-  Months of 24/7 occupation have fundamentally transformed the role of the 
   home 
 
- Consumers' collective concerns about hygiene, wellbeing and immunity will 
  continue to influence how we live 

- Homes will adapt to become 'blended spaces', able to fluidly facilitate 
  different kinds of work, rest, recuperation and play
 

"The Age of Nesting", a new report released today 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.

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:

Rurban Revolution – an 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. Young people who were previously drawn to cities are finding 
that high rents, relatively low salaries and the impact of city life is having 
a detrimental effect on health, leading to Millennial and Generation Z Nesters 
looking to rural and city-adjacent areas for better physical and emotional 
wellbeing 

Multi-modal Properties – 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 rurban hubs, Generation Nesters' reliance 
on the home will lead to space utilisation and functionality placed at the top 
of the agenda 

Pandemic-proof Living – 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 maximise personal 
hygiene. Just like the vanity room – a place to wash your hands when entering 
the home which developed in the wake of the Spanish flu – houses will have 
entrances where decontamination can take place as you move from the outside 
world to your inner sanctuary 

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."

For more information and to read the full report, visit: 
https://www.arcelikglobal.com/media/5898/beko-the-age-of-nesting.pdf

About Beko:

Beko is the international home appliance brand of Arçelik operating in more 
than 140 countries. It offers product lines that include major appliances, air 
conditioners and small appliances. Beko is the leading freestanding home 
appliances brand in Europe in the white goods sector and no.1 large home 
appliances brand in the UK. The brand is Main Partner of FC Barcelona, naming 
partner of Fenerbahçe Men's Basketball Team and Official Supplier of European 
League of Legends Championship (LEC).

About The Future Laboratory: 

The Future Laboratory is one of the world's most renowned futures 
consultancies. With a unique blend of trend forecasting, consumer insight, 
foresight, brand strategy and innovation, it inspires and future-proofs 
organisations.

Photo - https://mma.prnewswire.com/media/1310222/Beko_Future_Laboratory.jpg 
Logo - https://mma.prnewswire.com/media/998182/Beko_Logo.jpg 

Source: Beko