This is the third in a four-part series on our 16 human desires. Together they comprise desires thinking, a methodology for creating more meaningful, successful brands. Read part 1 here and part 2 here.
Our hardwired human desires are primal, and so are the bare necessities that we all need. For most people on the planet, a home is likely on the top of that list—be it a tent, a camper, a house.
The dwelling is a perfect petri dish for our next four desires: sustenance, tranquility, physicality and order. Home is where we eat, sleep and retreat—where we start and end our days. In recent years, we’ve seen shifting socio-political climates spark “cocooning,” a movement to stay in and self-soothe. This exaggerated emphasis on the nest is behind countless brand movements. To name just a few: the explosion of Netflix binges, self-regulating thermostats and security cameras, doorstop-delivered beds in boxes, Pinterest-perfect décor and luxurious in-home gyms.
It’s fair to say that we’re living in an age of speed, fragmentation and mild chaos. The creating and coiffing of our homes is a display of our desires—our yearning to control what little we can.