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COGNITION Weekly Hot Take: Home Buyers Demand Indoor Air Quality Products

Green Builder Media’s COGNITION Smart Data reveals the power of the consumer when it comes to IAQ purchasing.

GBM-Cognition-logo-stackedOnce the purview of builders who constructed houses for wellness evangelists or buyers with severe health issues, IAQ-equipped homes are now sought after by everyday home buyers, says new COGNITION Smart Data research: 

Nearly 25% of building professional survey respondents reported that their customers purchase products to address Indoor Air Quality “often” or “very often.” 


26% of building professional respondents said their customers ask about Indoor Air Quality “often” or “very often.” 

“We have been covering IAQ for more than a decade; in the past few years, there has been a decided shift in how consumers feel about IAQ in their homes,” says Green Builder Media CEO Sara Gutterman. “In fact--and surprisingly--our research shows that IAQ features in a home can be as important as location for some buyers!  Consumer interest in IAQ has skyrocketed from zero to 25% of the market in a very short timeframe and is growing at an exponential rate. We expect these numbers to increase substantially on an annual basis, and we’re watching IAQ-related codes and mandates develop to match the exploding market demand.” 

What does this mean for builders and manufacturers? As indoor air quality continues to go mainstream, there is a significant opportunity to create products and messaging that address the market movement towards healthier homes. “Customers will increasingly look for proof points that manufacturers have verifiable claims about Indoor Air Quality,” Gutterman warns. “Referencing data and certifications in collateral materials will be essential.”

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COGNITION Smart Data IAQ Webinar page 16

COGNITION Smart Data IAQ Webinar page 17