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Barbara Busse about Gen Z and their furniture: “We’re going to see a lot of market fragmentation.”

Photo: Future+You

Members of the coming generation live digitally, consume more spontaneously and furnish their homes differently. Individualisation means smaller batches, many products will be self-designed, brand lifespans will be shorter, and unknown start-ups are feted like stars. For established companies, the future scenario could be bleak if they do not adapt to changing market conditions. We find out what this scenario might look like in an interview with Barbara Busse, proprietor of Future+You.