Our homes are the spaces from which we construct our identities and build our life stories – but the nature of the home is always in flux. At Canvas8 we keep track of these ever-changing shifts in home trends and lifestyle behaviours to understand how this sector is evolving and what that means for brands and businesses.
Across our research we explore the way that smart tech seeps into housing - from appliances that restock themselves to virtual home assistants - and how AI assistants like Alexa and the Wi-Fi-enabled Roomba vacuums are disrupting our daily lives. But as the home becomes more connected it reveals a fear of cyber vulnerability resulting in an increase in digital security for private spaces.
But these lifestyle trends are shaped by wider societal shifts that our team of analysts track on a macro level. Across younger generations hook-up culture and the rejection of conventional family structures have led to new relationship norms, which are rolling over into people’s living situations. Along with micro apartments and communal living, inventive young Brits are even scrapping homes altogether in favour of boat-based living. Freedom from things like child-rearing and home ownership means that the concept of the ‘forever home’ is on the wane, creating a culture of nomads.
Though people might not stick with a home forever, that doesn’t mean the importance of a private space is dwindling. In a society that has rebranded fear of missing out as joy of missing out, we’ve seen solitude become a defining quality of modern life. In response, man caves and she sheds are on popping up to provide places of sanctuary from social life.
But we see these changes to our home spaces mirrored by a challenge to traditional relationships and societal structures. As today’s friendship-focused generation has taken lifelong marriage off a pedestal in favour of the more modern ‘Beta Marriages’, there’s growing market for services that cater to these experiences from the ‘Divorce Party Planner’ to apps like the ‘Break-Up Boss’.
By rooting our understanding of the home in people’s behaviours and relationships, we’re able to track the development of home and lifestyle trends to uncover insights into how people experience their homes in the UK.