Perceptions in green and how generations communicate the value.

 Green housing knowledge is essential especially when working with generations. As a Real Estate agent home buyer or seller, staying informed about various green options is necessary to understand values. An agent who is representing one or both sides of a Real Estate transaction has a lack of green-based knowledge and to who they are marketing this is a disservice to all.

Because of generational ranges, there are unique perspectives on green building features. Let’s say the agent is 35 and thinks smart home technology is of high importance. Older generations may turn away from the smart home complexity. if they are not tech-savvy. Eco-friendly and green buildings are now in the mainstream of Real Estate listings. Whether it is renovating an older home, marketing senior housing or a housing development for Millennials the value of green has many interpretations.

The Seven Living Generations

One - The Greatest Generation (95 yrs +) 

This generation was the group that was fully connected with the land and environment every day. They were the original examples of sustainability, recycling, and community. Local was their network, and integrity was a family crest. 

Material purchases were based on quality, need, and brand loyalty. Repurposing and being materially frugal were practiced daily. Most had a vegetable garden, so a good-sized yard was needed.  A life transition seldom meant moving out of the family home. Commonly a family member took over the property when the owner passed or transitioned to senior care.

Communities were deeply connected by their merchants, churches, and schools. For better or worse, everyone knew who you were, where you lived, and what you did for the community. Methods for heating and cooling were practical, and houses were constructed to suit the environmental conditions first and personal choices second. 

Two - The Silent Generation (94 - 77 yrs.)

This generation was filled with uncertainty, with the aftershocks from atomic events, civil rights movements, or The Great Depression. 

The choice of who to work for became an option, and working in a distant city or living in an apartment was typical. A country cottage became a common dream for weekend getaways or summer vacations. 

Housing extravagances were not typical, and most remained thrifty on housing needs. Women began wanting their own places and jobs. Family sizes tended to be reduced, and many chose to take over the family home.  Multigenerational residences helped take care of aging parents while both generations remained close to friends. 

They grew up with newspapers, clipping coupons, and T.V.  Trust was earned and not researched for on an iPhone.  Of all the elders, this group saved money, created more trust funds, and cautiously grew wealth.  

Back in 1951, a Time Magazine article reflected on this topic in surprising ways.

Three - The Baby Boomers (76 - 58 yrs.)

The phrase “Keeping up with the Joneses” often described this generation. Being such a large group the younger boomers are sometimes tagged as the Jones Generation as they try to keep pace with material accumulation. The Boomers experienced Woodstock and Watergate, protested the Vietnam war, Kennedy assassinations, and more unrest.

  Technology skills and global information started entering their world and soon became a requirement in career skills. Because of the rapid growth in the size of this group using social media, online marketing methods started segmenting groups. The worldview was rapidly expanding along with the number of housing choices being built.

Four - Generation X -1965 to 1980 (57- 42 yrs)

Sometimes referred to as the “latchkey” kids, most children had both parents working in careers and daycare was standard. Social media during these years has grown from analog to digital. Handwritten notes and flyers, although appreciated, were scarce. Communication, personal connections, and marketing are using technology. This is the first age group that parents consider the need to monitor their children on social media. Advertising is beginning to carve out age groups and demographics.  

Five - Generation Y - Millennials - 1981 to 1995 (41- 27 yrs)

Cable television shared a common culture, and new ideas grew. But this generation was now fully adept in technology and expected the same in marketing. Most often they delayed entering a work career path by not leaving the family nest. They saved, delayed, and with fewer finances are seeking the most bang for their real estate buck. Others followed a career in technology and lived frugally while making financial gains. Both prefer strong ROI on their real estate investment over a chef’s kitchen. Self-expression and uniqueness are essential and green living is a value they hold close to their heart. They also learned about “Sick Building Syndrome” and are concerned about healthier living spaces. Low VOC, passive light, and recycling are a part of this generation’s vocabulary.

Six - Generation Z -1996 to 2010 (26 -12 yrs.)

 Gen Z is often coined as the leader of Green. When it comes to green and sustainability, this group feels they have been handed over a mess to clean up. Homeschooling for them is more common. Instead of wearing designer threads, they create their own identity through products. Self-expression is their way to personalize, and if a company can deliver on that need, it will find new buyers. 

That means unique character traits will be more intensely mined by technology and, with it, some of the creepiness of data collection. Diverse in nearly every way, open-minded about marriage, they research products and want hybrid workplaces. Generation Z is a key buyer of sustainable goods, including smart home technology.

Seven - Generation Alpha -2011–2025 (11 yrs and down )

These are the second generation of Digital Natives with technology at their world’s core. Often they are technology teachers to their parents and grandparents. They share their own methods for developing social awareness, what their preferred online brands are, with a new niche for marketing.

The value in green Real estate is in the eyes of the beholder

Outdoor Rooms

The homes of the baby boomers often had an expensive chef’s kitchen that sellers pointed out the thousands of value invested in granite countertops and double ovens. Younger generations might think this is of little value and prefer a backyard with a view or at a least private patio. Outdoor rooms are now more important than interior spaces. Yes, it used to be the bathroom and kitchen were the top areas for renovating and getting the best dollars returned when selling. Today it is wise to include outdoor rooms when renovating to sell later.

Walkability

Right after inquiring about heating and cooling and smart home features the younger generation might ask how far away is the nearest coffee shop, schools, and other amenities. Not only walking but also access to bike paths and parks is becoming more valuable.

Zoning for Green

Second income questions such as can the four-car garage be converted into an income-producing apartment?  Can I run a business from my home here? Are short-term rentals allowed? Multi-purpose properties are being sought out by younger generations.

Conserving Resources

Is the landscape a Xeriscape design? What is the source of the landscape water? Are there low-flow features in baths? Does it have an electric car charging station?  Conserving resources is a big part of the younger generation. Technology is fueling their growing perception of local watersheds, energy sources, and environmental concerns. The older generation was informed on a local basis, now the Millenials and younger are looking at the situation with a highly charged a worldview

 Recycling

Buildings themselves can be stuck in generational time and in need of updating. Renovations that invest in energy savings are a value to any generation. There are additional but cost-effective ways to update such as low VOC  paints, increasing the xeriscape qualities of the landscape, and including smart controls for heating/cooling and security.  Placemaking features can be part of the design by using repurposed products and local materials.

Greenspaces for Interiors

Atriums and skylights provide natural light which connects those inside to a time of day. New products and better insulation properties in windows offer opportunities to open buildings to more light and outside green views. Even if there is limited space or a lack of views private gardens can be a light-filled outdoor room viewed from inside. There is too little being written about circadian patterns but having a sense of time naturally is important for healthy living. You can read more about circadian rhythms and health in an article By HC Architects back in April 2019.

Conclusion

Shifting Gears for a broader definition of Green Real Estate

Priorities in green home buyers are not only greater energy efficiency but versatility in use, more passive light, and beautiful outdoor spaces. Both the buyers and sellers will perceive what they see as valuable in green real estate choices. The markets reflect our diverse generational changes and Five G connectivity, and the smart home options will increase. now, ask yourself what you think your generation finds most important in green buildings.

With In Green Living, Joni Keefe shares nature-based design choices for urban greenspaces and Interior Design. Her interests follow sustainable agriculture, eco-friendly building products, and the latest trends in housing. She is a published writer with design work featured in national publications.