The House in the Country: One Image for Many Purposes

The house in the countryside is not merely the long-cherished dream of many city dwellers, an ideal for security and prosperity, or even, more recently, a way to decelerate coronavirus causality. Rather, the domicile in the rural idyll is an image of high value in royalty-free stock photography, its conceptual diversity arousing the interest of many advertisers.

Stock Image, royalty-free, Man with arms crossed leaning on wall outside house during sunny day
© Gustafsson/Westend61


Love it or hate it – Alongside the car, owning a home in either the suburbs or the country is probably considered the status symbol by Germans. While some eternal big-city fanatics roll their eyes, the majority rub their hands together with glee as soon as their financial planning is in place. Out of the city, into the countryside, away from the noise, finally able to relax – ideally in one’s own garden, lying in a hammock strung between two apple trees. The biggest advantages are obvious: fresh air, lots of nature, and peace and quiet. In our increasingly fast-paced world, we have been longing for this, and not just since the Covid pandemic. A healthy work–life balance has long been sought, and advertisers have also targeted it for their campaigns. ​

Find more images with houses in the Green on our Pinboard!

Additionally, the pandemic has sharpened our awareness, and we understand the importance of having peace of mind even better than before. Deceleration is a favorite buzzword among many marketers, who never tire of communicating it as a great opportunity. Rightly so, we think, because on the one hand this hits fertile ground in our society, where, thanks to the lockdown, many people are no longer satisfied with their current living situations.

On the other hand, we have long since returned to the grind of everyday life. Deceleration should not merely be a temporary trend, but a long-term approach to our well-being. We have described and illustrated more on this topic and how our home has gained in importance in our Inspire “Home & Living.” The free e-magazine is available for download to anyone who registers on our homepage.

Download our Inspire “Home&Living” for free.


The term rural exodus, as a forced escape to urban agglomerations, has had its day and is being replaced by a regained love of the countryside. Of course, people still have to move to the countryside, but the proportion of those who want to has increased significantly. Nevertheless, Covid has caused it to hit the ground running as the digitalization driver, bringing infrastructural issues to the fore. Commuting, long considered a deterrent, is being blatantly mitigated by the integration of the home office into mainstream work culture, and, to all our benefit, could disappear altogether in some cases, provided employers play ball “after” the pandemic, and people can continue to work from home. This is an unexpected surprise, from politicians to telecommunications companies, because those who have fast Internet have a clear advantage. A good digital infrastructure increases our flexibility. This applies not only to those who are leaving the big cities, but also to those who are not moving to the big cities in the first place.


When we talk about social trends, we inevitably talk about their impact on climate change or their benefits for sustainability. Often, the trend toward a house in the country is linked to building one’s own home. Earlier this year, climate researcher Hans Joachim Schellnhuber called for a green building movement that puts the wooden house at the center of contemporary home design. “Without a radical turnaround in building, the Paris Climate Agreement will fail,” Schellnhuber said. “If we replace reinforced concrete with organic materials, such as wood or bamboo, we can avoid significant amounts of climate-damaging emissions. With regenerative architecture, we could virtually build our way out of the climate crisis.”

Stock Image, royalty-free, Detached house with solar panels on the roof
© Jo Kirchherr/Westend61

Energy efficiency, a healthy home, and green building are some of the relevant topics that can not only be sustainable value-adding factors, but also drivers of growth in the construction industry. The Green House visualizes all these things perfectly, bringing economic growth and sustainability under one roof.

Woman with cup of coffee in front of tree house enjoying sunlight
© Kniel Synnatzschke/Westend61


No image stands for future orientation and security as much as a home of one’s own. Many of our images have already graced the campaigns of building and loan associations and other financial companies that have taken up the theme of home building. Bye-bye rent, hello home ownership – ever popular in terms of retirement provision and security for the family and is probably the most obvious field of application for the image of the house in the countryside.

Within our own four walls, we feel free. With the prejudice of bourgeoisie, the creative industry wiped the floor of TV and print advertising in the 2000s and established the home as the central point of self-realization. Hardly any place enables a symbiosis of prosperity and originality better than one’s own house in the country. Here we become individualists and can shape our lives completely according to our own ideas. Outside of the city, in our house in the countryside, we have almost infinite design possibilities. This is exactly what we want to offer our customers and for inspiration we have created a Pinboard full of houses in the country, just waiting to settle in smart new campaigns.

Sebastian Bentzin

For over ten years Sebastian works in the digital media field. The Hamburg-based social media manager combines his professional background with his interest in photography contributing to the Westend61 outlets.