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Energy emissions from the new houses being built over recent years have increased rather than declined since the implementation of the current government rating system. This is despite evidence of Australians' growing concern about climate change. This paper seeks to compare the demographics, attitudes and knowledge of people considering building a new home with the factors that would motivate them to adopt a more sustainable home.

The empirical data from a survey of 32 people considering building a home were statistically analysed.

The results of the research indicate that financial incentives are the key motivator. Furthermore, the research identifies a relationship between age and preferred motivators.

The findings of the research project allow a better understanding of the target group, which can be used to initiate more targeted motivators to encourage them to adopt a more sustainable house design. This can inform more directed marketing of sustainable investment incentives.

The research project establishes an understanding of the target group and the important motivators that would encourage these people, who are considering building a new house, to drive sustainability in residential design. The findings allow a better understanding of the target group, which can be used to initiate more targeted motivators to encourage them to adopt a more sustainable house design.

SCENE: A bright September morning in the Terrace Room of the Plaza Hotel in New York. There's a giant screen center stage and scattered TV monitors emitting a cold blue light. A short burly man steps up to the podium before about a hundred members of the Wall Street community and the press. The man is Hicks Waldron, CEO of Avon Products, and he's staged this two‐hour presentation to unveil a freshly minted corporate plan for the Avon Division, which accounts for about three‐quarters of the entire Avon company's sales.