IKEA LAH Full-Report 161020 Updated

T HO
2020 LIFE AT HOME REPORT 2020 LIFE AT HOME REPORT 2020 LIFE AT HOME
A R I T Y GAR
S ECU DEN
ING EX E R C I S E
ME
FE 2020
#HOM
THE BIG
I
EREB
L
SUSTAI O OT
NABILI
TY
Y
HOME
N C
C I E
O R K F F I
W - S U
L F
REBOOT
SE O L
S C H O
BA
LA E
NC
CE MULTIPURPO
The start of a closer
COM SE
SPA
relationship with home

MUN
ITY
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COMFORT Introduction Reconnection or disconnection? The Big Home Reboot
1
Contents
RODUCTION
INTIntroduction03
Exploring life at home in a pandemic 04
Staying at home 06
Home has always played an important role in our lives 07
RECON NECTION
Reconnection OR DISCONNECTION?
or Disconnection? 08
Home more than met our needs 09
Home became our sanctuary 10
T HO How we got closer to home 12

A Things were more challenging for some 13
ME
LIFE
2020
THETheBIBigGHome
HOME REBOOT
Reboot 15
Today’s new priorities 18
Future home reboots 20

Summing things up 24
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Introduction Reconnection or disconnection? The Big Home Reboot
2
Against the turbulence of

the outside world, 78% of us
globally agree that home was
our Ssanctuary
ANCTUARY during the 2020
pandemic restrictions.
2 5
As a result, in of us have
made changes to our home
HOME S
ERE
What does this tell us about how
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people want to live now, and
HO M
BO
# about the future of life at home?

OT
INT RODUCTION
3
Exploring life at S SI O
MI
home in a pandemic
O UR
N
most
ow th a t h ome is the
We kn e world. Th
at’s
p la c e in th
Every year, we connect important g it
d e d ic a te d to makin
why we’re gets
with thousands of people u r a n n u a l research
better. O ople need
and
t p e
all over the world to us closer to
w h a
t w h e n it comes to a
u
help us understand what dream abo T h a t way we can
at ho m e .
better life tions base
d
makes a better life at nb e tt e r s o lu
create eve a l needs of
ti o n
home. This is the seventh around the
e m o
s
ic h w e ’v e identified a
edition of our global home, wh m fo r t, Ownersh
ip
curit y , C o
Privacy, Se se everyon
e
Life at Home Report – in in g . B e c a u
and Belong te a better
life
e a
a year like no other. has the rig
h t to c r
them thriv
e,
a t h e lp s
one th
In 2020, life at home was at home –
rvive.
unexpectedly and fundamentally not just su
disrupted by the coronavirus
pandemic, affecting and determining
every aspect of people’s lives at
home. We’ve always understood
the importance of a safe place
to call home and the role it plays
in helping people to thrive. So,
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this year, understanding the
impact of the global pandemic
on life at home – now and in the
years to come – was our focus.
INT RODUCTION
4
This year’s
research WE SPOKE WITH
EXPERTS
WE VIRTU
ALLY We launched a
20
EPTH
CONNECTED WI IN
-D
TH D Sally Dominguez
Sustainable Resilience Expert
GLOBAL
ES
D U CTE
QUANT
K RESEA
Philip Hubbard
SURVEY
Professor of Urban Studies,
King’s College London
37
N
IN OVER
O
HOUSE
Robert Thiemann
R
CH
WE Founder of Frame
HOLDS Sharlene Gandhi

Sustainability and
Global Inequality Journalist
We ran online
over 8 weeks in
real time (Sweden,
W R I T T E N COUNTRIES
Italy, mainland
& CREATI with 38,210 people
China and Hong
Kong SAR, VE
TASKS
Australia, USA)
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INT RODUCTION
5
Staying 95%
at home C A E
98% M ERI E U R O P
A
T H
R
As the coronavirus spread across For everyone, N O 96%
the world, it changed our lives
everywhere life ASIA-PA
in ways most couldn’t have
imagined. It forced governments at home has been CIFIC
to place restrictions on their transformed in 2020
citizens with unprecedented speed
and scale, requiring millions of Practically overnight, the spaces in
people to stay in their homes all which we lived transformed into
over the world. The similarity of offices, schools, gyms, playgrounds
this experience across countries and social spaces. Households were
and cultures is remarkable. For together 24/7, extended families
almost everyone, everywhere were divided and friendships,
and all at once, home became distanced. People adjusted to an
the centre of our worlds. entirely new way of living, with
home at the heart of their lives.
96%
of people stayed in
their main home
during the lockdown
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or restrictive measure
IN TRODUCTION
6
Home 2018 RIVACY

