KBB - March 2014 - 37

KBIS SPECIAL SECTION

KBIS is Back!

30 Under 30
Enlightens KBIS on
Insightful Topics
NKBA's 30 Under 30 program, an honor given to 30 exceptional
kitchen and bath industry professionals under the age of 30, presented
ideas for the changing industry during this year's KBIS. Each year a
new group is recognized and honored at KBIS, where they have the
opportunity to be a voice in the industry.
These honorees were broken down into three teams to present
topics on design and business for the Millennial generation, multigenerational households and the shift in customer engagement to
social collaboration.

Design and Business for Millennials
The latest emerging generation of consumers is labeled Millennials
or Generation Y and consists of people born in the 1980s and 1990s.
Millennials are often stereotyped as "being a highly driven, impatient
generation that has had a hard time with realistic timelines," explained
Kristi Whittman, a 30 Under 30 recipient.
Most have little idea of how much a kitchen or bath renovation
costs or how much time will be involved, which may prevent them from
creating their ideal space. Still, this younger generation has a love for
trending styles, and their dream home is no exception.
The hottest of these trends is the open-concept home - whether
it's an open kitchen, a larger ﬂoor plan or a brighter bathroom. As
expected, traditional Shaker-style cabinets are in less demand than
more transitional and contemporary options. In the bathroom, a
luxurious spa shower is in the greatest demand, and calming gray
shades are the most popular among palettes.

Multi-Generational Households
The changing economy has directly impacted the re-emergence
of multi-generational households in North America. Deﬁned as three
or more generations living under one roof, these households are more
varied than ever - from the emergence of the boomerang child to the
non-related living scenario.
Client education and involvement in the design process can ensure
a home that will evolve with everyone's needs. Many companies have
taken the proactive appraoch in their product development and are
implementing training tools for their design and engineering teams to
experience different types of limitations.
The 30 Under 30 group was introduced to the Blum Age Explorer,
a suit created by Blum USA used to educate people on universal
design. The suit uses strategically placed weights and a visor to impair
movement and obscure vision.
"It was an amazing experience," said honoree Kristin Whalen.

The 30 under 30 group at the NKBA's
Center Stage booth at KBIS.

"Experiencing it is completely eye opening. I couldn't even lift ﬁve
plates at a time - it's all about function."
Whalen emphasized the importance of knowing today what the
requirements will be for tomorrow. Since the average person spends
two hours a day in the kitchen, elements such as lift systems in wall
cabinets and easy-to-grab handles help aging clients. In kitchens,
more drawers are being installed versus doors, and hinge technology
and lighting in cabinetry have grown in popularity. In baths, it's all about
lighting, as it can brighten and/or soften for the desired atmosphere.

Utilizing Social Media
In working with Millennials, the group advised attendees to use
social media outlets to help educate their younger clients. They
reiterated that technology is not the enemy.
The majority of companies and professionals in our industry
use social media outlets like Facebook, Twitter, Pinterest and Houzz
to generate awareness and grow a potential customer base. But
according to this group, it starts with your company website. When
customers take time to visit yours, it is their ﬁrst time investment with
you. As they browse through your latest remodel photos and learn
about your company's background and values, this can translate into
potential sales.
"Every business should build a strategy around posts or blog
content," said participant Jennifer Kowalski, "keeping in mind they
must determine who their audience is and what their company is
trying to communicate and accomplish."

Designing for Millennials
The 30 under 30 group highlighted
several features important to
Millennials in design:
Kitchen
* Open-concept kitchen and living
* Integration of technology
* Transitional/contemporary design
Bathroom
* Luxurious spa showers
* Gray color palette

Here are a few ways the 30 under 30 crowd
designs for multi-generational households:
Kitchen
* Emphasis on cabinet function
* Smart appliances
* Lighting in cabinets & hinge technologies
Bath
* Emphasis on lighting and placement
* Quantity and placement of electrical outlets
* Grab bars as safety measures
* Thermostatic showers

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KBB - March 2014

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