Shift To Nesting Likely Permanent

Pre-pandemic was an era of ‘Hyper Visibility’ – where presenteeism, non-stop scrolling, and a focus on the 'experience economy' dominated attention. Now, says ‘The Age of Nesting,’ a report by Beko, a European home appliance brand, in collaboration with the Future Laboratory and our eyelines, under lockdown, attention turned inwards. The home has become 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. This shift towards a more local, internally focused mindset is set to remain, it says. A shift to homeworking, a boom in at home entertainment, and domestic wellness are just three emergent trends that have been realized overnight and by 2030, the ‘Age of Nesting’ will be in full flow, it says. The increased focus on health, hygiene, and recuperative living will lead to an urban exodus that will reboot the suburbs, exurbs, and rural areas, while providing cities with an opportunity to become more human-centric. As well, the home will adapt to become a 'blended space,' able to fluidly facilitate different kinds of work, rest, recuperation, and play. Whether in re-imagined mega-cities or urban hubs, Generation Nesters' reliance on the home will lead to space utilization and functionality placed at the top of the agenda. Finally, consumers' collective concerns about hygiene, wellbeing, and immunity will persist and shape the younger generation, with the home of the future viewed as a pandemic-proof space and hyper-hygienic, super-sustainable innovations coming to the fore. Home innovations are being designed to reduce exposure to viruses and pollutants and to maximize personal hygiene. Hakan Bulgurlu, CEO of Arçelik, Beko's parent company, says: "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."