New research by Ready Steady Store reports the impact of the Barbie Dreamhouse and the influence it has had on UK Homeowners.
There is no doubt that the iconic doll, Barbie has returned to the forefront of most minds in 2023. Following an impressive marketing campaign and press tour, the new Barbie movie has become the topic of many conversations over the past few months. However, this ignition for love of all things ‘Barbie world’, has also called into question our own perceptions of a dreamhouse.
First launched in 1959, Barbie and the ‘Barbie lifestyle’ has been described as the epitome of a lavish lifestyle. Her fashion prowess, dreamy cars, and most notably, the iconic Barbie Dreamhouse, have become synonymous with opulence and aspiration.
But what impact has this doll and her dreamhouse had on UK homeowners?
A new study conducted by self storage provider, Ready Steady Store, surveyed over 500 UK homeowners, exploring the impact of the Barbie phenomenon and what homeowners feel a real dreamhouse should contain.
The survey revealed that 93% of homeowners favour energy efficiency over lavish amenities when it comes to their ideal home. In addition to those, 53% of participants stated that they would prioritise a spacious garden and smart home integration system, over luxuries such as an at-home theatre/entertainment room [10%].
Interestingly, the study highlighted a noticeable shift in homeowner attitudes towards amenities like swimming pools and hot tubs. In 2020, online retailer eBay reported a whopping 1,080% increase in hot tub orders during UK lockdowns. However, this new study found that only 20% of homeowners in 2023 would plan to buy a home with these features.
This research comes at a pivotal time as Barbie’s popularity grows, cost-of-living increases, and ethical consumerism gains traction.
Other key findings from the research include:
- The most important factors when choosing a dreamhouse are location and neighbourhood [40%] and size and layout [30%].
- 76% of participants reported needing more space and extra room for storage, in their current home.
- A modern plan airy space [47%] and a bigger garden or outdoor space [44%] are the leading drivers for homeowners’.
- 39% of respondents would prioritise more closet/wardrobe space and [26%] favoured a garden shed or garage as a necessity for storage.
Discussing the research, Mehran Charania, Director of Ready Steady Store, said:
” As the newfound love of all things Barbie continues to captivate the world, we have noticed a significant impact on homeowners who are now reflecting on their own living situations.
The increase in environmental consciousness and the need for more space is quite clear. However, making adjustments in terms of energy efficiency or looking to buy and sell a property, can be an expensive venture, and not feasible for many households given the current economic climate.
While the market remains uncertain, it’s important for homeowners to explore alternative storage solutions that meet their needs and values. By researching a company’s sustainability commitments, homeowners can make informed, ethical choices when it comes to storage.”
Established in 2005, Ready Steady Store is a fast-growing self-storage provider with cost-effective storage units located in the Midlands, and South, North and East of England.
Since August 2021, Ready Steady Store has made tremendous strides in its journey towards becoming a carbon-negative company. Through a series of sustainable initiatives and implementing energy-efficient practices within its facilities, the company has reduced its CO2 emissions by 30%.
