The role of brands in the home of the future

Dr Nick Coates

The role of the home is adapting to new modes of living, and there is an opportunity for brands to be a part of that change and to play a bigger role in consumers’ lives.

Home is a universal feeling. It’s where you feel safe, grounded and happy. It’s often associated with the place we live, but ultimately home is much more than the four walls that shelter and protect us. It extends to neighbourhoods, cities, communities, countries, even concepts. It’s the key to feeling ‘me’.

This is unlikely to change anytime soon, it’s too elemental. However, the way we live is evolving. This means that where we live – enabling us to be who we want to be – is very much a work in progress.

The role of the...

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