78% Are Settling for Poor Air Quality—Even as Wellness Becomes a Top Priority
New AUX AIR USA Survey: Almost half of Consumers Say a Self-Cleaning HVAC System Would Make It Easier to Keep Their Homes Healthy
We’ve long known that clean indoor air supports physical health. But increasingly, Americans are linking it to something more personal: peace of mind. From reducing stress to improving sleep and emotional clarity, better air isn’t just about breathing easier—it’s about living better.
At the same time, most homeowners surveyed in the AUX AIR USA 2025State of Indoor Air Report said they aren’t investing in technology and tools like air purifiers, upgraded filters, or HVAC improvements that would deliver those benefits. Instead, they are reaching for cosmetic fixes like plug-in fragrance devices.
AUX AIR USA partnered with third-party platform Pollfish to survey 1,000 U.S. homeowners in June 2025 to better understand how people feel about their air, what they’re doing to improve it, and what’s stopping them from going further.
What we found challenges long-held beliefs around indoor air quality: the gap between intention and true action isn’t about apathy—it’s about overwhelm. People want clean air, but they don’t want to become air quality experts to get it. Plug-ins and diffusers offer the illusion of freshness, while purifiers and HVAC upgrades promise real results—yet remain underused.
The ideal solution? Systems that manage themselves. In fact, nearly half of all respondents (47%) say they’d switch to a new HVAC system if it cleaned itself and only pinged them when it needed attention.
This report explores not just the physical importance of indoor air quality—but its emotional stakes. It’s a look into how clean air impacts how we feel, think, and live day to day. And it’s an opportunity for the HVAC industry to meet consumers where they are—with lower-effort, higher-impact options designed to take care of the air, so homeowners don’t have to.
Key findings:
● Nearly every homeowner considers indoor air quality important—only six out of 1,000 said it doesn’t matter.
● More than half of homeowners buy plug-in air fresheners or diffusers, even though far fewer are investing in purifiers or high-efficiency filters that actually clean the air.
● When feeling stressed, nearly half of homeowners lower the temperature to feel more in control, revealing the role home comfort plays in emotional wellbeing.
● Cost and confusion are the top reasons homeowners aren’t doing more to improve air quality, with 78% citing one or the other.
● Nearly half of homeowners say their ideal HVAC system would clean itself and notify them only when something needs attention.
● Better air quality is the number-one reason homeowners would switch to a smarter HVAC system, outranking savings, convenience, and even system longevity.
Clean Air, Happy Mind: Why Wellness Now Starts with the Air We Breathe
Homeowners aren’t just chasing comfort—they’re craving clarity, calm, and emotional ease. And increasingly, they’re finding that in the air around them.
According to our survey, 80% of homeowners say clean, fresh air is extremely important to their home environment. Nearly as many—75%—say a space that smells fresh and feels clean noticeably improves their experience. And more than half (53%) consider round-the-clock comfort a must-have, not a nice-to-have.
While air quality plays a growing role in how people define comfort, they also say temperature control is a way to manage their mental wellness. According to the survey, nearly half (48%) say they lower the temperature when they’re stressed, and 16% admit their mood directly impacts their thermostat behavior.
These numbers make one thing clear: indoor air quality isn’t just about avoiding allergens or preventing illness—it’s about creating a home that supports both body and mind. Cool, fresh air helps us feel better. Clearer. Calmer. More in control.
That connection is more than just anecdotal. 62% of respondents directly link cleaner air with better long-term health, while another 31% say it contributes to their overall well-being. In other words, indoor air quality has grown from a technical upgrade to a personal priority—a pillar of what it means to feel good at home.
So why, if the desire is so strong, are homeowners falling short on action and leaning on surface-level solutions? While 54% report buying air fresheners or diffusers, far fewer are investing in systems that actually clean the air—just 41% own air purifiers, and only 28% have upgraded their HVAC systems. Even among those who understand the connection between clean air and health, there’s hesitation to take bigger, longer-lasting steps.
This reluctance isn’t about apathy—it’s about overwhelm. People want better air, but they want it without the hassle. For the HVAC industry, that’s a clear call to action: provide solutions that are easier to understand, easier to use, and easier to maintain.
“What this data makes clear is that indoor air quality has moved from a niche concern to a mainstream priority,” said John McGaughey, AUX AIR USA’s Vice President of Sales. “Homeowners overwhelmingly recognize its impact on comfort and health, yet their actions haven’t caught up to their awareness. That disconnect signals both a cultural shift in how we define a healthy home—and an opening for companies like ours to meet people where their priorities already are.”
54% Say Better Air Quality Would Persuade Them to Switch HVAC Systems
Today’s homeowners don’t need convincing that air quality matters—they just need a system that makes it easier to achieve. That’s why 54%of respondents said better air quality is the number one reason they’d consider switching to a smarter HVAC system, outranking even energy savings, convenience, and system longevity.
