FUTURE OF HOME A Lighthouse for future living, today Context + people and market insights + emerging innovations Home FUTURE OF HOME | 01 FOREWORD: CREATING THE FUTURE WE WANT If we are to create a world in which 9 billion money, or would like to have more money to people live well within planetary boundaries, spend. That is the reality of the world today. “ WBCSD is committed to creating a then we need to understand why we live People don’t tend to aspire to less. sustainable world – one where 9 billion the way we do today. We must understand people can live well, within planetary Nonetheless, we believe that we can work the world as it is, if we are to create a more boundaries. This won’t be achieved within this reality – that there are huge sustainable future. through technology alone – it is going opportunities available, for business all over The cliché is true: we live in a fast-changing the world and for sustainable development, to involve changing the way we live. And world. Globally, people are both choosing, and in designing solutions for the world as it is. that’s a good thing – human history is an having, to adapt their lifestyles accordingly. endless journey of change for the better. This “Future of” series from WBCSD aims to Forward-looking companies are exploring While no-one wants to live unsustainably, and provide a perspective that helps to uncover how we can make sustainable living many would like to live more sustainably, living these opportunities. We have done this by both possible and desirable, creating a sustainable lifestyle isn’t a priority for most looking at the way people need and want to solutions in line with people’s aspirations. people around the world. In reality, it isn’t even live around the world today, before imagining a possibility – neither the infrastructure nor the how business can help transform lifestyles for With these companies, we’re seeking to goods and services that a sustainable lifestyle the better. Finally, we asked if these “better” understand how we can leverage what requires are available or affordable. lifestyles can also be more sustainable? is already technologically possible to make human life better, rather than bigger. The normal way of approaching the Our aim is to provide companies with a more We believe that sketching out a vision sustainable lifestyles challenge is to think positive view of what lifestyles could be like in of a different future is the first step to about it in terms of reducing material the future, encouraging new ideas about how creating a different path for all to follow.” consumption. This isn’t attractive for business can offer people “better”, rather than Peter Bakker business. It’s not that interesting for policy- “more”. A surplus of good, actionable ideas President and CEO makers either, who rely on GDP growth and is essential to all progress – without them, WBCSD tax receipts, and it’s not even that great for we can expect nothing better than more of individuals, most of whom like to spend their the same. Home FUTURE OF HOME | 02 CONTENTS 03 How to read this document 14 Context and trends 57 Emerging innovations 04 Introduction 15 The rise and sprawl of the mega-city 58 Create homes that support well-being and health 05 The Sustainable Lifestyles challenge 22 Households, houses and homes are changing 65 Hello it’s me again, Technology 06 WBCSD Sustainable Lifestyles 29 Homes have an impact on our health 72 Leverage pockets of progress 07 Why this Lighthouse work is needed and our environment 08 A definition of a Lighthouse 80 Future aspirations: The Good Life 2.0 34 People and market insights 09 Our approach to the research 83 Lighthouse: The Future of HOME – 35 What it means to live a middle To what we might aspire 10 Our research & Lighthouse class lifestyle is changing creation process 85 What we want home to mean 41 Homes themselves are changing 11 Topics we explored to inform 86 What we want to feel 52 Technology is everywhere our Lighthouse 87 What we want to fix and changing everything. 12 A Lighthouse for the Future of HOME Including our homes 88 The Lighthouse 13 Decoding the Lighthouse 89 Summary This Guide has been produced in collaboration with PwC USA. A LIGHTHOUSE For further information, please contact Julian Hill-Landolt FOR FUTURE LIVING, TODAY Home INTRODUCTION FUTURE OF HOME | 03 HOW TO READ THIS DOCUMENT There is a daunting amount of material in this report and you may not have the time to read Here’s a quick guide: it all in detail! We’ve tried to make it easy for you to get the most of out of the document, 5 minutes: FUTURE OF HOME | 04 If you only have 5 minutes, then we recommend that you just read digging into it in different ways depending the introduction. It will give you