To understand how the home will change so radically over the next decade, we must first explore the influential social, cultural and technological shifts happening today. Before the pandemic, our work hours were growing longer, as were our commutes. With social media added to the mix, we were living in an era of Hyper-visibility –presenteeism, constant sharing and constant consumption of content placed the focus on extroversion and external stimuli. But three major shifts due to the coronavirus – the largest home-working case study in history to a booming homebody economy and a welcoming of wellness into the home – are seeing the Age of Nesting already beginning to shape how, why and where we will work, rest and play in the future, and what we expect from our domestic dwellings.

: The Big Remote : Unshackled from the archaic structures of traditional working life – and the assumption that presenteeism equals productivity – workers across the globe have been able to experience days without long commutes, and create their own routines instead

: Homebody Hospitality : Staying in is in. From virtual cocktail parties to luxury meal kits, Covid-19 has seen the home become the only and ultimate hangout.

: Domestic Wellness : As people embrace online gym classes, virtual meditation and even remote healthcare appointments, living spaces have become wellness spaces.

‘The fact that you can get amazing, high-end food and drinks brought to your doorstep can make homes, albeit temporarily, feel like a thriving place of fun, entertainment, sociability and growth’ 

Annie Auerbach, co-founder, Starling

Concerned about their own immunity, rocked by the impact of weeks spent living in lockdown and grappling with a new normal, people are shifting their outlooks, expectations and mindsets.

‘As the world begins its pivot from crisis management to recovery and the reopening of economies, it’s clear that the emotional bookmark of lockdown has had a profound impact on how people live,’ says Martin Raymond. The period of contagion, self-isolation and uncertainty will change the way people behave for years to come, as a new demographic of home-focused consumers emerges: Generation Nester.

This developing demographic can be defined by four behavioural shifts, which have important implications for businesses and brands: Hygiene Mindset, Community Connection, Guidance-seekers and Flexibility Favoured. Many of the changes in behaviour are still forming, giving companies an opportunity to help shape the next normal, while understanding these new cares and concerns begins to reveal a vision for the long-term future of the Age of Nesting.

Discover our Generation Homebody market on LS:N Global – a look at the Generation Z’s ultimate hangout.

DISCOVER GENERATION HOMEBODY 

‘There has been a surge in demand for dual-purpose products and goods, particularly within the home’

‘We’ll see the rise of community hubs that are multi-functional, offering for example spaces for art projects and support to the elderly’