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September 08.2025
2 Minutes Read

Why A Quarter of Homeowners Are Opting for Green Improvements Now

Homeowners planning to make green improvements, symbolized by a green calculator and house cutout.

Exploring the Surging Demand for Green Home Improvements

As environmental awareness rises, it's no surprise that homeowners are increasingly turning their attention to green improvements. A recent report from NatWest’s Greener Homes Attitude Tracker revealed an inspiring statistic: 25% of homeowners are planning to make eco-friendly upgrades to their homes in the coming year. This marks the highest number recorded since the report began, showing a significant rebound from earlier this year when only 20% were considering similar plans.

Green Mortgages: A Step Toward Sustainability

Interestingly, the green mortgage concept is also gaining traction, with 20% of surveyed adults considering it. However, educational gaps still exist, as 13% of respondents remain unaware of what green mortgages entail. This suggests that while there’s a willingness to embrace green financing options, financial institutions have an opportunity to inform and guide potential borrowers toward sustainable choices.

The Income Divide in Sustainability Efforts

Despite the positive trends, a stark divide over income levels remains a barrier to making green improvements. Approximately 78% of homeowners in the highest income bracket are set on enhancing their homes’s sustainability within the next decade, compared to just about 50% among those in lower-income segments. This indicates that affordability still poses a significant challenge to sustainable home upgrades.

What Factors Drive Homeowners’ Decisions?

The factors influencing homeowners’ choices are evolving. Previously a top contender, the importance of Energy Performance Certificates (EPC) has declined, now ranked below factors such as local green space and access to public transport. Such shifts highlight changing priorities, pointing toward a broader recognition of lifestyle quality beyond property specifications.

As green improvements continue to gain momentum, financial institutions and service providers should consider these insights crucial in shaping their offerings. By addressing affordability and educational gaps associated with green mortgages, they can better align with the evolving preferences of environmentally-conscious homeowners.

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