“Will you be cocooning this weekend? Staying home with the kids? Looking for a good book to read?” —Judith Land, author & adoptee
Social trend: “Cocooning” is the name given to the rapidly increasing American demographic trend toward stay-at-home behavior. More individuals are retreating into their homes and socializing less often in public. Cocooning behavior is made possible by creation of the internet, advances in communication, electronic shopping, labor laws, cost of operating traditional businesses, and revolutionary home entertainment technology.
Business trend: Cocooning is reflective of a dramatic change in social behavior that is forcing many businesses to change marketing strategies, modify business practices, develop new products and services, and think globally. Websites, cell phones and internet connections are more relevant for mining new customers than the traditional visibility on main street. When the same work can be done from home, expensive office space is eliminated, and the high cost of commuting, travel, wardrobe, meals, lodging and per diem is reduced. Workers have fewer distractions. They are happier because they eat better, sleep better, and have more flexibility in their schedules. They appreciate the opportunity to multitask and the extra time available to pursue special interests, recreation, exercise and family because they can keep more of the money they earn.
Adoption trend: Psychologists tout the value of secure environments that are easy to learn as being more conducive for early bonding with children who are fostered and adopted. There has been a significant increase in home schooling in recent years. Students taught at home consistently score higher than the national average on the SAT and ACT standardized tests and do better in college.
Book Trend: Cocooning has fueled Internet sales of iPads and tablets and book sales. The number of iBooks and e-Books sold by Apple, Sony, Kobo, Amazon, B&N, Google and other popular internet booksellers is expected to dramatically increase in the near term.
Architectural trend: Cocooning is affecting residential design and remodels with an evolution toward dedicated media rooms, home offices, computer desks, wireless electronic components and printers and other conveniences. Large screen televisions, stereos, tablet computers, comfortable furniture, and backyard patios and grills are other products that enhance the stay-at-home experience that is perceived as safer, less expensive, and more enjoyable than participating in activities outside the home.
Source: The term cocooning was coined by marketing consultant and trend forecaster Faith Popcorn in 1981.