A healthy relationship
PPrivacy:
with home satisfies a This is being able to disconnect, reflect
particular set of needs we looked beyond and choose how we interact with others.
has always
our four walls A little ‘me-time’ with a book or doing
Our research continues to tell us some exercise goes a long way.
A third of people all over
that most people experience the
the world told us there
feeling of home when their home
were places where they CComfort:
OMFORT
played an
meets five fundamental emotional
felt more at home than
needs. With these needs met, we This isn’t about having a comfy bed or a
the space they lived in.
feel content and happy, and can fluffy throw, it’s about feeling content and
really thrive in our lives there. at ease in our surroundings. Knowing we
important
can really relax and be ourselves
Recently our relationship

2020 where we live, means a lot.
has been tested
we demanded
O WNERSHIP
Ownership:
role in our
much more of Having a sense of control over the space and
Over the past couple of years, we’ve
home place where we live is important to us. When
seen a gap open up between how we can paint a wall or choose our furniture,
people expect their needs to be As restrictions limited our
a house really starts feeling like a home.
lives
met by their homes, and their real access to the outside world,
it could no longer meet our
BELONGING
experience. As a result, more and
more of us have looked to social needs. We were challenged Belonging:
, SUSTAIN to rely on home, and only This means feeling part of a group
SALLY ABI media, messaging apps, parks,
LIT home, to satisfy us. Our
YA friends’ houses and community that accepts us, in a place that reflects
“This pandemic N
centres to find the feeling of home – homes have never been who we are. We might get this from
D
has forced people to shelter bridging the gap our homes couldn’t, under such scrutiny and family or housemates, or even from
RE
S IL
in one place. Suddenly you can’t by looking to the outside world. intense demand to fulfil friends in our community.
IE N
be a nomad, working on the go. all our needs.

CE E
This is a complete pivot from where we

SECURITY
Security:
XPERT
were headed, with the trend towards a

sharing economy and working from cafes More than physical or financial security, this
is about feeling safe and grounded when
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and common spaces. The pandemic has
revealed that we need our own shelters, we’re at home. When our homes feel like
and those shelters need to provide a sanctuary from the uncertainty of the
us with much more than we outside world, we can really thrive there.
thought we needed.”
IN TRODUCTION
7
RECONNECTION
OR
OR
DISCONNECTION?
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N?
ISCONNECTIO
Introduction Reconnection
RECON N EC TI O N O R
orDdisconnection? The Big Home Reboot
8
Despite Almost half (46%) of us

felt our homes better
met our emotional needs
everything, during lockdown
While it was difficult to adjust to
home more
the tiredness, demotivation and
feelings of confinement that life
spent largely within four walls
created at first, many of us put aside
44% MORE COMFOR
than fulfilled T
these day-to-day challenges and
began to reconnect with the role hest
The hig
and value of our home in our lives. f e m o tional
levels o t durin
g
T Y
e
R I
m
C U
g
E S E bein
our needs
Home stepped up to the 5 1 % M O R needs
pande
m
o
i
r
c
t
r
e
estrict
d by peo
ions
ple
p
challenge of lockdown was re P h i l i ppines
a ,
in Indi eden
and Sw
46% MORE BELONG

