51% say their motivation is more about saving money than it is about saving the environment
For those concerned about the future of the environment, stats like this are inspiring: Nearly 60% of Americans say sustainability was a key consideration when they were researching home upgrades.
That’s a data point from the 2025 AUX In-Home Sustainability Survey, and while it’s encouraging to see people prioritizing sustainability, we wanted to better understand why. Why was sustainability important for these people? Where in their homes did they feel like sustainability efforts could have the largest impact? And were they aware of government rebate programs that could influence sustainability decisions?
We partnered with the third-party survey platform Pollfish to ask 600 American adults those questions and more.
What we found was that most respondents’ interest in sustainable home upgrades is driven by financial concerns.
This aligns with broader economic trends in the United States, where persistent inflation and rising utility costs are reshaping consumer priorities. Over the past two years, energy prices have consistently ranked among the most significant financial burdens for American households.
Key findings:
● 58% of people say sustainability played either a very important or extremely important role in their decision-making process in regard to home upgrades
● 51% said the primary reason for considering more sustainable options was to save money on energy bills, but only 20% say it’s with the goal of reducing environmental impact
● 63% considered savings the main benefit of those energy efficient HVAC systems
● 50% say that upfront costs are what keeps them from making upgrades
● 62% say they are unfamiliar with government or energy company rebates for sustainable home upgrades
More than half—51%—said their main concern when looking at sustainable options for home improvements was to save money on their energy bills. Less than half of that number, just 20%, said that reducing their home’s environmental impact topped their list of concerns, and just 16% said improving their in-home air quality was their number one priority.
The biggest barrier to more sustainable HVAC systems: Upfront cost
Most Americans recognize that their heating and cooling system is the biggest energy drain in their home, and a key area where sustainable options can significantly reduce costs. However, the biggest barrier remains the upfront expense of implementing sustainable systems.
Over the past few years, the HVAC industry has faced consistent price increases, driven by a variety of economic factors. Rising costs of raw materials like copper, aluminum, and steel have put upward pressure on manufacturing expenses, which are then passed on to consumers. Additionally, broader supply chain disruptions and labor shortages have further contributed to higher equipment and installation costs. These trends are reflected in price increases for both standard and high-efficiency systems, with average installations ranging from $5,000 to $15,000 depending on system type, home size, and complexity.
For homeowners interested in sustainable options, such as energy-efficient HVAC systems, these higher upfront costs can feel daunting despite the potential for long-term energy savings.
Costs of equipment and installation make sustainable HVAC options less accessible
The thing that most said made sustainable HVAC options inaccessible wasn’t a lack of knowledge of the technology or doubts about its ability to deliver on promised energy savings. It was the cost to both purchase the equipment and its installation.
Most are unaware of rebate and government programs that make sustainable HVAC solutions more affordable
Depending on local policies, government rebate programs and energy incentives offer a powerful solution to offset the upfront costs of sustainable upgrades—one of the largest barriers to adoption. However, survey responses reveal a gap in awareness: 62% of homeowners are either unfamiliar with or lack detailed knowledge about these rebate programs.
As economic uncertainty continues, there’s a clear opportunity for manufacturers and installers to better inform consumers about these savings opportunities. Marketing efforts should focus on simplifying rebate processes and emphasizing how these incentives can lower initial investment hurdles while delivering long-term financial benefits.
Legislation like the Inflation Reduction Act provides federal tax credits for energy-efficient home systems, which can offer significant savings that homeowners may not realize are available. Highlighting these programs in marketing materials and customer consultations can help installers bridge the knowledge gap and empower homeowners to make financially viable choices.
Despite the financial barriers, a majority of people are committed to in-home sustainability
Even with the cost challenges associated with sustainable home upgrades, a significant majority of Americans remain committed to incorporating sustainability into their living spaces. According to the survey, 70% of respondents indicated that they are actively making changes in their home to make it more sustainable or are seriously considering such changes.
“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. As leaders in HVAC innovation, we’re focused on providing solutions that align with these priorities, helping homeowners make meaningful, sustainable choices that benefit their homes and the environment for years to come.”
This commitment, despite financial hurdles, reflects a growing awareness of the benefits of sustainability that go beyond environmental considerations. While the primary driver for many is financial, there is also an increasing recognition of the added value sustainability brings to their homes. From increasing property value to improving indoor air quality, homeowners are weighing the multifaceted benefits of greener upgrades.
“Homeowners are telling us they want sustainable solutions that not only reduce costs but also improve their quality of life,” said Lacey. “It’s our responsibility as an industry to continue innovating, ensuring that the products we deliver are both environmentally friendly and financially accessible.”
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