Population shift to the Helsinki Metropolitan Area is continuing and strengthening.
Regional separation in Finland is strengthening.
Within cities, the market is becoming divided.
Some customers are gravitating to city centres.
The demand for rental housing is concentrating on VVO Group’s operating locations.
Increasing emphasis is being placed on micro-market knowledge.
Continuing attention is being paid to the customer potential constituted by the employees of foreign technology companies that gravitate to the Helsinki Metropolitan Area.
Ageing population and smaller family sizes
Family sizes are becoming smaller, especially among those living in rental apartments.
Immigration is continuing and multiculturalism is becoming established.
The ageing of the population is continuing.
The average area of new apartments is already 45 sq m.
Senior citizens are using housing services.
Immigration is generating potential.
New technologies and digitalisation
Self-service that is not bound to time and place is increasing.
Smart homes and IoT are becoming more common.
Customer self-service solutions are being expanded.
New solutions (big data, sensors, smartlocks, digital business) are being piloted.
Customer information is being utilised.
Individuality and sense of community
Increasing emphasis is being placed on individuality, aesthetic requirements are becoming more demanding, and freedom of choice and the joy of personalisation are becoming more common.
Sense of community has expanded virtually from the home building to a wider context (personal networks).
The sharing economy, crowdsourcing, pop-up culture are becoming more common.
Ownership plays a smaller role for the younger generation.
Different experiments are being made in new development.
Resident activities are being developed and sense of community is being supported.
Resident activities are being differentiated by service class.
Environment and sustainable development
Construction control is becoming stricter, creating cost pressures in production and maintenance.
Consumers are expecting companies to operate responsibly.
Climate programme.
Ecological solutions that provide best overall advantages.