While there were some variations
from country to country, almost
half (46%) of those who mainly ING
stayed at home felt that their homes
fulfilled their emotional needs
even more during the restrictive or
lockdown periods than before it.
43% MORE OWNERSHIP
RACHEL
,A
US
T In Japan
, people
O R E P R I VAC Y
45% M
“My connection had the
RA
lowest
LIA
with my home is reporte

d levels
their em of
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definitely stronger – I’m otional
being m n eeds
so thankful for having et durin
the lock g
this space and have really down
learned to love it and
relax into it.”
Introduction ECTION OR
Reconnection
RECONN orDISC ONNECTION?
disconnection? The Big Home Reboot
9
Home Our homes went much further than

better meeting our emotional needs.
For most of us, they offered a place
became our
to escape to and find solace from the
turbulence of global events. As we
struggled to adjust to the everyday
reality of pandemic restrictions,
Y
at home we found comfort in
S A N C T UA R familiarity, security and ownership in

the little that was within our control.
AS This sense of sanctuary remains

HL
E with us as the evolving global
“My home is Y
context continues to create feelings
,U
basically the only place
SA
of uncertainty, fear and anxiety
that feels safe to me right
towards the outside world.
now – it’s the only place where I
have control. I know that everything
is clean and I have the ability to ensure
78%
my safety. Outside of here I don’t have
that control, so that uncertainty over
whether other people are taking
it as seriously as me highly
impacts my security.” al
Region
ion
Variat
ordic
65% N e
W e s t Europ
75%
ia
81% As
of people globally who stayed
in their main home during the
restrictive or lockdown period
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agree that home was their
sanctuary during that time
10
RECONNECTION OR DISCONNEC
Introduction Reconnection or disconnection?
TION? The Big Home Reboot
ILENIA, ITALY
ILENIA’S REBOOT
“I’ve created some new daily habits that kept me
busy besides work and I know what to do when
I feel nostalgic – I can videocall those I miss or
I can look around and smile, thinking about
old memories. Maybe at the beginning it was
more difficult, but now I’m more confident with
my house, I consider it like an extension of my
parents and friends” Ilenia lives and works in Milan, Northern Italy. She is 30 and,
when we spoke to her, had been confined to her apartment for
almost six weeks. She was working at home and had not seen
her parents in two months. She created new rituals, routines
and projects that helped her find sanctuary in a home she had
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previously regarded as a base. She adapted her home and
routines to suit her, established new rituals to sustain her
and created a space that she felt became “a part of [her]”.
N?
ISCONNECTIO
Introduction Reconnection
RECON N EC TI O N O R
orDdisconnection? The Big Home Reboot
11
How we MORE TIME

WITH FAMILY
MORE TIME TO
ENJOY HOME
IN NEW AND
got closer Although we sometimes felt
cramped, with daily lives spent
on top of one another, we learnt
DIFFERENT WAYS
to home
to respect everyone’s different
Although most of us didn’t really consider
routines and so rediscovered the
our homes as a place to work, learn or
value of spending time together.
exercise, we quickly realised just how flexible
53% enjoyed spending they could be, and how good that could feel.
more time with FAMILY
40% enjoyed more home EXERCISING
As many of us realised and
50% enjoyed eating
appreciated the important role 32% enjoyed more home WORKING
more FAMILY MEALS
of home in our lives, we began to
IS value our relationships with the

people in them differently, too.
YE
S MORE TIME
TO T
H
Together and apart, we started
FOR ‘US’
using our homes in new ways. By
making more time for each other
RACHEL, and for ourselves, we had the chance
AU
ST
RA to get in touch with the things, Although it was difficult to balance
A BE, H O N G K
people and activities that connect us work, family life and the challenges ON
LI
G,
A
“I learnt to take more intimately with our homes. of the outside world, we found relief
CH
advantage of not having “The relationship
by carving out time for ourselves.
IN
When we asked the people who took with my daughter is
A
to travel, to spend more time
on my self-care and fitness. our survey which of 12 activities they 43% enjoyed more ME-TIME better. The situation has
Be present and happy in the enjoyed more of during pandemic forced us to change things
43% enjoyed more READING
moment. Take a positive restrictions, more time and meals around the home and now
from every day.” with family came out on top. 43% enjoyed more PLAYING GAMES she has more privacy. The
home is working better
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35% enjoyed more VIRTUAL SOCIALISING
for us both.”
49% enjoyed more COOKING
21% enjoyed more GARDENING
Introduction RECON NECTION OR

Reconnection orDISCON NECTION?
12
But more time While for most people home was

a sanctuary, some of us found
so much time at home more
at home was
challenging. Many factors reduced
our ability to feel ‘in control’ in an
out-of-control global situation and,
without that, it was much harder
challenging
to have a positive experience.
Our research reveals a few things

that affected whether we felt
for some of us
content and in control at home
during the pandemic: our financial
situation, the size of and space
inside our homes and our age.
Financial situation
For those of us under financial

pressure, the pandemic made a
situation where our homes were
S U SA N already less likely to meet our
NE
,S
W emotional needs, worse. Our
relationships with each other
ED
EN
suffered too: only two thirds (65%)