an overview of the Sustainable INTRODUCTION FUTURE OF HOME | 12 on the amount of time you have available. Lifestyles challenge, why we think that this Lighthouse approach A LIGHTHOUSE FOR THE FUTURE OF HOME LIGHTHOUSE VISION AS The Meaning of a Home from which to Springboardtap into the promise of urban life (*URBAN) Home safe haven offers a valuable opportunity to business, all the different areas INTRODUCTION What This Means, For a Person’s Life Essential background reading: WHAT THIS MEANS Protect against the urban Cultivate one’s self and one’s memories Care for body, mind, spirit Recharge* the urban ecosystem Understanding the power of this For a Person’s Life environment *give and take in balance with family & friends Research and Lighthouse What This Means, Practically that we have looked into as part of our research, the overall vision Whether it’s a micro apartment in the urban core or a multi-generational family home just outside the city… WHAT THIS MEANS Home is a safe haven for healthy recovery and recharge; it is also place to nurture, grow, play, learn, love, celebrate and create lasting memories. Practically It is a transformableHome space, connectedPrev 24/7 to Nextthe endless possibilities of urban life. The home extends beyond a physical place of residence. It exists within the urban ecosystem in super-smart, connected networks of clean energy, waste repurposing, local food, sanitation and transport. Our homes allow us to live not just smarter, but wiser – in relationship with ourselves, others, our environments and our beloved communities. Backstage Frontstage Urban planning Connection Building Protection Design of Space-defying Body/ Frictionless that solves from noise , to social of future homes (the Lighthouse) that we have developed, and how INNOVATION for density materials Cooling resource positive multifunctional Health mind/spirit replenishment that add to overload, versatile design monitoring Immersion ecosystem & offers the and heating home and SPACES the working systems for indoor air that adapts as and self-care relaxation, in for sharing space and infrastructure rest, refresh nature shopping of the urban home & water (energy, water, you grow and at home experience and creating services environment pollution waste) evolve and recharge that people urban life need Within planetary Inclusive & WHAT MUST Zero waste Regenerative Resilient Safe & secure Shared Fair labor to interpret that vision. BE TRUE boundaries equitable ENABLERS Policies & incentives (financial & non-financial) Promoting new aspirational behaviors See pages: 4-13 Home Prev Next CONTEXT AND TRENDS FUTURE OF HOME | 15 15 minutes: THE RISE AND SPRAWL OF THE MEGA-CITY The world’s population continues to grow, in size and wealth, and urbanize. By some calculations, over 50% of people are already living on middle class incomes. By 2030, 70% of us will have flocked toward cities. As a result, cities themselves are growing. Not just in size, but in power. Delhi has a population over four times that of Denmark and certain mega regions have economies that are nearly as big as their national GDPs – for instance, If you have a bit more time, then we recommend that you read CONTEXT AND TRENDS FUTURE OF HOME | 18 the Kanto and Kinki regional prefectural economic blocks (which contain Tokyo and Osaka megaregions) account for over 50% of Japan’s GDP, and are nearly bigger than the GDP of Germany. CITIES ARE NOW WHERE MOST PEOPLE LIVE Cities everywhere are sprawling as people are drawn into their orbit. Unable to afford housing within urban cores, suburban areas are growing globally, with average urban footprints (the physical size of the the introduction (as described above) and then go on to read the city) expanding significantly faster than populations. Cities and regions will need to work together to 2010 coordinate and cooperate across jurisdictional Russian Federation borders on challenges such as housing and mobility, United States Germany Pakistan 105m 255m 61m 62m and making these conurbations habital, healthy China FUTURE OF HOME | 34 and human. CONTEXT AND TRENDS 630m 78% urban 47% urban 70%of people will live in cities by 2030 – and these cities will play an increasingly important role in the world – equal at least to the countries that Mexico they’re in. Home Prev Next 88m section introductions, the titles on each page (which form a coherent TAKEAWAYS Japan 85m 87% urban 30% urban Challenges Nigeria India Opportunities to consider 79m Brazil 368m Every new home demands a huge amount of resources and will go on When169m we think of homes, a lot of us think of houses. But for most people in theIndo nesia to consume considerable water and energy while creating waste for world, a home is an apartment.