Research from specialist home interest agency Cairn has found that 87% of consumers say brand trust influences their purchasing decisions for big-ticket home and garden items.

The new independent study, based on responses from 2,000 UK consumers, found that feelings, not just features, are driving Britain’s big-ticket home and garden buys, with factors such as trust and brand alignment sitting at the heart of consumer decisions alongside price and performance.

The Logic Myth report explores the psychology behind major home and garden purchases, asking what builds consumer confidence, what holds buyers back, and the insights that brands in this space can take into their communications.

Exploring how emotion and logic work together, key findings include:

• The emotional importance of big-ticket purchases – Two-thirds surveyed (66%) admit getting these purchasing decisions wrong would affect their everyday life, reflecting the emotional weight behind major home investments.
• The significance of brand values – 69% report that ‘brand fit’, i.e. how closely the brand’s values align with their own, is influential in their decision making.
• Priorities of the younger generation – Gen Z place significantly more weight on how a brand makes them feel, with 67% of 18-24s reporting there was a range of emotions at play (vs 57% survey average).
• Loyalty through reassurance - Consumers who feel reassured are more likely to stay loyal, recommend brands, and pay more.

Will English, Cairn’s co-founder and managing director, said: “The research shows that major home and garden purchases are driven by far more than logic alone. These are high-value decisions with long, sometimes complex buying journeys, where emotional factors play a significant role alongside rational thinking.

"While product information and performance remain important for building trust, emotional reassurance is becoming increasingly influential, particularly among younger consumers. Brands that rely solely on rational messaging around features, price and performance risk losing relevance and credibility. Rational messaging may help close a sale, but emotional connection is what gives consumers the confidence to buy in the first place.”

To download The Logic Myth research report and explore the findings further visit: wearecairn.com/thelogicmyth