Life inCommunities
ReportFinding our happy place
February 2024

© Ingka Centres Holding B.V. 2024
Some images by courtesy of Inter IKEA Systems B.V.

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Contents
The world today

What’s happening
in communities?
The faces of change
The common wants

It’s better together
Serenity now
Finding better balance
The future

A glimpse into the future
Conclusion
Appendix
2

The world today

The common wants

The future

Appendix

What’s happening
in communities?

Ingka Centres Life in Communities Report

A changing landscapeCommunities and the needsof people within them havechanged in recent years.
On one hand, we’re living longer. For many
people, poverty has decreased while qualityof life has improved. On the other hand, we
exist in unstable times, amidst environmental
breakdown, and economic challenges
whereby people’s wallets are shrinking.
And despite more people living in increasingly
urbanised environments – many of us areexperiencing loneliness and isolation.

Our changing needs
To cope with these shifts, we’re leaning on
our communities to find stability, support
and comfort. We’re seeking friendly, lively
and collective fun to cultivate optimism. What
this looks like differs between regions –but engaging in hospitality and retail arebroadly popular activities around the world.

People of all ages are looking for new
and different ways to unwind, relax andconnect with others outside the home.
In the past, activities such as worshipand dining out made people feel partof a community. Now, discovering niche
activities and exercising together is justas important in creating those bonds.
We also want to balance liveliness withcalmness. As we look to take refuge fromthe chaos beyond our control, we’re joining
book clubs, enjoying relaxation rooms, andseeking solace in nature. We’re cocooning
ourselves and finding our ‘safe space’ – butalongside others who share the same needs.
All this works to better balance our wellbeing.
Many of us are putting greater emphasis
on our mental and physical health, because
we know it’s only by looking after ourselves
can we truly look after each other.
3

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

The evolution of place
The changes in how
we interact outside thehome, and what we value
in these spaces, means
our meeting places must
evolve accordingly.
Physical areas, whether indoors
or outdoors, must work harder
to give communities the support
and nurture they need to thrive.
This report looks at what we’veheard from more than 5,000 people
across five countries (including
Sweden, Poland, Spain, USA andChina) and uses qualitative andquantitative research to delve into
their experiences of community.
Full methodology can befound in the appendix.

What does Ingka Centres
mean by communities?
Community is defined by the sharedfeeling of belonging and togetherness thatbeing with a group of people can evoke.
Communities can range in size, fromsmall groups of five people, to entire
neighbourhoods. What’s more important
than numbers is the strong shared identity,
purpose and/or interests the community has.
4

The world today

The common wants

The future

The facesof change
Clara
The family with kids

Age

34

Location

Outskirts of Barcelona

Householdcomposition

Mario (partner) and Maya(daughter) and Luis (son)Feels happiest when

Being in nature

Relaxes by

Keeping in touch withfriends and family online

AppendixIngka Centres Life in Communities Report

Communities can be busy places. To help
you better understand the research, here
are three examples of individuals* whose
lifestyles our findings might impact.

Clara and her family lead an energetic,
sometimes chaotic lifestyle – juggling schoolruns with after-school activities.
Together, they enjoy going out and shopping as afamily, which can be made extra fun when it’s combinedwith activities such as going to the movies or grabbinga bite to eat. However, what Clara and her family reallylove is going to the park or the beach – especiallywhen the children get to meet new kids to play with,and the adults meet other parents to chat to.
When the children have gone to bed, Clara enjoys
connecting with others online. As a busy mother,it’s the easiest and cheapest way to keep intouch with friends and family. For Clara, the ideal
spaces are ones where play is encouraged forkids and adults alike, and also have designatedspaces to relax after all the activities, too.

*Please note models have been used for illustrative purposes

5The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Lian
The young urbanite

Age

26

Location

Beijing

Householdcomposition

Solo

Feels happiest when

Having a goodmental balance

Relaxes by

Exercising, whether that’s
at the gym, climbing
centre or on a run*Please note models have been used for illustrative purposes

Lian leads a busy life, trying to balance staying
fit, connecting with friends, and having newexperiences, all on top of doing well in her job
to secure her next promotion. Work takes up a lotof Lian’s time, so she likes to mix up where she
works: alternating between the office, her home,or a co-working space that feels really welcoming.
Lian finds exercise helps her to unwind. She also loves togo shopping and to meet up with friends at restaurants
or bars after the working day. And when she’s not
feeling up for in-person hangs, she’ll stay at home andconnect with friends by playing video games instead.
It’s important for Lian to strike the right balance
between self-development and spending time withothers. Lian is always on the lookout for new things
she can try out. If they’re accessible, inclusive andsustainable – she’s definitely there, in person or online.

