The Future Of Work Is Fluid, So What’s Next?

With a hello from her son, Austin—a forward-thinking teen on the verge of Gen Z and Gen Alpha—ThinkLab founder and president, Amanda Schneider, posits the future of work in a recent episode of the Design Nerds Anonymous podcast. “Think emotions don’t have a place at work? Well this episode will make you think again,” shares Schneider, noting the various ways work has shifted, from fresh approaches to physical spaces to innovative digital tools. “What’s often missing the most important question: Why do people choose to show up at all, what truly motivates them to engage, connect, and contribute when they have more choice than ever about where and how they work?”

For this episode of Design Nerds Anonymous, available on the SURROUND Podcast Network, Schneider is joined by workplace strategy expert Phil Kirshner and Microsoft’s Matthew Marzynski to explore corporate collaboration in the phygital era—where physical, digital, and emotional elements intersect. This conversation goes beyond hybrid work models and office design—it challenges assumptions about what drives human connection, the role of AI in shaping our workplaces, and why designing for experience, not just efficiency, is the real game-changer. Listen to the episode of Design Nerds Anonymous and read more on ThinkLab.

Celebrating Progress: Evaluating Design Shifts and the Road to 2024

As we prepare for 2024, let’s take a reflective journey through ThinkLab’s Tectonic Shifts, an annual presentation designed to distill key insights for navigating the nuanced landscape of the interiors industry and the broader built environment. This annual tradition by ThinkLab isn’t some far out future that may or may not happen, it’s designed to help you sort through the immense amount of information coming at you. But how did we do? And how have these predictions evolved? Last year this included 5 foundational shifts you should make to avoid falling behind (Shifts 1-5) as well as 5 shifts to get ahead. (Shifts 6-10)

So, let’s look at how it started and how it’s going:

01. Shift from communication to connection

How it’s going: Connecting takes a lot more intentionality if it’s done digitally. We, as humans, need to be careful not to naturally choose convenience over connection. (And also guard our world from disconnection.) As an industry, and as a world, we are still working through this shift. The future will be not just about shifting from communication to connection, but more about taking that one step further to really focus on culture and NEW ways to build it.

Explore how to Redefine Your Office Culture  in this podcast episode.

02. Shift from talent acquisition to talent transformation

How it’s going: Hybrid work, the explosion of AI, and our new boundaryless world will require shifts in what we expect from our employees, and what employees expect from employers. Some even suggest that in the future job titles will be skill-based rather than prestige titles that can mean different things at different organizations. One of the keys to employee loyalty will be upskilling and reskilling for an emerging future.

Check out this podcast episode to understand how Gen Z learns differently AND how to inspire lifelong learning for all generations.

03. Shift from “just sustainability” to social consciousness

How it’s going: Today, your brand is either authentically practicing what it preaches, or it’s seen as detracting from the cause. There’s no longer a neutral option. At ThinkLab, we’ve had SO MANY BRANDS reach out to us saying, “I think sustainability is it! This will be our brand’s true differentiator moving forward.” While we do agree that brands will need to “do what you say, and also say what you do” if not executed authentically, this will cause more harm than good for your brand.

Looking for ways to guide your brand, and your clients, to make better decisions when it comes to the environment? We recommend tuning into this podcast. 

04. Shift from chaos to controlled

How it’s going: While 2023 started with lingering supply chain issues, this feeling of lack of control has expanded in the face of lingering “decision indecision.” 52% of B2B buyers say the buying cycle for new purchases has gotten longer. And ThinkLab data suggests it’s even higher for our industry. Add to that, the largest sector in our industry- corporate- is down 19% since the onset of the pandemic, and due to uncertainty is projected to be very slow to recover. This means much of our industry is going to be looking to diversify in 2024 and beyond.

If you’re feeling the pain of client decision-indecision, you’re not alone. Find out more about ThinkLab’s 2024 Hackathon, which is diving into the Future of Customer Decision Making; with not only A&D, but CRE, distributors, and even our end users IN THE ROOM.

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Want to learn more about what shifts to expect in 2024? Visit ThinkLab to continue reading the full story.

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ThinkLab’s Visionary Jeffersonian Dinners Forge New Paths for Local Design

“Oh my goodness, I can’t remember the last time I didn’t check my phone for such a long period of time. I was just
so ‘in it.’” — Tina Lamkey, CBRE Chicago

“I am literally still floating from that convo, so much so that I requested a last-minute meeting with my mentor to
discuss future ideas!” — Amiyra Perkins, Pinterest

“This dialogue became a discourse that ‘rings success.’ It was satisfying, enriching, and certainly piqued my
curiosity in a fresh way.” — Bill Bouchey, Gensler LA

“Wow, what a huge undertaking herding us all together, and so impressed with the quality of discussion and
insight!” — Katlain Schultz, Williams Sonoma

As you can tell by these quotes from our Jeffersonian dinner guests, this was not your average dinner discussion.
Wait, you haven’t heard of a “Jeffersonian dinner” before? You’re not alone. The purpose is simple: to listen, learn,
debate, and inspire one another through meaningful dialogue.

And that’s exactly what ThinkLab is doing with our own Jeffersonian dinners. Think of them as an innovative spin
on industry-wide team-building events—just brought down to the local level. ThinkLab’s goal is to create a safe
environment for individuals from the community to connect, cross-pollinate ideas, and share their differing
perspectives. But, through our own tested practices, ThinkLab is pushing these conversations even further, by
putting the typical “conversation after the conversation” on center stage. Here, we’ll share how you can
get involved in an upcoming Jeffersonian dinner with ThinkLab, or create one of your own.

