Physical health leads overall, but younger generations are redefining wellness to include mental health, spiritual connection, and nature—signaling a new design imperative for builders.
Wellness at home is no longer a single-dimensional concept. As COGNITION Smart Data reveals, what consumers mean when they say they want a "healthy home" varies considerably by generation — and understanding those differences is essential for builders and designers aiming to meet the market where it is.
COGNITION Smart Data asked respondents to select up to three wellness dimensions that matter most to them at home. Across all generations, physical health — encompassing air quality, water quality, and non-toxic materials — ranked as the top priority, selected by 65.5% of all respondents. However, the generational picture is more nuanced.
Baby Boomers led on physical health (71.6%) and longevity and aging well (39.2%), reflecting a cohort entering or navigating later life stages where health maintenance and accessible design are front of mind. Gen X prioritized emotional wellbeing (55.8%) at rates notably higher than other generations, suggesting a generation managing the dual pressures of caregiving and professional demands.
Mental Health Takes Center Stage for Younger Generations
Millennials and Gen Z are driving a significant shift toward mental health as a home wellness priority. Among Millennials, mental health (calm, quiet, stress reduction) ranked as the top dimension at 69.5%, edging out even physical health (64.1%). Gen Z followed closely, with 66.7% selecting mental health — the highest share of any generation for that category.
This finding signals a market opportunity for builders. Features traditionally marketed for energy efficiency — acoustic insulation, mechanical ventilation, dedicated quiet spaces — are increasingly relevant as mental wellness selling points for younger buyers.
Spiritual wellbeing (connection to nature, light, and purpose) also indexed higher among younger respondents: 38.1% for Gen Z and 34.4% for Millennials, compared to just 16.2% for Baby Boomers. Biophilic design and daylighting strategies have a clear generational tailwind among the largest cohorts of future homebuyers.
Climate Resilience: A Growing but Underappreciated Dimension
Protection from climate and environmental stress was selected by roughly 18–23% across all generations — a meaningful share, but lower than many industry observers might expect given the increasing frequency of extreme weather events. Gen X led at 23.4%, while Baby Boomers and Millennials clustered near 17–19%.
This suggests that while climate concern is present, it has not yet translated into a primary wellness purchasing driver for most consumer segments. Builders have an opportunity to bridge this gap by connecting resilient design features — storm-rated windows, sealed building envelopes, backup power — directly to the physical and emotional wellness outcomes consumers already prioritize.
The generational data makes one thing clear: wellness is not monolithic. Segmenting by generation when designing and marketing homes allows builders to speak directly to the dimensions each cohort values most, moving beyond generic "healthy home" messaging toward targeted, evidence-based positioning.
Jennifer Castenson currently serves as the vice president of COGNITION Smart Data and market analytics at Green Builder Media. She also serves as contributing writer to Forbes, reporting on innovation in the built environment.
Wellness Means Different Things to Different Generations
Physical health leads overall, but younger generations are redefining wellness to include mental health, spiritual connection, and nature—signaling a new design imperative for builders.
COGNITION Smart Data asked respondents to select up to three wellness dimensions that matter most to them at home. Across all generations, physical health — encompassing air quality, water quality, and non-toxic materials — ranked as the top priority, selected by 65.5% of all respondents. However, the generational picture is more nuanced.
Baby Boomers led on physical health (71.6%) and longevity and aging well (39.2%), reflecting a cohort entering or navigating later life stages where health maintenance and accessible design are front of mind. Gen X prioritized emotional wellbeing (55.8%) at rates notably higher than other generations, suggesting a generation managing the dual pressures of caregiving and professional demands.
Mental Health Takes Center Stage for Younger Generations
Millennials and Gen Z are driving a significant shift toward mental health as a home wellness priority. Among Millennials, mental health (calm, quiet, stress reduction) ranked as the top dimension at 69.5%, edging out even physical health (64.1%). Gen Z followed closely, with 66.7% selecting mental health — the highest share of any generation for that category.
This finding signals a market opportunity for builders. Features traditionally marketed for energy efficiency — acoustic insulation, mechanical ventilation, dedicated quiet spaces — are increasingly relevant as mental wellness selling points for younger buyers.
Spiritual wellbeing (connection to nature, light, and purpose) also indexed higher among younger respondents: 38.1% for Gen Z and 34.4% for Millennials, compared to just 16.2% for Baby Boomers. Biophilic design and daylighting strategies have a clear generational tailwind among the largest cohorts of future homebuyers.
Climate Resilience: A Growing but Underappreciated Dimension
Protection from climate and environmental stress was selected by roughly 18–23% across all generations — a meaningful share, but lower than many industry observers might expect given the increasing frequency of extreme weather events. Gen X led at 23.4%, while Baby Boomers and Millennials clustered near 17–19%.
This suggests that while climate concern is present, it has not yet translated into a primary wellness purchasing driver for most consumer segments. Builders have an opportunity to bridge this gap by connecting resilient design features — storm-rated windows, sealed building envelopes, backup power — directly to the physical and emotional wellness outcomes consumers already prioritize.
The generational data makes one thing clear: wellness is not monolithic. Segmenting by generation when designing and marketing homes allows builders to speak directly to the dimensions each cohort values most, moving beyond generic "healthy home" messaging toward targeted, evidence-based positioning.
You can reprint this blog. Simply include this link with your attribution.
Learn more from COGNITION Smart Data to drive your strategy. Use it to make decisions that meet the market where they are with products, messaging and innovation. Subscribe to COGNITION Smart Data.
By Jennifer Castenson
Jennifer Castenson currently serves as the vice president of COGNITION Smart Data and market analytics at Green Builder Media. She also serves as contributing writer to Forbes, reporting on innovation in the built environment.Also Read