This signals a significant opportunity for HVAC installers to deliver high-impact results with low-effort technology. Homeowners are ready for systems that take the guesswork out of clean air—automatically cleaning themselves, alerting users when attention is needed, and maintaining optimal performance without constant upkeep like the AUX AIR USA line of mini-splits.
Nearly half of all respondents (47%) say they’d prefer a system that manages itself, freeing them from complicated maintenance schedules or filter confusion.
And while cost is often a hurdle, it’s not insurmountable. Many utilities and state programs offer rebates and incentives for upgrading to high-efficiency, cleaner systems—making these smarter options more accessible than ever. These programs can significantly offset initial costs and help homeowners move from short-term fixes to lasting improvements. And because high-efficiency systems are built for durability, they often require less maintenance over time—helping reduce long-term costs as well.
What people want is simple: less work, better outcomes. Whether it’s improved air quality, fewer breakdowns, or long-term savings on energy bills, homeowners are looking for effortless effectiveness. The brands that meet that need—with user-friendly, self-sustaining systems that deliver emotional and physical wellness—stand to win long-term loyalty.
From Insight to Action: What the Data Means for HVAC Pros
This report reveals more than interest in clean air—it shows a shift in why people want it. Homeowners aren’t just buying HVAC systems for temperature control anymore. They’re looking for peace of mind, emotional comfort, and simplicity. They want solutions that feel as effortless as they are effective.
That shift presents a powerful opportunity for HVAC professionals—if they can meet homeowners where their priorities already are.
For Contractors: Sell the Outcome,Not Just the Equipment
Contractors are no longer just installing systems—they’re helping shape healthier, happier homes. That means reframing how you talk about air quality solutions:
● Focus on how it feels, not just how it works. Talk about cleaner, calmer spaces—not just compressors and SEER ratings.
● Highlight low-effort features like AUX’s washable filter and i-Clean technology, which automatically removes moisture and debris from the unit—lowering the need for maintenance during the unit’s lifecycle.
● Bring up rebates early. Many homeowners assume upgrades are too expensive—showing them available incentives can change the conversation.
This isn’t simply a technical sale—it’s an emotional one. Homeowners want relief, not more to manage. Contractors who speak to that desire will build trust and close more deals.
For Distributors: Help Contractors Tell a Simpler Story
Distributors play a critical role in helping contractors respond to this new kind of customer. That means going beyond product specs and price sheets to support storytelling and solution selling.
● Stock systems with built-in ease—like AUX mini splits that are self-cleaning, smart, and intuitive features like voice control and Wi-Fi.
● Provide tools that simplify the pitch—rebate guides, quick comparison sheets, and messaging that connects air quality to everyday life.
● Educate your network not just on what to sell, but how to sell it in a way that resonates with today’s homeowners.
Distributors who help contractors reframe the value of clean air—from a technical upgrade to a lifestyle improvement—will help move more product and build longer-term loyalty.
The takeaway is clear: selling air quality today means selling simplicity, wellness, and trust. HVAC pros who embrace that mindset—contractors and distributors alike—won’t just grow sales. They’ll shape what the modern home feels like.
The Takeaway: Turning Awareness Into Action
The gap between knowing clean air matters and actually investing in it is where the opportunity lies. Homeowners aren’t looking for a sales pitch—they’re looking for simple, trustworthy solutions that improve their daily lives without making them harder.
They don’t want more buttons to push or filters to track. They want systems that clean themselves, alert them only when needed, and fit into their home as naturally as a light switch. That’s why nearly half (47%) say they’d prefer a self-maintaining HVAC system, and 54% say better air quality would be the top reason they’d make the switch.
The good news? The technology already exists.
● AUX’s i-Clean function offers a hands-off way to prevent dust, mold, and bacteria from building up—automatically cleaning the unit’s interior after each cycle.
● The use of HIPS exterior panels helps prevent yellowing over time, keeping units looking fresh and clean.
● High-efficiency air filters ensure the system is doing the heavy lifting when it comes to capturing airborne particles that impact both physical health and peace of mind.
● Smart features like Wi Fi-enabled controls and filter change alerts make it easier for homeowners to manage comfort and system upkeep—no guesswork, just simple, proactive maintenance.
Together, these features address the very barriers this report uncovers—low trust, high effort, and unclear value.
“This report reveals a clear truth: people don’t need to be convinced that air quality matters—they need help acting on it,” McGaughey said.. “Homeowners are asking for solutions that fit the way they live: low effort, high impact, and emotionally intuitive. The companies that simplify the path forward—without sacrificing performance—will earn not just market share, but long-term trust.”
The demand is there. The motivation is personal. And the message to the HVAC industry is simple: make it easier. Easier to understand. Easier to afford. Easier to trust. The companies that do will not only lead the market—they’ll lead the movement toward healthier, more emotionally grounded homes.