25 Jul Your future home: how we’ll be living tomorrow
What does the future of your home look like? From technology to society, the triggers of change are diverse and rapidly accelerating. Director Emma Sant looks at some of the biggest trends that will reshape the way we live in the future.
The connected home
With devices talking to each other and the home learning your routines, smaller administration tasks will be completed without the need for human intervention. The lights in the home will come on at set times, the heating will be ambient, the fridge will replenish itself. Machines will run the household and if left on their default settings will order products they have been programmed to order, creating opportunities for better machine manufacturer partnerships. Changing behaviour will become harder than ever before, because humans will no longer be engaged in the decision making.
People will look to create new environments to escape the businesses of everyday, be it through augmented reality, or through tailoring the look, feel, and smell of their rooms dependent on their mood and time of the day. Sometimes this will be purely about pleasure. But there will also be a substantial positive impact on mental wellbeing as a result (therefore having the potential to link to brand purpose and a much higher order benefits). How can products help to amplify this new desire to escape and cocoon?
Family units will be different, with blended and multigenerational families all living under one roof. Budgets will be shared non-conventionally, and spaces will be reconfigured. And because the combined senior and geriatric population will reach 2.1 billion by 2050 – the house and its functions will need to incorporate new features that assist an ageing population in different ways.
An outcome-focused society
People will place value on outcomes over processes. They will expect food to arrive ready prepared, clothes will be sent out and returned clean and pressed, and life admin will be taken care of for you. In the same way that domestic innovation in the 1950s helped to fuel increased female workplace participation, this new wave of advances (along with things like driverless cars) will create new pockets of ‘free time’ when more human potential can be unleashed.
Fluid & communal living
With more pressure put on housing in urban settings, communal spaces will become increasingly important. Washing areas and kitchens may be shared. Social spaces to talk, meet or experience virtual worlds will also be shared. And private spaces will be about sleeping and washing. In developed markets we are already seeing this happen with the rise of companies like WeWork which have taken what was once a very private sphere (office space) and turned it into a totally flexible series of shared spaces. With Generation Rent struggling to afford a house, we’ll see new models in home purchasing – with ‘shared’ ownership potentially having a role as well.
With the evolution surfaces and materials that clean themselves, consumers will have more time for work or leisure. For many brands that play in the cleaning space, this will mean re-defining the category they play in. It may mean they are forced to be service providers versus product providers. This will throw up a host of new questions for them they’ve never had to deal with before (e.g. if I move from being a cleaning spray to a cleaning service – I suddenly need to employ cleaners, and provide them a living wage, etc.).
With the fear of devices mastering humans, certain tribes will go completely native, wanting to detox from digital control and have more autonomy and ownership of their environment and destiny.
If you’d like to talk more about how the changing home will impact your consumers and your brand, contact email@example.com.