Visit ThinkLab to continue reading the full story.

6 Essential Resources for the Savvy Sales Rep

According to ThinkLab research, the average sales rep used to spend 80 percent of their time face-to-face with clients, but now it’s down to around 40 percent of their time. If you decided to become a sales rep in the interior design industry, we bet you didn’t dream of sitting behind your computer answering emails all day. If the winds of change have you wondering if there’s a better way to connect with your clients, read ahead.

Resources to help designers respond to industry changes and stay ahead:

1. Craft your A&D strategy with this research report.

First things first: Whether you’ve been calling on A&D for 2 months or 20 years, taking a critical look at your strategy can transform how you spend your precious time, empowering you to translate busyness into business.

Discover what we learned from surveying more than 1,000 interior designers about how they work, their challenges, and more from our latest U.S. Design Benchmark Report. We consider these industry insights an essential foundation for anyone involved in the A&D sale or considering calling on this audience.

2. Find new ways to generate more leads and network in this playbook.

Fifty-eight percent of U.S. workers report being on the remote-work spectrum. And according to ThinkLab research, designers are even more likely to work remotely: 75 percent say that they will be working somewhere on the remote spectrum moving forward. In other words, hybrid is here to stay, and it has dramatically changed how we connect with the A&D audience.

ThinkLab created a playbook of 100 practical ideas to revolutionize your B2B sale. These ideas were drawn from a cross-functional collaboration of designers, commercial real estate, and brands who all came together to solve a shared challenge: how to reach customers in a hybrid era. Tackle one idea per week, or flip through them all whenever you’re stuck in a rut. And while the playbook is a clear road map on its own, we’ve also created an e-learning course for those who prefer an instructor-led experience.

3. Learn to leverage thought leadership with customers in this article.

A recent ThinkLab survey revealed that 71 percent of designers rate thought leadership as “important” or “very important” when considering a contract furniture brand. And when it comes to the broader B2B audience, 88 percent of decision-makers say that thought leadership impacts their perception of a brand.

One of the mainstays in our industry for sharing thought leadership has been the CEU. And while the days of getting a one-hour lunch appointment to share a CEU presentation may become few and far between, we believe the CEU in its newly evolved form is as powerful as ever. If you prefer the Cliff’s Notes version, check out this article on how CEUs are evolving. If you’re hungry for even more on this topic — including how to create continuing education content — this self-guided e-learning course is the path for you!

Visit ThinkLab to continue reading the full story.

Design Hackathon: Introducing the Design Hackathon Advisory Council for 2023

We all know work is evolving, but what you may not know is that, by 2025, Gen Z is predicted to make up 27 percent of the workforce. And as with millennials, changes brought about by this generation will ripple up to all older generations—affecting not only space design, but also how creative work in the design industry gets done.

So how do we design the future of the industry? By designing it hand in hand with the industry’s most influential specifiers and the next generation: Gen Z.

Meet the 2023 Design Hackathon Advisory Council

We’ve assembled more than 60 of the industry’s brightest minds from ten of the top Interior Design Giants of Design, as well as eight forward-thinking manufacturer sponsors.

We have purposefully chosen professionals representing multiple generations, including firm principals, leaders, rising stars, and Gen Z designers from:

And marketing and sales leaders from:

Why Gen Z?

Designing the future of our industry without including the next generation of leaders would be like designing a flying car when you’ve only driven one confined by gravity. Having a council from multiple generations provides diverse perspectives and experiences that allows us to best map what the future can look like.

This time, we are putting an extra emphasis on Gen Z’s perspective and its special characteristics (which include technology skills, digital communication skills, social consciousness, and emphasis on wellness). Why? Because Gen Zers, along with millennials, make up the first generations whose behaviors, preferences, and skill sets influence and educate those of previous generations. We call this the “ripple-up effect.”

How does the council work?

We host private workshops with the advisory council in two of the Hackathon research phases.

In phase one, which we’ve already completed, the leaders and principals from the council met to identify the biggest challenges they are experiencing in recruiting, retaining, and connecting with the industry’s biggest asset: its people.

In phase two, Gen Z and rising star council members will brainstorm tactile solutions to these challenges, bringing their fresh perspectives and insights about their generation’s behaviors and preferences.

What comes next?

Together, this council will challenge outdated industry norms and map the most impactful way to connect with the next generation. We will explore the shifts and impacts to come as Gen Z enters the interiors industry, ultimately identifying how to harness the ripple-up effect to position your brand for the future. 

Embracing our “all boats rise” mentality, ThinkLab will be sharing hackathon findings with the entire industry ecosystem. Whether you are a product manufacturer, architecture or design firm, individual contributor, or leader, there will be actionable insight for you. 

Learn more, and join in.

We’ve started the journey, but there is more to uncover:

Watch keynote speaker Ryan Jenkins:

We hosted this year’s hackathon keynote speaker Ryan Jenkins to share “what the world already knows about Gen Z.” His keynote set the stage as we explore how Gen Z will drive broad change for all generations and the future of the design industry.

Ryan is a Gen Z researcher and expert and Wall Street Journal best-selling author on the topics of leadership, generational differences, workplace loneliness, and the future of work.

Take the Design Hackathon Survey!

With five generations currently in the workforce, understanding the emerging differences among them is critical as we operate and design the future of the interiors industry.

We want to hear from you! No matter which generation you belong to, your input is needed. Take our quick survey to share what is most important to you when connecting in the industry.

Bonus! For every completed survey, ThinkLab plants a tree. With your help we are growing our very own forest.

