Why should you attend BREL forum 2023? – Kate Nightingale
BREL forum has asked one of BREL forum 2023 speakers Kate Nightingale – Founder and Chief Behavioural Officer of Humanising Brands – to tell about the changes currently faced in the real estate business worldwide .
Q: What would be your top advice to anyone who is involved in real estate business?
A: Start with a HUMAN. All property is built for humans. It is there to attract them to buy, socialise and even to address antisocial behaviour. The power of build environment on human behaviour, decision making, emotions, wellbeing and social interactions is truly magnificent. But to be able to take full advantage of such influence, we need to think about a HUMAN first and holistically.
We need to identify how we want them to behave, what we want them to feel, how we want them to interact with each other, what impact should the building or urban space have on people’s health and wellbeing. We need to decide what type of people we want to attract and even how much we want them to spend.
All of the above and more can be influenced by the biggest and the smallest aspects of design. From wayfinding and shape of the buildings to the texture of the pavement and the music you play. The science is there, in fact millions of studies with tens of thousands new ones coming out every year. The application in practice, well, that needs work. The benefits? From higher sales, less theft, higher customer satisfaction to improved productivity, social interactions and wellbeing. No brainer!
Q: The most significant issue in the real estate market lately?
A: The impact of properties and urban environments on people’s health, wellbeing and even social inequality.
The spaces we live, work and play in have tremendous influence over our psychology. How we feel, how we think and make decisions, how we interact with each other as well as wider social issues such as discrimination and antisocial behaviour are all shaped by the buildings, streets and cities we live, socialise and work in and around.
Millions of scientific studies prove that even the smallest changes in the design of these spaces can result in dramatically different behaviour and experience. Numerous social, health and wellbeing problems we face all over the world can be made better by simply adjusting our build environments.
The awareness of research on sick building syndrome or growing acceptance of certifications like WELL show that real estate industry is already seeing these benefits.
However, to address wider social and environmental issues, we need to understand that spaces we live, work and play in determine our decisions and behaviour. We have the power to create lasting attitude and behaviour change around worldwide problems like sustainability, mental health, disability and even crime.
The power of spaces we live, work and play in goes beyond commercial gains and pleasant experience. They have a power to create real change in the world.
If you’d like to hear more about the topic in Kate’s presentation, reserve your seat at the forum now: https://www.brelforum.com/tickets/