“For me, it’s a struggle of people with lower incomes
every day. I am applying agreed that ‘those in my household
for jobs… I am still stressed support each other in achieving
about being unemployed.” common goals’, compared to 83%
with medium or high incomes.
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Money worries proved to be a critical
factor in our emotional relationship
with our homes, and each other.
13
RECONNECTION OR DISCONNEC
Introduction Reconnection or disconnection?
TION? The Big Home Reboot
Size and space Age People aged between
at home The younger someone is, the more 16 and 24 were
HALF
While more space isn’t an answer likely they are to be living in a shared
to everything, feeling like we have or family home, so the more they
enough does matter. When we have depend on the spaces outside it to
less space, we have less flexibility fulfil their emotional needs. For those
to create a home that suits how who were emerging into adulthood as likely as those aged
and finding independence when
we want to live. Like less money, between 65 and 75, to
less space gives us less choice. Our pandemic restrictions hit, home
was less likely to be a sanctuary. strongly agree that their home
research told us that people living
in smaller homes were less likely Our research spanned every age is designed in the right way
group, and we found that young
to say their homes helped them for how they want to live in it
to thrive during the pandemic. people were less likely to be as
positive about life at home. (25% and 49% respectively)
43%
of people living in a
studio apartment or flat
agreed that their home
is designed for how they
want to live, compared
to 76% of those living
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in homes with four or
more bedrooms
Introduction RECON NECTION OR

Reconnection orDISCO NNECTION?
14
THE BIG HOME

REBOOT
REBOOT HAS
STARTED ERE
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HO M
BO
#
OT
Introduction Reconnection or disconnection? THE
TheBIG
BigHOM E REB
Home OOT
Reboot
15
Today, life at
ERT, MAINLA
Whatever our experience of ALB ND
OF
pandemic restrictions, their impact is “I previously
CH
prompting many of us to re-evaluate had to live close to my
IN
Home is being
A
what makes a good home. Location office. It was more important
H O M E is slipping down the priority list, with

nearly half of us now saying that
we would consider moving further
to me than anything else. But
over the last few months I’ve
realised this is not so critical.
re-evaluated
away from work – with that figure What I want is a better home,
rising to 53% for those under 35. somewhere where I can be
comfortable and safe.”
Home is more important
all over the than ever, with three

new key priorities:
world TIME
Time
We’ve had time to think about
how we spend our daily lives, and
SPACE
Space
We want our homes to now support
lots of activities. From new hobbies
whether our routines reflect what like reading and gardening, to bigger
matters most to many of us: time lifestyle changes like a space to
DILIP, work from home. Having room for
SW with family, friends and for ourselves.
ED
E Now, we’re reprioritising these ourselves and everyone we live with
“If I was to make relationships in our lives at home. to find privacy is important, too.
N
47%
a post-2020 resolution,
NATURE
it would be to treat home
as a place to live, rather than Nature
a hotel where I come in the Many of us wished for more access
evening to sleep before my to nature, greenery and green
next day at work.” spaces long before the pandemic,
of people globally agree but now it’s a major priority.
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they would consider moving
further from their place of
work for a better home
Introduction Reconnection or disconnection? THE HomeREBOOT
BigHOME
TheBIG Reboot
16
When we asked the people
REBOOTING
Rebooting we surveyed to choose two or
three things from a list of nine
options that they would most like
our definition to change about their homes,

based on their life at home so far
in 2020, they focused on space:
of a ‘good
38%
home’ would like a space to
pursue hobbies or interests
35%
More – or bigger – bedrooms are
no longer top of our wishlists. Our
experience of working and living
more flexibly at home has meant the
things that many of us considered
most important in a ‘good home’
D, HON
would like a private
have been turned on their heads. A L F RE GK
ON garden or outdoor space
These new and different priorities G
“I am thinking
,C
33%
could have dramatic implications for
HI
about my next home,
NA
what we mean by a ‘good home’, and
and a garden or bigger
for the way we live in the future.
terrace has become key. This
experience has made me
realise the importance of
Back to contents
nature in my home life.” would like a study/
home-working space

