What You Will Learn
Wellness in the home is no longer a niche consideration—it’s a core driver of purchase. As homebuyers grow more aware of how their living environments affect physical health, mental well-being, and everyday comfort, the products that shape indoor conditions are quickly shifting from “nice-to-have” to non-negotiable. In this forward-looking webinar, Green Builder Media CEO Sara Gutterman explores how today’s homes can actively support healthier living, drawing on consumer research and market intelligence to clarify what “wellness” really means across buyer segments—and how building professionals can respond.
This session examines how wellness priorities vary by generation and income level, why indoor air quality remains the foundation of healthy-home decision-making, and how different rooms—from kitchens and baths to bedrooms and living spaces—play distinct roles in occupant wellbeing. Sara will also spotlight the products and technologies driving demand, including HVAC systems, ERVs, filtration, smart controls, windows, finishes, lighting, noise abatement, and water quality solutions, offering practical insight into where the wellness-focused housing market is headed next.
Learning Objectives:
- Wellness, Defined by the Buyer – How health perceptions and purchase drivers differ across generations and income segments, and what that means for product selection and messaging.
- Indoor Air Quality as the Foundation – Why IAQ remains the entry point to wellness, and how consumers perceive HVAC systems, ERVs, filtration, and smart controls.
- Every Room Matters – How kitchens, bathrooms, bedrooms, and living spaces each play distinct roles in supporting occupant health and wellbeing.
- The Products That Move the Market – From HVAC and ERVs to paints, windows, finishes, lighting, noise abatement, water quality systems, and more, Sara will highlight the products and technologies seeing the strongest demand from both homebuyers and building professionals.
Featured Presenter
Sara Gutterman
CEO, Green Builder Media
Sara is the Co-Founder and CEO of Green Builder® Media, North America’s leading media company focused on green building and sustainable living. With a comprehensive suite of media solutions, market intelligence, demonstration projects, online training, and live events, and Green Builder Media assists building professionals in preparing themselves for the decarbonization economy and helps homeowners live more sustainably.
As CEO of Green Builder Media, Sara has established a reputation for herself as a visionary thought leader and passionate advocate for sustainability. She is considered an expert in leading-edge decarbonization technologies, climate solutions, and housing market insights. She has a unique focus on data, trends, and intelligence in areas like net zero (energy, water, and carbon), electriication, healthy home, resilient building, connected living, renewable energy, and generational marketing
Prior to founding Green Builder Media, Sara was a venture capitalist and was involved in the life cycle (from funding to exit) of over 20 companies.
Sara graduated from Dartmouth College. She holds an MBA in entrepreneurship and finance from the University of Colorado. She lives in Lake City, CO with her husband, where she is an avid long-distance runner, snowboarder, and Crossfit trainer. Sara runs the Rural Segment for Energize Colorado and she served a term as a County Commissioner.
