Studying the most important place in the world
As our world continues to change and challenge us, having a place to feel at home has never been more important.
On its own, data isn’t enough to understand what makes a good home, so we bring empathy and understanding into all our research. What we find helps us make business decisions that improve how people are living today, and challenge us to help everyone live better tomorrow.
While everyone wants – and deserves – to thrive in their lives at home, we know that too many people struggle because their home isn’t able to meet their needs. Using our research to inspire solutions, we’re on a mission to put this right.
The four dimensions of home
Our 2016 report found that, across the world, we describe where we live in terms of space and place, and the things and people we live with. These four dimensions help us understand the functional role of homes.
of people play music to make their living space feel more homely
of people consider their neighbourhood part of their home
of people say home is where they have their most important relationships
of people say it’s things they’ve bought themselves that make home reflect who they are
The ingredients that create the feeling of home
Home is more than a place – it’s a feeling. In 2018, we identified five emotional needs that our homes must meet to make us feel ‘at home’: comfort, security, belonging, ownership and privacy.
When the pandemic uprooted our lives, we asked our homes to work even harder. As a result, our research this year found two extra emotional needs our living spaces need to support: enjoyment and accomplishment.
Having private space to spend time away from others is a vital but tricky feature for our homes to provide.
of people think their home provides privacy for everyone living in it.
When we own the space we live in and the things within it, it’s easier to create places in our image that make us feel better about our home lives.
of homeowners say their homes reflect their identity.
Security is about feeling safe and grounded wherever we are. It’s not just about financial stability or locks on doors.
people don’t feel their home provides a sense of security.
More than just a comfy bed, a sense of comfort at home means feeling content and at ease with our surroundings.
of people who live with strangers feel more comfortable outside of their home.
Living with people who share our interests and values and accept us for who we are makes us feel connected.
of young families don’t feel a sense of belonging at home.
We feel enjoyment when our homes give us the mental and physical space to enjoy fun activities, be entertained and follow our passions.
3 out of 4
people who own their home say it’s where they feel the most enjoyment.
Accomplishment is the kick of productivity and effectiveness we get from work, study or hobbies.
Those living in halls of residences, flat shares, rented rooms or parental homes struggle to get a sense of accomplishment at home – bad news for anyone trying to study or work from home.