Green and Healthier Homes: Engaging Consumers of all Ages in Sustainable Living by Dodge Data & Analytics for the National Association of Homebuilders shows that the market for green homes is healthy and growing. While energy efficiency is the primary feature most builders, remodelers and homeowners think of when they think of green homes, metrics regarding health are climbing in importance.
More than half of all builders expect that nearly 2/3rds of all the homes they build will be green by 2020, while more than 1/3 of remodelers expect that. Not unsurprisingly, of the five top triggers for more green home building activity is that code, ordinance and regulation changes are pushing builders to green homes. However, customer demand is the most important driver.
Surprisingly say authors, consumers aged 55 and older are the largest market drivers for green home demand. Perhaps that’s due to multiple factors including the fact that older buyers are experienced home owners seeking home performances.
The report provides interesting insights into millennials’ green lifestyle attitudes. “There is evidence that millennials feel strongly about a green lifestyle but that they are more aware of and engaged by a general goal of doing good for the planet than for the immediate, tangible impacts of green building on their lives.” The authors also say that millennials are influenced by the impact of their behavior on the world at large, more so than other generations. Like other reports on millennial green lifestyles, this report shows the division between attitudes and actions: Talk doesn’t equal action. Many in the demographic are squeezed by debt for college and low paying jobs and are not paying more to purchase green goods or produces. However, the authors assert “even if millennials are not yet walking the walk, the fact that they say they value environmental responsibility is significant” and is normative for the group. “Any time something’s normative, you begin to see change.” (December 2015)
Green and Healthier Homes: Engaging Consumers of all Ages in Sustainable Living
National Association of Homebuilders press release.