A study co-authored by Bayes Business School delves into the evolving concept of ‘home’, identifying four distinct types, each with unique psychological benefits, suggesting that individuals may find affinity with more than one setting in today’s mobile world. Traditionally, a home has been perceived as a ‘place’ – a physical structure associated with ownership and pride. However, as the world becomes more interconnected and workforces more mobile, the definition of what constitutes a home is shifting. Today’s globally mobile individuals, including transnational consumers, company expatriates, long-distance transnational families, and digital nomads, often consider multiple locations as their homes, each serving different functions such as domestic activities, dwelling practices, possessions, and relationships.

The research team, comprising Fleura Bardhi, Professor of Marketing at Bayes, Dr Zahra Sharifonnasabi of Queen Mary University London, and Dr Laetitia Mimoun of ESCP Business School, explores what ‘home’ means in an era of widespread nomadism and remote work, phenomena that the recent pandemic has accelerated. Their study challenges traditional views of home as merely a place, proposing it as a ‘space’ for social interaction and a ‘set of practices’ or rituals that imbue a location with the essence of home. The study surveyed 40 globally mobile consumers to understand their conceptions of home and homemaking practices and how these perceptions have influenced their international mobility. The research examined various aspects, such as access to different consumer markets, forming commercial friendships, and the participants’ attachment to owned or rented locations.

The collected data identified four primary home types, each representing different psychological implications and values: 1. The emotional home – where most significant domestic activities occur, alongside strong ownership and social connections. These homes provide a sense of belonging and stability, representing the most ‘traditional’ home form. 2. The home away from home – characterised by strategically placed possessions and selective social relationships. These settings offer routine and a sense of psychological ownership but lack the personal involvement and historical connections typical of an emotional home. 3. The base-of-operation home is primarily used for outsourced domestic and professional tasks, where productivity peaks. Often located within office complexes, these homes cater to career advancement and are typically vacant during weekends and non-working days. 4. The home on the road – defined by occasional social interactions and access-based residences, offering flexibility. Represented by transient commercial spaces like hotels, these homes are crucial for short, temporary engagements such as frequent relocations.

The study also discusses how strategically selecting these different types of dwellings could help consumers address challenges associated with settling in new places, such as loneliness, guilt, and fear of missing out. Understanding the blend of domestic activities, dwelling practices, possessions, and relationships can facilitate the creation of various home types in a mobile world. Professor Bardhi highlighted the study’s implications for multiple sectors. She noted that the traditional concept of home as a single, fixed place in a globally mobile era is outdated.

For instance, nomadic work arrangements necessitate spending significant time in different locations, making them feel at home. This has practical implications for sectors like travel and hospitality, which could reimagine temporary workplace accommodations as homes, providing both commercial and psychological consumer benefits. Marketing practitioners and consumer brands are advised to consider these insights to tailor their approaches to consumers based on the four types of homes identified.

Additionally, human resources professionals and leaders should acknowledge the diverse home environments and the needs of modern mobile workers by offering support and local services that enhance well-being, allow for flexible working arrangements, and show cultural sensitivity to internationally based employees. This comprehensive understanding of home in the context of global mobility is crucial for adapting to and thriving in the changing dynamics of work and personal life.

More information: Zahra Sharifonnasabi et al, Home and psychological well-being in global consumer mobility, Journal of Consumer Psychology. DOI: 10.1002/jcpy.1440

Journal information: Journal of Consumer Psychology Provided by City St George’s, University of London