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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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St Austell Brewery welcomed acclaimed chef, broadcaster and sustainability campaigner Hugh Fearnley Whittingstall to its head office, as part of a special St Piran’s Day event celebrating Cornwall’s rich food and drink culture.


Hosted in partnership with the Cornwall Chamber of Commerce, the event brought together 40 producers, growers, businesses, charities and suppliers from across the county to showcase the creativity that defines the region’s culinary identity.


Hugh took part in an in conversation ‘fireside’ chat, where he discussed his long-standing passion for sustainable food systems, the importance of local produce, and highlights from his career. Guests also joined a Q&A session and had the opportunity to network with fellow Cornish producers while sampling a range of locally made products.


Commenting on the event and conversations, Hugh Fearnley Whittingstall, said:

“It was brilliant to be in Cornwall today on St Piran’s Day with so many local growers, makers and suppliers. Great food is always rooted in great stories. When you know where your food comes from - who grew it, caught it or made it - it creates a much deeper connection to what’s on your plate."

"Cornwall has an incredible natural larder, and when we source locally and responsibly, we’re not just supporting producers, we’re protecting the landscapes and ecosystems that make this place so special – and what better day to pay homage."


”Whenever we talk about food, we should also be talking about nature - how we farm, fish and grow in ways that protect biodiversity and build a more resilient food system. There’s real optimism in that conversation, particularly as innovation and new thinking open up smarter, more regenerative ways of producing food for the future.”


Jak Yelland-Hill, Food Procurement Manager, St Austell Brewery:

“Cornwall is home to some of the most talented producers and exceptional ingredients in the country, and we’re incredibly proud to have strong, long lasting relationships with our suppliers across our heartland."

“A strong local supply chain is vital for quality, resilience and sustainability. Events like this help reinforce the importance of our suppliers and St Piran’s Day is a perfect moment to celebrate the Cornish producers who help us deliver quality across our pub menus and ensure our wholesale drinks range continues to reflect the very best of the region.”


John Brown, Chief Executive, Cornwall Chamber, said:

“Cornwall’s food and drink sector is built on people, place and pride - and telling those stories matters more than ever. When local businesses champion one another and share their successes, it raises the profile of the whole supply chain and strengthens our regional economy."

“Events like this create space for curiosity, collaboration and conversation about the future - from food security to regenerative farming and biodiversity. There is a real sense of momentum and optimism across the sector, and by continuing to learn from one another and tell our stories locally, we can drive positive, long term change for Cornwall.”


The morning concluded with a Cornish-inspired brunch hosted by St Austell Brewery, featuring dishes such as roasted plums, Cornish honey and Cornish rump steak, fried egg, and watercress on sourdough. Exhibitors included St Ewe, Buttermilk, Jolly’s, Westcountry, Cornish Larder, Colwith Farm Distillery, Cornish Distilling Co., and Cornish Sea Salt.



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