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The Rise Of The “Forever Renter” And What This Means For The Market


The biggest shift in the property market is a growing number of people who could buy, deciding not to. For a hundred years, the property industry has run on one assumption: renting is a waiting room, ownership is the destination. That assumption no longer holds.


TheC clearest evidence is in how renters describe their own choice. Entrata's April 2026 survey of over 2,000 US renters found 81% now call renting the smarter financial move — up from 72% among Gen Z a year earlier — and 71% say the American Dream itself is evolving. That's not the language of people settling. It's the language of people redefining what winning looks like.


It would be easy to file this under the usual "priced out" story. Yes, affordability explains why someone can't buy; it doesn't explain why a wealthy individual, or a dual-income professional couple with a healthy deposit sitting in savings, chooses to keep renting anyway. That is a preference, not a constraint and this is what the market is built around.


What makes this different from every "generation rent" story before it is who is choosing it: young professionals renting for the flexibility to move for work; wealthy households keeping capital liquid rather than locking it into one asset; internationally mobile executives who need to relocate on six weeks' notice, not sixteen. RentCafe's analysis of US Census data found millionaire renter households grew 204% between 2019 and 2023, to nearly 13,700 — outpacing the 169% growth in millionaire homeowners over the same period.


The intent data confirms it from the other direction. Rently's 2026 Renting by Generation Report found mortgage plans among renters have fallen from roughly 15% to just 6.4% in a year, and a third of millennial and Gen Z non-owners now say they may never buy — not out of despair, but as a settled plan. In the UK, the House of Commons Library found 59% of 35-to-54-year-olds are unsure whether they'll ever own — a cohort that, a generation ago, would already be two or three houses into ownership.


Capital has read this correctly, even where the industry has been slower to build for it. UK build-to-rent investment hit a record £5.3 billion in 2025; Q1 2026 alone brought in £795 million, the strongest first quarter since 2022, with full-year volumes forecast at £5.7 billion. Occupancy sits near 97%, and rental premiums have nearly doubled since 2016. Institutional money doesn't move at that pace toward something it expects to be temporary, and it isn't moving toward the bottom of the market — it's moving toward the buildings, cities and price points where forever renters actually want to live.


For agents, developers and operators, the implication is simple: a market built to sell people out of renting can't also be the market that serves them well inside it. Buildings need to be run, staffed and designed as though the tenant intends to stay — because increasingly, they do. That means service standards, amenity design and lease flexibility built for years of tenancy, not for the few months before a deposit clears. Relationships that used to end at completion now need to extend across years of renewal and relocation. Firms that treat this as a smaller version of the old business will lose the client to whoever treats it as the real one.


This isn't about people giving up on a home. It's about the definition of home changing, permanently, for a meaningful share of the market, at every income level. The winners of the next decade won't be the ones still using renting as a rehearsal for ownership. They'll be the ones built for people who intend to rent well.


Article: By Mohamed Mussa, Managing Director, Chestertons Global



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Property consultancy Vail Williams has welcomed the Government's announcement of a 20% reduction in business rates for pubs, clubs and live music venues from next April, but says the latest relief highlights the urgent need for a comprehensive overhaul of the business rates system.


The new measures, announced by Prime Minister Andy Burnham, are expected to benefit around 32,000 venues across England, with the Government estimating that the average pub will save around £1,100 a year.


The changes form part of a wider £100 million package designed to support high streets and community venues, with further details expected ahead of the Autumn Budget. The Government has also confirmed that wider business rates reform will return to the agenda later this year.


Adam Barnfield, Head of Business Rates at Vail Williams, said:

"Any reduction in operating costs will be welcomed by businesses that have faced sustained financial pressure over recent years. Pubs, clubs and live music venues play a vital role in our town centres and local communities, so targeted support for those sectors is undoubtedly positive."

"However, announcement inevitably raises questions for the wider hospitality sector. Hotels, restaurants, cafés and many other businesses continue to face the same cost pressures, yet at this stage remain outside the scope of the proposed relief."

“Until we see the detailed eligibility criteria, many businesses will be wondering where they stand."

While welcoming the immediate support, Adam believes the announcement reinforces the need for more fundamental reform rather than further sector-specific reliefs."


He added: "Business rates have become increasingly reliant on temporary discounts, exemptions and relief schemes to address shortcomings in the system. While these measures provide welcome short-term support, they don't solve the underlying problem."

"The business rates system has become overly complex, difficult for occupiers to understand and increasingly disconnected from the realities of today's economy. Every Budget seems to introduce another layer of relief rather than addressing the root cause."

"What businesses need is certainty. A simpler, fairer and more transparent system would give occupiers the confidence to invest, plan for the future and grow, rather than waiting to see whether their sector qualifies for the latest relief."


Adam added that the Autumn Budget now presents an important opportunity for Government to deliver on its commitment to wider reform.

"The announcement is a positive first step, but it shouldn't be the end of the conversation. Businesses across all sectors will now be looking to the Autumn Budget for clarity on the future of business rates and, hopefully, the beginning of meaningful structural reform rather than another series of temporary fixes."

Vail Williams' Business Rates team advises occupiers, investors, developers and public sector organisations across the UK, helping clients manage liabilities, challenge assessments and navigate an increasingly complex rating landscape.

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