Atlanta Building News - Fall 2017 - 28

E A RT HCR A F T

Your

Next-Generation
"Green" Homebuyers
By Dayna Thompson, Southface

PHOTO CREDIT: INGRID IRBY, SOUTHFACE

The term "millennial" refers to
the generation of people born between
the early 1980s and the early 2000s.
According to the United States Census
Bureau, there are more than 80 million
millennials across the nation,
accounting for more than one quarter
of the population. Often dubbed as
"tech savvy," "upbeat," and even
"lazy," millennials represent America's
youth and are generally open to new
concepts and ways of living. There
is a lot of attention focused on this
demographic, but what makes them so
different from previous generations,
and why are marketers investing time
in understanding these young people?
Millennials are the largest living
generation and will eventually make
up the majority of the workforce.
They are going to have they biggest
impact on the market for years to
come. Millennials spend money and
invest in the tech market because they
have grown up in a world saturated
with it. They want their tech devices
and gadgets to be fast and easy to

EarthCraft Charrette.

28 FALL 2017 |

ATLANTA BUILDING NEWS

use. This demographic is likely to be
attracted to smart homes, and luckily,
the technology and innovation that is
often featured in green homes piques
their interest.
When it comes to matters of
sustainability, millennials are
quite conscious. The 2015 Cone
Communications Millennial CSR Study
indicates that 87 percent of millennials
would purchase a product associated
with an environmental or social cause
and 91 percent would switch brands;
however, the study also indicates that
there is a small gap between intent and
action. Although a large percentage of
millennials have intentions to invest
in causes important to them, older
millennials, those 25 to 34, tend to
question their ability to make an
impact when compared to millennials
aged 18 to 24. Another reason for this
gap is that only millennials who earn
significantly more than the national
average income have the ability to
spend more on purchases related to
causes they care about.

Shelton Group, a marketing
communications agency focused on
energy and the environment, has been
calling millennials "attitudinally green"
but not "behaviorally green" for years.
Millennials like to use online networks
and social media to advertise what
they care about. They have unlimited
ability to tweet, post, snap and share
positive messages about sustainability,
but do they do anything beyond that?
Shelton Group's 2015 Leveraging the
Green Building Trend study found that
words like "green" and "eco-friendly"
appeal to the masses, but when asked
to identify sustainable concept terms,
only a small percentage of Americans,
including millennials, feel confident
doing so. According to the research,
only five percent of those surveyed
were familiar with the term "net zero
energy." The research also indicates
that most consumers aren't familiar
with "low VOC," "low carbon footprint"
or "high performance comfort system."
But on a positive note, once "net zero"
was explained, consumers strongly
agreed that a net zero home would
save money.
Just these two studies alone indicate
two very important takeaways: if
marketers want to target millennials,
they should stray from using technical
terminology, and they need to be able
to explain very simply, but effectively,
that green homes save money in the
long run. To someone outside of the
building science or environmental
science world, "high performance
home" sounds unaffordable.
While it is fairly accurate that some
millennials do not have the financial



Table of Contents for the Digital Edition of Atlanta Building News - Fall 2017

Letter From the President
Education and Events Calendar
Marketing to Millennials: Engage a Tech-Savvy Market by Planning Upfront
Virtual Tours Make Homes Memorable
Legal Corner
Education
Bookstore
55+ Housing Council
Sales and Marketing Council
Pwb Atlanta Chapter
Homeaid Atlanta
Earthcraft
Index to advertisers/advertisers.com
Atlanta Building News - Fall 2017 - intro
Atlanta Building News - Fall 2017 - ebelly1
Atlanta Building News - Fall 2017 - ebelly2
Atlanta Building News - Fall 2017 - cover1
Atlanta Building News - Fall 2017 - cover2
Atlanta Building News - Fall 2017 - 3
Atlanta Building News - Fall 2017 - 4
Atlanta Building News - Fall 2017 - 5
Atlanta Building News - Fall 2017 - 6
Atlanta Building News - Fall 2017 - Letter From the President
Atlanta Building News - Fall 2017 - 8
Atlanta Building News - Fall 2017 - 9
Atlanta Building News - Fall 2017 - Education and Events Calendar
Atlanta Building News - Fall 2017 - 11
Atlanta Building News - Fall 2017 - Marketing to Millennials: Engage a Tech-Savvy Market by Planning Upfront
Atlanta Building News - Fall 2017 - 13
Atlanta Building News - Fall 2017 - 14
Atlanta Building News - Fall 2017 - Virtual Tours Make Homes Memorable
Atlanta Building News - Fall 2017 - 16
Atlanta Building News - Fall 2017 - Legal Corner
Atlanta Building News - Fall 2017 - Education
Atlanta Building News - Fall 2017 - 19
Atlanta Building News - Fall 2017 - Bookstore
Atlanta Building News - Fall 2017 - 55+ Housing Council
Atlanta Building News - Fall 2017 - Sales and Marketing Council
Atlanta Building News - Fall 2017 - 23
Atlanta Building News - Fall 2017 - Pwb Atlanta Chapter
Atlanta Building News - Fall 2017 - 25
Atlanta Building News - Fall 2017 - Homeaid Atlanta
Atlanta Building News - Fall 2017 - 27
Atlanta Building News - Fall 2017 - Earthcraft
Atlanta Building News - Fall 2017 - 29
Atlanta Building News - Fall 2017 - Index to advertisers/advertisers.com
Atlanta Building News - Fall 2017 - cover3
Atlanta Building News - Fall 2017 - cover4
Atlanta Building News - Fall 2017 - outsert1
Atlanta Building News - Fall 2017 - outsert2
Atlanta Building News - Fall 2017 - outsert3
Atlanta Building News - Fall 2017 - outsert4
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