Home Z: The Housing of the Future for Generation Z in Spain

Spanish group Cosentino is a world leader in the manufacture of quartz, granite and ultra-compact surfaces.Through Silestone Institute, Cosentino runs an international platform dedicated to the research and dissemination of knowledge about the home space. The Institute aspires to be a benchmark in the knowledge of the behavior, uses and needs of people in the 21st century home. Its activity includes producing studies and informative publications, organising debates and workshops, and offering practical advice from experts – all with the goal of helping people make their home a healthier and more comfortable, efficient and sustainable space.

Always looking to steer topical conversations, in 2022 Silestone Institute challenged Ulled to help create and promote an in-depth report about the Gen Z consumer, titled Home Z: The Housing of the Future for Generation Z in Spain.

Gen Z will inspire and drive the changes of coming years, and so Silestone Institute wanted to know how this new generation of young people imagines their home. What are their expectations, desires and aspirations? To arrive at a reflection both interesting and useful, a triple approach was employed:

1. Survey with 800 participants aged 18-25 living in Spain, from a representative sample;

2. Interviews with 11 leading experts in disciplines such as architecture, sociology, engineering, psychology, design, anthropology, journalism, gastronomy;

3. Collaboration with 4 Spanish influencers who play a key role as trendsetters.

Together, their views enabled us to create a portrait of Home Z, drawing conclusions on topics such as ownership model, house layouts, design styles, sustainability, technology or the role of the kitchen space.

Working closely with Silestone Institute, Ulled steered every step of the report from its conceptualization to its promotion, overseeing strategy and logistics to deliver a high-value project to the client.

The study was presented at two launch events: food summit Madrid Fusión and Madrid Design Festival. Receiving excellent feedback from senior management, the report generated 1.09 million Euros of AVE, gaining coverage across a wide selection of generalist and trade media across print, digital and radio.