The GoodHome Report: Creating a Happier Home

Introduction

This report, commissioned by Kingfisher, explores the emotional connection people have with their homes and identifies the key factors that contribute to feeling happy and comfortable at home. It highlights that a sense of pride, comfort, identity, security, and control are crucial for well-being.

The study surveyed over 13,000 people across 10 European countries and involved 78 in-depth interviews, as well as analysis of social media data. The findings suggest that feeling happy at home is a significant contributor to overall life satisfaction.

Key Takeaway: Feeling happy at home contributes 15% to overall happiness, more than career or salary.

Key Findings

What Makes a Home a Happy Place?

The study identified five core sentiments that determine satisfaction with one's home:

• Pride: Feeling proud of one's home, often linked to personal achievements and home improvement projects.
• Comfort: Viewing the home as a sanctuary or refuge, a place to relax and recharge.
• Identity: The home reflecting personal identity and allowing for self-expression through style, color, and furnishings.
• Security: Feeling safe and protected, encompassing both physical security and the material condition of the home.
• Control: Having a sense of mastery over one's living environment, including choices about decor, finances, and ownership.

Factors Influencing Home Happiness

• Adaptability: The ability to adapt one's living space to different life stages is seven times more important than home ownership.
• Space Perception: The feeling of having enough space is three times more important than the actual size of the home. Lack of space is the most frequently cited problem affecting well-being.
• Green Spaces: Access to green spaces, such as gardens or balconies, significantly impacts well-being.
• Social Connection: Homes are happier when shared with others. Inviting friends and family enhances feelings of pride and emotional connection to the home.
• Age: Home satisfaction tends to increase with age, particularly after 50, as people are more likely to settle down and invest in their homes.

Country Comparisons

The Netherlands, Germany, and Denmark rank highest for home happiness, with residents more likely to perceive their homes as spacious. Russia ranks lowest.

Recommendations for Creating a Happier Home

1. Reorganize Your Space: Improve the feeling of space by rearranging furniture and making home improvements.
2. Invest Time in Change: Dedicating time and effort to home improvement, regardless of enjoyment, positively impacts home satisfaction.
3. Invite Friends and Family: Sharing your home with others enhances pride and emotional connection.
4. Bring Nature Indoors: Access to green spaces is crucial; if a garden isn't possible, bring plants indoors.
5. Express Your Personality: Personalize your space to create a sense of belonging and identity.

Recommendations for Policymakers

• Stability: Promote longer and more stable rental contracts.
• Adaptability: Design flexible and modular living spaces.
• Green Spaces: Increase access to green spaces in urban environments.
• Skills and Training: Encourage home improvement skills through education.

About the Report

This report is a synthesis of the GoodHome report, commissioned by Kingfisher, an international home improvement company with brands including B&Q, Castorama, Brico Dépôt, and Screwfix.

The full report is available at: www.kingfisher.com/TheGoodHomeReport