AsiaNet 86033

ISTANBUL, Oct. 14, 2020 /PRNewswire=KYODO JBN/--

-  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