Decoding white goods purchases: How motivations shift across generations

Key findings:

• Brand importance rises sharply with age: 57% of American Baby Boomers and 58% of the Silent Generation say brand is important when buying a large appliance, compared with 42% of Gen Z.
• Younger Americans are more likely to rely on reviews: Around half of Gen Z (49%) and Millennials (49%) consider consumer reviews important, compared with 40% of the Silent Generation.
• Older consumers place greater value on service and support: One-third (34%) of the Silent Generation say retailer service is important when purchasing an appliance, compared with just 16% of Gen Z.

Whether replacing a washing machine, upgrading a fridge, or buying a new oven, purchasing a large household appliance is a significant expense for many. While most Americans agree on the broad factors that matter, new YouGov Profiles data suggests generations take different approaches when deciding which appliance to buy.

While price remains the dominant consideration for Americans of all ages, younger and older consumers differ in the sources of information and reassurance they rely on before making a purchase.

Insight #1: Price is the top priority for every generation

Price is by far the most important factor when Americans purchase major appliances, stated by 85% of U.S. adults.

More than eight in ten respondents across every generation say price is important when choosing a large electric appliance, including 82% of Gen Z, 82% of Millennials, 86% of Gen X, 88% of Baby Boomers and 85% of the Silent Generation.

Insight #2: Older Americans are much more likely to prioritise brands

Half of the general American population (50%) say brand is an important factor when buying a large appliance, making it the third most commonly cited purchase consideration after price and size.

However, the importance of brand increases steadily with age. While 42% of Gen Z consumers say brand matters, the figure rises to 48% among Millennials, 51% among Gen X, 57% among Baby Boomers and 58% among the Silent Generation.

Insight #3: Nearly half of Americans consult consumer reviews

Consumer reviews are important to almost half of all Americans (47%).

Equal proportions of Gen Z and Millennials (49%) and a similar proportion of Baby Boomers (48%) say reviews are important, compared with 44% of Gen X and 40% of the Silent Generation.

Insight #4: Older consumers place greater importance on service and support

The largest generational gaps appear in attitudes towards retailer service.

Fewer than two in ten of Gen Z (16%), Millennials (17%) and Gen X (19%) say delivery, advice and other retailer services are important when purchasing a large appliance. This rises to 25% among Baby Boomers and 34% among the Silent Generation.

Insight #5: Younger consumers place slightly more emphasis on style

While generations largely agree on the most important purchase factors, younger Americans are somewhat more likely to value aesthetics.

Around 35% of Millennials and 34% of Gen Z say style or design is important when choosing a large appliance, compared with 24% of the Silent Generation.

The difference is not as pronounced as those seen for brand or retailer service, but it suggests younger consumers are somewhat more likely to consider how an appliance looks alongside how it performs.

Methodology: 

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between June 2025 and June 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.

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