6

The world today

The common wants

The future

Burt

AppendixIngka Centres Life in Communities Report

The empty nester

Burt recently retired. He’s enjoying his new
lifestyle with more free time to spend with Dianeand his three adult children when they come tovisit. The family much prefers in-person visits,
as video calls don’t feel nearly as special.

Age

66

Location

San Francisco Bay Area

For Burt, most days start the same, with a visit to his
local cafe. It has a great outdoor seating area and it
isn’t too crowded or noisy. Burt tries to avoid busy
places as he’s still worried about Covid-19, especiallyas Diane got really sick with it a couple years back.

Householdcomposition

Diane (wife)

Feels happiest when

Chatting to fellow
regulars at his local cafe

Relaxes by

A walk or a bike ride,
followed by a meal
at a restaurant

Now that Burt and Diane have more time on theirhands, they’re trying to spend as much time as
possible outdoors in nature around the Bay Area.
Physical and mental wellbeing is top of mind for
Burt, so getting out and about is really important.

These three personas are very different.
But they have lots of similarities, too.
Read on to see how we can makecommunities work better for people
around the world, and address the global
challenges many communities face.
*Please note models have been used for illustrative purposes

7

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

It’s better
together
Many of us like to keep busy
outside the home. But we findthe activities we get up to don’t
always bring about a sense ofcommunity. We’re in our own
worlds, doing our own thing.

This is at odds with what a lot of
us desire. We crave connection
by doing new, niche anddifferent activities which allow
us to come together and bepart of something collective.
Yet many factors often stand in
the way, whether that’s the highcosts of doing things, difficult
logistics, or a general lack of time.

8The world today

The common wants

The future

Appendix

What we get up to together
The top three activities people dowith others outside of home are
shopping, going to restaurants/
bars/coffee shops​and being in
nature. More than 2 in 5 people
go shopping or go to restaurants,
bars, or coffee shops with otherpeople on a monthly basis.
The chart on the right represents the total
score across countries. However, there
are key differences in specific markets.
For example, China is the most active, while
Sweden is the least active. In Poland, people
are more likely to do outdoor activities, whilepeople in Spain are more sociable. The USA
averages evenly across all types of activities.

Ingka Centres Life in Communities Report

Top 10 activities done with other people outside the home
When comparing different activities
people do, going to restaurants, bars
or coffee shops is where we are most
likely to feel part of a community.
Shopping with others is the most common
activity, but it’s one where we feel least
part of a community. And while charity
work, volunteer work, politics and worshipare more niche activities in termsof people taking part in them – theseidentity-based activities are more likely
to make people feel part of a community.

2 in 3
people who are doing
charity work, volunteer work,
go to places of worship,or are doing political work,
also see themselves as partof these communities.

44%
Shopping

43%
Go to
restaurants /bars / coffee
shops

#1

Be in nature

#2

31%

31%

Go to thepark

Cooking

#4

34%

#5

#3

28%

28%

Go to themovies /cinemaExercisingoutdoors

#6

#7

23%

21%

Exercisingindoors

Go hiking

#8

#9

19%
Play
computer
games
#10

9

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Finding fun, wellbeing
and deeper connection
Home is our basecamp.
But it’s also good to venture
beyond our four walls.
The top reason we participate in activities
outside the home is because we enjoy it(80%). However, being entertained (76%),
supporting our health and wellbeing(74%) and breaking away from our daily
routines (73%) all scored highly, too.
But there’s more to our socialisingthan simply looking for fun. Doing
activities with others helps us feel that
we are among like-minded people andallows us to connect with others.

Nearly8 in 10
families with children like
Clara’s think that visiting
physical locations provide
richer experiences.
However, a potential barrier
to meeting in personis the perception that it
is too expensive. This isespecially true for families.
10

The world today

The common wants

The future

Enjoy together
Enjoyment is the number
one motivation acrosscountries for connecting withothers outside of the home.

