Prnewswire·2026-02-18 11:03Core Insights - Taylor Morrison launches a new brand platform, "Homes Built for Real Life," focusing on authentic, everyday moments rather than idealized portrayals of homeownership [1] - The campaign reflects consumer preferences for relatable content and aims to resonate with younger generations, particularly Gen Z and Millennials [1] Consumer Preferences - Third-party research indicates a strong preference for honest, everyday moments over staged content [1] - Gen Z homebuyers increased from 6% in 2024 to 9% in 2025, highlighting a growing market segment [1] - Millennials, the largest demographic for Taylor Morrison, comprised approximately 30% of U.S. social media users in 2025, with nearly 70% using platforms like Instagram, Facebook, and TikTok daily [1] Design Philosophy - Taylor Morrison's home designs are informed by customer research and over a century of experience, featuring flexible layouts that adapt to real-life routines [1] - Kitchens are designed for gathering, and floor plans reflect natural movement throughout the day, aligning with the brand's commitment to supporting everyday living [1] Company Overview - Taylor Morrison is a leading homebuilder and developer in the U.S., serving a diverse range of consumers, including first-time buyers and luxury homebuyers [1] - The company has been recognized as America's Most Trusted® Builder since 2016, emphasizing its commitment to sustainable operations [1]