Flow report 2018

Hemfrid is driven by simplifying people's everyday lives and making more people feel good and comfortable at home. Therefore, we have conducted a study on what reduces friction and increases well-being in people's everyday lives and homes.

In order to continue to develop services and products that simplify everyday life, we wanted to gain a better understanding of the importance of the home, what creates friction and how it affects our well-being and our relationships.

The survey finds out, among other things, what the home means to the Swedish people. Many describe the home as a safe oasis where we can be ourselves. It is an important place for relaxation and recharging the social and mental batteries. Many parts of our lives - such as work, school and relationships - are characterized by a change and the home therefore has an important function as a stable and fixed point. A "base" and a "sanctuary" that you always return to.

But at the same time as the home is a safe oasis and a sanctuary, it is connected to a lot of friction and many "musts" and "shoulds". Almost four out of ten state that cleaning often feels like an "extra job". Most people experience clutter and dirt as the hardest part, which also leads to a lot of irritation and quarrels in the family. The mess steals time and energy from what we really want to do - like spending time with family and friends or engaging in hobbies. 39% of the respondents between the ages of 18 and 45 have some time avoided inviting family/friends home because it is too messy.

Too much stuff that takes over the home and poor storage is also something that affects our well-being negatively. 43% of those between 26-35 years feel stressed by owning too many things and many think that overcrowded closets and lack of space are a big problem. Furthermore, technology, cord spaghetti and electricity that do not work mean a great deal of frustration in many Swedish homes.