COGNITION data clearly shows that buyers have entered a cost-driven era that is shaping 2026 and beyond.
Homebuyer demand continues to evolve as 2026 unfolds, with a clear shift toward value-driven, performance-based housing attributes. COGNITION Smart Data reveals that energy efficiency was the dominant priority for consumers throughout 2023, 2024, and 2025, outperforming other desirable housing attributes.
While interest ebbed and flowed slightly, reaching a high of 72% in 2024 and dipping to 57% in 2025, energy efficiency has been a leading purchase driver year over year and is expected to remain top of mind in 2026 and beyond.
Beyond energy efficiency, demand peaked in 2024 for healthy homes (60%), resilient homes (44%), and all-electric homes (37%), reflecting heightened awareness of health, comfort, climate-related risks, and operational cost savings.
In 2025, interest in healthy homes declined from 60% to 29%, while demand for smaller homes rose from 28% to 38%, and solar-powered homes rebounded as a top-tier priority (30%). This shift suggests that affordability and operational cost savings are increasingly driving decision-making.
Interest in smaller homes increases year over year, indicating a stronger emphasis on lowering total cost of ownership rather than maximizing square footage. At the same time, demand for larger homes remains consistently low across all three years, reinforcing a broader market move away from size as a primary indicator of value.
As we look to 2026, the data suggests that cost efficiency will continue to be a central driver of homebuyer decision-making.
Builders that offer right-sized, high-performance homes that emphasize energy efficiency and on-site energy generation will appeal to this year's homebuyers, especially when these features are positioned as foundational to affordability and long-term value rather than premium add-ons.
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Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.
Energy Efficiency Dominant Priority for Consumers
COGNITION data clearly shows that buyers have entered a cost-driven era that is shaping 2026 and beyond.
While interest ebbed and flowed slightly, reaching a high of 72% in 2024 and dipping to 57% in 2025, energy efficiency has been a leading purchase driver year over year and is expected to remain top of mind in 2026 and beyond.
Beyond energy efficiency, demand peaked in 2024 for healthy homes (60%), resilient homes (44%), and all-electric homes (37%), reflecting heightened awareness of health, comfort, climate-related risks, and operational cost savings.
In 2025, interest in healthy homes declined from 60% to 29%, while demand for smaller homes rose from 28% to 38%, and solar-powered homes rebounded as a top-tier priority (30%). This shift suggests that affordability and operational cost savings are increasingly driving decision-making.
Interest in smaller homes increases year over year, indicating a stronger emphasis on lowering total cost of ownership rather than maximizing square footage. At the same time, demand for larger homes remains consistently low across all three years, reinforcing a broader market move away from size as a primary indicator of value.
As we look to 2026, the data suggests that cost efficiency will continue to be a central driver of homebuyer decision-making.
Builders that offer right-sized, high-performance homes that emphasize energy efficiency and on-site energy generation will appeal to this year's homebuyers, especially when these features are positioned as foundational to affordability and long-term value rather than premium add-ons.
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Like this COGNITION Hot Take? We have more! Unlock the data driving the industry’s sustainability transformation to build smarter and sell faster. Subscribe to COGNITION Smart Data.
By Victoria Muharsky
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.Also Read