TheBIG
BigHO ME REB
Home OOT
Reboot
17
NEW PRIORITIES
RKINGF
O
E
OR
17% W
RO HO
37 %
CO
M
M
OKING 44%
SPEND
ING M ME
A closer relationship with
TIME W ORE
home is here to stay
ITH FA
Settling into the rhythm of a permanently
changed way of life at home, many of us
MILY
are choosing to continue with behaviours,
rituals and activities that worked for
us during lockdown. Our homes have
XE
E R C I S I N G
29 % T HOME
cemented themselves as a focal point
38% EATING M
A
in our lives, where we can invest in
ourselves and our relationships.
EALS
WITH FA
MILY
When we asked the people who took part
in our survey which of twelve activities
22% VIRTUAL SO
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they enjoyed more of during pandemic
restrictions they would continue to do CIALISING
more of in the future, spending more
time with family came out on top.

TheBIG
BigHOM E REB
Home OOT
Reboot
18
“I have now reached a stage

where I am adapting to this
new way of living, and have
started to think [about] what
will be required or how I can
equip myself and my family
for what...life is going to be Shai’s workplace was ahead of the curve. Back in June, his
employer told him to work from home until November,
providing certainty for a few months. Knowing that he’d be
like post-COVID-19” working from home in the long-term meant he prioritised

how he might best prepare his home and family to live in
this way. Early on, he thought about how to maintain their
health and fitness and how best to set up his workspace.
SHAI, AUSTRALIA
SHAI’S REBOOT
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TheBIG
BigHOME
HomeREBOOT
Reboot
19
The future of our
relationship with
home depends on
home changing
FUTURE
2020 marks a reboot of our
relationship with home – but
this is only the beginning. In
the future, we can expect heavy
scrutiny and investment in the
ways homes are created.
Bringing together our primary
HOME
research over the last seven years,
ROBERT, FOUN
DE interviews with experts and an
R
exploration of trends likely to
OF
affect the way we live in the next
FR
“It is now extremely
AM
decade, we’ve identified three big
clear to everybody that we
E
shifts that will gather pace and
cannot continue as we have
influence our future lives at home.
been going so far – it’s an
extreme reset.” Homes evolving in the right way
REBOOTS
will be vital to satisfy our emotional
T S
needs and maintain our closer
REB O O
relationship in a new and changed
world. These are the three shifts that
will underpin the relationship reboot.
Back to contents
Introduction Reconnection or disconnection? THE BigHOM
TheBIG E REB
Home OOT
Reboot
20
THE
The role of rooms will change
For hundreds of years, home has
E
been designed around specific
MULTIPU R P O S
functions: a room to sleep, a room to
eat, and so on. The next generation
of architecture will break free from
incremental improvements to distinct
HOME
rooms and, instead, design spaces
to meet a long list of needs and
activities. Home design will become
more creative and thoughtful.
There will be new home layouts
and redefined spaces, as we see
home with new and open eyes. This
A MULTI-
different type of home will need to
find ways to offer privacy to those
Getting enough Comfort
and Privacy will depend FUNCTIONAL of us living together inside them.
on optimised and FUTURE FO U N D E

flexible spaces BERT, RO
RO FF
RA
The multipurpose home has been As pandemic restrictions lift and Small can be plenty “The layout of homes
M
E
emerging as a shift in the way we change, our research suggests Urbanisation has meant homes today prevents any flexibility,
live for some time. In 2020, it these shifts will pick up pace and around the world have gradually with spaces dedicated to specific
became our make-do reality, more permanent structural and shrunk. Conventional thinking sees functions. Walls need to be broken
and many of us glimpsed the lifestyle changes will emerge. Homes this as a limitation to a comfortable down – our homes need to be more
possibilities of a more fluid way will need to adapt – and quickly – to life at home, but future mindsets will adaptive. The future will see fewer
of life at home. It got us thinking become truly multipurpose. be different. We’ll value small spaces dedicated rooms, but they will
about the importance of enough as much as large ones, with creative cater for a wider range
space, comfort and privacy, as solutions and new innovations that of activities.”
well as more flexible ways of maximise the possible uses of the
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living at home in the long term. space as a design requirement
– not just a bonus feature.

