”2021 is a new decade and a paradigm shift”
On five things that will dominate our lifestyle in the future
25 Jan 2021

We are now entering a laid-back time. Sunkissed is the new black. After a time of status hunting and the feeling that we are not good enough, the 20s become a period when we — and consumption — slow down to sit back in the afternoon sun with a gin tonic or a cup of coffee.

In retrospect, we can state that the last ten years have stressed our lifestyle. Ten years ago, we were constantly connected on our new smartphones and learned to keep a close eye on new phenomena such as Instagram. The Like button was born in 2009. The time around 2005-2007 was the start of a new kind of TV show where we learned to compete in weight and cooking and presenters told us that we could not dress or keep track of our finances. We were brought up to think that we must change. We did not die. In 2011, we were ridiculed in stand-up shows for constantly wanting everything to be fresh and light while stressing on our way to yoga. The blog was born in 2006.

2021 is a new decade and a paradigm shift.

There is a lot of speculation about how our lifestyle will develop. The pandemic will affect a lot and there is talk about everything from how we work and produce things, to the fact that we long for our own balconies when we have to be at home. There is also a lot of talks that tendencies that have already begun will be strengthened, such as digitalization (shopping on the internet did not start in 2020, but exploded) or the opportunity to work from anywhere, in cafes or at home.

Based on the pandemic and other global phenomena, I see five things that will dominate our lifestyle in the future.

Community. It’s all about breaking the loneliness. 52% of all American teens under the age of 29 have moved in with their parents. It has enormous consequences for how we want to live. We can feel lonely even though we live in the same place. As a result, we see for example how sports brands communicate with us about #hometeam, rather than running fast and far. Community and breaking loneliness can be the reason why so many get dogs as pets.

Activism. Vogue dedicated their ”September issue” to Black Lives Matter. Awareness of representation becomes important in the public sphere. Art gallery Sven-Harrys is making the first Sami art exhibition in Stockholm with contemporary art. In a year where everything is laid back, this phenomenon is completely full of energy and active. The only ones who do anything are those who protest.

Sustainability. 75% of all US consumers consider sustainability to be ”important” or ”very important”. But what happens to the sustainability issue when the big commercial dragons enter the game? How do we feel when Coca-Cola launches bottles made from recycled paper, or IKEA makes a recycling department store? At the same time, research shows that the word ”sustainable” means different things depending on our age. If you are 45 years or older, the definition of sustainable is that it lasts a long time and is made from recycled materials. For younger people, up to 35 years old, being sustainable means vegan and fair trade. Sustainability remains important, but also complex. The complexity makes us confused and hesitant. But it will get better. Everyone wants a more sustainable world, but the question is who, what and how…

Health — corona kilos and bacilli. The issue of health is exploding. It’s all about the relationship to corona and the pandemic. Which materials are hygienic? Just like all textiles had to give in when we discussed allergies and carpets in the 90s, there is a risk that the wooden surfaces can get kicked out because there may be bacilli. Who uses a wooden cutting board to cut raw chicken? But, the result can be the opposite of this. There are research projects showing that wood promotes health and then we want more wood around us. The hall will function as an airlock and we will explore tools for living a bacilli-freer life. Health is also body and soul. A strong body and a balanced mind. The apps that are growing the most are wellness-related.

Pleasure. Interior design star Ilse Crawford talks about ”key pieces” and others talk about ”objects for thought”. In a world where we have looked more at functionality than aesthetics, there is still room for beautiful things. We will consume less and much more vintage or second hand. Replacement consumption exists, of course, but selected, beautiful, strange objects still fit in our rational homes. As an effect of a pandemic with digital meetings and family members who demand attention, the new luxury is to slowly wake up to life in your own, separate room with a cup of coffee. The morning room is the new one for the year to come.