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

Interbrand, a management consultant company, spent nine months with more than 5,000 consumers, experts and early adopters in seven markets, exploring new ‘experiments in living’. The work identified eight archetypes brands can use to play a role in the home of the future.

Why it matters  

For the first time in our history, starting just over a decade ago,...