AppendixIngka Centres Life in Communities Report

Motivation for doing activities with other people
For enjoyment, joy, and playfulness

80%

For relaxation / to unwind / relieve stress78%

For entertainment

76%

European countries in the researchfollow a similar pattern, with a few
notable exceptions. People in Sweden
are more likely to participate for asense of belonging or togetherness
with others. Meanwhile, people in Spain
are motivated by fun and enjoyment.

For health and wellbeing reasons (mental and physical)

74%

To break away from the routine of daily life73%

People in China told us they are
motivated by a combination ofreasons. However, motivators
relating to their sense of identity(such as the feeling of being among
like-minded people, or connection
with others) are almost as importantas those focused around fun.

For a sense of belonging / togetherness

To share interests / experiences with like-minded people

71%

To form meaningful relationships with other people

67%
61%

To learn about new topics and subjects

59%

To form new friendships / relationships

58%

To feel more connected to the place I live in

56%

For diversity reasons - meeting people
that I would otherwise not meet54%

To increase my confidence and self-esteem

53%

To find comfort and affirmation
For business reasons

46%
34%

Esports: encouraging
communities to play
In 2023, Ingka Centres partnered with theSwedish ESports Federation (SESF) to hosta series of playful esports day events, whichwere spread across multiple Swedish cities.
Local communities were encouraged tocome out into public places to meet, playand learn more about esports with others.
11

The world today

The common wants

The future

The rise of themultifunctional space
Gone are the days whena meeting space could bedesigned for one purpose. Today,
we expect meeting spaces to beable to cater to a variety of needs.
Almost 1 in 5 (17%) of us say meeting spaces
should be versatile and suitable for a varietyof activities, while 29% say that both indoor
and outdoor spaces should be available.
And while being able to meet our emotional
needs is the most important factor
in making a meeting space successful,one functional need stood out: accessto great food and drink options!

AppendixIngka Centres Life in Communities ReportMore than

1 in 3say the ideal meeting
place should provide
access to great
food and drink

However, we don’t want
to travel too far to accessour meeting spaces.
A quarter of us say thephysical proximity ofthe meeting space toour home or workplace
is highly important.

12

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

A dedicated space for youth
In the Polish city of Lublin,people aged under 30
make up 35% of thecity’s population.
As part of Lublin’s European Youth
Capital 2023 celebrations, SKENDE
shopping centre created a dedicatedspace called Miejscówka, designed
to cater to the needs of young people.
It included a workshop room, selfie
box, gaming zone and a gallery –all with the aim of connecting
young people from Poland, Ukraine
and other nearby countries.

While it’s good to have thefreedom to do things alone,
more and more of us arelooking for opportunities to do
things with others. After all,this is what energises us, gives
us a feeling of belonging, andmakes life fun. We just need
fewer barriers to achieve it.

13

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Serenity now
Many of us love a lively,
thriving community space.
But at the same time, we alsoneed peace and quiet. A place
where we can escape to andcreate our own reality.

Yes, these ‘cosy’ pursuits are things
we can do at home. But when wedo these activities outside, withothers, we find ourselves feelingsafer, more connected, and moreable to make sense of the world.

As uncertainty continues todefine our times, we’re seeking
spaces which are calm, cosy
and welcoming. Intimate
spaces where we can enjoy
a slower pace of life, whether
that’s playing a board game,working on a crafting project,
or unwinding in nature. Anythingthat helps us reset and relax.
14

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

38%
The most important factors in ideal meeting place

35%

Functional needs: tangible,
structural elements of a spacethat improve our experience of it

32%

Question
Imagine you could create the ideal place
for spending time with other people
doing your preferred activities outside
the home. Which of the following factors
would be most important for you?

