Modernize Homeowner Insights 2025: Investment & Sustainability

Updated: August 12, 2026Written by: Kristen Hatfield

The 2025 Modernize Homeowner Insights Report, which surveyed over 150,000 homeowners, reveals a powerful shift: sustainability and energy efficiency are now key factors in home improvement decisions. Contractors who align with these values can build trust, and grow faster, in a competitive market.

Energy Efficiency Is Top of Mind

A remarkable 73.94% of homeowners say they consider energy efficiency “a great deal” when planning projects. Solar, insulation, and HVAC upgrades continue to rank among the top planned improvements for 2025, reflecting homeowners’ drive to reduce long-term costs and increase comfort.

Environmental Consciousness Is Growing

More than 64% of homeowners report being “very concerned” about the environmental impact of their projects, and 33.61% are “somewhat concerned.” This growing eco-awareness signals strong demand for contractors who can offer green materials, sustainable installation methods, and energy-saving solutions.

Global and Economic Events Shape Investment Decisions

External factors — from inflation to global instability — continue to influence spending. 42.98% of homeowners said global events make it an unwise time for large home projects, yet 56.71% still believe upgrades are a good investment given rising home values.

Year-over-Year Insight: 2024 vs. 2025

Sustainability awareness continues to grow year over year. In 2024, 64.6% of homeowners said they considered energy efficiency “a lot” when planning home improvements. In 2025, that figure climbed even higher, alongside a steady belief that now is a good time to invest in upgrades amid rising home values. Meanwhile, the share of homeowners who said energy efficiency “doesn’t factor” into their plans dropped slightly, showing that eco-conscious choices are increasingly mainstream. Contractors who highlight efficiency benefits and sustainable materials are aligning with the mindset of today’s renovation-focused homeowner.

What These Homeowner Industry Trends Mean for Home Services Professionals

Sustainability isn’t just a buzzword, it’s a buying trigger. Contractors who position themselves as energy-efficiency experts and clearly communicate ROI will gain an edge. Offering green financing options, product education, and energy-saving estimates can build both trust and loyalty.

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Modernize Homeowner Insights Demographics and Influences

Modernize Homeowner Insights 2025: Demographics & Influences

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