The America at Home Study directly tested consumer sentiment in light of COVID-19 to understand the design changes consumers want in new homes and communities.
This nationally representative survey of U.S. adults, aged 25-74 years of age with annual household incomes of $50k+, was conducted online in two waves, delivering valuable consumer insight and underscoring lasting lifestyle shifts. The findings of the study informed data-driven design solutions and decisions.
More on the findings
Design Program: Older Millennial family where one parent works from home and the other works outside the home. 2,600-square-foot, two-story home with 4 bedrooms, 3.5 baths, 2 home office spaces in Chatham County, North Carolina.
The home is a sanctuary, so let's treat it that way.
We live in the kitchen: cook, eat, talk, and do homework.
Now, and in the future, home is just as much a place of business.
Home is a place to recharge and get ready for life outside.
People need a space just to breathe.
"The way we live is forever changing, as evidenced by the America at Home Study findings. When Americans initially entered lockdown, nobody could have predicted the widespread changes that would ultimately manifest. We wanted to proactively gather as much feedback as possible from homeowners and renters in real time to determine precise changes that would impact the homebuilding industry in the future."
"Thanks to the America at Home Study, we know the ways people want to live, but the concept home is our chance to show how that can become a physical and widespread reality. It's more than simply installing easy-to-clean textiles and appliances; it's about offering homeowners a different way to experience home. Every square foot was discussed and thoughtfully optimized. The floor plan is configured differently than anything we've ever done, and we want to make it realistic and attainable for buyers to purchase."
"The shifts we're experiencing at home right now aren't something we just want to study; we're putting the findings into practice. The concept home is how we are walking our talk; it's a home built for how people want to live in today's world as they realize their homes can do more and that better design matters."
