A new US-based study has suggested that more than half (51%) of sustainable home upgrades are driven more by the opportunity to save money, rather than concerns over the environment.
The 2025 AUX In-Home Sustainability Survey, undertaken by air conditioning and energy services firm AUX, found that while 58% of US consumers said that sustainability was ‘very important’ or ‘extremely important’ when they are researching home upgrades, just 20% said that their main motivation was reducing their environmental impact.
Some 16% responded that improving their at-home air quality was their number one priority.
HVAC savings
With HVAC systems a major drain on energy within the home, 63% said that financial savings in this area was a main benefit of opting for more environmentally-friendly options.
At the same time, 50% note that upfront costs are preventing them from switching to more energy-efficient models. In addition, 62% say they are unfamiliar with the availability of government or energy company rebates for sustainable home upgrades.
‘As economic uncertainty continues, there’s a clear opportunity for manufacturers and installers to better inform consumers about these savings opportunities,’ AUX noted. ‘Marketing efforts should focus on simplifying rebate processes and emphasising how these incentives can lower initial investment hurdles while delivering long-term financial benefits.’
Increasing interest
Despite financial barriers, interest in sustainability remains high, with 70% of respondents are either actively making changes to their homes or seriously considering them, according to the study.
“It’s encouraging to see that sustainability is becoming a significant factor in how people approach home upgrades,” said Matt Lacey, AUX vice president of east coast U.S. Sales. “While economic benefits like lower energy bills often drive these decisions, it’s clear that sustainability’s impact extends beyond just financial savings—it’s about creating smarter, healthier, and more efficient living spaces.
“Homeowners are telling us they want sustainable solutions that not only reduce costs but also improve their quality of life.” Read more here.
