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Vita Group reveals its ‘Future Living Report’ the largest study into emerging living trends

Urban living specialist, Vita Group has published its inaugural Future Living Report, the largest study of its kind reviewing the latest living trends as Britain responds to the cost-of-living crisis, and emerges from the pandemic with a new normal which includes hybrid working, pets and second income streams. 

The in-depth report which harnesses insights from over 8,000 people in the UK, as well as drawing on trends observed within its buildings with over 10,000 people living across its platform of brands.

It takes a microscopic look at hybrid working and how the nation has adapted to this new way of working life at home. The impact hybrid workers spending 2.9 days a week working from home has had on homes, uncovering how they’ve moved, adapted their homes and settled into this new way of working.  

The cost-of-living crisis and what that means for the housing market as Britain starts to tighten the purse strings. Where households will be cutting back and, in some cases, drawing in second incomes to balance the books, as well as how the Britain’s appetite to move has been seriously hit as people respond to rising interest rates and bigger bills. 

How Gen Z and Millennial city dwellers have had to adapt the way they live and work for the pets they acquired during the pandemic – including how 46 per cent of pet owners living in the city had to move home and how they’re calling on landlords to be more than just pet friendly.

The nation’s feeling towards the housing crisis and the number of homes being built in Britain with 54 per cent of people saying the government isn’t doing enough to build affordable homes.

Max Bielby, Chief Operating Officer for Vita Group said: “The largest piece of work of its kind within the industry, The Future Living Report provides robust data and insights to formulate intelligence which will help shape the products we create. In responding to behaviour changes and trends quickly, we can hone and adapt our proposition to best suit the consumer – creating environments for people to thrive.”

ENDS

The research, which was conducted on behalf of Vita Group by independent research specialists, 3Gem and completed in September 2022.

Copyright Notice

This report is copyright to the Vita Group Holdings Ltd, 2022. Some of the research, data and insights it contains are novel based on proprietary research conducted or commissioned by Vita Group and is subject to the Copyright Act 1988. Any further reproduction or distribution of this report, if full or in part, is restricted without permission and maybe subject to protection afforded to us by the Copyright act.

As a result, we ask that all media credit ‘Vita Group – Future Living Report’ when referencing this document and link to the document: www.vitagroup.com/vita-lab/future-living-report

Place & Community

01

Place & Community

Create thriving communities, a principle which has been with us from the very start, it’s simply not good enough to create a building without thinking carefully about its context and the wider impact it has on its surrounding neighbourhood. We’re driven to create communities within communities as well as respond to and complement the neighbourhood and its eco-system. Creating tomorrow’s city living means we must be part of the DNA of that city and partnering with local authorities. This includes connecting with local suppliers, talent, charities, and businesses, collaborating on important community initiatives and helping to develop surrounding spaces. It’s not just about helping to regenerate cities; it’s helping them to function effectively.

Society

08

Society

We know that in helping to create tomorrow’s cities, we have a responsibility to have the best possible impact on society as a whole. As such, we won’t be afraid to challenge those things which just don’t sit right. So don’t be surprised to see us take a knee at the start of a sporting event, celebrate key religious holidays, and fly the rainbow flag for pride. To create a better tomorrow, we must stand together today.

Environment

03

Environment

To really effect change and create a platform in which cities thrive, we know we need to look beyond building design, carbon creation and energy usage. We must tackle bigger issues and help change behaviours, as such we’re creating initiatives which help users across the platform understand the role they can play in reducing our impact on the world.

Sustainable Operations

04

Sustainable Operations

Continually reduce our use of the planet’s valuable resources, working towards net-zero carbon, sourcing green energies and reducing non-recyclable waste.

Building Design

05

Building Design

Building design – create a harmonic balance between buildings, the environment and their users. Constantly looking at ways we can improve efficiency (reducing U and Y values), reduce embodied carbon through production whilst ensuring wellbeing through design and innovation to create high performing buildings which enable their occupants to live more healthily and productively. It includes elements such as air quality, sustainable construction and amenities.

Governance

06

Governance

Applying best practice and the highest standards and ethics to everything we do. From how we manage personal data to how we conduct our business in every aspect of the corporate and consumer realm. Our policies and practices ensure we’re constantly reviewing, auditing and ensuring statutory compliance and principled integrity. We are guided by best-in-class professional advisory firms in developing and reviewing our corporate policies, as well as following national guidance on health and safety and sector-specific codes of practice to ensure we maintain the state of the art.

Welfare & Wellbeing

07

Welfare & Wellbeing

Provide a welfare and wellbeing care package for all our people to access. Ensure every resident feels welcome, is part of the community and has the best possible opportunity to thrive incorporating physical and mental wellbeing. This includes constantly evolving our services such as the duty of care charter, onboarding events, our state-of-the-art gyms and free to use bikes.

Talent

02

Talent

Create a culture and environment which allows our colleagues to thrive. We recruit the very best people and give them the opportunity to be better. From our fair pay policies and flexible working, to personal development programmes, life shaping experiences, and inclusive recruitment, everyone has the best opportunity to thrive.