This survey will run from February – March 2023 and is open to all industry professionals and students. Answers are anonymized and confidential. ThinkLab will use the survey to quantify, validate, and explore the challenges our industry is facing.

Attend our live CEU Event at NeoCon in June 2023:

Attend our live CEU Event at NeoCon in June 2023:

While sponsors and participants will hear findings in a private session in May, insights will launch publicly for the first time on stage via a live CEU at NeoCon. If you’re attending NeoCon, be on the lookout so you can sign up!

Learn more via one of our other offerings:

Not able to attend the live event? No problem! We will be releasing our findings on multiple platforms. Whether you are an avid podcast listener or prefer hearing from peers in person, there will options for you to engage.

For the individual listener:

• Start following The Learning Objective podcast: The first-ever accredited CEU podcast will have a listen-on-the-go option. It’s shareable and easy to tune in to whenever is convenient for you.

• Follow along with an on-demand CEU: Are you a visual and audio learner? This on-demand option allows you to learn whenever is convenient for you and provides easy-to-follow graphics of our research. Check out our other teachable courses while you wait!

• Watch for season 5 of the Design Nerds Anonymous podcast: Insights are just insights unless you can apply them. Learn how other firms and our sponsors are beta-testing our findings in these captivating episodes that share real-life examples and stories from our industry.

For your firm:

• Request a CEU! Our seven sponsors will have access to a unique CEU providing our industry findings. No matter which generation or role you are in, there will be insights for you. Want this to be presented at your firm? Click here to meet all eight sponsors.

Want more?

For other inquiries on how to access our findings, we invite you to reach out to Olga Odeide at oodeide@sandowdesign.com.

Jessica Jenkins is a member of the Research & Content Development team for ThinkLab, the research division of  SANDOW Design Group. At ThinkLab, we combine SANDOW Media’s incredible reach to the architecture and design community through brands like Interior Design Media, Metropolis, Luxe, and Material Bank with proven market research techniques to uncover relevant trends and opportunities for the design industry. Join in to explore what’s next at thinklab.design/join-in. 

ThinkLab’s ‘The Learning Objective’ Podcast Reveals How Designers Can Crush Creative Burnout

She suggests redesigning one’s creative workflow to account for these individual performance cycles, and to recognize that productivity is not just about tangible output but also about thinking, which often happens while engaging in activities that prompt unconscious processing, such as cooking or taking a walk. “Intentional recovery is not a diversion from hitting your goals; it’s how you’re going to hit your goals,” Harfoush notes. Call it the productivity paradox.

Check out The Learning Objective podcast on SANDOW Design Group’s Surround platform to learn how to design against burnout—and get CEU credits while doing so.

Interiors Industry Forecast: 5 Shifts to Get Ahead in 2023

“Once you have glimpsed the world as it might be, it is impossible to live anymore complacent in the world as it is.”
—Anonymous

Our job is to help you see our industry as it might be and take actions to help you get ahead.

Each year, ThinkLab tackles the new year by looking at the 10 biggest shifts affecting the future of the contract interiors industry. Whether you are a design firm, manufacturer, distributor, or anything in between, this annual exploration summarizes leading indicators of where our collective world is headed, and how we can prepare our organizations to stay competitive for the future. Think of this as a preview of a tangible, practical future that is within reach or, in some cases, already here.

If you missed part one of this series last week, titled “Part 1: Five Foundational Shifts You Should Make Now To Avoid Falling Behind in 2023,” we encourage you to check it out here. Otherwise, read on to explore the remaining five shifts to focus on to get ahead in 2023 (and beyond).

Interior Design Trends 2023: How to Get Ahead

06. A shift from physical–digital to digital–physical

Just because you throw a fish in the air doesn’t make it a bird. And, while that image makes us giggle a bit, all too often, as our analog industry attempts to go digital, we take what worked (or sometimes what didn’t) in the physical realm and simply do the same thing digitally.

Here’s the bottom line: Simply shifting physical tools directly to the digital realm can create awkward, less-than-desirable experiences. Leading brands will leverage the reach of the digital-first world to entice interest with key messaging, then optimize experiences in physical space to make brand messages come to life.

Forrester research on overall B2B evolution says that what once took 1 to 2 decision-makers to handle now takes as many as 14. And at times, those multiple decision-makers can have conflicting priorities, fragmented budgets, and varying levels of understanding about your brand and what problems you solve for them in their role. As one of our ThinkLab Trendspotters put it, this often leaves us in the “doldrums of indecision.”

The companies that get ahead in 2023 will be those that: Simplify their messaging to deliver more punch to an increasingly broad array of B2B decision-makers. Leverage the digital realm for broad reach to get the message out. Reinforce brand messages with newly reimagined IRL experiences.

So, what’s one action you can take today? Check out this 3-minute inspirational video from Gartner. Or, for in-industry inspiration, check out these new videos from two in-industry companies who are simplifying their messaging to deliver more punch; Geniant (A&D firm) and NextGen Workspace (Dealer).

07. A shift from region-defined to function-aligned

In today’s globally connected era, chances are key decision-makers don’t all live in the same geographic place. For the industry’s largest firms, design teams today are often formed wherever the best talent can be found, regardless of geographic proximity.

Here’s the bottom line: A new breed of decision-maker with an expectation of digital and geographic fluidity will force traditional geographic-based models to evolve in response. Today’s design teams are formed around the best talent for the job, with less emphasis than ever on physical location. Tomorrow’s comp plans and distribution models will need to align.

