Marketing to Millennials, Gen Z, and Beyond: Housing Trends with Sarah Gutterman

Are you ready for a future where your next customer demands a solar-powered, all-electric smart home—and rejects granite countertops? 

In this episode of the R-Value podcast, IDI's Ken Allison welcomes Sara Gutterman, co-founder and CEO of Green Builder Media, North America's leading media company focused on green building and sustainable living. Together, they unpack the evolving landscape of generational home buying and discuss how builders, contractors, and suppliers can tailor their strategies to align with the values and preferences of younger buyers.

Sara shares exclusive insights from Green Builder Media’s Cognition Smart Data platform, revealing how Millennials, Gen Z, and upcoming Gen Alpha prioritize sustainability, efficiency, and smart design in their housing decisions. From prefabricated housing trends to the growing demand for electrification and energy independence, this episode provides actionable data for anyone looking to reach the next generation of homeowners.

Main Topics Discussed:

• The shifting housing priorities across Boomers, Gen X, Millennials, Gen Z, and Gen Alpha

• Why younger generations are delaying homeownership and how remote work is influencing their choices

• The increasing demand for multifamily and modular housing to meet cost and lifestyle needs

• How climate change and sustainability concerns shape modern homebuyer behavior

• The role of energy efficiency, electrification, and smart technology in future-proofing homes