It’s no surprise that consumers of differing ages and in differing life stages have varying preferences and purchase motivations when it comes to selecting home improvement products.
Generational differences can have an effect on all aspects of the purchase journey, from preferred shopping channels to point of purchase considerations and post-purchase brand loyalties. Additionally, there are coinciding factors, including socio-economic status, homeownership rates, and disposable income levels, that influence how homeowners allocate their budgets for home improvement.
What are Key Generational Differences in Homeownership in the U.S. in 2026?
Based on data from the U.S. Census Bureau’s Biennial American Housing Survey and the National Association of Realtors, included in HIRI's Generational Differences in Home Improvement Activity Report, homeowners and home sellers are mostly Baby Boomers or older, while home buyers are primarily Gen X or younger. While the AHS employs 10-year age-range buckets that are not completely reflective of generational differences, it gives some insight into the shape of homeownership in the U.S. in 2026. In general, the generations are typically broken down as:
- Gen Z (those under 30)
- Millennials (ages 30 to 45)
- Gen X (ages 46 to 61)
- Boomers (ages 62 to 80)
- Silent Generation (ages 81+)
What Percentage of Silent Generation, Boomers, and Gen X Own Homes?
The market is still being driven by Boomers and Gen X in 2026. Based on AHS data from 2023 (the most recent currently available), the Silent Generation contributes about 15% to homeownership. Boomers are the largest segment at 41%. Gen X contribute about 18% of homeownership in the U.S. Additionally, about 45% of the sellers’ market consists of Baby Boomers.
What Percentage of Millennials and Gen Z Own Homes?
Millennials are the second-largest group of homeowners in the U.S., as they possess about 25% of the inventory. Gen Z only contribute about 1% to homeownership based on the data in the 2024 survey. Results in HIRI's forthcoming 2026 iteration of the survey, when published, may a shift, as Gen Zers approach their late 20s and move into homeownership position. However, the median age for buying a first home in the U.S. just hit 40 years old, based on the NAR’s 2026 Home Buyers and Sellers Generational Trends Report. Many members of the younger generations are having to delay achieving the homeownership milestone as a result of the low housing inventory in the U.S., high mortgage rates, and increasing cost of living. But Gen Zers may be forging a different path forward, as this survey from Coldwell Banker Real Estate found that about 80% of individuals from that generation are foregoing other major life decisions to be able to afford a home, and many are looking at doing it on their own.
How Do Home Renovation Habits Differ by Generation?
HIRI's Generational Differences in Home Improvement Activity Report provides a comprehensive picture of generational attitudes and behaviors towards the means by which home improvement projects are completed, comparing behaviors across all generations, from Millennials to the Silent Generation. Because they compose a significantly smaller percentage of homeowners and home buyers, Gen Zers are often incorporated into the Millennial demographic. Here is a look at some of the key trends that emerged from this analysis:
1. Millennials Lead in Home Improvement Spending
Despite lower levels of home equity and net worth, Millennials lead in annual home improvement spending, with one in five spending more than $5k on projects in 2024. According to additional data from the National Association of Realtors, millennials comprised the greatest percentage of homebuyers in 2024, at 38%; Gen Xers contributed another 24%. Home maintenance, which includes routine tasks and activities to keep a home in good condition and prevent the need for repairs, is the most common type of home improvement project among all homeowners.
How Do Home Renovation Habits Differ by Generation?
Millennials and Gen X complete repairs and renovations at higher rates than Boomers. When it comes to average home improvement spending, each successive generation spends significantly less. The average spend for each generation is:
- $5,173 for Millennials
- $4,521 for Gen X (approximately 12.6% less than Millennials)
- $3,595 for Boomers (approximately 20.5% less than Gen X)
- $3,188 for the Silent Generation (approximately 11.3% less than Boomers)
This data highlights a consistent downward trend in spending as each generation ages. And that's based on the average. When we look separately at median home improvement spending, there's an even more distinct decline across generations. Millennials spend about 51% more than Gen X, while Gen X spends 32% more than Boomers. Boomers, in turn, spend around 9% more than the Silent Generation, reflecting a consistent decrease in spending as each generation ages.
2. Gen X Feel Elevated Anxiety About Inflation and Finances
Some of the top macroeconomic concerns among U.S. homeowners include the economy, inflation, and personal finances. Worries about the economy have a nearly equal effect on all generations, being noted as a concern by:
- 56% of Millennials/Gen Z
- 57% of Gen X
- 58% of Boomers/Silent Generation
Despite having a relatively strong financial position (about 57% make $80k or more), a higher percentage of Gen X homeowners express concern about inflation and personal finances than the other generations. It's important for manufacturers to be understanding of these macroeconomic concerns and how they impact homeowners' intentions on spending for projects and products.
3. Quality and Price are Highest Priorities for All Generations
When it comes to selecting products and materials for home improvement projects, quality and price are approximately three times more influential than other factors for all generations. Looks and aesthetics are slightly more important for Gen X and ease of installation is a bit more meaningful to the Boomer/Silent Generation. In general, messaging and marketing that focuses on product quality and prices will resonate more strongly with homeowners than other factors. In terms of motivations for undertaking projects themselves, Millennials are more heavily influenced by discretionary factors such as home enjoyment, style, and quality of life. These motivators descend in importance with each subsequent generation.
