SIGNALS: GROWTH PLATFORMS FOR A COVID-19 IMPACTED WORLD (05/11)

In-Home Living

Brands that offer superior ‘In-home Life’ experiences will be in tune with the new role people’s homes are playing in their lives.

Jennifer Reid Aug 31, 2020

The world has undertaken a sudden and massive Covid-19 experiment in ‘WFH’ and recent Irish research by eir Business (1) suggests much of this change will sustain:

- 61% of Irish workers currently working from home expect this trend will continue.

- 74% report higher productivity

- 82% agree that it can improve work-life balance.

This is also driving our desire for superior, re-imagined experiences in-home, growing across a range of newly adopted in-home activities and pass times.

Old assumptions of what home is – somewhere to eat, sleep, enjoy a little leisure – have been broken.

Now, as we not only work from home but socialise, collaborate, exercise, learn and even date from home, it becomes even more central to how we experience and enjoy life.

This has been highlighted by the Nintendo Switch game “Animal Crossing: New Horizons”, as it sold over 13 million copies in the mid-March to end-April, making it the fastest-selling Switch game and a Covid-19 phenomenon.

It ‘plays less like a traditional game and more like a lifestyle simulator; a candy-coloured substitute for real life’, as described in the NYT (2).

This is now how we ‘self-curate’ and how we mingle, digitally vicariously, on our screens and always ‘from home’.

Animal Crossing New Horizons



Yes, lockdowns have eased, offices and social venues have gradually begun to re-open, albeit with limited interaction; people will relish re-discovering their out of home lives. But wins in personal autonomy, quality of life and convenience from this period at home will also be cherished.

We expect people will want to hold on to these gains while enjoying an In-home Life that is experiential and not by definition, a second-best experience to their previous out of home life.

From ‘castle’ to ‘command centre’; expect people to increase their demands of home as a place to:

01 - Open new sensory experiences and new worlds through, for example, games, products and learning.

02 - Launch their ‘best selves’ through smart work, social or dating tools.

With this, people tomorrow will expect In-Home Life (IHL) experiences to match, even exceed, those ‘In Real Life’ (IRL).

In a world that views home with a new experiential lens, the brand imperative is to innovate awesome, experiences that enhance people’s IHL:

- Apply sensory technologies such as AR; VR; Haptic; 3D Printing.

- Re-imagine people’s home retail service experience; ‘breakthrough’ the screen and be more than just a delivery.

- Collaborate with like-minded in-home brands for new experiences.

IHL: it is the new and better IRL!



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