Tomas Maldonado

"Comfort is a modern idea."

Domestic life is changing and developing at a crazy rate. The bar for comfort is always being raised by new technologies, products and services. This has only really taken off at these speeds in probably the past 50 years. Comfort is strived for differently by people...but one thing that is common is that everyone thinks they deserve it. They work hard and come home and expect their comfort.
Comfort is a perception though. It is created and built up by media. Why do I think that I need a couch? Its just normal right? This is affecting how people spend their money, live their daily lives and how they interact with people. The mindset that you have a right to comfort creates an aura of elitism.
This obsession with comfort could possibly be linked to the use of energy. If you could change what comfort was percieved you could change how people used energy.