“The Age of Nesting”, a new report released by Beko, Europe’s leading home appliance brand, in collaboration with The Future Laboratory, explores the long-term impact of Covid-19 on the home.
Pre-pandemic, we existed in an era of Hyper Visibility – where presenteeism, non-stop scrolling and a focus on the ‘experience economy’ dominated our attention and our eyelines.
Under lockdown our attention turned inwards. The home became a workspace, school, gym, restaurant, hospital and even holiday home; forcing people to undertake all areas of their once external lives within the home space. The report forecasts that this shift towards a more local, internally focused mindset is set to remain, heralding a new Age of Nesting.
"The outbreak of Covid-19 turned public spaces into no-go zones and forced residents around the world to suddenly retreat into their apartments and houses. As a result, the way in which we use our homes has undergone a significant transformation," stated the report.
As a result, a shift to homeworking, a boom in at home entertainment and domestic wellness are just three emergent trends that have been realised overnight; and by 2030, the Age of Nesting will be in full flow. The legacy of lockdown, combined with new behavioural shifts, will have fundamentally transformed where we live, how we live, and the homes we live in:
‘Community is making a comeback in a big way, and this will continue as we see the rise of working near home, as well as working from home. Today, co-working spaces like WeWork occupy central city locations, but we’ll see the rise of community hubs that are multi-functional, offering for example spaces for art projects and support to the elderly, as well as a mobile workforce’
Hakan Bulgurlu, CEO of Arçelik, Beko’s parent company, said: “The past nine months have changed our lives forever, and businesses and governments have an important role to play to help us adapt to this new world order. The home in particular will undergo a radical shift, as we rethink where and how we live and look for solutions that reflect increasing concerns over hygiene, sustainability and wellness. This report outlines the trends we can expect to see over the next ten years, and some of the innovations that will help us tackle today’s biggest problems.”
Chris Sanderson, co-founder of The Future Laboratory said: “Now, more than ever, brands and organisations must be prepared for a future in which they help humankind to feel secure, supported and inspired. If businesses aren’t prepared for this, in many ways they deserve to become the casualties of a new paradigm shift in how we broker the way we live, work and play.”