The housing market is undergoing a profound transformation—not just in terms of materials, technologies and energy systems, but also in the mindset of its customers.
As younger individuals reshape traditional perspectives about housing, building professionals and manufacturers are rethinking their strategies and messaging to meet the evolving expectations of today’s home buyers.
Green Builder Media’s latest generational marketing study offers deep insights into the housing-related values and behaviors of Baby Boomers, Gen Xers, Millennials, Gen Zs—and now, for the first time, Generation Alpha.
Baby Boomers (born 1946-1964) continue to hold significant levels of wealth and homeownership. They’re largely choosing to age in place, and they’re remodeling their homes with accessibility and energy efficiency in mind. They value comfort, stability and return on investment (ROI)-based upgrades, and many view their homes as a core part of their identity.
Gen Xers (born 1965-1980), shaped by economic volatility such as the 2008 recession, are conservative buyers focused on ROI, practical upgrades and multigenerational flexibility. They are the “sandwich generation,” supporting children and aging parents. They’re looking for homes that enable them to entertain and accommodate multiple generations.
Millennials (born 1981-1996) have propelled the sustainability revolution in housing. Mission-driven and value-focused, these individuals are pushing the market toward compact, efficient, tech-enabled and net-zero-ready homes. As they have penetrated the homebuying market, they have shifted the valuation metric: They take into consideration total cost of ownership (as opposed to just focusing on price per square foot) and they realize that first cost doesn’t equal full cost.
Gen Zs (born 1997-2010) are digital natives entering the housing market with a strong desire for sustainability, equality and smart technology. Though financially constrained, they bring creativity and new purchasing models to homeownership.
Now comes Generation Alpha—the cohort born after 2010. With 2.5 million new Alphas born globally every week, they are expected to become the largest generation in history. In the U.S., there are already more than 50 million Gen Alphas. By 2030, the oldest Alphas will begin entering the housing market.
Why does this matter now? Because Gen Alpha is poised to accelerate a fundamental shift in how we design, build and market homes.
Gen Alpha is growing up surrounded by AI, virtual reality and digital-first experiences. While smart home technology was a novelty for Boomers and Xers and became essential for Millennials and Zs, Alphas will expect AI-integrated systems that seamlessly manage energy, security, climate and even health. Voice and gesture control, biometric access, predictive maintenance and digital twin modeling will likely be standard expectations.
For this generation, homes won’t just be shelters—they will be responsive systems. Alphas will expect their living spaces to learn, adapt and evolve, using data to maximize comfort, sustainability, and efficiency.
Millennials and Gen Zs helped usher in net-zero and all-electric homes. Gen Alpha will push for regenerative housing. They will demand homes that not only minimize carbon emissions but also sequester carbon, enhance biodiversity and contribute positively to environmental systems.
Expectations will include:
For example, new residential developments such as Whisper Valley in Austin, Texas, are already exploring this regenerative future with geothermal energy loops, solar photovoltaic (PV) systems, organic gardens and healthy home certifications. This model may become the baseline for Gen Alpha.
While Millennials want flexible rooms and Gen Zs want multifunctional design, Alphas will expect transformable environments. A room might serve as a yoga studio in the morning, a classroom during the day, and a gaming hub by night.
Gamification will shape everything from chores to sustainability behavior, nudging positive choices through real-time feedback and rewards. This isn’t just about fun—it’s how Gen Alphas will engage with the world around them.
Savvy marketers are already starting to plan for Gen Alpha, incorporating the Alpha worldview—one that has been shaped by climate awareness, digital fluency and social justice—into product design, corporate sustainability strategies and communications.
And it’s not a moment too soon. According to COGNITION Smart Data, more than 90 percent of Gen Alpha parents report that their children influence household product choices, particularly around technology and sustainability. Eighty-three percent of Gen Alphas expect homes to come with built-in solar, energy storage and electric vehicle (EV) charging by default.
Trending innovations that will likely be baseline expectations for Gen Alphas include:
No doubt, we are on the cusp of a generational evolution that will redefine what it means to own, live in, and relate to a home. Gen Alpha will reshape the housing markets. It won’t be satisfied with retrofitted solutions—it will expect innovation by design. Expectations are bold: smarter systems, healthier spaces, deeper sustainability, and design that enables freedom, flexibility and future readiness.
Publisher’s Note: This content is made possible by our Today’s Homeowner Campaign Sponsors: Whirlpool Corporation. Whirlpool Corporation takes sustainability seriously, in both their products and their operations. Learn more about building and buying homes that are more affordable and less resource intensive.