A major new report has revealed the attitudes of consumers to sustainable home developments, ahead of the full implementation of the Future Homes Standard expected later this year.
The Sustainable Housing: What do Consumers Really Think? report was commissioned by market research experts Eureka in partnership with Midland-based integrated marketing communications specialist HROC, which counts some of the leading names across the housebuilding and construction supply chain as clients.
The report took the temperature of more than 1,600 UK adults, with a strong focus on those in the market to buy a new home within the next five years.
The results of the survey show that UK housebuilders face mounting pressure to align with shifting buyer expectations, with the report finding that sustainable construction methods are now as important to some prospective buyers as other, more traditional metrics.
Indeed, while build quality (62%) and price (60%) remain the top priorities for those buying a new home, sustainable building methods now sits level with location (both 48%) in the buyer hierarchy – a striking result given location’s traditional dominance in property valuation.
The entire report points to a maturing consumer mindset, with 78% of all respondents saying it is important for the government to prioritise energy efficiency and decarbonisation in new housing. Crucially, this is a cross-generational concern, with strong support from potential first time buyers (46% of 25-34 year olds) and downsizers (61% of 65+) – two groups who are expected to drive new build demand in the short to medium term.
Dave Ruston, Director at Eureka, said: “The results indicate a real sea-change for the housebuilding industry. For a long time, sustainability has sat at the fringes of buyer behaviour, but it is increasingly a core consideration. With full implementation of the Future Homes Standard imminent, it is clear housing developments can’t just view sustainability as a box-ticking exercise – today’s consumer is better informed than ever, and they want to see real change.”
The report also analysed the types of sustainable innovations homeowners were looking for.
When it comes to home improvements to bolster sustainability, insulation (58%) and triple glazing (44%) are the most favoured features, indicative of wider public concern over spiralling energy bills. These were followed by solar panels (35%), and — lower down the list — technologies such as underfloor heating, battery storage, and smart energy management systems. This indicates that homeowners are most amenable to spending out on sustainable home improvements that deliver the quickest return on investment.
Appetite for sustainability varies widely by region. Consumers in the East of England (86%), Scotland (83%), and Greater London (82%) showed the highest levels of eco-consciousness. In contrast, the South West (65%) recorded the lowest support.
Overall, half of all respondents believe the industry should absorb the cost of meeting the FHS — estimated at around £5,000 per home — but there is greater flexibility among those actively in the market. Among this group, 45% said they were willing to pay more, with a higher likelihood among younger and environmentally engaged buyers.
The report comes as the sector awaits final clarity on the Future Homes Standard, whose full implementation — including the phase-out of fossil fuel heating in new homes — has faced delays and revisions since last year’s General Election and subsequent change of government.
Steve Sherran, Director at HROC, said: “Our research shows that demand for greener homes is not just real, but accelerating – driven not just be environmental concern, but continuing uncertainty around increasing energy costs.
“With policy yet to fully catch-up, there’s now a real opportunity for housebuilders to show real leadership in this area. There’s clearly a case to be made for more investment in consumer education around the benefits of sustainable homes, and for future-proofing plans now before it becomes a legislative requirement. Those who take this initiative will be best placed capture emerging demand and trust.”
To download a full copy of the report, please visit: https://indd.adobe.com/view/4eded1cd-3235-4961-bd50-3931be532b4e
To learn more about the complete range of serviced offered by HROC, visit: https://www.hroc.co.uk
For more information on Eureka, please visit: https://www.eurekaresearch.co.uk
