Must-Have Generational Marketing Insights

Watch Green Builder Media's annual Generational Marketing webinar, filled with hot-of-the-press insights into Boomer, Xer, Millennial, and Gen Z purchase drivers and behavioral patterns. 


As Baby Boomers retire in droves, power and wealth shifts to younger generations.   

Gen Xers are poised to inherit the wealth and leadership positions of the Boomers, but an uncontested ascension isn’t guaranteed.  Xers presently have the highest level of cultural influence, dominating top positions at large news corporations and media outlets, but enterprising Millennials and Gen Zs are in hot pursuit.

With an inherent ethic of sustainability, Millennials and Gen Zs are changing the rules of engagement.  In the face of divisive politics, existential environmental threats, global pandemics, and social justice challenges, younger generations are calling out a broken status quo, demanding bold leadership and a radically better future.

And they’re motivated to act: according to Green Builder Media’s COGNITION Smart Data, over 80% of these budding leaders believe that they can—and must—step up to make a difference in the world.     

Housing Market Impacts

Millennials and Gen Zs are now the top influencers in the housing market, and their expectation for net zero, electric, healthy, smart, resilient, solar-powered homes that don’t break the planet—or their bank accounts—is undeniably changing the industry.

These individuals are looking for sustainable products that increase their long-term value of homeownership. According to a recent survey conducted by COGNITION Smart Data, these younger audience segments report that corporate sustainability, Environmental, Corporate, and Governance (ESG) strategies, and Environmental Product Declarations (EPDs) are their top purchase drivers when making decisions about products for their homes.  

How do these shifting demands impact the way that building professionals and manufacturers should design and build homes and products for today’s homebuyers?  

Join Green Builder Media CEO Sara Gutterman as she presents our annual Generational Marketing webinar, jam-packed with COGNITION Smart Data insights into the preferences, purchase drivers, and behavioral patterns of the four main generations that are influencing the housing market: Boomers, Gen Xers, Millennials, and Gen Zs.

If you want to future-proof your business and ensure a thriving outlook regardless of market conditions, watch this recording!  

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