wade Bjubrey 2021, Issue 12-13-2021, Issues

Editors Note: In this two-part series, the authors set out to show that household goods companies that have taken a siloed approach to merchandising and marketing can — and should — take the opportunity presented by the pandemic to broaden out into lifestyle companies that go beyond the reach of the home. The coronavirus pandemic