At Ring, we know that the meaning of home is so much more than just four walls - especially given the last few years. As the holidays draw closer, many of us are hoping to spend quality time with our loved ones in the place we call ‘home home’ - somewhere that we don’t necessarily live, but feel emotionally connected to. Our latest UK study* dived into what makes a ‘home home’ and why, as a nation, we’re totally in love with it.
The meaning of ‘home home’
Almost half of us feel we have a ‘home home’ (49%), and this is usually either the house we grew up in (29%) or the house where our parents live (25%). In fact, a huge 84% try to visit ‘home home’ at least once a year if possible. But why are we so drawn to it? Our study revealed spending quality time with loved ones (36%) and taking trips down memory lane (23%) play a huge part in this bond.
Radio presenter and DJ, Arielle Free, is celebrating our love for ‘home home’ and shared her own personal experience:
“Despite leaving my childhood home many years ago, for me my home in Scotland is still ‘home home’. Home is the place where I feel most safe and myself, there’s no judgement and I feel secure surrounded by the people I love most. One of my favourite memories and feelings of home was the cinnamon candles we would put up every year on Christmas eve. I always go out of my way to find cinnamon scented candles to make me feel at home and bring back those special memories wherever I am.”
So what else makes us obsessed with ‘home home’? Food glorious food of course. Especially if it’s home-cooked! Almost one fifth (19%) of participants deemed food as the thing they loved most about returning. Arielle agrees too, with “Scottish Tattie scones” being a prized dish that instantly brings memories flooding back.
Dr Simon Moore, Chartered Psychologist and CEO of Innovation Bubble, broke down the psychology of this: “Food and sensory experiences are an important part of feeling ‘home home’. This is because the strong psychological impact of taste and smell is a big trigger for nostalgia, especially those from our childhood home. Food represents a whole range of strong psychological needs in terms of security, comfort, nurturing and rewards.”
Making a house a ‘home home’
Although millions of Brits are planning to head ‘home home’ for the holidays, there’s still 20% of us that just don’t have a ‘home home’. That’s why we wanted to look into the most popular ways to create the feeling of homeliness. Here are our top tips to help turn anywhere into a 'home home':
- Place personal items around your home (52%)
- Fill your kitchen with delicious smells of home cooked meals (45%)
- Make a good cup of tea (37%)
- Do some home baking (36%)
- Put out pictures of loved ones (35%)
“There’s something known as the ‘IKEA effect’, in which people value something more highly if they have helped to create it themselves. Basically, if you can put your own stamp on your house and home - you’re much more likely to cherish it.” added Dr Moore.
*Consumer research commissioned by Ring and conducted by Opinium Research, who surveyed 2,000 nationally representative UK adults (18+) between 26-29 November 2021.
Psychological research conducted by Innovation Bubble chartered psychologists. Interviewed 18 nationally representative adults (18+).