TheBIG
BigHOME
HomeREBOO T
Reboot
21
THE
LOCAL I T Y
Getting enough
U N
Belonging, Ownership
A COMM
FUTURE
and Security will depend
on connecting our homes
and communities
Our experience of the pandemic

HOME SHARLENE, S
UST
AIN
AB
Forgotten spaces will be revived Life will have a 15-minute radius
IL
IT
“Meaningful community spaces, From dusty lofts to abandoned Rather than travelling long
YA
has brought about a renewed belief
ND
in the value of community, seeing such as youth and sports clubs, retail spaces, under-utilised places distances for work or leisure,
community centres, green spaces,
GLOB
many of us relying on local networks in our homes and communities people will live ‘more locally’. We’ll
interest groups and places where will spring back to life to help depend less on public transport
for physical and emotional support,
AL INEQUA
hyperlocal communities meet, will start us live more locally. We’ll be and more on local services, work
the resources we needed and social
to become more important. They’ll using these spaces to support spaces and facilities, thinking of
interaction. As we saw in our 2018
expand the definition of home in home more as our immediate
Life at Home Report, things beyond our individual and community
a spiritual sense, as opposed to
surroundings and communities
L
our four walls are an important interests, like homegrown food
ITY
a physical sense.”
source of Belonging, Ownership and urban community gardens. As than as the bigger city or region.
JOUR
and Security, both on- and offline.
N
AL a result, we’ll once again see our
IST immediate surroundings as part Self-sufficiency will increase
We can’t know when the next global of an extended home network. More and more of our homes and
shock will be, but we can be ready This will play the biggest role for communities will be optimised
for it. We can start thinking about the most vulnerable groups in our to access key infrastructure
how we’ll access community support communities, who will rely on it to that produces and consumes
systems in and around our homes. satisfy the needs that home can’t. energy. As technology advances,
Home needs to be prepared to we’ll produce more of our own
provide a source of online and electricity individually or through
offline support and resilience, community schemes. Self-sufficiency
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including easily accessible social will become mainstream.
networks, especially for the most
vulnerable of us around the world.

TheBIG E REB
Home OOT
Reboot
22
THE
O FE SS O R O F U
, PR RB
Meeting our emotional L IP AN
HI
“We will see the
P
needs will depend on
ST
UD
HEALTHY
mantra of affordable
health and wellbeing
IE S
housing being replaced
, KINGS COLLEG
becoming the gold by more emphasis on decent
homes, with a recognition that
standard for a better
HOME
the quality of our home space
life at home is an increasingly important
Nature will be integrated
determinant of our physical
EL
The pandemic has put health The outside and inside of our
O
and mental health.”
N
homes will become more integrated,
DO
and wellbeing at the front of N
our minds, both at home and in with priority given to the impact
A HE ALTHY
public places. We’ve been forced of light and nature on health and
to confront not only the hygiene wellbeing. Our homes will get lighter
and safety of our homes, but our
transport networks, workplaces,
FUTURE and greener, with large windows,
communal gardens, balconies and
schools, gyms and social spaces. roof terraces included as standard.
For the first time, we’ve had to Standards will be reset Materials will be chosen for hygiene
intensely think about the impact these We have an opportunity to learn The materials that we use to build
have on our physical and mental from the pandemic – to set a new and improve our homes will be
health – and it’s become obvious standard around what defines a chosen for their hygienic properties,
that homes haven’t been designed, ‘healthy home’, and to insist that and spaces will be designed to
as a fundamental principle, with our all of us have access to this. The improve their health credentials,
wellbeing in mind. With hygiene definition of ‘good’ or ‘decent’ for example innovations to increase
and health now top priorities, our housing will go further than the flow of fresh air. Lift buttons,
homes of the future will need to be affordability or accessibility, to door handles and shared public and
ready for the next health crisis, as include health and wellbeing as private spaces will all be rethought,
well as meet our emotional needs. an equally important priority. The incorporating smart and easy-to-clean
healthy home of the future won’t materials as an important design
simply be about basic physical principle. Making sure everyone
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functions, but it will be a vital tonic has access to these changes will
for our mental and physical health. be a key challenge to overcome.

