From the Playground to the Property Ladder: 74 per cent of children have a say in final home moving decisions

• Children's influence most pronounced amongst Gen Z (40 per cent) and Millennial (32 per cent) movers, showing a clear generational shift in family decision-making

• Men tend to be the "Home Move CEOs’, taking the lead on financial and logistical tasks like setting the budget (33 per cent versus 19 per cent of women) and negotiating the house price (36 per cent versus 20 per cent of women)

• Women are more likely to veto a property (49 per cent  versus. 37 per cent of men), while men are more likely to make concessions on "must-haves" (31 per cent versus 25 per cent of women)

• Men typically have a better idea when it comes to understanding a property’s value, 42 per cent versus 25 per cent of women

• Baby boomers are the most collaborative generation, with 44 per cent reporting they equally share the decision to move, compared to 25 per cent of Gen Z and 31 per cent of Baby Boomers

London: Moving home is one of life's most crucial decisions, yet the intricate dynamics within UK households, from who sparks the initial idea, to who makes the final compromise, often remain unseen. A new study(1) from Zoopla, one of the UK’s leading property websites, reveals that three-quarters (74 per cent) of families report that their offspring have a say over final housing choices during the home moving process.  

For younger generations, this impact is even more pronounced, with 40 per cent of Gen Z movers identifying their children as either the primary influencers or a significant part of the final choice, while a third (32 per cent) of Millennials acknowledge a similar level of influence. This trend aligns with a wider societal shift, with additional research also indicating children's growing influence on other substantial household purchases, from smartphones, to household appliances and cars(2).

Children appear to have the most sway in Scotland, where 37 per cent of movers report their offspring have significant influence on home choices. Eastern England (33 per cent) also shows a higher degree of child influence. Conversely, children's influence is reported to be less significant in the South East (26 per cent), Yorkshire and the Humber (27 per cent), and both the South West and West Midlands (both 28 per cent). Looking at the other end of the spectrum, regions where children have "no influence whatsoever" are most prevalent in the West Midlands (35 per cent), followed by the South West (32 per cent).

Table 1: Influence of children on the home buying decision regionally 

This growing power means the 'must-haves' of children are increasingly central to the property search, reshaping family priorities in a new home. As a result, children tend to compromise the least in these decisions, accounting for just one per cent of concessions compared to 56 per cent of adults.

Who takes the role of the ‘Home Move CEO’?

While children's influence is prevalent in the home moving process, a clear division of labour still exists within adult relationships. Men often take on the role of the 'Home Move CEO’, with 32 per cent leading the overall process compared to 25 per cent of women. This leadership is particularly evident in financial and logistical stages. Men are significantly more likely to lead on setting the budget (33 per cent versus 19 per cent of women), deciding on the mortgage (34 per cent versus 17 per cent) and arranging conveyancing (38 per cent versus 24 per cent). They also tend to lead in negotiations, with 36 per cent taking charge of the house price negotiations compared to 20 per cent of women. Men also typically have a better idea when it comes to understanding a property’s value, 42 per cent versus 25 per cent of women.

Table 2: Leader of home moving stages

However, the division of labour shifts when it comes to expressing strong opinions or making concessions. Women are notably more likely to be the ones to voice a dislike or reject a property (57 per cent of women versus 43 per cent of men). When it comes to the inevitable compromises on 'must-haves' or ideal property features, 31 per cent of men feel they more frequently make concessions versus 25 per cent of women.

Baby boomers lead the way when it comes to collaborative home hunting

Whilst moving home is rightly considered a major life decision, deciding to move home is more often initially a solo decision. In 39 per cent of UK households, the idea comes from one person alone. In 35 per cent of cases, both partners make the decision to move home  together. Additionally, just 25 per cent of households say they equally share the work of investigating properties and market trends.

Among the generations, Baby Boomers stand out as the most collaborative, leading the way in turning home buying into a shared endeavour. 60 percent report that they share the decision to move equally, a figure that far exceeds Gen Z’s 25 per cent and Millennials’ 31 per cent. They are also more likely to split property research duties, with 31 per cent saying they handle this stage together. 

Daniel Copley, Consumer Expert at Zoopla, comments: “"It's fascinating to see the curtain pulled back on the intricacies of the modern-day home hunt. It's clear that collaborative decision-making is firmly on the rise, especially among Millennials who are truly leading the charge in teamwork. However, the most compelling finding is undoubtedly the growing influence of children. This means that for a significant portion of the market, the family home is truly a family decision. Understanding these nuanced dynamics is invaluable and it underscores the importance of open communication for a smoother, happier house hunt. 

“Whether it’s setting the budget or negotiating house prices, using tools like Zoopla's My Home gives you an idea of what you could sell your current home for and provides deeper insights into the home you'd like to buy. Additionally, listings pages include insights such as planning permissions and information on local schools and local amenities. You can also add your preferred travel destination to help you refine your search when looking for proximity to work."

-ENDS-

Notes to editors 

1. Zoopla research conducted by Opinium, surveying 2,000 UK adults living with another adult between 31st July - 4th August 2025, who have made at least one house move. Households with two adults accounted for almost two thirds of owners moving home in 2023/24 according to the English Housing Survey (Table FA4624). Generations are defined as the following:

   1. Gen X: 18-28

   2. Millenials: 29-44

   3. Gen Z: 45-60

   4. Baby Boomer: 61-79

2. The Insights Family, "Why kids hold the key to household decision making," (June 2022)