Did you know that: for 31% of Indians, their favourite pillow is the most important element that helps them sleep. For 50% of Indians, home is their favourite place to be; 56% of Indians say they’re planning to move next year; and 71% say they have a positive outlook about their future in the next two years.
These are some of the insights in Ikea’s 2023 ‘Life at Home’ report. It comprises research conducted over the last 10 years, and includes data from more than 2,50,000 people across 40 different countries. Taken all together, the data set is huge and hard to make sense of. But it is conveniently broken down based on region, country, and age group.
According to the report, Gen Z seems the least concerned about their life at home. Adding to this, they’re also the ones least satisfied with it. This is emphasised by a host of parameters. For instance, while 56% of Indians are actively prioritising an ideal home that makes them feel relaxed and content, only 41% of Gen Zers are doing the same. It seems natural then that while 63% of Indians feel positive about their current life at home, the same number for Gen Z is 53%. While 50% of Indians say home is their favourite place to be, only 43% of Gen Z feel the same. As a part of this younger demographic myself, it piqued my interest and seemed worth looking into.
