The Property Marketing Strategists together with student accommodation provider UPP have released the findings of their research with 2,500 Gen Z, focusing on wellbeing in the home.
The research finds 86% want a quiet place to sleep, 79% want to be able to control the level of darkness in their room and 65% want a good mattress. It also finds 77% of Gen Z feel a good night’s sleep aids their ability to manage their anxiety and mental health.
“Sleep is hugely important, and we know that Gen Z isn’t getting enough – it is a personal discipline, and Gen Z are glued to social media, negatively impacting their length and quality of sleep. But there is an onus on landlords too, a comfortable mattress is important (65%), as are blackout blinds (79%) and sound insulation (86%) and in doing this you are improving the attractiveness of the space along with improving the lives of tenants. These variables scored far higher than variables that were in tenants’ control such as how much alcohol (33%), recreational drugs they’ve taken (15%) or their diet (43%).
“Investing in these are an initial cost, but they do pay dividends in the long-term. Better customer service and a better experience means that these providers will be rated higher. We know that 91% of Gen Z feel it’s important for a landlord to have a good review – and these factors will impact scoring.”Sarah Canning, Co-Founder, The Property Marketing Strategists
55% of Gen Z also say that it is important they have the freedom to make their living accommodation their own.
“We know that accommodation is a key factor in supporting university retention rates, and building design quality in particular is a crucial aspect in thinking about the wider residential experience of our student residents.
“What we put in a space is just as important as the four walls. The offer needs to reflect how students wish to live in these spaces – designing homes where bedrooms aren’t facing the road, windows have blinds, and if spaces are let with furniture, that mattresses are good quality to enable renters to have a good night’s sleep. This research provides further evidence of the importance of the built environment as a support to mental wellbeing.”Jon Wakeford, UPP