For purposes of illustration, we’ll explore how this translates to the physical firm library. Whether you’re a designer trying to reimagine how your firm library can connect your project teams OR a manufacturer trying to reimagine your sales strategy with less in-person time, here are some of the innovative approaches we’re hearing about:

So, what’s one action you can take today? Listen in to this podcast about the Future of A&D firm libraries, or to dive deeper, check out this article about IA’s unique approach.

08. A shift from standardized to personalized

Our industry has operated on a certain way of doing business for a long time. But, accelerated by forced digitization amidst a global pandemic in most major markets, new generations of digitally-native individuals, AND more decision-makers than ever (see #07), today a one-size-fits-all customer journey doesn’t actually fit ALL. According to ThinkLab research, today 70 percent of our survey respondents feel they can be served by a remote team just as well as they can from a local team.

Here’s the bottom line: While many brands have long-focused on streamlining the experience with a brand, today’s buyers exist along a spectrum of “digital eagerness” that require unique and personalized journeys that integrate the online–offline–online experience. 

While the consumer realm frequently leverages personas, our industry has not historically had access to that type of data. ThinkLab has created the industry’s first-ever persona study, covering product selectors whether they work at a traditional A&D firm, distributor, commercial real estate firm, or even for an end user. This study’s data allows those in our industry to understand and connect with their “consumers” using a very personalized view, one that helps them develop new phygital journeys (see #05) for their brands.

So, what’s one action you can take today? Check out our new digital course exploring the design industry’s first-ever persona study. Or, for a quick start, have a listen to this podcast episode about why personas matter.

09. A shift from generational stereotypes to Gen Z as prototypes

Millennials were the first generation to possess skill sets that their predecessors did not. As these digital natives entered the workforce, they were met with many uncomfortable stereotypes about millennials that made generational differences much more fraught. And no one hates this kind of stereotyping more than Gen Zers. But the tendency to group people by age and perspective consistently shows up in ThinkLab data as a clear “trend line” into the future. And the “ripple-up effect”—prompted by millennials who had to change the way all older generations worked—will likely only intensify as Gen Z enters the workforce.

The first members of Gen Z graduated just before the pandemic, which made their entrée into the working world (and our industry) shockingly different from any of their predecessors. Yet they are quickly making their presence felt. And by 2025, Gen Zers will make up 27 percent of the workforce. By exploring their perspective and engaging them in thoughtful problem-solving, we can look at old problems in new ways.

Here’s the bottom line: “A ‘this is always how we’ve done it’ mindset is a slippery slope to irrelevance. One of the best ways to get unstuck and spot blind spots that every industry and every organization has is to lean into the emerging generations because they have a fresh perspective that is the key to what that next approach should be.”
–Ryan Jenkins, ThinkLab 2023 Hackathon keynote

So, what’s one action you can take today? We are excited to announce that Gen Z is the topic for ThinkLab’s 2023 Hackathon. You can sign up to hear Ryan Jenkins’ January keynote here. Or, in the meantime, listen to our interview with him in this podcast episode.

10. A shift from Web2 to Web3

Web3, metaverse, Bitcoin, NFT. If any of these terms spark confusion, overwhelm, or even prompt an eye roll, you’re not alone. This humorous TikTok video contrasts the immense forward strides of technology with the harsh realities of today—making us question how close this “digital future” really is. But technology is evolving faster and faster, and to stay ahead, we must begin to explore the possibilities as these new futures emerge.

Take, for example, one recent podcast interviewee who asked us to imagine a future where every brand has a “Go to my metaverse” button on their website. If we don’t understand the technologies, we can’t leverage them for our benefit.

Here’s the bottom line: “Web3 is all about autonomy, authenticity, ownership, and engagement — and the new opportunities afforded to us by the associated technologies. If you’re not starting to get curious here, you’re going to start playing from behind really soon. Those at the forefront are starting to already activate around, or at the very least explore.” —Bobby Bonett, executive vice president of digital, SANDOW Design Group 

So, what’s one action you can take today? Follow SANDOW Design Group’s new podcast Barriers to Entry, which will interview the innovators and connectors exploring Web3 in our industry, helping you to make new connections on LinkedIn so that you can be at the forefront of this exploration.

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Want to dive even deeper into each of these trends with us? Our new complimentary digital course dives much deeper into each trend with even more detailed evidence, shares statistics to help you create internal buy-in, translates implications to our industry (and your business), and inspires with motivating stories from companies we’ve identified as ahead of the curve. Not sure where to start? Don’t worry, each shift in this course ends with key action items for you and your team to tackle to get (or stay) ahead.

Amanda Schneider is President of ThinkLab, the research division of SANDOW. At ThinkLab, we combine SANDOW Media’s incredible reach to the architecture and design community through brands like Interior Design Media, Metropolis, Luxe, and Material Bank with proven market research techniques to uncover relevant trends and opportunities for the design industry. Join in to explore what’s next at thinklab.design/join-in.

5 Foundational Shifts You Should Make Now To Avoid Falling Behind in 2023

“I have more respect for the fellow with a single idea who gets there than for the fellow with a thousand ideas who does nothing.” —Thomas Edison

Our job is to help you look up from the urgent busy-ness and take note of the vital actions to move your business forward.

Each year, ThinkLab tackles the new year by looking at the 10 biggest shifts affecting the future of the contract interiors industry. Whether you are a design firm, manufacturer, distributor, or anything in between, this annual exploration summarizes leading indicators of where our collective world is headed, and how we can prepare our organizations to stay competitive for the future. Think of this as a preview of a tangible, practical future that is within reach or, in some cases, already here.

