What makes a home?
A recent study released by IKEA revealed that homes don't always feel like home, and some people reported feeling more at home in their cars. With companies around Australia offering more and more products to make our homes look, feel and function better, we wanted to know what it is that makes a home feel like home. We took the question to our Caféstudy community to find out what Australians think.
The responses we received prove that, despite the millions of dollars spent every year on products for home, there is very little that can be bought that turns a house into a home.
Instead, it’s the people, pets, and memories that make people feel secure and comfortable. Home is a collection of emotional, rather than tangible, attributes.
So if the feeling of home can’t be bought, what can brands do to truly appeal to homemakers?
To be really successful and to appeal to the emotional, they must look beyond the functional and ensure that their products enhance and promote the emotional ties of home. This might be, for example, by delivering security, comfort, and familiarity, or reinforcing the personality of the people who live there.
It also means that the types of products that make a home go far beyond furniture and decorations. The smells and experiences that permeate a home create some of the most powerful bonds.
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