How can Housing Works evolve its retail experience to drive innovation in a values-driven market while staying true to its social mission? With Gen Z leading the charge in conscious consumerism, this project explored how the nonprofit can deepen engagement by embedding circularity, creativity, and community into every touchpoint.

Through desk and participatory research, stakeholder interviews, workshops, and journey mapping, we audited Housing Works’ ecosystem and identified gaps in how the brand connects with its evolving audience. We also analyzed mission-aligned competitors to understand how loyalty and sustainability are being used to drive long-term relationships.

The result: a two part solution. First, The Housing Circle, a tiered loyalty program that rewards not just purchases, but donations and participation, fueling sustainable habits and emotional connection. Second, a circular design partnership with Parsons School of Design, bringing upcycled student collections into Housing Works’ stores and storytelling. Together, these strategies form a mutually reinforcing system that invites customers to become collaborators.

We’re building a future where every transaction becomes transformation and where Housing Works leads with circularity, creativity, and community at its core.

Partner:

Housing Works

Students:

Eeshna Gupta
Lara Duong

Professors:

Jennifer Rittner