15%
12%
10%

9%
Offers support andguidance to foster acommunity environment

13%

Has a focus onenvironmental
sustainability

Can be used for a variety of activities

15%
Can be used for no or low cost

Is a place with a spirit of playfulness and fun

17%
Ease of access (ample parking, bike racks,
close proximity to public transport)

Has both indoor and outdoor areas

Has a warm, cosy, ‘at home’ feelingHas a calm and quiet atmosphere

Has access to great food and drink

Feels safe and welcoming

Geographical proximity to home or workplace

22%

A new community space must feel
open and welcoming to everyone

Proximity to home and otherfrequently-visited places (likework) is the most importantfactor for a new space

27%
24%

The experiential feel ofa space is far more important
than its functional factors

New spaces should be suited toas many activities as possible

28%

Emotional needs:
refer to a feeling thata space can provide

Is a large spacewith ample table
space and seating

29%

Has both larger
public areas and smaller,
more secluded areas30%

Has a focus on comfort

A meeting place should
respond to a mixture ofemotional and functional
needs for the community thatuses it. But we’ve found thatthe emotional component
is the most important.

Has a focus on health andwellbeing in design, offerings
and atmosphere

Space for emotional needs

15

The world today

The common wants

The future

A place to relax
An ideal meeting place needs to make us
feel safe and welcome. However, it also
needs to offer us a place to chill. After all,if we can relax in a public space, then we
can relax around one another. It’s how
we can find a home away from home.
Relaxation spaces are ranked as themost important component by all
countries surveyed. Poland, Spain andthe USA rate them particularly highly.

When it comesto Empty Nesters
like Burt, the ideal
meeting placeneeds to haverelaxation areas.

AppendixIngka Centres Life in Communities ReportMore than

1 in 3
people say the ideal
meeting place should
feel safe and welcoming

In Poland and Spain, a calmand quiet ‘at home’ feelingis more important to havein an ideal meeting place

16

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Relax into green
We are seeking more calm and welcoming
environments both inside and outside of thehome. Nature can be especially nourishingfor many of us. Around 4 in 10 of us saythat relaxation spaces, including indoor
and outdoor green areas, are an importantcomponent to a dream meeting place.
Because, it turns out, not only cannature help bring a sense of calmness.
It can also help create the space where
we feel most part of a community.

Warsaw’s
not-so-secret garden
In 2020, Wola Park introduced the Everyday
Garden to Warsaw’s Ulrich Park. Here,everyone is welcomed to help cultivate fruits,
herbs and vegetables – and learn how tolive a healthier and more sustainable life.

For Young Urbanites like
Lian, exercising outdoors
and being in nature are theactivities where they feel themost part of a community.

The ideal Gen Z space
When asked what were themost important featuresof a dream meeting place,
Gen Z respondents said:

28%

23%

Educational andentertaining
spaces

Flexible
spaces forindividual use

24%

25%

Inclusive
environment

Accessible via
public or personaltransport

Diverse foodofferings (18%)
sustainable
solutions (15%)
and access to coworking space forcollaboration (16%)
also featured as
key considerations.

17

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Rise of the third place
It’s a busy, chaotic world. According toa study from Future Forum, 42% of the
global workforce are feeling burnt out –an all time high. As a result, finding places
to meet which are calming and cosy canbe exactly what many of us need. Such
areas – known as ‘third places’ – which
exist outside home and workspace, willneed to work harder than ever before.

How places canachieve cosiness:
Curved walls andminimal interiors
Organic texturesand soft colours
Abundance of greenery
Tech centred aroundsleep and meditation

We all need serenity in our lives. And nature
can be the perfect way to create such balance.
This is especially important in cities, where
many people live in small apartments,
with limited access to open, green space.
Because it doesn’t matter if we’rewith others, or alone, when we findourselves at peace with nature.
The fact we feel tranquil and calm means
we have greater mental space to feel moreconnected with others in our communities.

18

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Finding betterbalanceCommunities have a big impact
on our mental and physicalhealth. They can offer us support,
connection and guidance.
All of which helps to build our
personal resilience. Without
community, many of us can end
up feeling isolated and lonely.

Yet this relationship flows both ways.
While communities support us, we also
help strengthen communities. Shopping
locally, volunteering and engaging in
local issues are just some activities manyof us get up to which help build thesecommunity bonds. But we can only dothis if our wellbeing permits us to.
This means we all have a symbiotic
relationship with our communities.
Community spaces have a duty to help
people improve their wellbeing, bothmental and physical. While at the sametime, we all need to look after health,both inside and outside the home, if we’reto keep our communities flourishing.

