Bring joy home

“You visit certain parks, restaurants or places because they look appealing and provide Instagrammable moments – but what we've learned post-pandemic is the importance of bringing that sense of enjoyment and experience into our own homes.”

Brita Mikvere, 
Head of IKEA Estonia Interior Design Department

A wellness and happiness counterculture

At the same time, cultural shifts are redefining our relationship with mental wellbeing, as well as the meaning of wellness and happiness. Studies of the ‘nocebo effect’ have highlighted the dangers of overtracking health, while movements like ‘quiet quitting’ signal a desire for boundaries, rest and recovery. These challenges to traditional ideas of productivity reflect a broader pushback against ‘hustle culture’ and burnout. In this context, the home becomes both a retreat and a space where the struggle for joy continues in a world that demands constant activity.

Map of joy

Here’s how do people find enjoyment at home in different parts of the world:
 

1. Estonian lone wolves

People in Estonia are most likely to enjoy spending time by themselves – 43% vs 33% global average.
 

2. Latvian passions

People in Latvia find most enjoyment from spending time on their hobbies and interests – 34% vs 34% global average.
 

3. Lithuanian snuggle

Apart from spending time on hobbies and interests, people in Lithuania find enjoyment in hugs from loved ones – 36% vs 35% global average.
 

4. Baltic happiness

People in the Baltic countries find most enjoyment from spending time on their hobbies and interests – 38% vs 33% global average.
 

5. Italian renovations

People in Italy are more likely to find enjoyment in improving the home they live in – 26% vs 22% global average.
 

6. Swiss food prep

Switzerland is the country most likely to find enjoyment from cooking or baking – 29% vs 22% global average.
 

7. Dutch solitude

People in the Netherlands are among the most likely to enjoy spending time by themselves – 48% vs 33% global average.
 

8. Danish embrace

Denmark is the country most likely to find enjoyment in hugs from a loved one – 48% vs 35% global average.

9. Norwegian togetherness

People in Norway lead the way in finding enjoyment from spending time with others – 37% vs 23% global average.
 

10. Finnish bedding

Finland is the country most likely to find enjoyment from fresh bed sheets – 33% vs 21% global average.

5 drivers of enjoyment in Estonia

1. Spending time by myself (43%) 
2. Spending time on my hobbies and interests (35%)​
3. Eating a home-cooked meal (31%) ​
4. Laughing with people around me (29%)​
5. Taking a nap (26%)

Top 10 insights

72%​

of people who work from home are happier with their current life at home, compared to the 64% country average.
 

54%​

of people who feel a greater sense of belonging at home when they can express their identity often experience enjoyment, compared to the 50% country average.
 

#1​

Sleep is the top activity for nurturing our wellbeing at home – supporting both mental (63%) and physical (65%) health.​
 

59%​

of people who see eating as a social activity experience enjoyment more often at home, compared to the 50% country average.​
 

56%​

of people with a pet experience enjoyment frequently, compared to the 50% country average.​​
 

69%​

of pet owners say home is their favourite place to be, compared to the 57% country average.​
 

74%​

of people who laugh with those around them are happier with their current life at home, compared to the 63% country average.​
 

60%​

of people watch TV, making it their number one hobby. Reading (43%) and doing puzzles, crosswords etc. (34%) come second and third.
 

8%​

of people say their home helps to bring out their playful side.​
 

33%​

of people value enjoyment but don’t often experience it at home.​

By creating environments that support our individual needs and routines — whether through nurturing spaces, prioritising mental health, or finding joy in daily rituals — we can strengthen the connection between our homes and our overall wellbeing.

Playful and creative activities — often dismissed as ‘kids’ stuff’ — can be powerful tools for adults too, helping to foster a more positive outlook on life. Making time for what we love can shape how we see ourselves, our future and our relationships.

When we allow our spaces to reflect who we are, home becomes that little bit more enjoyable. Even without owning the place we live in, small touches — like bold décor, smart technology, sensory details, or meaningful objects — can make all the difference.

Whether it’s through shared meals, laughter, or everyday moments of connection — in person or online — we can shape a home environment that supports our happiness and well-being, making life feel just that little bit better.

“It’s a privilege to see, understand and listen to what matters to people living in the Baltics – their real challenges and dreams. By consistently exploring what home means and how to make it better, year after year, we’re able to uncover meaningful solutions and raise important questions about what truly improves life at home.”

Inga Filipova,
IKEA Baltics Retail Manager

To have the full Life at Home Report at your disposal, download it here and take your time to explore it in greater detail.

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