Life is on the move – it’s time for home to catch up

When Mary wants to get some privacy, she heads outside. She lives with her young family in London and it can be difficult for her to get that elusive ‘me time’ at home. Instead, she heads to a park bench with views of the city, and takes the time to disconnect and reflect. These moments help her feel more at home.

Mary is one of an increasing number of people who feel at home in places beyond their own four walls. In fact, one in three people all over the world say that there are places where they feel more at home than they do in the space where they actually live. So what does this mean for life at home, and why is it important for IKEA? We explored these questions with more than 22,000 people in 22 markets, and published our findings in the 2018 Life at Home Report. The many things we learned will help us design better solutions to meet people’s needs and dreams. Here are three ways we’re talking about life at home today:

quote-svg Created with Sketch.

"Now I’ve got everything I want in a home. I’ve got the security and comfort and the love and everything that comes with having a home. It ticks all the boxes for me. So now I can say ‘I’m home‘."

Mary, London

quote-svg Created with Sketch.
-->

"Now I’ve got everything I want in a home. I’ve got the security and comfort and the love and everything that comes with having a home. It ticks all the boxes for me. So now I can say ‘I’m home‘."

Mary, London

The way people think about life at home is changing profoundly

1. Our physical homes are getting smaller, smarter, busier and noisier, so it’s no wonder that life at home is changing too. Lots of people find themselves battling between available space and optimal location, particularly as our cities continue to grow. Time matters as well, so when forced to choose, 64% of people say they would rather live in a small home in a great location than a big home in a less convenient one.

Change also offers up new opportunities, and the majority of people say that they’re ready to create a home that’s different from the one they grew up in. Here Ingka Group can really help, by providing knowledge, inspiration and services that reflect our changing world, make the connection to solutions within the IKEA range and help people create the home they need and want.

Doing it differently with the IKEA Catalogue

Thanks to a new-look layout, the 2019 IKEA Catalogue shows a more holistic view of life at home through our range. Tanja Dolphin, Global Catalogue Manager, IKEA Communications AB, Inter IKEA Group, explains: “We want to relate to what customers find challenging in their own lives, and using insights from the Life at Home Report gave us the freshest view on what matters most to people.” In particular, Tanja and her team were struck by how relatable the insights from the 2017 Life at Home Report were, because they showed real frustrations. Tanja continues: “Some of these insights helped us show homes in a way that is not typically expected from IKEA. We loved playing with the Myth of Minimalism – one of the five major findings from the 2017 Report – to show that you can be bold and display your cherished items and memories, and still be happy in a space that feels full. We wanted to show that we can do it differently.”

There are five emotional needs which give us the “feeling of home”

2. Everyone needs security, privacy, ownership, comfort and belonging to feel at home. Most people believe it’s important that their own home gives them these needs, but for many the reality falls short. Nine in 10 people want their home to give them the feeling of comfort, for example, but less than half of those who live with friends say they get this feeling where they live. As a result, people head to places outside their home to give them the feelings they lack where they live, just like Mary does with her ongoing search for privacy.

We believe that IKEA can help bridge the gap, by demonstrating how our products can meet both people’s functional and emotional needs. For many people, the solution could be simple, like a playful FJANTIG hook – it provides somewhere to hang their coat, but it also fosters a feeling of ownership of their space when they come through the door and know where to put their things.

Creating a home furnishing movement in India

When IKEA Hyderabad opened its doors in July 2018, it marked the beginning of a home furnishing movement in India. Not long after, Melani Schultz, Team Leader, Com&In, IKEA Retail India, joined the IKEA Retail India team in Bangalore, and one of her most important tasks is to help drive that movement. “Indians are extremely proud of their homes” Melani explains, “but they have a different view of home furnishing than we, at IKEA, do. We asked: ‘How can we better connect with people?’. We realised it starts with us – each and every co-worker.” Melani and her colleague Hetty Lavrijsen, Competence Developer, Com&In, IKEA Retail India, were so inspired by the report, they started organising workshops to get co-workers thinking about their own life at home. “We began with the interactive quiz from the 2018 report; it’s such an interesting and simple tool because it starts with you as an individual. Then connecting to the idea of home furnishing creating a better everyday life becomes more tangible.” Melani hopes this ‘starting with ourselves approach’ creates deeper understanding and encourages colleagues to share their knowledge and inspiration with their nearest and dearest. “We see a lot of potential to use the Life at Home Report in our daily work.”

Home is a network of places and spaces

3. The feeling of home can exist in multiple places, all at the same time. For lots of people, life beyond four walls can offer up richer experiences that meet their emotional needs and help them feel more content when they think about home. Almost half of people who say they love where they live also feel that community is an extension of home. We also see how online communities, like social media, help enhance a feeling of belonging, even amongst those who live with people they know and love.

Thinking of home as a network of spaces and places with emotional needs at their heart helps IKEA explore solutions within and beyond four walls.

 

quote-svg Created with Sketch.

"I think no matter if it’s in a house or in a flat, or if it’s a place I bought or a place I rented, as long as the person I love is there, that is my home."

Tang, Shanghai

quote-svg Created with Sketch.
-->

"I think no matter if it’s in a house or in a flat, or if it’s a place I bought or a place I rented, as long as the person I love is there, that is my home."

Tang, Shanghai