Clayton Study Emphasizes the Shifting Housing Preferences for Generation Z

Clayton Study Emphasizes the Shifting Housing Preferences for Generation Z

Every Clayton Built home comes with technology features buyers wish for, such as Kwikset SmartKey Security and ecobee smart thermostat, which can seamlessly integrate with several smart home systems like Apple HomeKit and Amazon Alexa.

FREMONT, CA: Clayton, a national homebuilder of site-built and off-site constructed homes, has recently conducted a study about the housing needs and preferences for the youngest generation of consumers, with the help of supporting insights on Gen Z from US MONITOR syndicated research by Kantar on consumers' attitudes and values.

Generation Z represents people born after Millennials. They are the most racially diverse generation in the U.S. and currently makeup 18 percent of the population, according to 2018 data from the U.S. Census Bureau. With the oldest of Gen Z consumers now in their early 20s, many among them have started considering their future housing preferences in a post-COVID-19 economy.

"Gen Z, the youngest generation of home buyers, passionately understands the importance of choosing the right products and brands to serve their needs, and that also applies to choice in housing," said Kevin Clayton, CEO of Clayton.

There are four key perspectives from homebuyers in their 20's showing what the younger generations (both Gen Z and Millennials) want from their future homes:

• A Variety of Floor Plan Options: An internal Clayton research study, Home Built to Take Care of Me, Spring 2020, reveals that the household composition is changing – there is a decrease of conventional nuclear family households. Therefore, buyers could explore versatile options beyond the traditional three bedroom, two bathroom layout.

• Technology in the Home: Clayton also concluded in its study that 74 percent of those in their 20s claim technology makes their home more comfortable to live in, compared to 68 percent of all adults.

• More Flex Spaces: 62 percent of those in their 20s report, it is crucial that their home adapts to their evolving lifestyles and life stages to come, according to the Clayton research study.

• Sustainability is a Critical Consideration in Purchases: Kantar's 2020 US MONITOR reports that if a product costs and performs the same, 71 percent of Gen Z buyers will always choose one that is more environmentally friendly, versus 56 percent of the rest of consumers. The optional EnergySmart Home Package upgrade is an example of a series of energy-efficient standards like additional insulation, sealed ductwork, and Low-E windows a home buyer can purchase with their new home.

"Gen Z is growing up in a world of volatility, unpredictability and untold lifestyle choices that create both anxiety and possibility – shaping values that will last a lifetime," says Ann Clurman, Partner and generation expert at Kantar.

Since COVID-19, America has experienced an economic downturn, and home buyers have to reconsider how they work, attend office, shop, and invest their money. Off-site built homes, which include manufactured, modular and CrossMod homes, are offering new solutions for today's youngest generation of home buyers through a variety of design options, built-in technology, flexible floor plans, and energy efficiency home features - options Gen Z buyers desire and expect in their homes.

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