Recent Nielsen data also supports this trend. It has since slowed but remained at a pace that is greater than pre-recession levels - until the pandemic. The Pew analysis found that the total number and share of Americans living in multigenerational households significantly increased during and immediately after the Great Recession of 2007–2009. According to a Pew Research Center analysis of census data, the percentage of Americans engaged in multigenerational co-living has been increasing from a low point of 12% in 1980 to a record high point of 20% (64 million people) in 2016. The emergence of pandemic pods can be viewed as an acceleration of a trend that has been on the rise for several decades: multigenerational co-living. ” Multi-generational households to reach record highs in a host parent’s basement or cordoned-off living room or perhaps somewhere outdoors, to learn from a teacher provided by the. For example, The New York Times recently wrote about pod schools, which the author suggests might be the most “potent symbol of inequality during the pandemic.” The article featured Hudson Lab, a pod school that costs more than $13,000 a semester, and will “meet each day from around 9 a.m. The wealthier you are the easier it is to hunker down in a pod to create an oasis for your family and friends. Pod living, however, has not come without some justifiable criticisms, most notably that it can be elitist. For example, the city of Berkley, California has implemented rules pertaining to social bubbles, which “may include up to 12 people, including children, and must remain stable for at least three weeks… and all members of a single household must be part of the same bubble.” England announced support bubble guidance in June and New Zealand, which has been lauded as a paragon of smart virus management, implemented them as far back as May. As a result, a number of places are starting to incorporate “bubble policies” into their prevention guidelines. For example, two or three families might join together in an exclusive pandemic pod to play, socialize, shop, dine, vacation, and share resources like childcare, barbers, tutoring, and even healthcare.Įarly research shows that they are more effective at flattening the COVID-19 curve than a full lockdown because they are much more palatable to maintain. This coming together has earned its own buzzword: “the pandemic pod.” Pandemic pods, which also go by other names such as social bubbles and quaranteams are defined as limited, self-contained groups of people who share a similar virus risk tolerance and agree to exclusively engage in direct, non-distanced, social interactions with one another. They’re coming together to pool their resources, cut costs and share burdens, while minimizing risk and maximizing social intimacy and interaction. Families, friends, and in many cases neighbors, are “circling the wagons” to protect each other physically, mentally, and economically. Of those adults who moved, 68% say they relocated to a family member’s or friend’s home. adults (22%) say they either changed their residence due to the pandemic or know someone who did. According to a Pew Research Center survey, about a fifth of U.S. The COVID-19 crisis has motivated a massive movement of families, the likes of which we haven’t seen in the United States since The Great Migration. Pod People: How the pandemic is accelerating a new kind of familyĪs more people band together during the pandemic, brands need to be aware of a massive shift in the definition of family‑and design accordingly
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