Generational Marketing – NKBA


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K+B Trends and Growth

Generational Marketing


December 5, 2023


Sara Gutterman, CEO, Green Builder Media

CEUs: .1
What You Will Learn

During this session, join Green Builder Media CEO, Sara Gutterman presents breaking COGNITION Smart Data research and survey results that answer these questions (and more!): 

– What are the consumer purchase drivers that are transforming the housing market?
– What are the specific sustainability upgrades that millennials will pay for?
– Which high-performance, healthy, smart home priorities attract the under-40 buyer? 
– What do young buyers consider sustainable design features, and which are their favorites? 
– How do millennials view outdoor living space functionality and design? 

Gutterman will offer ideas, solutions, and real-life use cases for designing, building, and retrofitting next-generation homes, including net-zero, electrification, and demand-side energy management fundamentals, products and systems that create healthy indoor environments, resilient housing features that millennials understand and want, and important considerations in sustainable product selection.

Learning Objectives: 

  • Learn the difference between Millennials, Gen Zs and other generational preferences with respect to housing design and product specification.
  • Understand key home owner/buyer trends related to sustainability, net zero, all-electric, resilient, healthy homes.
  • Explore key purchase drivers that are top of mind for each generation and corresponding behavioral patterns.
Featured Presenter
Sara Gutterman – CEO – Green Builder Media

As Co-Founder and CEO of Green Builder Media, North America’s leading media company focused on sustainable living, Sara has established a reputation as a visionary thought leader and passionate advocate for sustainability. She works closely with a diverse group of stakeholders in the building industry to develop impactful, long-term green strategies that are simultaneously sustainable and profitable. A former venture capitalist, she has participated in a portion of the life cycle (from funding to exit) of over 20 companies. She graduated from Dartmouth College and holds an MBA in entrepreneurship and finance from the University of Colorado. She lives in Lake City, Colorado with her husband, where she is an avid long-distance runner, snowboarder, and Crossfit trainer.  Sara runs the Rural Segment for Energize Colorado and served as a County Commissioner.

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