So, let’s dive in. In part one, we’ll cover the five shifts you should already be focused on to ensure your business doesn’t fall behind. In next week’s part two, we’ll cover five shifts you can focus on to get (or stay) ahead.

Interior Design Industry Shifts to Ensure Business Stays on Course

01. A shift from communication to connection

Ironically, the interiors industry is struggling with the very challenges we are advising our clients on today. We, as an industry, are in our own awkward adolescence, undergoing a crucial transition. This means reframing our own workflows from in-person connection, mentorship by observation, and analog ways of doing business into connected cultures, with workflows optimized for true connection across multiple fronts (in-office, hybrid, and remote). As with the rest of the world, ThinkLab industry-specific data shows that individual workers still have a greater preference for hybrid work, while companies have a greater preference for more time spent in the office.

Here’s the bottom line: Communication is something that’s done transactionally, while connection is felt. Connecting takes a lot more intentionality if it’s done digitally. We need to be careful as humans that we don’t naturally choose convenience over connection. (And also guard our teams from disconnection.)

Whether you’re a designer trying to communicate with your clients while navigating this new normal, or a leader trying to create the “next normal” for your company, here’s one action you can take today: Learn how others within the design ecosystem are navigating their client’s new normal in this podcast. 

02. A shift from talent acquisition to talent transformation

Our industry, like many others, is finding new ways to retain existing talent, embracing DE&I initiatives to attract new talent, and rebuilding teams post—“the Great Resignation”— especially as the skill sets needed for success in some sectors of our industry are evolving. From 2019–2021, the top 100 Interior Design Giants of Design reduced their staff by 48 percent, and now are trying to rebuild in one of the most competitive job markets we’ve ever seen.

As the industry evolves, many manufacturers and distributors are in need of new types of industry talent, and the process of onboarding to the nuances of this industry is often long and unsuccessful. Recruiting the right people to our industry and retaining our star players has arguably never been more important.

Here’s the bottom line: The 2020–2021 period has been called the Great Reevaluation. If you’re not helping your best asset—your people—up their own game, you’re missing the boat ( . . . or missing people in your boat).

So, what’s one action you can take today? Check out the industry’s first-ever CEU podcast, especially our episode on how to design for equity and belonging (and get credit while you do so). Or, if you’re not a designer, check out a variety of ThinkLab courses designed for the product side of our industry, and upskill yourself for the future. (More courses coming from ThinkLab in 2023.)

03. A shift from “just sustainability” to social consciousness

According to Metropolis,the interior design industry will have influence over ​one-tenth of the world’s carbon emissions by 2050. Add to this that the average designer has 26 times the specification power as the average American consumer has buying power. And that number can be as much as 111 times more when you get into the Interior Design Giants of Design. ​Simply put, our decisions matter. And research shows Gen Z is influencing all generations to make sustainability-first decisions, even if cost is not equal.

But today, “sustainability” goes beyond just recycled or recyclable product. According to recent NielsenIQ insights, the socially conscious shoppers of 2022 want to “choose products and support brands that are good for them, good for their neighbors, and good for the planet.” This social activism must be true to the brand—not a marketing ploy.

Here’s the bottom line: The sustainability conversation today is MUCH broader than before. Today, your brand is either authentically practicing what it preaches, or it’s seen as detracting from the cause. There’s no longer a neutral option.

So, what’s one action you can take today? Check out this podcast that explores how to help us as an industry, and even our clients, make better decisions when it comes to the environment. 

04. A shift from chaos to controlled

What does ThinkLab hear as the top issue on business leaders’ minds today? Supply chain woes. This notable Business of Homes podcast episode shares how that is (thankfully) becoming a fading concern as we approach 2023, at least for the residential side. However, as of the end of 2022, ThinkLab research shows that it is still topping the list for commercial clients, designers, and (especially) distributors.

Here’s the bottom line: Residual supply-chain challenges are pushing leading organizations to shift their perspective to what’s in their control. From adopting new technologies to localizing their supply chains, tomorrow’s leaders are leaving less to chance and are managing their clients’ expectations with more transparency than ever.

Now, if you’re frustrated at the lack of visibility, please know it’s not that your product vendors don’t want to tell you that information. It’s that, historically, our supply chain has been so complex, most lack the visibility to share. According to McKinsey research, last year only 2 percent of respondents said they had complete visibility into their supply chains. This year, that fraction rose to 17 percent. And while, unfortunately, we are still a long way away from a “Domino’s pizza tracker” tool for our industry, leading companies are taking control and localizing their supply chain (a win for both the control freaks and the environment). And those that are getting ahead are beginning to share that transparency with their clients. Just check out this inventory checker from Mannington Commercial, complete with recommended alternatives. We also recently stumbled across this one from J&J flooring or this one from Koroseal.

So, what’s one action you can take today? Check out this Mpowered podcast episode where ThinkLab answers a listener-submitted question about how to explain to their clients why these issues are still happening. (And feel free to share this episode if it helps you!)

05. A shift from “selling to” to “buying with”

According to broad McKinsey research, more than 90 percent of B2B companies feel their current sales model is more effective than it was pre-pandemic. In contrast, a ThinkLab survey of in-industry leaders found that only 56 percent of companies surveyed feel their model today is more successful. This means that most companies (and reps) are still struggling to navigate changes accelerated by the past couple of years.

McKinsey research suggests that these changes are here to stay and recommend companies follow a best practice called “the rule of thirds.” This means the ideal client journey is now: 1/3 face-to-face, 1/3 digital and synchronous (Zoom, phone, etc.), and 1/3 asynchronous self-serve.

