Survey Shows Younger Generations Value Great Design

April 26, 2007
Whether in autos or homes, the buying decisions of "millenials" are driven by design.

According to a recent Kelton Research survey, young Americans ages 18 to 29 are increasingly being driven by the influence of good design in their purchasing decisions.

The "Design for Living" survey, commissioned by design software firm Autodesk, found that compared to others, the 18 to 29 age group -- the so-called millennial generation -- places greater importance on design in purchasing products, as well as other significant quality of life decisions. For example:

  • Millenials are willing to pay more for an appealing product design, whether it's a car (67 %), furniture (60%) or a video game system (31%).
  • They give serious thought to public spaces (66%), beauty and architecture (42%) when considering relocation to a new city.
  • They are happier (74%), more motivated (64%) and more efficient (31%) in a well-designed workplace.
  • Nine in 10 Millennials also care more than any other age group about sustainable design of new buildings for well-being and resource efficiency.

Survey results also show that design has a considerable influence in many Americans' daily choices. Almost seven in ten respondents said that the last time they saw a product in a store that they "just had to have," it was because of its design. In addition:

  • A majority of those surveyed (55%) believe that good design can actually improve a product's functionality while also making it look better.
  • Three-quarters of those surveyed -- and more, among 30- to 39-year-olds -- said they have enjoyed a movie simply because of its visual effects, despite other flaws.
  • An overwhelming 82% of survey participants would let the prospect of working in a beautifully designed building influence their decision to accept a job.

More research results can be found at

About the Author

Brad Kenney | Chief Marketing Officer

Brad Kenney is the former Technology Editor of IndustryWeek and now serves as director of the mobile/social platforms practice at R/GA, a global marketing/advertising firm in New York City.

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