Young consumers are reimagining what it means to make a house—or apartment—a home. From DIY projects and thrift flips to cozy “grandmas aesthetic” bathrooms and colorful dorm décor, Gen Z and Millennials are infusing their living spaces with personality and creativity. ,They’re mixing budget finds with personal touches and turning to social platforms for endless inspiration. This shift is redefining how they shop for home goods, which brands they buy from, and what “home” means in a generation that values comfort and individuality above all.
In YPulse’s 2025 Shopping for the Home report, we pull back the curtain on where young people are living now, exactly how they want to design and transform their living spaces, and what stores they’re turning to most to get the job done.
Report length: 20 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded September 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in September 2025
