An increase in co-living, apartment sharing and multi-generational living are leading to more fluid definitions of privacy in the home. Fundamentally, we are living closer together than ever before. Our homes are smaller, with fewer rooms and ‘aspirational’ open-plan spaces designed for socialising, entertaining or generally co-existing. Add to this, the evolution of social media, which means householders can invite hundreds of friends and potentially even strangers into their homes digitally, and the whole concept of the home as a personal, private retreat comes under threat. Moments that were once private and ‘away-from-the-world’ are shared on Instagram to be liked and shared. A conflict arises between wanting to show off our homes and nurture relationships with others, but also wanting to find time to ourselves.
Providing a start point for innovation, Blurred Spaces 2019 explores the ways that householders will find and protect privacy in their home as well as the impact of online socialising on the way we design our homes.
Understanding what will influence trends and steer householder behaviour is essential in creating commercially successful product ranges, ad campaigns and marketing strategies for products used or consumed in and around the home.
In this report you’ll find out what’s driving change for householders, what motivates them, shapes their taste and how they want to spend their time and money. You’ll also gain insight into what’s happening at home, how technology and innovation are impacting home life and what’s crossing over from commercial environments like restaurants, hotels and offices. Understand what householders will think, feel and do in the future.
We send the bespoke trend reports out to different departments in our organisation from product development to digital and customer teams. The report acts as internal inspiration that everyone can read and get something from. The feedback we get is overwhelmingly positive.
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