Ironically, ThinkLab data suggests that, in our industry, the average rep has gone from spending 80 percent of their time face-to-face before the pandemic to less than half of their time today. This puts ThinkLab in-industry data squarely in line with McKinsey data. We’ve found that roughly 30 percent to 35 percent (or one-third) of the average rep’s time is now face-to-face.

Here’s the bottom line: If you haven’t mastered the basics in this increasingly phygital (physical + digital) world, you’re already playing from behind. (You just may not quite feel it yet.) Leading brands are proactively piloting technologies to simplify the buyer’s journey and leading with empathy to help their human capital evolve for a new era.

So, what’s one action you can take today? Check out this podcast, where we interview one of the researchers behind that great McKinsey research and translate it to what this means for our beloved industry.

If you’re feeling like you’re on top of all five of these basics, congratulations. Next week, we’ll explore five shifts you want to tackle to get ahead.

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Amanda Schneider is President of ThinkLab, the research division of SANDOW. At ThinkLab, we combine SANDOW Media’s incredible reach to the architecture and design community through brands like Interior Design Media, Metropolis, Luxe, and Material Bank with proven market research techniques to uncover relevant trends and opportunities for the design industry. Join in to explore what’s next at thinklab.design/join-in.

CEU Courses Are Evolving: 3 Strategies Your Brand Should Try to Succeed

It’s no secret: The CEU (or continuing education unit) is a cornerstone of the interior design industry. Architects and designers need credits to maintain their hard-earned professional credentials and gain insights to do their job. Brands are well-positioned to leverage CEUs as a way to share their subject matter expertise and connect with designers. 

But how best to leverage this crucial tool is changing. ThinkLab has been exploring the ways that CEUs can evolve to better serve the designers who need the credits and the brands going to the time and effort to develop the content. 

Designers—whether they sit at an A&D firm, CRE firm, distributor, or end user—are incredibly passionate about product. Even if you aren’t calling on them directly, they are the trendsetters for product development and have a tremendous amount of influence over the products selected in projects. The average designer has 26 times as much specification power as the average American has buying power, and that number can rise to 111 times as much for those who work at Interior Design Giants of Design firms.

CEUs can be a powerful way to reach this extremely busy, powerful audience. Many firms have less time than ever for product presentations, but designers will step away to learn something that will enhance their professional development. In ThinkLab surveys conducted throughout 2020 and 2021, nearly half of designers reported that their consumption of CEUs was increasing. In fact, of all the ways designers interact with brands, CEUs were the one that they most wanted to continue to be offered virtually. However, to do it right and maximize your ROI, we like to say that a CEU isn’t a silver bullet—it’s a springboard.

How CEU Courses are Evolving 

In 2019, a lunch-and-learn was a key tactic for getting a field rep in front of an A&D firm. In 2020, when everything moved to virtual, many markets went from in-person relationships as currency to information as currency. The firm or individual designer was more likely to take an appointment if a rep had insights that would help them get their job done. (Plus, CEUs translated better to digital format than product presentations did.) But consider this: In a 2021 survey by LinkedIn and Edelman, 71 percent of B2B decision-makers felt that less than half of thought leadership they consumed gave them valuable insights.

ThinkLab predicts the next evolution will move beyond information as currency to experience as currency. The most successful brands will leverage the best of both the physical and digital worlds to create memorable experiences, while also leveraging their rep’s relationships to create more insight-driven interactions. 

So, what tactics will help your brand stay ahead? Here are three strategies your brand should consider to find success today:

Consider New Options for the Delivery Format and Presenter of CEU Courses

According to McKinsey, customer behavior now follows a “rule of thirds.” At every stage of the sales process, customers rely on “a roughly even mix of traditional sales (e.g., in-person meetings), remote (e.g., videoconferencing and phone discussions), and self-service (e.g., e-commerce and digital portals).” To consider what this means for your channels, ask yourself where you are light on CEU content. By using multiple channels (in person, virtual, panel discussions, and on demand), you can extend and connect the content. For example, perhaps your traditional CEU points to a podcast CEU. Or you devote a section on your website just to learning, so that designers can choose not only the content but also the length and delivery format that they prefer.

According to the same McKinsey study, not only do customers use a balance of traditional, remote, and self-service sales, but the number of channels B2B buyers use has doubled over the course of the past five years, from 5 in 2016 to 10 in 2021. ThinkLab research has identified a similar trend in the design industry: From 2019 to today, face time for reps has been cut in half. 

And while ThinkLab does not believe the traditional lunch-and-learn will be going away, three out of four design firms report that they will be somewhere on the hybrid spectrum moving forward, so you’d be remiss not to explore new CEU delivery methods, especially if thought leadership is your lead-in. After all, CEUs are the most interactive form of thought leadership. 

Consider the following questions to determine the format of CEU that would work best for you, depending on which role you fall into:

How to Leverage CEUs if you are in Sales

How might you leverage CEUs as a tool to reach clients in a meaningful way and build the trust that turns you into a resource, not “just a rep”? This is a chance for you to up your own game and gain new insights on topics. 

How to Extend Content Reach if you are in Marketing

How can you ensure that you’re extending the reach of your content and setting your brand up as a thought leader? New digital formats are providing new opportunities for your internal subject matter experts to get on stage more often, without the need for time-consuming travel.

How to Set Teams Up for Success if you are in Training or Sales Enablement

How do you leverage CEUs to set your team up for success? Remember, the content is only as good as your weakest presenter.

