Reports

New report:

'The Logic Myth'

Research reveals the interplay between emotional and rational thinking in big-ticket purchases for the home and garden.

Why home and garden brands must win on feeling, not just features

Buying something significant for the home such as a kitchen, sofa, boiler or mattress is a high-value, long-term decision. And one that can carry real consequence if consumers get it wrong.

In a climate of rising costs and uncertainty, buyers are taking longer, researching more, and looking for greater reassurance before they commit. But while they believe their choices are mainly driven by logic, the reality is more complex.

Cairn commissioned new research among 2,000 UK consumers to understand what truly drives big-ticket home and garden decisions, and what builds or breaks brand confidence at the point of purchase. Check out the findings today in our in-depth report ‘The Logic Myth.’

Key insights from the report:

Consumers say they make purchase decisions logically, but emotional factors like brand trust and alignment sit at the heart of these choices, alongside price and performance

57% of consumers claim ‘a range of emotions are at play’ when making big-ticket purchases for the home

Emotional reassurance is increasingly important, particularly among younger buyers

Gen Z place significantly more weight on how a brand makes them feel, while older buyers prioritise reassurance to reduce perceived risk when purchasing

Consumers who feel reassured are more likely to stay loyal, recommend brands, and pay more

What this means for brands

The report proves that rational and emotional drivers aren’t in competition, they work together to inform brand choice. Specs and features may help to justify a decision, but reassurance is what helps us make it in the first place. For home and garden brands, this shifts the challenge. It’s no longer just about proving product performance, but also about building brand confidence at every stage of the decision journey.