For a long time, it was believed that new generations would prioritize renting, mobility and experiences over buying their own home. But the latest data shows that this perception is rapidly changing. According to a survey by Brain Intelligence Strategic, carried out in partnership with ABRAINC (Brazilian Association of Real Estate Developers), 59% of Brazilians between 21 and 28 years old intend to buy a property in 2026, making Generation Z the age group with the highest purchasing intention in the country. The percentage exceeds the national average, which was 49%, and reveals an important change in consumer behavior. Even in a scenario of high interest rates, inflation and greater economic caution, young people continue to see property as a way to build wealth, achieve financial stability and invest in their own quality of life. This transformation is already beginning to influence the development of new projects throughout Brazil and is also impacting the high-end real estate market, especially in cities like Curitiba. Generation Z still wants to own a property, but is looking for something different. If before the dream of owning a home was only associated with acquiring wealth, today it is also linked to lifestyle. The new generation is looking for properties that follow their routine and offer more practicality, comfort and flexibility. Among the main factors considered in the purchasing decision are: strategic location; urban mobility; integrated technology; home office environments; shared areas; sustainability; good infrastructure; security. More than buying square meters, Generation Z seeks to invest in places that provide a better living experience. This change explains why so many businesses have started to offer coworking spaces, gyms, gourmet spaces, shared laundry facilities, bike racks and areas focused on well-being. The property is no longer just an address and becomes part of the routine. Owning your own home continues to be synonymous with security Despite the idea that young people just prefer experiences and freedom, the data shows another reality. In an economic scenario marked by uncertainty, owning a property represents: financial security; stability; independence; asset protection; planning for the future. This view helps to explain why purchase intentions remain high even with the Selic rate at high levels. The property continues to be perceived as a solid long-term investment. Technology is no longer a differentiator and has become a requirement. A generation that was born connected naturally expects properties to follow this behavior. Today, features such as: digital locks; home automation; infrastructure for high-speed internet; USB sockets; lighting control; applications for condominium management; are already part of the expectations of many buyers. But technology alone is no longer enough. She needs to improve the living experience. Sustainability also influences the purchasing decision Another aspect that is very present among young buyers is the concern with sustainability. This behavior also appears in studies by the consultancy McKinsey & Company, which show a continuous growth in consumer preference for products and services aligned with sustainable practices. In the real estate market, this translates into greater interest in energy-efficient developments, environmental certifications and solutions that reduce operating costs over time. In the real estate market, this appears through projects that offer: energy efficiency; water reuse; natural lighting; cross ventilation; green areas; bicycle racks; infrastructure for electric cars. More than reducing environmental impacts, these solutions also improve comfort and reduce maintenance costs over time.
Generation Z drives the future of the real estate market
For a long time, it was believed that new generations would prioritize renting, mobility and experiences over buying their own home. But the latest data shows that this perception is rapidly changing. According to a...
J8 Real Estate. The high standard is also changing This transformation is not just happening in the compact property market. It also influences the high-end segment. Today's premium buyer, including younger ones who are starting to build wealth or receive family inheritances, seeks properties that deliver a complete experience. Instead of ostentation, there is a growing appreciation for attributes such as: authorial architecture; privileged location; natural lighting; integration with green areas; smart plants; acoustic comfort; privacy. It is a change that follows a trend already observed in Curitiba: luxury is no longer synonymous with excess and has become much more linked to quality of life. Curitiba naturally speaks to this new generation Few Brazilian cities bring together as many characteristics valued by contemporary buyers as Curitiba. Over the last few decades, the capital of Paraná has consolidated a reputation linked to: urban planning; mobility; green areas; tree-lined neighborhoods; contemporary architecture; quality of life. These attributes mean that neighborhoods such as Batel, Bigorrilho, Ecoville, Cabral and Campo Comprido continue to attract buyers who want to combine comfort, convenience and asset value. In the high-end segment, this movement is even more evident. Those who buy a premium property in Curitiba usually look for a set of factors that go far beyond the square footage. Looking for location, architecture, exclusivity and a more balanced routine. The real estate market is already responding to this behavior. Developers quickly noticed this change. Today, many launches are planned thinking not only about the floor plan or the facade, but about the experience of those who will live there. Enterprises that offer: living spaces; complete gyms; wellness areas; coworkings; rooftops; shared services; intelligent solutions for everyday life. At a high standard, this evolution also appears in projects signed by large architecture offices, with strong integration between landscaping, design and functionality. It is an architecture designed to improve routine, and not just visually impress. The future of the market depends on the new generations The entry of Generation Z into the real estate market represents much more than a renewal of the buyer profile. It marks a change in the way people understand the act of living. The property remains heritage, but it also represents well-being, flexibility, practicality and quality of life. For cities like Curitiba, this transformation happens quite naturally. After all, many of the attributes valued by young buyers, such as organized urbanism, quality architecture, sustainability and balance between city and nature. are already part of the local identity. The high-end market also follows this evolution At J8 Imóveis, we closely follow the changes in the market and we understand that today's high standard goes far beyond sophisticated finishes. Buyers look for properties that make sense for the lifestyle they want to build, valuing architecture, location, well-being and long-term appreciation potential. It is precisely this vision that guides our selection of properties and developments in Curitiba, connecting our clients to the best opportunities in the premium market. Do you want to discover properties that represent this new way of living? Explore J8 Imóveis' projects and discover how architecture, location and quality of life come together to create unique experiences in the high standards of Curitiba.
