According to generational research, our values are established between ages 16 and 24. When it comes to our priorities in life, that is when we are shaped the most. This has long been of interest to researchers – including for us at Elfa. What role does the era in which we grew up play for our housing, and what importance does this have for storage in our homes?
Today’s generations are commonly delineated as follows: Gen Z (ages 16-25), Millennials (ages 26-41), Gen X (ages 42-57) and Boomers (ages 58-76).
We all need a roof over our heads, but how should everything under that roof look? Some trends may lean nomadic, and many people are moving out of cities and trying to become independent of one another, but the home in some form will always be important.
When jobs and offices move in, more sophisticated foods are prepared and people grow their own food more and more, we become increasingly tied to our homes. This also means our homes will serve multiple roles. A room needs to be able to be used for multiple purposes instead of specifically as just a living room, for example, according to Mia Erlandsson, architect, interior design architect, and Elfa Insights member.
Elfa Insights is Elfa’s think tank where we investigate trends, needs and challenges related to storage. We do so by conducting consumer surveys and collecting views and insights from leading experts in the fields of architecture, sustainability, fashion, interior design and future predictions. This gives us the opportunity to delve deep into our favourite subject, storage, and inspire others to bring order, structure and harmony to their home and thus create space for important everyday things.
Generational researcher, author and social commentator. Works as a teacher and researcher at Stockholm Business School on issues relating to the future and how new generations are shaping it. As well as writing books (he will shortly be publishing one about Generation Z), Anders is a speaker and works with organisations to help them better understand the future.
Architect and interior architect at White Arkitekter. Works on everything from major public projects and process management to small detailed interior solutions and design concepts. Chair of the panel of judges for the “Golden Chair” award presented by the Swedish Architects organisation for the best interior architecture in Sweden.
Expert on the future, entrepreneur and strategic advisor. Founder of the AI platform IAMAI that matches management consultants with assignments and gives access to “Streaming Knowledge”. Author of the study “4 Scenarios for a Future Life”.
Elfa’s Senior PR Specialist and Storage Expert for the past 30 years.
Our consumption patterns, habits and values are influenced to a large extent by the environment in which we grew up and they also affect the way we develop as people. It is a topic that has interested scientists for years, and it interests us at Elfa too. What role does the era in which we grew up play in our consumption habits? And what significance does this have for the storage in our home?Read more
What role does the era in which we grow up play in our lifestyle habits? And what significance will this have for the storage in our homes in the future?Read more
When it comes to sustainability, it is best to wear what you already own and make sure it lasts longer. So it’s smart to invest in good-quality clothing with enduring designs that will remain in style and stand the test of time. It is also extremely important to care for your clothing and store it correctly.Read more