19

The world today

The common wants

The future

Blending the digitaland physical
It’s not just the physical space
we need to consider. There’s also
online communities and meeting
spaces, too. Just over a quarterof us (26%) prefer to connect
online, and about three quarters
prefer to meet in person.
Yet we can’t just exist online or in the physicalworld. In this modern era, we need both.
With many of us having an increasingly online
life, a lack of touch and human interaction
will lead the way for more multi-sensory
and tactile experiences. A global study by
Ericsson found that by 2030, most consumers
will expect our sense of smell to play a keyrole in how we experience the internet.

AppendixIngka Centres Life in Communities Report

Meeting places will need
to appeal to all the senses
if they’re to thrive.
‘XR’ is the umbrella term for thethree realities: augmented, virtualand mixed. It’s expected these
digital realities, alongside networks
such as 6G, will work together
to unlock proprioception – known
as the hidden sixth sense – whichhelps us perceive movement,
action, and location. Digitalcommunities of the future will feelgrounded in the physical space.

Such immersive and experiential
environments hint towards an exciting
future. But meeting places need to bewelcoming for everyone. This means
making sure such spaces remain affordable
and accessible, as well as inclusive andadaptive, for the communities they serve.
20

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Gen Z and the allure of IRL

Despite having grown up withsocial media, Gen Z are more
likely to have a longing to meet up
with people face to face with 66%
citing this as their preference.
That’s not to say they’re not online. Like every
generation, this group’s behaviour is shapedby how they grew up. Gen Z are more likely
to have joined more online communities andplayed more online games in the past years.
Yet surprisingly, they’re more likely tohave joined more in-person activities, too.
It makes sense then that Gen Z expect more
public places to meet up, as they look tobalance their online and offline lives.
66% of Gen Z prefer connecting with friends IRL,
rather than meeting up and socialising online.
Regardless of the digital savviness, they believe
time spent together in person can help build
trust (65%) and lead to more quality time (66%).
21

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Investing in ourselves

Changes in everyday life because of global changes in the last few years

Over a third of us say our personal wellbeing has
become more important over the last few years.

My personal wellbeing (physical and mental) has become more important to me

We’re also concerned with being able to spend time
outdoors, a challenge that is particularly importantin Poland (32% agree) and China (40% agree).

I'm spending more time alone / with myself

While this may reflect the new reality many of us areexperiencing in the wake of Covid-19, it may also reflecteconomic changes, or a renewed focus on climate.
In terms of our mental wellbeing, there was a divide between thoseof us who now spend more time alone – particularly in Poland(33% agree) and the USA (36% agree) – and those of us who have areinvigorated appetite to see others (especially in Spain and China).

I spend more time outdoors in nature

29%
28%

I have an increased appetite to visit new places and spaces

42%of Empty Nesters, like
Burt, say their personal
wellbeing, both physicaland mental, has become
more important to themsay own personal
wellbeing has become
more importantin everyday life

22%

I join fewer activities due to increased financial pressure

20%

I spend more time with online communication18%

I have lost touch with people I used to do activities
together with before the pandemic

I avoid crowded spaces since I still
am worried about Covid-19

1 in 325%

I have a longing to meet up with people face-to-face

I have joined more in-person activities

More than

36%

17%
16%

14%

I have joined more online communities 12%
I join fewer activities due toincreased work pressure

11%

I play more online games/
participate more in e-sports
I explore less physicalcommunity spaces

Question
Thinking about how changes
in the world over the last few
years have impacted youreveryday life participating in
activities, which of the following
statements apply to you?

10%
9%

8%
7%

My favourite places to meet up with people
have disappeared and I need to find new ones

I struggle balancing online
and offline connection

22

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

The power of solitude
or thriving together?
Physical and mental wellbeing is very
important to us all, and has increased
in importance over the last years. But wetend to fit into two camps: we either enjoy
spending time alone for our wellbeing, or
we’re energised by spending time together.
More than 1 in 4 of us have been
spending more time alone, and 1 in 5
have participated in fewer activities due
to financial pressure. However, 1 in 4 ofus have an increased appetite to visit newplaces and spaces, and about 1 in 5 have alonging to meet up with people face-to-face.

