Home sweet home: Key(s) to happiness
Ikano Bank
Together, we create a great place to work where people are inspired to be the best they can be.
What is most important to feel happiness at home? Out of eleven possible factors, "aesthetically pleasing and beautiful design or architecture" ranked the least important for Swedes in our report "Three Dimensions of Enriched Living". While social media users might argue that aesthetics are still relevant, many other aspects, often overlooked in public discourse, are more important.
We are curious about what creates an enriched living, now and in the long term. With the report "Three Dimensions of Enriched Living", we want to deepen our understanding of what truly matters in the many people's lives when it comes to home-related questions and how we as a bank can support them.?
International studies* reveal that those who are happy at home tend to be happy in life. The latest Life at Home report from 宜家 further supports this, showing that in a world filled with uncertainty, households prioritise creating spaces for relaxation. But what exactly makes the Swedes happy about their home? Let’s dive into our report!? ?
Emotional needs drive Swedish home investments?
The happiness people feel in their homes is closely tied to emotional needs such as pride, identity, security, and comfort – values that are essential to general well-being. A warm and welcoming atmosphere also ranks high on the list of factors that create happiness, serving as a primary driver for planned investments in all types of living spaces. Those motivated by comfort are more likely to invest in their living rooms, bedrooms, balconies or gardens than those focused on increasing their home's economic value. Even though kitchen and bathroom renovations are perceived to bring the most satisfaction and financial value, the living room, the home's most social space, is where most Swedes plan to invest the most time or money in the coming year.?
However, there are gender differences in home preference. Women often seek a calm and harmonious environment with access to a garden or patio, while men desire space for their hobbies.?
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Moving from function- to human-centred homes?
The world's longest-running happiness study from Harvard underscores the importance of valuing friends and family in contributing to happiness. It's not money or career that plays the most significant role in perceived happiness, but close relationships. As people's priorities and lifestyles shift towards allowing more leisure time, this will also influence our homes. Our homes will likely evolve from purely functional to more open, emphasising shared and social spaces, ultimately creating more human-centred homes.?
/Frida Momeni Sandin
Global Head of Marketing at Ikano Bank?and responsible for consumer insights.?
About the experts in the Ikano Bank report?
* Happy Home, The Happiness Research Institute , 2019?
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