For work, rest and play—homeis where the heart is Consumers are still choosing to stay at home. Despite lockdowns easing, restrictions lifting, and many consumer businesses reopening, the home continues to be the hub of all activities. Socializing at home (or someone else’s home) is still the preferred option, while connecting virtually with friends remains a high priority across all age groups. The initial rise in home cooking and baking, as well as home improvement and DIY activities, which was evident in our earlier research, are remaining popular pastimes for consumers. And the once mandatory working from home has been embraced by many and continues to be popular despite many offices reopening. 10