A kitchen for each generation

Kitchen Demographics

Once a space devoted exclusively to cooking, eating and cleaning  and designed into residential floor-plans as an entirely separate room, the kitchen's raison d'etre was function. Now a place for working, gathering, playing, cooking and eating, this room is arguably the hub of the home. No longer a separate space, kitchens require function and beauty to co-mingle - regardless of generation. Americans are driving this trend around the world. Culturally, we're seeing ex-patriots bringing this "kitchen as hub" concept to their homes, causing a shift in residential floor plans from Western Europe to Asia to Latin America.

Millennials/Gen Now: Make It About Me

This group, raised in an age of democratized design, wants a home that is a symbol of their success "inside and out". Eight-three percent say their home is a reflection of their personality, and 79 percent want a home tailored to their personal tastes. Convenience trumps aesthetics for this cohort with nearly 70 percent saying built-in are somewhat or very important to them. They are seeking comfort and warmth in their homes, while at the same time craving larger kitchens. The goal of more space is not to impress but rather to allow for better organization: 74 percent say their dream kitchen would have plenty of storage.

Open space is tremendously important to this group. Ninety-two percent would choose a semi-open or completely open floor plan. They're willing to sacrifice counters for more open space, looking for multitask appliances and more vertical solutions that save on the need for traditional counter spaces.

Culturally, Millenials are embracing a "maker/fixer/mover" mindset. Highly educated, they are anxious to make their mark on the world and are finding creative outlets in a touch economy to do it. This need for personal expression extends to a desire for authentically crafted products, where the source of the raw materials is known, and the makers are trustworthy, offering the "real deal".


Gen X: Casual & Collaborative

The first generation to embrace casual living- all day. ever day, Gen Xers have brought the concept of truly relaxed living home. The ideal design for this group reflects a combination of collaboration and casual living in the way that food is prepared, entertaining occurs and families gather. Because of the rise of multigenerational living (6.6 million American households have at least three generations of family members living under the same rood- a 30 percent increase since 2000), Gen-X homes, and especially kitchens, are more flexible and fluid. Whether it's cooking, doing homework or hanging out on the computer, the kitchen is the de facto hub for this 24/7 generation. Gen-X men are involved in more aspects of meal preparation, from shopping to cooking, than their fathers. Fifty-two percent of kids of Gen-Xers are doing their homework in the kitchen and moms are happily entertaining friends and extended family in the kitchen multiple times per week.

Boomers/Zoomers: Kitchen Facelifts & Home Gallery

Kitchens remain at the top of the list for Boomers making minor "facelifts" in their homes (under $25,000). Boomers are cautiously improving their homes now that many have made the decision to stay put or even if they're ready to sell, assuring their return on investment.

Luxury amenities are still meaningful to Boomers. They had a taste of the good life and are not ready to give it up. Interestingly, they are more willing to experiment with contemporary and transitional design than ever before, with 44 percent saying they are interested in "New Age" contemporary or modern design. Additionally  this is the group who not only has the most to spend but will spend the most on their home improvement efforts. They are recreating their "grand homes" as private retreats, where they can age gracefully, surrounded by beautiful things. Their homes are as much a gallery as a living space.


Prime Timers: Accessibility & Wellness

The Prime Timers have helped the slow recovery of the housing market more than any other generational segment. Whether in a continuous care retirement community, multi-housing condominium or smaller freestanding cottage, this group has redefined its housing priorities around health, wellness and accessibility. Kitchens designed to accommodate monitoring devices, attractive storage for medicines and space for walkers and wheelchairs are allowing Prime Timers to age elegantly at home.

In the Hub

The world is a different place than it was just a few short years ago. Customers are more savvy, and design is becoming ever more important. Ironically, the macro ideas are all the same- kitchen as hub. The details of how the hub works, connects and looks are the nuances that make life and these ideas interesting.