Who are Generation Rent?

No longer related to only students or young professionals, Generation Rent is a whole new cohort who are not only feeling the impact of the pandemic but are finding it increasingly financially unachievable to buy a home. This has caused a shift in attitudes towards owner-occupied spaces. Generation Rent are expected to outnumber their home-owning counterparts by 2039 as they reject the long-standing transition from renting to ownership and, instead, actively opt for rental.

The freedom of renting appeals to people seeking more flexible living. Without being tied to one location or having the financial burden of a mortgage, Generation Rent have the flexibility to travel, easily relocate and financial freedom. However, importantly, renters still crave the ability to make their homes their own.