For the 28% who say thatthey’re ‘spending more timealone / with myself’, they’realso more likely to state:

For the 25% who say they ‘have
an increased appetite to visit
new places and spaces’, they’realso more likely to state that:

Physical and mental
wellbeing has become
more importantPhysical and mental
wellbeing has become
more important

Have joined fewer
activities becauseof financial pressure

Have joined more
in-person activities

Have lost touch withpeople I used to know
before pandemic
Am more online thanoffline (when it comesto communities)

Have a longing to meet up
with people face-to-face
Spending moretime outdoors
Am less online (and struggle
less between offline andonline connections)

IKEA Life at Home Report 2024

Whether we prefer to go at it alone,or hang out with others, our personal
wellbeing remains a top priority. Thismeans spaces need to be more curated
and considered if they’re to meet ourneeds. We’ll continue to gravitate
towards areas which are welcoming
and relaxing, as well as those which
are accessible and affordable.

23

The world today

The common wants

The future

Appendix

A glimpse into the future
The future of community spaces
looks bright. Belonging and joy
will be key themes as people
continue to search for escapism.
Ingka Centres, as curators of meeting placesin these communities, will continue tolisten, learn and evolve meeting places
to meet people’s changing needs.
This includes exploring beyond what’s
typically offered in retail spaces to draw
people in. In-person perks such as
multisensory environments, classes instore spaces, and interactive experiences
will be key in helping people find asense of community and wellbeing.

Ingka Centres Life in Communities Report

Participation in communities in the next five years

The five year view

More time outdoors in nature

68%

Meeting places are expected to evolve tomeet people’s changing needs in the coming
years ahead. Over half of us (57%) say we willmeet up more in person, taking advantage ofcommunal spaces where we can be physically
together. Meanwhile, 68% predict that we’ll
spend more time outdoors in nature.

24%

7%

More in-person activities

57%

31%

12%

33%

13%

More physical places to meet up

54%

And what about our lives online? Opinion is split,with 3 in 10 of us thinking that we will spend
more time communicating on the internet.

Regularly visit multipurpose places

51%

32%

17%

Balance online and offline better

44%

Question
Thinking about your life 5
years from now, how do you
see yourself being part ofcommunities – particularly
in relation to participatingin activities with others?

46%

10%

Join more online communities

31%

35%

33%

More time communicating with people online

30%

38%
Agree

Neither agree
nor disagree

32%
Disagree24

The world today

The common wants

The future

Appendix

The global future

Ingka Centres Life in Communities Report

In Spain, theoutdoors will also
have a much bigger
place in community
lives – and so willin-person activities

In Sweden, there
will be ongoing
exploration to findbalance between
online and offline
interactions

In China, there
will be more of allcommunity activities!
In the USA, there will
be a better balanceof online andoffline community
interactions
In Poland, mostpeople will
spend moretime outdoors
25

The world today

The common wants

The future

Appendix

The Ingka Centres perspective
It’s clear people will always need physicalspaces outside the home to come together,relax and enjoy each other’s company.
Retail spaces have the exciting potential
to step up and meet this demand –becoming the meeting point of choice forthose who are looking for convenienceand accessibility as their worlds ofwork, leisure and wellbeing collide.
In doing so, shopping centres can become
spaces where people thrive, while businesses
flourish and give back to the community.
Yet there is still a big journey ahead. Aroundthe world, people are looking for places thatare both cosy and welcoming, while being
fun and affordable. Play continues to bea universal language across generations,and across borders. While health andwellbeing remains critical for all.

Ingka Centres Life in Communities ReportIngka Centres concept spaces,
designed for the future

Circuit, Birsta City: a curated
community hub for visitors tolearn how to repair, reuse, rent
and recycle all kinds of products

A one size fits all approach won’t cut it.
At Ingka Centres, we’re working to makesure meeting places offer people many
opportunities to live healthier, happierand more sustainable lives. Our teams
will continue to create spaces that arecatered to local needs, and designedwith community identity in mind. We
will keep exploring and testing new andinspiring ways for communities to meet,shop and connect, all across the globe.
We’re also on the lookout for partners
to co-create experiences that people willlove. We have a hyper-local and highly
adaptive attitude, and are looking forothers who have the same. After all,as the communities we’ve spoken to tellus, we need to bring even more flexibility,
experimentation, and play into what we do.