When Selecting your Topic, Start with Empathy for the Designer, not a Product Pitch

Designers are no longer trapped in a conference room with a free sandwich for your CEU. So, with so many new options for content delivery, if yours is not on point, you’ll lose them. A great CEU raises questions to which your product is naturally the answer. However, we often hear from designers that they can smell a “thinly veiled marketing piece” from a mile away. So, instead, start by asking yourself this question: “What matters most to my audience from a personal or professional perspective?” Those are the topics that they’ll take time out of their day to hear. 

For further insights on the kind of thought leadership buyers find engaging, consider these statistics from LinkedIn and Edelman, which we believe are relevant to our industry as well:

Don’t Forget the Basics of CEU Courses

We asked designers, “What are the characteristics of the best CEUs?” These were some of their top responses. Notice how many of these answers hinge on the delivery:

• Personal stories
• Concise
• Relevant
• Access to experts
• Passionate speaker
• Inspirational
• Presented dynamically

We also asked, “What are the worst characteristics?” According to our respondents, here’s what to avoid:

• Reps not having their cameras on 
• Reps reading straight from a script
• “Just presenting at me without any engagement”
• “The content is super technical. I’d rather get that information on demand.”

If you’d like to learn more, our team at ThinkLab developed a complimentary, research-backed course on how to leverage CEUs to connect with clients. Visit How to CEU, and learn more about the basics of developing a CEU, as well as our tips and tricks for delivering a compelling CEU in a multitude of formats. Plus, when you complete all of the modules in the course, you’ll receive a certificate of completion with a credential badge you can use to showcase your expertise. 

Meredith Campbell is a member of the Research & Content Development team for ThinkLab, the research division of SANDOW. At ThinkLab, we combine SANDOW Media’s incredible reach to the architecture and design community through brands like Interior Design Media, Metropolis, Luxe, and Material Bank with proven market research techniques to uncover relevant trends and opportunities for the design industry. Join in to explore what’s next at thinklab.design/join-in. 

ThinkLab’s 5 Greatest Hits to Keep You Informed

Now that Mariah Carey’s “All I Want For Christmas” is playing on repeat, it’s time to put on our comfiest PJs, heat up a cup of cocoa, and reflect on this past year. And, since it’s the giving season, ThinkLab is here to share our own greatest hits from 2022. 

If holiday music isn’t your jam, don’t worry! Our hits have less to do with music and more to do with the best interior design industry market research released this year. So tune in, and turn up the volume (especially on the podcasts), as we highlight our best insights of 2022.

ThinkLab’s Hit: Launching the industry’s first-ever persona study

Insight: Your clients all share the same core value: ease of doing business. But how they measure success is different.

Our greatest hit of 2022? Well, as researchers, it is no surprise that it was a study that involved six months of generative research with the industry’s finest decision-makers, including architects, designers, manufacturers, commercial real estate, and end users.

Each year, ThinkLab conducts a design hackathon to tackle one of the industry’s biggest challenges. Our challenge this year: “What is a decision-maker’s ideal blend of human and digital interaction with a brand?” 

What we’ve discovered may not surprise you: What clients want most is ease of doing business, but how they measure success can be quite different. To meet their needs, you first have to understand them. Not all decision-makers operate the same way in the phygital (physical + digital) world. Some prefer greater digital interaction, while others choose greater human interaction. And to understand what clients need when in the design process, ThinkLab created the industry’s first-ever persona studyuncovering five key specifier personas.

Whether you are in sales, marketing, or another strategic role, you can learn more in our easy-to-digest Design Nerds Anonymous podcast episode “Why Your Brand Needs Specifier Personas Now More Than Ever.” (We’d also recommend diving into our persona course.) If you’re a designer, you may be wondering which one persona you might identify with. You can read more on all five personas here.

ThinkLab’s Hit: Helping your business succeed with new industry benchmark reports (complete with easy-to-digest visuals and actionable ideas)

Insight: It’s easier than ever to be surrounded by data, yet starved for insights.

What is our jam? Removing assumptions and replacing them with data. Better yet, combining market data with actionable insights, giving you a competitive edge, and empowering you to make informed decisions.

We’ve learned in this era that it’s easier than ever to be surrounded by data, yet starved for insights. Yet even those insights are only as valuable as those you can empower to make a difference.

ThinkLab creates annual benchmarking reports to help your brand plan for the coming year. Our favorites? 

The ThinkLab Hot Market Growth Report

This three-part series covers hot vertical markets, hot geographic regions experiencing growth in the coming year, and hot product categories. These are so hot we can only give you a preview. (Psst . . . if you’re a ThinkLab Insider, you have access to the full report.) And, better yet, it’s super visual with quotable quotes and snippable graphics to help you end internal debates and move decisions forward. 

The Interior Design Giants of Design Report

While the entire industry is used to getting great information from 40 years of editorial on the Interior Design Giants of Design, ThinkLab is taking a slightly nerdier look by leveraging their data to improve our industry insights. You can watch this short link of our presentation live from the Interior Design Giants of Design event. And get ready, because we’ll be doing it again this year! 

The ThinkLab U.S. Design Industry Benchmark Report 

This annual report leverages data to help you harness the exponential specification power of A&D to grow your business — starting with analyzing the key shifts that happened over the past year. Each year, this report clarifies the similarities and differences between the commercial and residential sectors. But data is just data until you make sense of it. So, in addition to sharing bold insights, this complimentary report shares snippable visuals to help you tell your data story. From shifting demographics in the design industry to what matters most when selecting products, this is a can’t-miss report as you plan for 2023.