4. Energy Efficiency Takes Precedence Over Smart and Sustainable Products
Over the years, homeowners have become more aware about topics like sustainability, energy efficiency, and smart home products, as well as how these concepts interrelate. However, energy efficiency is by and far the most important factor, compared to sustainability and smart home technology, when it comes to home improvement decision-making, influencing nearly three-fourths of homeowners in each generation. Selecting sustainably built products is the second most important factor, followed by smart home integration. Cost savings and comforts are the primary motivations, regardless of demographic, for investing in these areas, which implies that value messaging will resonate more than eco-consciousness in promoting future energy efficient, smart home, and eco-friendly home improvement products.
5. Millennials Show Higher Preference for Online Channels
Although all generations use both online and in-person methods for home improvement, Millennials use online resources the most, relying on them to look up product research and user reviews more than other generations. Young homeowners engage social media platforms significantly more than other cohorts, or 39%, compared to 23% for Gen Xers and 9% for Baby Boomers and the Silent Generation, leveraging mobile devices for research and inspiration. YouTube, in particular, remains the dominant platform for these purposes. Having a broader social media presence can help manufacturers and retailers engage younger homeowners. Meanwhile, Boomers are the most likely to visit local home improvement stores and rely on recommendations from friends and family members. Additionally, there is a healthy amount of trust that in-store retailers carry good quality products, but Millennials are more likely to prioritize product details, safety information, and reviews, before making a purchase. Looking ahead, building products brands and retailers should plan for Millennials to continue broadening their purchasing channels beyond big-box retail.
6. Millennials Possess Experience and Optimism About DIY
In 2026, Millennial optimism about home improvement is likely to sustain ongoing activity. In general, they feel more positive about starting projects (both smaller endeavors below $5k and bigger projects above $5k) and hiring a contractor. Based on data from HIRI's 2025 Homeowner Project Activity Tracker, Gen Z homeowners have the highest intention of increasing their home improvement spending over the next 12 months, followed by Millennials and then Gen X homeowners. Meanwhile, Boomers are intending to spend a little less. Additionally, this generation of homeowners possesses more intermediate DIY experience than older homeowners, which includes tasks like installing hardwood flooring or replacing a window. They also are more likely to take on additional projects as they age.
7. Aging in Place Trends Contribute to Positive Home Improvement Outlook
Aging in place and multi-generational housing trends are likely to fuel increased home improvement demand in the years ahead. The U.S. Census Bureau estimates that only 10% of American homes are “aging ready,” which means there is ample opportunity within the remodeling market to address this gap. In 2024, the percentage of each generation who completed an aging-in-place upgrade was:
- 25% of Millennials
- 26% of Gen Xers
- 29% of the Boomer/Silent Generation
HIRI’s recent Aging in Place Study also found that homeowners who undertake aging-in-place projects tend to complete more total renovations and spend significantly more, especially in higher-cost tiers, like the $5,000 to $9,999 range and the $10,000 to $24,999 range. Additionally, about 11% of Millennials also had a family member move in last year, and we’re seeing a strong current of multi-generational home buying, fueled by cost savings and the need to care for aging parents. They are likely to drive future home improvement projects to accommodate multiple family units.
Taking Your Home Improvement Products to Market Among Millennials, Gen X, and Baby Boomers
All that said, there are some general principles you can apply in your go-to market and advertising strategies to increase market penetration among various generations:
Deploy a Multi-Channel Marketing Strategy to Suit Different Generations' Preferences
As the data suggest, Millennials especially prioritize getting product information online before purchasing, and Gen X customers find value in conducting online research as well. Manufacturers and suppliers should provide detailed information about how to use their products in applicable projects on their websites and through social media platforms to satisfy pre-project researchers. Manufacturers and retailers can imbue continued confidence in DIY’ing by taking to market products that cater to Millennial and Gen X’s DIY interests and motivate them to take on more projects.
Enhance Online Project Planning Resources
HIRI's findings suggests that age and project planning correlate negatively, with younger generations planning more. With this in mind, home improvement product manufacturers and retailers can offer online resources, such as project tutorials and guides, to assist with planning and organizing. Identify which marketing touch-points are most attributable to the point of sale and be sure to invest in providing a high-value buyer’s journey at those points to increase market share.
Better Understand Your Home Improvement Product Market
By understanding key generational differences and applying learnings gleaned from insights, home improvement manufacturers can create and market products that appeal to specific age groups while tailoring their marketing and sales strategies accordingly. Want to dig into the full Generational Differences in Home Improvement Activity Report and tabulate the source data specifically for your own use cases? Join HIRI for unlimited access to our full stores of exclusive research.
FAQs
What is the average age for first-time homebuyers?
The median age of first-time homebuyers in the U.S. is currently about 40 years old. In 2025, only 25% of all home buyers were first-time homebuyers, compared to 24% the previous year.
Which generation prefers DIY home improvement?
Based on HIRI's research, Millennials complete the most DIY in all categories: maintenance, repair, and renovation. They also possess more intermediate DIY experience than older homeowners and are likely to take on more projects as they age.
Which generation spends the most on home improvement?
Despite lower levels home equity and net worth, Millennials lead in annual home improvement spending, with each successive generations spending less. Additionally, they show the highest intent for increasing home improvement spending in the future.
