The key consumer trends and insights influencing the Home sector in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. w
BEHAVIOURS
IMPACTING
HOME

2. HOME 2
A highlight of key insights and innovations
impacting design, appliances, household goods
and family dynamics over the last six months.

3. HOME 3
1. COMFORT
BLANKETS
2. PUBLIC
HOUSES
3. SPACE
SAVERS
4. GREEN
SPACES

4. HOME 4
1. COMFORT BLANKETS
People are getting snug on their sofas
FOMO has been replaced with ‘JOMO’ for many, with 80% of Americans
having lied to avoid leaving the house. While some are looking to cut
their spending, others are embracing the simple pleasures of home –
scented candles, soft blankets and Netflix binges among them.
OF TEENS AND GEN YERS
WOULD PREFER TO
STAY IN AT WEEKENDS
Ypulse, 2016
72%

5. HOME 5
1. COMFORT BLANKETS
In practice
Denmark is commodifying and exporting 'hygge', an untranslatable
concept that’s understood as a sense of cosiness and contentment.
With mental health issues on the rise worldwide, monthly subscription
box HyggeBox aims to bring this sense of calm to stressed out Brits.
HyggeBox

6. HOME 6
Heavy use of social media means that the home is increasingly a public
space. Just take the rise of ‘shelfies’ – pictures of bathroom shelves,
cabinets or dressing tables – or #smoothiebowls – shots of healthy meals
in beautiful bowls and curated crockery – on Instagram and Pinterest.
PRIVACY IS THE TOP PRIORITY
FOR AFFLUENT HOME-BUYERS
Luxury Portfolio, 2016
2. PUBLIC HOUSES
People want insta-friendly homes

7. HOME 7
In practice
Estate agents are up there with solicitors and bankers as the
most despised professions; stereotypically pushy con-artists.
But The Modern House is different. It doesn’t sell by postcode or
price, but instead lists only beautifully designed properties.
2. PUBLIC HOUSES
The Modern House

8. HOME 8
Two-thirds of the global population is expected to live in urban areas
by 2050, but city living has a high price tag that many can’t afford.
In response, a growing number of innovations are enabling people to
live out the urban dream so long as they’ll sacrifice the square footage.
BETWEEN Q1 AND Q2 2016,
THE SIZE OF A SINGLE
FAMILY HOME IN THE US
FELL BY 73 SQUARE FEET
Cisco, 2016
3. SPACE SAVERS
People are living in smaller spaces

9. HOME 9
In practice
A lack of affordable housing means home-ownership is a pipe dream for
many young adults. In the UK, Pocket is helping first-time buyers get a
foothold in this market, catering to the teachers, health workers and
creatives that make a city by offering them micro-sized homes.
3. SPACE SAVERS
Pocket

10. HOME 10
WAfter millennia spent living in the outdoors, people now spend 90%
of their time indoors. This lifestyle is broadly considered unhealthy, so
people are looking for ways to restore their connection with nature.
But instead of venturing into the wild, they’re bringing the outdoors in.
82% OF PEOPLE IN THE UK
SAY BEING SURROUNDED
BY GREENERY MAKES THEM
FEEL HAPPIER
Royal Horticultural Society, 2014
4. GREEN SPACES
People are bringing the outside in

11. HOME 11
In practice
With many squeezing into smaller spaces in cities, it may seem an unlikely
time for a gardening boom. But there’s a whole generation of well-heeled
and house-proud urbanites looking to make the most of their outdoor
areas, and London-based Patch is helping their gardens grow.
4. GREEN SPACES
Patch

12. HOME 12
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