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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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“Our ultimate goal is to expose these resilient women to a diverse range of real-world work environments, providing them with the broad horizons and robust foundations

they need to succeed.” – Lianne Kirman


A Leamington group that works to support vulnerable women in the community is appealing for more businesses to partner with them in a new skills training initiative.


The Esther Project’s She Rises employability pathway scheme, which gets under way later this month, offers mentoring as the next step to help women regain their confidence.


Their first partnership is with Leamington’s Corner Cottage Bakery, where the focus will be on learning a variety of techniques, including baking, front of house and hospitality before putting them into practice and selling the baked goods in Esther Women’s Hub the next day.


Lianne said:

“This course is just the beginning of their journey. We are already looking at developing future training modules with other incredible local businesses and the course will also include additional modules such as interview techniques and CV writing, preparing the women for the world of work."

“Our ultimate goal is to expose these resilient women to a diverse range of real-world work environments, providing them with the broad horizons and robust foundations they need to succeed, so we are keen to talk to other businesses who would also like to help us create other career pathways.”


Corner Cottage Bakery owner, Sarah Thornber, said:

“We’re incredibly proud to support The Esther Project’s She Rises initiative by offering women the opportunity to spend time in our bakery, learn new skills, and gain hands-on experience in a welcoming and supportive environment. My role will be to guide and train the ladies in a range of baking skills, including creating cakes, mastering the art of croissant making and learning the craft of sourdough bread."

“We believe baking is about so much more than making bread and cakes. It’s a skill that requires patience, creativity, and confidence, and it’s incredibly rewarding to see someone develop new abilities and realise what they can achieve."


"I hope these sessions provide not only practical skills but also a sense of achievement, self-belief, and the confidence to take the next step, whatever that may look like."


“This project is particularly close to my heart. I understand how important it is to rebuild confidence and find a sense of identity and purpose after difficult experiences. Having someone believe in you and provide an opportunity to learn something new can be truly life-changing.”


The latest eight-week course marks the next stage of their training which has also incorporated shifts working as a barista at Farmers Fayre in Stoneleigh.


Nicola Reece, Managing Director of Farmers Fayre, said:

“The Esther Project is our chosen charity of the year, and training days like this are exactly why being able to offer the ladies proper barista training isn't just a nice gesture - it's a genuine, transferable skill they can take into a café or workplace and build on. Seeing the engagement on the day and hearing their success stories afterwards is one of the most rewarding parts of what we do at Farmers Fayre."

The Esther Project is a gender-specific organisation supporting those who have experienced trauma and adversity. It does this through a range of services, including counselling, one-on-one support, creative activities, employability opportunities and drop-in sessions for women facing mental health challenges, escaping domestic abuse, recovering from addiction, transitioning from prison, or experiencing homelessness.


The Esther women’s hub, in Gloucester Street, offers a full programme of support, training, and employability opportunities - from counselling sessions in the dedicated therapy room, to creative workshops and trauma-informed courses, plus cooking classes in the kitchen.


Anyone who would like to enquire about mentoring can contact: lisa@theestherproject.co.uk


For further information about how The Esther Project can help, visit here.

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