As P&G’s products touch almost every part of the home, better understanding the emerging behavior changes driven by cohabitation can play a valuable role in current and future product development. To support these efforts, P&G would like to partner or create a “living lab” to conduct real-time research and understand chores tensions, desires and overall drivers of habit changes across the household. A living lab is a research environment that is located in a real world setting (e.g. in a home, dorm, communal building, etc) and uses real consumers to conduct research and test products/solutions.
The objective of this living lab would be to provide an environment for P&G to monitor Fabric and Home care chores in-real time and understand how household chores change due to cohabitating and how consumers’ habits may change further with P&G test solutions. We are looking for partners that can provide:
The geographic focus of this brief is North America. Companies, institutions, startups, researchers applying must have the ability to immediately activate in the US or Canada.
The Ask:
Please submit your response at this link: bit.ly/42vjtfo. Where there is a good fit, we are looking to drive agile pilots and potentially long-term partnerships in North America. All ideas and submissions will be fully reviewed by our team.
Cohabitation, or adults living together across-generations, multi-person homes, or grown kids back college, older parents moving in, etc. has become increasingly common in recent years with 55MM US households now designated as cohabitated, up 27% since 2007. This number is more dramatic among people over 50 years old where the number of households with cohabitating adults has jumped 75%. This shift in living arrangements impacts household habits related to at-home chores, influencing how people manage their utilities consumption, adjust chores or divide responsibilities (i.e. cleaning, cooking, laundering, bathing, etc).
1. Shared responsibilities of chores and household task (e.g., cooking, cleaning, laundry, childcare).
2. Flexibility and negotiation regarding household habits and chores
3. Blurring of traditional gender roles
4. Adaptation to individual strengths (e.g., separation of chores based on preference or strengths)
5. Increased emphasis on teamwork (performing tasks or chores together)
6. Outsourcing and shared resources (e.g., hiring professional cleaners, etc.)
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