Inside Gen Z’s four walls
place to be, only 43% of Gen Z feel the same. As a part of this younger demographic myself, it piqued my interest and seemed worth looking into.
Different priorities
I more or less agree with the insights of this report: I don’t actively prioritise the home, and I rarely spend time thinking about what furniture I want to buy, what mattress would best suit my needs, or even how I can make my home more comfortable. The most significant reason is that home arrangements, for me now, are temporary, and come with the expectation of imminent change. As I see it, there’s no point spending time and thought to decorate, only to move to another city and perhaps another job a year later. Money is another important consideration, given that people my age don’t have a lot of it.
One of the most significant insights in the report was that a majority (61%) of Gen Zers are planning to move in the next two years.
The reasons: from getting closer to family and friends, to having more space, and reducing costs. One of Ikea’s priorities is tapping into this younger demographic, says Susanne Pulverer, CEO, Ikea India.
She acknowledges that this generation’s priorities may be different: they might be more curious to see the world, to travel, to socialise and to have authentic experiences. But at the end of the day, they still come back home. For instance, when they design a range, they make sure to have style groups that cater to traditional tastes as well as modern ones. “I’ve noticed the younger generation is more inclined to modern styles, so furniture that is light, easy to move, multifunctional and has an uncluttered look,” says Pulverer. They also ensure that for every product category, they have a range of prices, starting from low to medium to high, because they know that most Gen Zers are young professionals with little money to spare on things like home decor. Ikea also increasingly aims to offer furniture that can be assembled and dismantled on a day’s notice. “The day you want to move, you can just pack it up and leave,” says Pulverer.
Physical health
The brand also recently launched a fitness collection, DAJLIEN, in response to findings that showed 34% of Indians think physical health is a top concern for them at home. The collection includes exercise mats, portable speakers, training benches, air purifiers and more, all designed in a way that they blur the line between training equipment and stylish decor. Prices range from ₹500 to ₹7,000.