The GoodHome Report: Creating Happier Homes

Key Insights from the GoodHome Report

This document is a summary of the GoodHome report, commissioned by Kingfisher. The full report is available at: www.kingfisher.com/TheGoodHomeReport

Quote: "Our home is our image. It allows us to be ourselves. It is a place where we recharge. Where we can let go." - Lindsay Graham, Psychologist, The Centre for the Built Environment, Berkeley, USA

Table of Contents Summary

• Introduction
• About this study
• A home that cultivates happiness
• Our feelings towards our home
• The ingredients of a home where it is good to live
• Happy people at home
• The happiest homes in Europe
• How to be even happier at home

Introduction

This study addresses the fundamental questions: what makes a house a home, and what contributes to feeling good at home? We spend most of our time at home, yet its influence on our well-being has been under-explored. This report reveals that our homes shape our lifestyles, providing comfort, security, and a space for genuine connection.

Meik Wiking, CEO, Happiness Research Institute: "Our research has revealed that we often tend to look for happiness in the wrong places. Sometimes, what we believe to be the key to happiness and what truly is, are very different things."

Véronique Laury, CEO, Kingfisher: "Our ambition is to make home improvement accessible to everyone, because we believe everyone should have a home where they feel good."

About This Study

The study was conducted from September 2018 to February 2019, involving 13,489 people and 78 in-depth interviews across 10 European countries. It analyzed responses in light of data on living conditions, demographics, and lifestyles. Experts in architecture, psychology, urban development, neuroscience, and social sciences were consulted.

Methodology:

• Quantitative Data: 13,489 people surveyed across 10 countries.
• Qualitative Data: 78 interviews, including with university experts.
• Social Media Analysis: Over 300 Instagram comments using #HappyHome were analyzed.

Quote: "People who feel safe have a better quality of life." - Henrik Mahncke, Director of Analysis, Realdania Foundation, Denmark

Happiness and Home

Feeling happy at home generally leads to feeling happy in life. Our homes are the biggest contributor to our overall happiness, even more than our job or salary. 15% of our overall happiness is linked to our home environment, significantly more than income (6%), profession (3%), or family situation (3%).

73% of people who feel good at home are also happy in life.

Our Feelings Towards Our Home

Our homes reflect our fundamental emotional needs: pride, comfort, identity, security, and control. These five sentiments are key to our satisfaction with our living space.

• Pride: Feeling proud of one's home is the most significant factor for overall happiness. However, few people feel this pride towards their home.
• Comfort: Homes are seen as sanctuaries and refuges for relaxation and rejuvenation.
• Identity: Homes are extensions of our personality, reflecting our tastes and preferences.
• Security: This includes not only physical safety but also the material aspects like the house's structure and roof.
• Control: Having mastery over choices affecting our living space, such as budget or ownership status.

Quote: "Pride represents 44% of our domestic happiness. But it is also a feeling that very few people experience regarding their home."

The Ingredients of a Home Where it is Good to Live

Contrary to popular belief, homeownership is not the sole key to happiness. The ability to adapt one's interior is seven times more important than owning the property.

Size also matters less than the feeling of space. The impression of space is three times more important than the actual size of the living area, the number of rooms, or the number of occupants.

Key findings:

• The feeling of space is crucial.
• Adaptability is key: homes should evolve with us.
• Green spaces are more important than location. Access to a garden or balcony significantly impacts well-being.
• Comparing ourselves to neighbors can lead to unhappiness.

Quote: "Our living spaces are a condensation of our lives, of who we are and our journey." - Lindsay Graham

Happy People at Home

Happiness at home is influenced by personal circumstances like age and how we use our home. Settling in for the long term increases satisfaction. Happiness levels tend to increase significantly after the age of 50.

Key findings:

• Settling in: The longer you plan to stay, the happier you are likely to be.
• Age: Happiness at home generally increases with age, particularly after 50.
• Home improvement: People who invest time and effort in improving their home are more likely to be proud and happy.

Quote: "This is where I will live for the rest of my days. And that's really great. I don't have any worries anymore. When I was younger, [housing uncertainty] really bothered me. But today, we are here and everything is fine." - Dorthe, 52, Denmark

The Happiest Homes in Europe

While emotional needs are universal, home satisfaction varies by country. The Netherlands, Germany, and Denmark rank highest for home happiness. Factors contributing to this include higher living standards, lower income inequality, and a greater sense of spaciousness, even in smaller homes.

Top 10 European Countries for Home Happiness:

1. Netherlands (7.69)
2. Germany (7.60)
3. Denmark (7.47)
4. United Kingdom (7.40)
5. Spain (7.22)
6. France (7.17)
7. Romania (7.11)
8. Italy (7.02)
9. Poland (6.92)
10. Russia (6.57)

The 'home happiness score' is based on responses to a question asking participants to rate how good they feel at home on a scale of 0 to 10.

How to Be Even Happier at Home

Our study suggests practical ways to enhance home happiness:

1. Reorganize your space: Improving your home's layout can create a greater sense of space and boost satisfaction.
2. Invest time in change: Dedicating time and effort to home improvement, even if not always enjoyable, leads to greater pride and happiness.
3. Invite friends and family: Sharing your home strengthens feelings of pride and emotional connection.
4. Bring nature indoors: Access to green spaces, or bringing plants indoors, significantly improves well-being.
5. Express your personality: Personal touches help create a sense of belonging and make your home uniquely yours.

Recommendations for Policymakers

To foster more agreeable living environments, policymakers, architects, and opinion leaders should consider:

• Stability: Implementing longer, more stable rental contracts can increase a sense of control and satisfaction for tenants.
• Adaptability: Designing flexible and modular spaces that can adapt to life changes.
• Green Spaces: Increasing access to shared or private outdoor spaces within cities.
• Skills and Training: Promoting DIY skills through education to empower individuals to improve their homes.