Quality and trust remain the most important factors influencing home and housewares purchase decisions across generations, according to Tom Mirabile, principal and founder of Springboard Futures, who shared new consumer research during a keynote session at The Inspired Home Show 2026.
Mirabile presented findings from the 2026 Value Equation Index, a research collaboration between the International Housewares Association (IHA) and Springboard Futures, during his session, “Top Trends 2026: Survive and Thrive—Balancing the Matters and Mindsets that Drive Decisions.”
The index, completed in February and publicly shared for the first time at the Show, examines what consumers value when making home and housewares purchases — from price and design to functional benefits and environmental responsibility — with segmented insights across the four generations that account for most category spending: Gen Z, Millennials, Gen X and Baby Boomers.
Mirabile said that generational differences remain critical to understanding consumer behavior across lifestyle categories.
“In lifestyle industries, purchases are still strongly shaped by age and stage. And when you understand those differences, you start to see very clear patterns in what people value, how they live, and why they buy,” he said. “People are not buying things—they’re becoming someone. Make sure your brand reflects who that is.”
The Value Equation Index found that quality, trust, pricing incentives, and social proof, such as ratings and reviews, all play significant roles in shaping how consumers evaluate home and housewares purchases.
Key Takeaways by Generation
Millennials and Gen X together account for roughly 60–70 percent of category spending, while Baby Boomers tend to make higher-margin purchases. Although Gen Z currently accounts for a smaller share of spending, the generation represents significant long-term growth potential.
Mirabile highlighted several characteristics shaping purchasing behavior across generations.
Generation Z:
Consumers aged 14–29 account for roughly 15–20 percent of category spending and are highly value-driven. Social media strongly influences this group, particularly when it comes to cooking, baking and home décor. They tend to live in smaller spaces, favor decorative space-saving storage and personalize each room. Social and environmental responsibility are also important to them, and refurbished products provide a pathway to brand loyalty.
Millennials:
Now ages 30–44, Millennials represent the largest share of spending in the category at 35–40 percent. Many are in the midst of major life milestones, with 80 percent expected to have children by 2030, according to Mirabile. They are value-conscious but willing to spend more for quality when needed. As the largest home-buying generation, Millennials are focused on products that support entertaining and convenient home maintenance.
Generation X:
Consumers ages 46–61 hold significant spending power and are often in peak earning years. Many are balancing households with children and aging parents. They spend heavily on outdoor entertaining, major kitchen renovations and products focused on comfort and wellness. Smart home items and products that simplify cleaning and home management are especially appealing.
Baby Boomers:
Consumers ages 62–80 account for approximately 20–25 percent of category spending. Many are aging in place or purchasing second homes for lifestyle flexibility. They host family gatherings frequently and enjoy entertaining both indoors and outdoors. Because they purchase less frequently, they tend to prioritize higher-quality products.
Values Driving Home and Housewares Purchases
The Value Equation Index examines how consumers define value when selecting products, brands or retailers in the home and housewares market.
Among the key findings Mirabile highlighted:
Quality and trust dominate purchase decisions.
Quality (64 percent) and trust (49 percent) ranked as the most important values for consumers evaluating home and housewares purchases. Among the specific traits associated with quality, respondents cited durability (49 percent) and reliable performance (42 percent) as the most important, while safety (31 percent) moved into third place, up 24 percent from the past 18 months.
Promotions and convenience play a major role.
Consumers said they often wait for promotions (39 percent) or prioritize free shipping and returns (39 percent) when making purchase decisions. Millennials are more likely to buy during promotional periods, while Gen Z consumers often prioritize free shipping and returns, even when the product price is higher. Boomers and Gen X are more likely to purchase without extensive comparison when they believe the price is right.
“Customers are not just price sensitive, they are value driven,” Mirabile said.
Ratings and reviews continue to gain influence.
Looking at ratings and reviews before making a purchase was very or extremely important to 80 percent of consumers overall, including 88 percent of Millennials. The importance of ratings and reviews has increased by 12 percent compared with 18 months ago.
“A vast majority of consumers prefer peer-to-peer over expert reviews,” he said.
Corporate responsibility is increasingly important.
Consumers said purchasing from socially responsible companies was very or extremely important (62 percent), up 24 percent in the past 18 months. Purchasing from environmentally responsible companies was very or extremely important to 67 percent of respondents, up 10 percent.
Complete findings from the latest Value Equation Index will be included in the 2026 IHA State of the Industry Report later this summer.