ThinkLab’s Hit: Launching the first-ever CEU-certified podcast, The Learning Objective

Insight: Hours don’t signify effectiveness, and the creative burnout is real. 

If you’ve been tuning in the last few years, the term “burnout” may not be new to you. You may have even experienced it yourself. Today, much of our industry is Zoom-fatigued, yet connection-starved. So, rather than creating more ways to sit and stare at your screen, ThinkLab created The Learning Objective, where designers can earn micro-credits through AIA and IDCEC for following along. And since it’s audio-only, listeners are encouraged to pop in those earbuds and take a walk while they listen. 

And our first topic? Burnout. Here are three key signs to identifying it:

• Overwhelming exhaustion
• Feelings of cynicism and detachment from the job
• Sense of ineffectiveness and lack of accomplishment

So, how to do you reduce the risk or counteract burnout if it’s already in effect? We tackled this conversation head-on in The Learning Objective’s “Designing Against Burnout” episode. You can learn about this topic and many more wherever you get your podcasts, or by checking out this link here.

The best thing about it? These topics are insightful whether you need CEU credits or not!

ThinkLab’s Hit: Bringing consumer sentiment practices to contract interiors with our 2022 Trendspotters

Insight: We’re so excited to see people, it’s easy to miss all the great product launches.

For Chicagoans, NeoCon has always marked the unofficial start of summer. It was inspiring to have the industry’s most predominant contract show, and THEMART, in full swing and back to its normal June programming. 

But, with nearly two years of unusual scheduling, what changed? 

First up, many of us were so excited to reconnect with one another that it was tougher than ever to get to all the product we wanted to. So, what better way to find out than through the unfiltered lens of the most powerful specifiers around — designers.

In true ThinkLab form, we took one of the best consumer practices and applied it to our industry. Cue ThinkLab’s 2022 Trendspotters.

Now, whether you were at the show or not, it was nearly impossible to see everything. If you’re like most, you needed a debrief on what not to miss. That’s why our Trendspotters rounded up the top 10 commercial design trends at NeoCon.

If you are curious about how to build an improved designer experience, especially as brands begin to plan next year’s showroom experiences, tune into our Mpowered episode “What Is the Future of Showrooms?” 

Thinklab’s Hit: Launching the Mpowered podcast to help leading reps navigate the “next normal”

Insight: While a lot has changed, a lot also hasn’t changed. 

After the transformative changes we’ve seen in the past few years, you may be heaving a sigh of relief that things are finally starting to feel “back to normal.” But what does this mean exactly? And how do can we help reps thrive today?

While it is true that digital tools are a growing necessity in today’s selling climate, since they provide information for you and your customers to self-serve, our research has found that people still want to do business with people. So, what does this mean for our beloved reps? Good news! 

As ThinkLab’s Erica Waayenberg has put it: “What designers need from a rep hasn’t changed . . . perhaps only intensified.”

So, where do you start if you are a sales rep? 

Partnering with Material Bank, ThinkLab launched the Mpowered podcast, which provides bite-sized, actionable insights to help you succeed as a B2B rep. Each episode tackles one key question, some submitted by our audience, then answers them with quotable ThinkLab stats — plus tactical ideas for today’s reps to test for themselves — all in just about five minutes per week. 

One quick tip from Mpowered’s most popular episode:

Embrace your problem-solving superpowers as a rep. Designers say the best reps are uber-responsive problem-solvers. Typically, if your client is reaching out, they have exhausted their own resources and are looking for a quick answer. Some examples on how to flex your rep superpower: being actively involved in product substitutions, providing proactive communication on lead time or delays, and following up even after the project is complete. That way, you can find out how to do even better on the next opportunity. 

Want more juicy tips on how to be an informed seller? Tune in weekly to Mpowered, wherever you get your podcasts. 

Or dive right in with our three most popular episodes:

1. “How Is the Role of the Rep Changing?”

2. “How Can B2B Reps Thrive in Today’s Changing Environment?”

3. “What Do Designers Need Most From a Rep?”

At ThinkLab, we pride ourselves not only on providing research-led insights to help you grow your business, but also on sharing them in whatever way helps you digest those insights best.

• Audiophile? We’ve got you. Check out any one of our three podcasts mentioned in this article (Design Nerds Anonymous, The Learning Objective, or Mpowered), and be sure to tune in next year to our continued LinkedIn Live audio events by following ThinkLab’s LinkedIn page.
• Visual learner? You’ll love the simple-to-understand-and-share graphics in our multitude of industry benchmark reports.
• Love to read? Us, too. Check out our blog to discover even more insights from ThinkLab.

And just when you thought ThinkLab couldn’t offer any more gifts, we have one more way we give. Not only do we give insights, we’re also giving back to our environment! 

In lieu of cash gifts to take part in ThinkLab research, we are proud to announce this year we have planted 1,800 trees and counting. View our ThinkLab forest here. If you are an industry partner, such as an architect or designer, help us plant more! All you need to do is sign up here to participate in one of our industry surveys. For every completed survey, ThinkLab plants a tree.

Thanks for being a part of our 2022, and we’re excited to discover more “greatest hits” together in 2023.

Jessica Jenkins is a member of the Research & Content Development team for ThinkLab, the research division of  SANDOW Design Group. At ThinkLab, we combine SANDOW Media’s incredible reach to the architecture and design community through brands like Interior Design Media, Metropolis, Luxe, and Material Bank with proven market research techniques to uncover relevant trends and opportunities for the design industry. Join in to explore what’s next at thinklab.design/join-in.