Design is constantly evolving, and the next generation is driving that change faster than ever. While homeowners may make the final call, designers and architects continue to play a pivotal role in influencing product selection, brand preference, and overall project direction. This makes it essential for brands to understand what young designers value and need.
That’s my focus of the “Next Gen Designer Series,” a quarterly look into the minds of young, emerging designers across North America.
For this edition, I connected with seven young designers to explore current trends, and how brands can better connect with this generation. A huge thank you to the following insights from my industry friends: Lauren Feurich, Leah Turner, Emily Ahmad, Kianna Patrick, Cayleigh McCusker, Daniel Formica, and Leslie Hranicky.
A Shift Toward Warmth, Texture, and Personal Expression
After years of all-white spaces dominating the market, designers are seeing a noticeable shift toward warmth and individuality in their clients’ homes.
“White kitchens will always have their place,” says Lauren Feurich, “but people are becoming more comfortable with actually personalizing their spaces.”
Across the board, these designers are seeing their clients request earth tones like walnut, beige, green, and other warm colors through cabinetry, natural stone, and paint. Homeowners are more willing to show a little more personality in their spaces, leaning into fun colors, textures, and materials that they love.
The Rise of the Home as a Wellness Retreat
Alongside this shift toward personalization, another trend designers are seeing is the growing emphasis on wellness within the home. In Canada, Leah Turner is seeing more steam showers, smart toilets, bidets, and towel warmers requested. The home has become a personal oasis, and people are wanting to create calm through products and features that help them escape the hustle and bustle of everyday life.
Innovation is Expected
As trends and consumer expectations continue to evolve quickly in this digital age, designers are looking to brands that can keep up with the pace. Brands that show up with new product lines, innovations, finishes, and materials will catch the attention of designers. This versatility makes it easier for them to recommend the product to their customers.
“Trends and taste are constantly changing,” says Danny Formica. “People are changing and designers have to change with them. So the manufacturer has to as well. Just because something worked this spring, doesn’t mean it’s going to work next spring and so on. So [brands] have to be flexible… and continue to innovate.”
Designers Choose the Brands That Make Their Lives Easier
Beyond innovation, ease of use and support play a major role in brand preference. It is no surprise that designers rely heavily on spec sheets. Leslie Hranicky emphasized that insufficient spec sheets, whether due to a lack of information or difficult format, are a major pain point for designers.
Beyond that, designers also depend on their sales reps and support from brands when installing products. Brands that prioritize their designers through showroom support, sales reps, detailed spec sheets, and detailed websites will win. This support creates trust between the designer and the brand, making it easy for them to recommend and use.
Find the Balance between Design and Function
While pretty designs and aesthetics often get the spotlight, functionality remains non-negotiable for designers. They want the products that are put into their clients’ homes to perform in the long term.
“We care about function, not just beauty. It has to be practical. We need to be confident in what we’re spec’ing,” says Emily Ahmad.
A beautiful design may get attention, but performance and reliability are what build trust.
Connecting with Young Designers
When it comes to building relationships with the next generation, brands have to show up both physically and digitally. Younger designers are looking for a mix of in-person experiences and digital connection.
“Social media and connections are huge for our generation… Connecting in DMs and following on Instagram and LinkedIn is how we network,” says Cayleigh McCusker.
Kianna Patrick reminds us that even in this digital world, young designers crave in-person connection. “[Brands] need to host experiences where designers can come and see their products in-person and connect,” says Kianna.
As the next generation of designers emerges, they want more than just great products, they want real partners. They will work with brands that earn their trust and balance design, innovation, reliability, and function, while also showing up in meaningful ways both digitally and in-person.
As Ramey continues uncovering what’s next, follow along as we share the insights shaping the future of design and the brands leading the way.
Written by
