How will individuals stay and stay sooner or later?

Skaio wooden skyscraper in Neckar Curve in Heilbronn. Horx-Strathern sees the future in large apartment buildings made with sustainable building materials. Photo: Seidl, Ralph Photo: Seidl, Ralph

According to author and living expert Oona Horx-Strathern, the society of the future will be defined by twelve great trends. The trend researcher and futurist explained this during a lecture entitled “Housing of the Future”, which was held as part of the Stuttgart Financial Week 2022.

According to Horx-Strathern, megatrend is a model that aims to describe current and future far-reaching changes in the world. Dividing the highly complex dynamics of change in society and the economy in the twenty-first century into twelve individual trends to make these diverse changes more tangible for individuals and businesses. Megatrends affect all areas of life, span at least five decades and are a multidimensional global phenomenon.

For example, the great trend of “mobility” describes the emergence of a new global mobility culture, which also includes e-cars and e-bikes, or the so-called “gender transition” shows the gradual change in perceptions of social roles and emerging gender stereotypes.

Silver Association

Horx-Strathern sees another major trend dealing with the living culture of the future in the so-called “silver society”. This trend describes an aging society and describes the effects of this demographic change. “The increasing ageing of society creates new life stages beyond childhood, working life, and short retirement, so that new needs for living together and changing lifestyles arise,” says Horks-Strathern.

For this reason, shared temporary living is set to become a very prominent concept in the not too distant future. But the author does not mean the classic flat life of youth, but rather the concept of communal living in which the character of both young and old appears.


As an example, Horx-Strathern describes an apartment building in Helsinki that only people under 25 or over 65 are allowed to move in. A type of multi-generational house of a special type, in which a mandatory community time for both age groups is established in the leases for all residents, as well as to prevent the growing loneliness of single people. Moreover, the residential buildings of the future must be largely self-sufficient in terms of energy thanks to smart waste management.

Escape from the city

Futurist describes another housing trend that can be observed as follows: “In 2010, rural exodus was still very visible in Germany. This has changed by 2020. Young people in particular are now looking for a new quality of life away from city life and are inclined to to get bigger apartments in the suburbs.

This new trend of urban displacement inevitably leads to an additional need for public spaces and communal facilities on the outskirts of the city, which will significantly change urban life in the future. However, the spokeswoman largely failed to provide her listeners with scientifically proven facts that could confirm the housing revolution described by Oona Horx-Strathern as slow motion.

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