TheBIG E REB
Home OOT
Reboot
23
Summing things up
2 020 has been a year like no other, having a huge

impact on many areas of life, including on our relationship
with home
HOME. Confined within our four walls all across the
world, many of us have come to a realisation: we want
something different from our lives at home. With new
priorities emerging everywhere, and at the same time, the
way we will live in the future looks dramatically different.
ERE
THBig
This is the E BHome
IG HReboot
OME REBOOT
HO M
BO
– and it’s just getting started. #
OT
What could this mean for you and your home?
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FIND OUT AT LIFEATHOME.IKEA.COM
24
Technical note:
The quantitative research was carried out by Ipsos MORI on behalf of Ingka Holding B.V. – IKEA Group. Ipsos
MORI interviewed a total sample of 38,210 adults aged 16-75 in the United Kingdom, France, Germany; aged 18-
75 in Canada and USA; aged 16-70 in Belgium, the Netherlands and Italy; aged 16-65 in Spain and Sweden; aged
18-65 in Austria, Denmark, Finland, Japan, Norway, Portugal, Switzerland, Ireland and Australia; aged 16-60 in
Poland, Russia, Romania and Hungary; aged 18-55 in Croatia, Czech Republic, South Korea, Serbia, Slovakia,
Singapore, Latvia and Lithuania; aged 18-50 in mainland China and Hong Kong SAR, Malaysia Thailand and
Estonia; and aged 18-45 in India and the Philippines. The survey was conducted in 37 countries using an online
i:omnibus and online ad hoc methodology, depending on the country, between 28 July and 28 August 2020.
Quotas have been applied on gender, age, region and working status, and data has been weighted
to the known offline population proportions for those variables. Final global data has been weighted
to the known offline population proportions of those countries, except in China and India, where only
urban population has been considered. The country weights have been used to ensure each country
is representative of its own proportion and population in comparison with actual real proportions
of the countries in scope. All polls are subject to a wide range of potential sources of error.
T HO
Bases: A
ME
L IFE
All adults = 38,210
All adults who mainly stayed in their main home 2020

during the restrictive/lockdown period = 36,216
All adults who enjoyed doing more of any of the listed
#HOM
activities during the restrictive/lockdown period = 34,940
E REBOO
T
LIFEATHOME.IKEA.COM
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25

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T HO

relationship with home

Home has always played an important role in our lives 07

Home more than met our needs 09

Home became our sanctuary 10

T HO How we got closer to home 12

Today’s new priorities  18

Future home reboots 20

Against the turbulence of

# about the future of life at home?

HOLDS Sharlene Gandhi

Home 2018 RIVACY

Recently our relationship

be a nomad, working on the go. all our needs.

This is a complete pivot from where we

were headed, with the trend towards a

Despite Almost half (46%) of us

everything, during lockdown

While it was difficult to adjust to

46% MORE BELONG

with my home is reporte

Home Our homes went much further than

S A N C T UA R familiarity, security and ownership in

AS This sense of sanctuary remains

How we MORE TIME

IS value our relationships with the

21% enjoyed more GARDENING

Introduction RECON NECTION OR

But more time While for most people home was

Our research reveals a few things

For those of us under financial

suffered too: only two thirds (65%)

Introduction RECON NECTION OR

THE BIG HOME

H O M E is slipping down the priority list, with

Home is more important

all over the than ever, with three

our definition to change about their homes,

Introduction Reconnection or disconnection? THE

Introduction Reconnection or disconnection? THE

“I have now reached a stage

like post-COVID-19” working from home in the long-term meant he prioritised

Bringing together our primary

on optimised and FUTURE FO U N D E

Introduction Reconnection or disconnection? THE

Our experience of the pandemic

Introduction Reconnection or disconnection? THE BigHOM

Introduction Reconnection or disconnection? THE BigHOM

2 020 has been a year like no other, having a huge

All adults who mainly stayed in their main home 2020

All adults who enjoyed doing more of any of the listed

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Home has always played an important role in our lives 07

Home more than met our needs 09

Home became our sanctuary 10

T HO How we got closer to home 12

Today’s new priorities 18

Future home reboots 20