# Localized Home Decor Ads The West Elm LOCAL Commercial Inspires Community Support By Jana Pijak | Published 2016-07-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/home-decor-ad References: [youtube](https://www.youtube.com/watch?v=pUp6Iyx84nA) & [westelm](http://westelm.com) West Elm LOCAL's latest home decor ad inspires the retailer's consumers to support [independent makers within their community](https://www.trendhunter.com/trends/mvinn-collection). Partnering with local artisans, the company is helping un-established artists and designers gain exposure while simultaneously allowing its target demographic to access one-of-a-kind home goods. A favorite among urban Millennials, West Elm is a home decor retailer that offers quality and style at an affordable rate. The brand's latest West Elm LOCAL initiative is showcased in a home decor ad that inspires viewers to invest in community-owned businesses rather than buying from larger corporations. The commercial is also reflective of a growing Millennial maker culture and the modern consumer's desire for goods that are authentic while adhering to their [socially conscious values](https://www.trendhunter.com/trends/westfield-century-city). ## Trend Insights (Trend Hunter) - Score: 0.6/10 - Popularity: 3% | Activity: 7% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Community-driven Economy:** The trend of supporting local artisans and independent makers within communities presents an opportunity for businesses to cater to the growing desire for community-driven economic models. - **Authenticity in Consumer Goods:** The trend of modern consumers seeking authentic goods aligns with the opportunity for businesses to showcase unique and one-of-a-kind products that resonate with socially conscious values. - **Millennial Maker Culture:** The trend of a growing Millennial maker culture highlights the opportunity for businesses to collaborate with and empower young artists and designers, allowing them to gain exposure and reach a wider audience. ### Where This Applies - **Home Decor:** The home decor industry can capitalize on the trend of supporting local artisans by creating partnerships with independent makers and promoting their unique products. - **Retail:** The retail industry can tap into the trend of authenticity by curating collections of authentic and socially conscious products, appealing to consumers who prioritize transparent and ethical purchasing. - **Arts and Crafts:** The arts and crafts industry can embrace the trend of the Millennial maker culture by providing platforms, workshops, and resources for young artists and designers, encouraging creativity and collaboration. ## Related on Trend Hunter - [Collaboration Kids Home Decor](https://www.trendhunter.com/trends/national-geographic-for-west-elm-kids-collection.md) - [Sustainability-Focused Home Decor](https://www.trendhunter.com/trends/williamssonoma-greenrow.md) - [Human Connection-Centric Campaigns](https://www.trendhunter.com/trends/keep-commerce-human.md) - [Iconic Character-Inspired Campaigns](https://www.trendhunter.com/trends/etsys-christmas-ad.md) - [Mid-Century-Inspired Paper House Ornaments](https://www.trendhunter.com/trends/paper-christmas-ornament.md) - [Retail Furniture Market Expansions](https://www.trendhunter.com/trends/hm-home.md) - [Contemporary Home Brand Initiatives](https://www.trendhunter.com/trends/abc-carpet-home1.md) - [Localized Destination Campaigns](https://www.trendhunter.com/trends/rosewood-hotels-resort.md) - [Infant-Focused Furniture Collections](https://www.trendhunter.com/trends/lalo-1.md)