There was a time when home brands were about as exciting on social as beige paint drying. But the world has shifted. The brands that once felt purely functional are now popping up on our feeds with unhinged memes, TikToks, and full-on main character energy.
They’ve clocked onto the synergy between a home being as deeply personal as the way we consume content.
And in the age of meme-led marketing and Gen Z’s thirst for relatability, even bricks-and-mortar brands can, and should, play in culture.
The Rise of DIY, But Make It Funny
Let’s take B&Q as a prime example. For years, their marketing was exactly what you’d expect; helpful and functional.
Cut to 2025 and they’ve got a booming TikTok channel which celebrates employees and leans into madness. One of their most viral TikToks shows a member of staff walking out of a store with one too many wooden planks, paired with the caption, “He’s either building a deck… or overcompensating.” Zero production. 2+ million views.
But we’d be remiss in thinking that this is just about reaching a younger audience. It’s about recognising that everyone, regardless of age, is consuming content that feels lo-fi and scrappy.
The Unintentional Comedian of Homeware
A brand that once sat quietly in the background of British high streets is now a main character in meme culture. Their recent viral post is a photo of a beige cushion with the text overlay, “This cushion saw me through my situationship.”
It’s not just funny, it’s relatable too. They’re speaking the internet’s language. More importantly, it acknowledges that homeware isn’t just ‘stuff’, it’s the backdrop to real life.
And the comments reflect that… full of people tagging friends like, “This is so you”, or “You defo cried into this.” We know meaningful engagement trumps most algorithms metrics, so you’re essentially garnering free reach.
Meme-balls
IKEA’s TikTok strategy is one of my favourites. Less about perfectly styled room tours that you see so many brands fall guilty of, more about “Here’s what your fridge says about your mental state.”
They’ve embraced creators who don’t do polished. Instead, they’re turning IKEA bags into fashion or taking on the “IKEA date night” trend where couples walk the aisles pretending they live together (“Babe, should we get this colander?”) as a romantic bonding experience.
Lo-Fi, Low-Effort… High Impact
There’s a real shift in social right now, especially with Gen Z but increasingly with pretty much anyone online. People are tired of being ‘sold to’. They want brands that get the joke and tell one back. The stuff that performs isn’t glossy product shoots anymore, it’s blurry photos with relatable captions and behind-the-scenes “we had no idea what we were doing but it worked” content.
There’s an education piece to be done around lo-fi not being lazy, rather, intentional. And when done right, it delivers landslide results for a fraction of the production cost.
The Gen Z Voice in a Traditionally Settled Sector
Spoiler alert: you don’t need to try and be the coolest brand out there.
You just need to be more human. Home brands are finally realising that you can talk about paint or garden decking in the same way you talk about your ex or latest hyperfixation.
And you can do all of that without abandoning brand integrity.
Dunelm’s still selling cushions. IKEA’s still selling shelving units. But the tone has shifted. Corporate > conversational. Selling > storytelling.
So, How Can Home Brands Win?
Stop being precious. The internet rewards imperfection.
Play in meme culture. You don’t have to force it. Look at how your products show up in people’s real lives. That’s your brief.
Work with the right creators. Not just the interiors influencers with perfect homes, but the people with personality who can turn a £3.99 lamp into a punchline.
Talk like a person. Always read your caption aloud. If it sounds like an ad, bin it. If it sounds like something you’d text your mate, you’re onto something.
Be part of their world, not just yours. If your content only makes sense in a ‘buy now’ context, forget it. Find the cultural moments, whether it’s Eurovision or the cost-of-living crisis, and insert yourself in a way that feels natural, not forced.