For its 10th annual Life at Home report, Ikea set out to gain new data and insights surrounding domestic life while culminating a decade of knowledge.
The 2023 edition distils data from 37,428 people over the age of 18, from 38 countries. Analysis looks at the impact of technology, rising awareness around wellbeing and mental health, and more. In addition to showcasing three possible futures, eight essential needs have been identified – like comfort, belonging and enjoyment – as well as major tensions.
Ikea names the three key tensions as ‘the struggle between doing more vs. doing less, the balance between togetherness and privacy, and the challenge of living well whilst living within our means.’ The intrusiveness of technology to personal relationships, rising cost of eco-friendly goods – and life in general – and global conflicts play a role in these challenges. On the other hand, there is a growing desire to be close to nature, stabilization of work-from-home and a movement for multifunctionality.
Possible future 'Resilient Communities' visualizes a women-only collective aimed at becoming totally self-sufficient.
According to the data, 60 per cent of people are ‘positive about their current life at home’. Yet highlighting that many people do not feel as if it accommodates all their needs, ‘56% of people are either looking to move or renovate their home in the next two years.’ The top 5 domestic concerns of 2023, Ikea finds, are as follows: household finances and disposable income; individual physical health; health of others; the state of the economy; and individual mental health. A clear question arises from the list: how can our homes become spaces for wellbeing?
Of those surveyed, 43 per cent agree that home needs to be a place to unwind. The report’s authors emphasize ‘discovering your own recipe for comfort’, harmonizing sensory elements. Keeping work zones separate – or able to be moved away – from relaxation and hobby areas is recommended, as well as creating a manageable programme for keeping things tidy and under control.
Future scenario 'Home on the Go' offers tailored, futureproof living pods for people 'forced into living in constant movement'.
Striking a balance between privacy and togetherness is equally important, especially as more and more people abandon life in rural areas for towns and cities (for which the current global metric is 55%). ‘Privacy is the launchpad for self-expression and freedom,’ say the authors. ‘It plays a role in not only comfort and control but life enjoyment as well.’ At the same time, carving space for shared experiences is essential, whether with one’s immediate family or the wider community.
Seeking change in one’s current home life doesn’t just have to do with functionality, health and safety or costs. Social media trends, short-term home renting and increasing celebration of personal taste and style are spurring shifts on an aesthetic level. States Daisuke Hayashi, a 24-year-old Tokyo resident interviewed for the report: ‘To me, home is a place where I can express myself. It’s a place that shows my personality and my interests. I can make my home into anything I want.’ His studio apartment doubles as his own personal content creation space for social media.
Cover and above: Concept 'A Nutured Home' enables its residents to live at the intersection of technology and nature, in a regenerative manner.
The pandemic also shifted the relationship we have with resources and nature at home. ‘19% of us say our ideal home would help us to be more self-sufficient with food and energy,’ the report references. ‘Even the simple act of enjoying nature at home can bring powerful benefits with 20% saying that accessing green space is important to mental wellbeing.’ The authors point out that: ‘Living well balances individual wellbeing with planetary health. Our research shows that the two are mutually reinforcing. 72% of us who think our homes help us live sustainably, feel positive about our current life at home.’
Looking to 2030, Ikea’s Life at Home team has charted three possible future living scenarios addressing these developing needs. One poses a series of residential pods with communal functions targeting nomadic tenants; another offers a vision for a women-only collective; and the last a technology-enabled, nature-connected home.
‘These possible futures were created by digging into what we call “early signals of change”,’ allowing us to understand potential future trajectories,’ explains Maria Jeansson, global foresight lead for Life at Home Report 2023. ‘By building multiple futures scenarios, we can explore emerging needs and ensure that Ikea can continue to be a relevant partner for life, making everyday that little bit better for the many people, today and tomorrow.’
Read the report here.
