Furnishing and decorating their spaces, which brands and channels they’re using, and what home ownership means to their generation.
Gen Z and Millennials are making their homes a priority, even though plenty of them are still renting. They want rooms built around their hobbies, they’re picking cozy over cold, and they’re paying closer attention to what’s actually in the products they bring home. But renters and homeowners aren’t shopping for their space the same way.
In YPulse’s 2026 Shopping for the Home Report, we dive into why young people want dedicated spaces for their hobbies, how renters and homeowners differ on renovation and décor purchases, and why most are checking their home products for toxins.
Download the full report for further insights
Report length: 20 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada (n=1000 U.S., n=500 Canada), fielded September 1–9, 2026.
