Generational Marketing Webinar: Insights for Future-Proofing Your Business

Generational Marketing Webinar: Insights for Future-Proofing Your Business
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Our annual Generational Marketing webinar, packed with fresh COGNITION Smart Data insights, provides invaluable data to help you understand what today’s—and tomorrow’s—homebuyers truly want.

In a free webinar on February 19, Green Builder Media CEO Sara Gutterman will share detailed insights from COGNITION Smart Data, offering actionable advice on how to meet the preferences of Boomers, Gen Xers, Millennials, and Gen Zs—and prepare for the upcoming demands of Gen Alpha.

Insights for Future proofing

The webinar will offer hot-off-the-press market intelligence about the changing attitudes and expectations for each generation:

  • As Boomers transition into retirement, their housing preferences focus on comfort, accessibility, durability, and cost savings. These individuals are looking for low-maintenance, energy-efficient homes with aging-in-place features in lifestyle communities. Boomers make up the largest share of home sellers in the market today.
  • Considered the "sandwich" generation, many Gen Xers are taking care of parents, children, and in some cases, grandchildren. Balancing careers, family, and the realities of their own aging, these individuals want homes that are practical yet offer good value for their investment. Nearly 20 percent of Xers find themselves in multi-generational living situations, so they prefer family-friendly areas, flexible spaces and home offices. They’re eco-friendly but budget-conscious: while sustainability appeals to them, they are less willing to pay a premium for it compared to younger generations.
  • Millennials, the largest home-buying generation, are demanding a blend of affordability, sustainability, and connectivity. Recognizing that first cost isn’t full cost, these individuals are willing to pay more upfront for products like energy efficient windows, insulation, appliances, and electric systems that will reduce both monthly bills and environmental impact. They also expect smart home technologies that enhance comfort and resource efficiency, compact home designs that maximize utility and flexibility, and healthy home features.
  • As Gen Z enters the housing market, their priorities reflect their upbringing in a tech-dominated, climate-conscious world. In nascent stages of their careers, these individuals are extremely cost-conscious, but sustainability remains top of mind, with nearly 70 percent saying that they are deeply worried about climate change. They’re seeking small, affordable, minimalistic housing with multi-functional spaces and shared amenities like gardens, gyms, offices, and community gathering areas. The most ethnically diverse generation, Gen Zs are also looking to mix styles and explore cultural narratives through bold colors and eclectic influences.
  • While Gen Alphas (born 2013 and beyond) are still young, their preferences are beginning to form. As they see the world burn, parch, flood, and blow down around them, expect them to force the housing industry to rethink resiliency and sustainability. As the most digitally native generation, Gen Alpha will demand complete integration of technology to reduce resource use, enhance comfort, save money, and improve wellbeing.

In addition to generational differences, this webinar will explore how essential topics like resiliency, insurance, AI, remote work, mental health concerns, affordability, multi-family living, and creative co-ownership solutions are transforming the housing market.

Don’t Miss This Webinar!

If you want to future-proof your business and thrive in today’s evolving market, this webinar is a must-attend event. Register now to stay ahead of generational trends and ensure your products and designs resonate with the buyers of today and tomorrow!