Home is a Feeling: A look at how the concept of home is changing in emerging markets and its implication on business

A study looked for patterns and themes in how people live and function in their homes – as well as what home feels like from an emotional perspective – to show how homes are changing and affecting consumer behaviour.

Introduction

Human beings went from never sleeping in the same place twice to having home become the centre of our lives.

Throughout this journey, home has steadily evolved - from a threadbare shelter to a high-rise penthouse, with each new cultural and technological development changing the meaning of what home is.

Now, home is changing again.

Following World War I, there was a drastic need for new housing throughout Germany. This led architects to determine new standards for housing to ensure that the minimum requirements for living were being met. They came up with Existenzminimum1 - guidelines which described...

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