Premium property buyers have always been particular about what they want. Location, design quality, and craftsmanship have long topped the list of priorities. Now, there’s a new set of criteria joining these traditional requirements. Energy efficiency, environmental impact, and wellness features are becoming just as important as the postcode. Homeowners still value beautiful architecture and sought-after locations, but many are also thinking more carefully about how a home fits with their values and lifestyle

Research suggests this way of thinking is becoming common across the high-end market. Environmental performance is playing a role in a growing number of luxury purchases, influencing how buyers judge quality, comfort and long-term appeal.

Design, location and build quality remain central, but buyers are also paying attention to how efficiently a home runs, how it uses resources and how it supports everyday wellbeing. These considerations now feel like a natural part of choosing a premium home.

The Global Luxury Landscape Report from Berkshire Hathaway HomeServices highlights just how widespread this thinking has become. It found that 81% of high-spending buyers are open to homes that emphasise sustainability, authenticity and wellness, suggesting these qualities now sit firmly within modern expectations of luxury.

What sustainable luxury looks like today

Walk into a newly built luxury home today and many sustainable features feel quietly integrated rather than overtly showcased. Solar panels, efficient heating systems and high-quality insulation are commonly included as part of a well-considered design. Triple-glazed windows, energy monitoring tools and rainwater collection systems tend to be viewed as practical choices that support comfort and performance over time.

Buyers are increasingly curious about how homes are constructed, not just how they look once finished. Sustainable timber, reclaimed stone and lower-carbon materials appear more frequently, particularly in properties designed with longevity and durability in mind.

Many buyers want homes that actively help them live healthier lives, which means better air quality, plenty of natural light, and strong connections to outdoor spaces all matter considerably. Just as important is how a home feels to live in. Natural light, good air quality and easy access to outdoor space consistently rank high on buyers’ wish lists. Homes that feel calm, comfortable and connected to their surroundings often strike a chord with those looking for both sustainability and everyday enjoyment.

Integrating At-Home Wellbeing

Many of the features attracting attention in luxury homes support personal wellbeing while also reducing environmental impact. Air filtration systems improve indoor air quality and help manage energy use more efficiently. Lighting systems designed around circadian rhythms, for example, adjust throughout the day to mimic natural daylight patterns. This supports better sleep, improved concentration and more balanced energy levels, making a noticeable difference to how people feel in their homes over time. These systems are especially appealing to buyers who travel frequently or spend long hours indoors.

This extends all the way to finishes which tend to go unnoticed such as the use of low-toxicity paints, natural oils and non-off-gassing materials. These small switches contribute to healthier indoor environments, which is something families and health-conscious buyers are increasingly aware of. These choices may not be seen, but they change how a space feels to live in.

Water has also become an area of innovation in luxury homes. Buyers are increasingly interested in features like advanced filtration systems, greywater recycling, and efficient water management, which not only conserve resources but also enhance the overall living experience. Homes that reuse water from showers and sinks to nourish gardens feel smart, sustainable, and thoughtfully designed.

When it comes to outdoor spaces, priorities are evolving in similar ways. Gardens designed around native planting support local wildlife while requiring far less water and maintenance than traditional lawns. Many buyers appreciate landscapes that feel natural and relaxed, and some enjoy the addition of kitchen gardens that reconnect them with food and seasonality in small but meaningful ways.

Authentic Appeal

Sustainability often goes hand in hand with a desire for homes that feel warm, authentic, and full of character. Many buyers are moving away from cookie-cutter, glossy interiors and are drawn to spaces that tell a story and have a sense of place.

Working with existing buildings, whether it’s a charming townhouse or a converted barn, lets buyers keep original features while making the home more comfortable and efficient. It’s also a smart environmental choice, since reusing what’s already there avoids the carbon footprint of tearing down and starting from scratch.

Local craftsmanship adds another layer of charm. Handcrafted joinery, stonework, and metal details from regional artisans give a home personality and soul. Buyers appreciate knowing who made these pieces and where they came from, making the space feel thoughtful, personal, and quietly luxurious.

How Values add Value

For many buyers, environmental choices are less about cost and more about enhancing lifestyle, comfort, and long-term enjoyment. Energy-efficient homes offer quieter, more stable indoor environments, superior air quality, and advanced climate control that make daily living more pleasurable. These features also signal a forward-thinking approach to design and living, aligning with the values and expectations of discerning homeowners.

The luxury rental market mirrors these priorities. Tenants paying premium rents increasingly expect homes that combine elegance with thoughtful sustainability features such as integrated smart systems, natural ventilation, and high-performance materials just as they would expect bespoke kitchens or spa-quality bathrooms. Properties that deliver on these expectations offer a more compelling, elevated living experience.

When it comes time to sell, strong environmental credentials enhance a property’s prestige and appeal. Buyers are sophisticated and value verified performance. Independent certifications such as LEED, BREEAM, or Passive House provide credible assurance that the home meets the highest standards of design, comfort, and environmental responsibility.

How the industry is adjusting

Developers and agents are embracing exciting opportunities to innovate. Many are taking a holistic approach, carefully considering material sourcing, energy performance, and long-term durability from the outset. Others are gradually introducing new features, enhancing homes in ways that are both visible and impactful. Buyers are increasingly confident and curious, asking insightful questions about airtightness, insulation quality, and energy efficiency, which encourages even better outcomes.

Independent certification has become an important tool in this landscape, providing clear benchmarks and rewarding developments that genuinely perform rather than simply appearing sustainable. At the same time, sustainability priorities vary by region: northern Europe emphasizes heating efficiency and insulation, warmer climates focus on passive cooling and water management, dense Asian cities prioritize air quality and wellness, and North American buyers often seek renewable energy systems and smart technology. Understanding these nuances allows developers to deliver solutions that are both locally relevant and globally informed, whether for a coastal villa or an urban penthouse.

Where luxury is headed

Younger affluent buyers are entering the market with strong environmental values, and those values naturally carry through into how they think about homes. They’re not looking for perfection or grand statements, just spaces that feel well considered and aligned with how they live.

At the same time, sustainable design has become far easier to integrate. Regulations continue to evolve, but so does technology, making high-performance features more reliable, more discreet and more achievable at the luxury level. Systems like battery storage, heat recovery and intelligent energy management are no longer novelties. They’re simply part of building a home that works beautifully behind the scenes.

What this means for buyers, sellers and developers is fairly straightforward. Sustainability now sits comfortably alongside comfort, quality and long-term value. It influences how homes are designed, how they’re marketed and how they’re perceived, without needing to dominate the conversation.

That 81% figure from Berkshire Hathaway HomeServices is unlikely to stand still. As awareness grows and expectations continue to mature, sustainability will remain woven into the definition of modern luxury. Not as a trend to follow, but as a natural part of living well, feeling good in your space and knowing your home has been thoughtfully created for the years ahead.