28 April 2020
What are the key lifestyle changes driven by the pandemic? Will this permanently change things, or will it become a distant memory? How will space be redesigned to accommodate home teaching and working from home?
These are just some of the questions you have asked us and which we’ve explored in our Pandemic Lens series and on demand webinar. Our eight forecasts are largely rooted in existing consumer insight and research but with a pandemic lens applied, meaning they have solid foundations and are likely to be enduring shifts rather than fleeting moments in time.
The boundaries between work and play, private and public become increasingly blurred and householders seek to create spaces that foster focus and use routine and ritual to maintain feelings of control. With householders life-splicing and requiring more privacy and focus, the separation of physical space in the home becomes more important and many will have to navigate their way around the drawbacks of open plan design.
Work, exercise, play and education; many of the activities that once happened outside of the home will find permanent places within it. Homes have to adapt so you can do desk-based work, eat meals and workout in the same space. The transition from one activity to the next will be key.
Householders will begin to ask themselves, does this home truly work for us? Does this layout allow us to live the life we want, and need, to live here? Could we do better?
Embracing the Clutter
Attitudes towards tidiness will also evolve. With nowhere to be, clutter and mess will seem like much less of an urgent issue… after all, there’s always plenty of time to tidy later. Gaining a new sense of perspective, our families’ happiness becomes much more important than a pristine home. Families, particularly those with children, will make use of their homes, seeing them in a new light; somewhere to make a mess, to get creative and to play.
As social media has evolved, customers are no longer impressed by perfectly airbrushed accounts, looking instead for real, honest and relatable messages and imagery. To be meaningful, marketing messages must catch up with this focus on the home as somewhere to truly live, a space that doesn’t simply act as a backdrop, but encourages us to flourish as a family.
Home from Home
Many city dwellers rely on public ‘third spaces’ like cafes, yoga studios or coworking areas, to ‘top up’ their living space. A staggering 23% of people globally told IKEA that they need to leave the house to find some alone time. Introversion is as important in public spaces as it is at home. As we exit confinement, the desire will be for smaller gatherings and simple, quiet activities. We expect to see innovation from designers in the commercial world on how these third spaces will cater to socially distancing citizens.
Register here for our on demand webinar for more insight into how lockdown will impact consumer behaviour at home in the near and distant future.
We were impressed with the quality of the individual coaching. Not obtrusive or interfering, but genuinely steering the team to target objective.
It looks like this account is being used in multiple regions.