Home is at the heart of everything we do at Trend Bible, we spend our time understanding what motivates people to build, create, decorate, love, hate and change their homes. It can be as subtle as changing a cushion on a sofa, or as dramatic as building a new room. What interests us is not only what compels people to do this, but why.
In the first of our forthcoming series, we explore the notion of home and what it means to us as individuals. The practical, the emotional, the psychological strands that make us choose, reject, embrace, share, enhance, curate and hide aspects of our homes. Sometimes a decision is made on a momentary whim, sometimes it’s after years of planning and saving.
As the saying goes ‘an Englishman’s home is his castle’, and indeed we have lots of evidence to suggest that Brits are attached to their home – 65% are homeowners, versus 43% in Germany (this falls to only 14% in Berlin). But does home ownership equate to greater happiness? Studies by the OECD suggest not, with 93% of Germans stating they are happy with the current housing situation.
Over the coming weeks we will share fascinating snippets of interviews with people in our network, from cutting-edge creatives to stay-at-home mums (and some that manage both!) as part of our exploration of what home means.