IKEA recently published their annual Life at Home report for research done in 2018. The study, in its 5th year, is extensive, reaching 22,000 people across 22 countries. The goal is to better understand how people actually use and see their homes in today’s changing world.
This year IKEA found a shift. In 2016, 20% of survey respondents felt most at home somewhere besides the place where they live. In 2018 that number increased to 29% for people who live outside of cities and 35% for people who live in cities. IKEA identifies 5 needs that contribute to feeling at home: privacy, comfort, ownership, security, and belonging. The suggestion is that a growing number of people are satisfying these basic needs elsewhere.
Why it’s Hot
Increase in population, urbanization, and economic stratification mean less living space for individuals and families. When the basic needs of feeling at home are not met where people live, people will search elsewhere. Brands and governments will be asked to respond.