Saluhall, San Francisco: a foodhall that’s focused on sustainability,
plant-based foods, and Nordic cuisine

Hej!Workshop, Stockholm:a co-working space that’s
flexible and convenient,with more workspaces
opening around the world

26

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Conclusion
The days of having a dedicatedspace for life, work and play
are numbered. Instead, space
has become more fluid, sharedand multipurpose. As such,our meeting places need toreflect this new reality.
As communities, we share many things:
values, bonds, connection. But we are all
unique clusters of beings at the same time.
As such, meeting places must be able to flex
across our specific needs, whether that’s
our search for niche and exciting collective
fun, or desire to be comfortable and cosy,
together. They need to encourage thatmuch-desired sense of community, while
also allowing us to engage with the spacein whatever way that meets our mood.

Localisation matters as well. Making surethese spaces reflect each community’s
unique culture, identity and traditions will
help ensure that it remains at the heartof that community. The right choices inarchitecture, interior design, entertainment
and food and beverage options will help.
The world will continue to turn. Communities
will continue to change. Meeting places must
adapt, evolve and grow with people’s wants
and needs if they’re to remain relevant –whether that’s emotional or functional desires,or online or offline lives. Or, most likely,
a mixture of both and somewhere in between.

27

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Appendix
Methodology

Quantitative survey methodology

Weighting of data

Life in Communities is a two-stage
project conducted by YouGov on behalfof Ingka Centres to explore and better
understand the communities around us.

This report is based on the findings fromthe quantitative survey including more than
5,000 interviews across five countries

For Sweden, Poland and Spain data wasweighted according to the dimensions ofgender, age and region on the basis of an
ideal weighting from the local country’s
Statistical Institute, so that the results are
representative of the population +18 years.

In the first stage the following was exploredthrough a qualitative research approach:• Consumers’ perception, use andneeds of communities• Factors and needs making, forming
and retaining communities• Societal changes and theimpact on communities• How online and offline interaction happens –and those interactions pros and cons
• What would the ideal meeting
space look like? In general, andrelated to shopping centres
Based on the qualitative findings aquantitative survey was conductedin the second stage to quantify andvalidate relevant results and size thepotential for INGKA centres.

Data collection
The surveys were conducted as online surveys(CAWI, Computer-assisted web interviewing)among YouGov panellists in Sweden, Poland,
Spain and USA and among panellists in
the YouGov Partner Panel in China.
Data was collected during the period 30
October – 19 November 2023. In all countries
questionnaires in local languages were used.
Target groups and sample sizes
Sweden, Poland and Spain: Men andwomen aged 18+, nationally representative
for gender, age and region.
USA: Men and women aged 18+
in the San Francisco Bay Area.
China: Men and women aged
18+ in Wuxi and Beijing.
A total of 1,000 interviews each wereconducted in Sweden, Poland, Spain and
China, and 1007 interviews in the USA.

For the USA data was weighted according
to the dimensions of gender, age, education
and race and on the basis of an ideal
weighting from the US Statistical Institute.
For China data was weighted according to
the dimensions of gender and age on thebasis of an ideal weighting from the Chinese
Statistical Institute for the online population.
The USA sample is geographically restricted
to the San Francisco Bay Area and China
sample is restricted to Beijing and Wuxi.
In both countries this corresponds to thecatchment area of INGKA Centres andthe results are thus not to be considered
representative of the total population.
The sample from Wuxi/Beijing is focused on
the online population – thus the age groupfrom 18-54 is the biggest part of the sample.

28

The world today

The common wants

The future

AppendixIngka Centres Life in Communities Report

Description of sample

RegionGenderAge groups

Children in household

Income levels

Urbanisation

China

FemaleYounger groupChildren at home

Lower

City

PolandMale

Ages 18-34

At least one child 0-17 years
old living in the householdLess than 75% of the medianTown or suburb

USA
Spain

Middle group

SwedenAges 35-54

No children at home
No children 0-17 years oldliving in the household

Older group
Ages 55+

Respondents where
information is not available
is not included in split

Rural area
MiddleBetween 75% and200% of the medianHigh
Higher than 200%of the medianRespondents where
information is not available
is not included in split

29Life in Communities ReportFebruary 2024

Tack!
www.ingkacentres.com