Page 35 - Green Builder Magazine Nov-Dec 2019 Issue

THE STATE OF

SUSTAINABLE
Clean Air = Peace of Mind BUILDING 2020

IAQ: Purchase Drivers There’s a good reason: Americans, accord-
ing to researchers at Lawrence Berkeley
Number of mentions: Jan-Aug 2019 WHAT?
• Comfort is referenced more than the other purchase drivers and National Laboratory, spend 87 percent of
is a key benefit to communicate. their time indoors, with 70 percent of that
• The other top 5 purchase drivers—security, sustainability, price,
QUALITY WELLNESS quality and energy efficiency—are referenced fairly evenly, time spent at home. With that kind of devo-
36,644 indicating that all are about of equal importance to buyers.
33,248 tion to the pleasures of their homes, LBNL
• Across audience segments, Do-It-Yourself (DIY) consumers most
frequently talk about these purchase drivers. notes, “it’s only a matter of time before peo-
ENERGY SO WHAT? ple want to feel as good being indoors as
COMFORT SECURITY EFFICIENCY • Comfort and sustainability are both directly tied to good Indoor Air
43,918 37,723 32,931 they do about being there.”
Quality.
NOW WHAT? Green Builder Media recently conducted
• Manufacturers have the opportunity to create positive a survey of housing market trends, poll-
SUSTAINABILITY messaging around healthy homes and good IAQ, particularly as it
37,311 pertains to comfort and sustainability. ing consumers and construction industry
• For elevated web and social media engagement, focus on DIY professionals. There are some compelling
consumers.
insights.
PEOPLE KNOW WHAT THEY WANT
Within the healthy home space, more than
Mechanical Air Scrubbing 90 percent of consumers consider IAQ to be
“extremely important” or “very important.”
How often do your customers purchase devices WHAT?
that improve their Indoor Air Quality? • Building professional respondents answered that It’s also the leading category that consum-
nearly one-quarter (24%) of their customers have very ers associate with green building—more so
45% 42% often or often purchased devices to improve Indoor Air
40% Quality (IAQ). than performance, renewable energy and
• Over one-third (42%) said their customers sometimes
35% building science.
purchase products to improve IAQ.
30% Nearly 70 percent of consumers inter-
SO WHAT?
25% 23% • There is a large and growing whitespace in the market ested in IAQ want to keep themselves and
20% 18% to offer products and technologies that improve IAQ. their families healthy. Close to 20 percent of
15% NOW WHAT?
11% • Manufacturers have an opportunity to address this consumers interested in IAQ struggle with
10%
6% growing demand for IAQ products with innovative SOURCE: GREEN BUILDER MEDIA SURVEY allergies.
5% product enhancements and/or strategic partnerships
withother manufacturers that offer complementary Twenty-five percent of consumers (so
0%
Very often Often Sometimes Rarely Never products. far) ask about IAQ often or very often, and
Responses nearly 25 percent are purchasing products
that proactively address IAQ-related issues.
Given that those numbers were in the single
­gures only a short while ago, the sector is
Healthy Air Matters. Period. clearly experiencing considerable growth on
an annualized basis.
How important is IAQ to you? What is your top IAQ priority in your home?
16.48 % Homeowners have become quite savvy
I (OR SOMEONE IN MY about green products and smart home
FAMILY) HAS ALLERGIES.
6.82 % devices, and they’re demanding proof
I WANT MY HOUSE points to show that IAQ products can back
TO BE CLEANER.
40.38 % up manufacturer claims. So, it’s important
VERY IMPORTANT 48.28 %
EXTREMELY IMPORTANT for manufacturers and builders to provide
64.77 %
I WANT TO KEEP MYSELF AND certi­cations, case studies, research and data
MY FAMILY HEALTHY.
11.93 % that demonstrate clear performance results.
I WANT MY HOUSE
10.06 % TO BE MORE SOURCE: GREEN BUILDER MEDIA SURVEY
MODERATELY COMFORTABLE.
IMPORTANT ALL THE COMFORTS OF HOME
0.38 % Comfort is the leading purchase driver behind
NOT IMPORTANT AT ALL IAQ considerations across all consumer audi-
General concern. Most homebuyers simply want an indoor space free of pollution, and safe for ence segments, followed by (in order) secu-
family members. rity, sustainability, quality and wellness.
www.greenbuildermedia.com November/December 2019 GREEN BUILDER 33

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