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

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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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May 29

2 min read

A local journalist of three decades has been named an Influential Woman In Business after celebrating her latest award.

Amanda Chalmers was recognised by Innervision Media for her excellence in PR & Communications consistently delivered by her company Chalmers News PR, based in Warwick.

It is ‘in recognition of demonstrating exceptional dedication, professionalism and influence in delivering impactful journalism, strategic public relations and high-quality communications services.

The recognition also ‘honours a continued commitment to excellence, creativity and meaningful storytelling, setting a high standard within the communications industry and making a lasting impact through trusted and effective PR solutions.’

The news brings Amanda’s impressive national awards tally to five, since launching her business seven and a half years ago.

The former journalist’s 30 years in the regional press, culminated with a stint in the Stratford-Upon-Avon Herald editor’s chair between 2014 and 2018, before launching the agency, which specialises in affordable cross-sector PR for small businesses and start-ups as well as charities and not-for-profits.

It follows her recently celebrating being named among the Top 10 Businesses From Home in the UK Small Business Awards, in December, as well as the Ladies First Excellence In Media Award in 2023 and 2025 as well as the Woman Who Awards ‘Achieves In Media’ category gong in 2024.

UK-based Innervision Media focuses on recognising individuals and businesses making a genuine impact in their industry, bringing over 30 years of combined experience across media, PR and awards research.

The company’s Matthew Scott said:

“We look at a combination of research, industry presence and overall impact. This includes consistency, how a brand is positioning itself, and the results it is delivering. We also take into account future potential and direction, not just past achievements."

“We have recognised a wide mix of founders, directors and growing brands across sectors such as PR, property, finance, health and the creative industries. In most cases, it comes down to people doing strong, consistent work and building something with long-term value."

He added:

“Amanda stood out to our editorial team for her approach to PR, which feels both thoughtful and genuine. Through Chalmers News PR, she has built a strong reputation for helping brands communicate clearly and position themselves effectively in their market."

“It goes beyond visibility and focuses on making sure the message connects. That balance between creativity and results is what really stood out, along with the consistency in her work and a clear sense of long-term direction.”

Amanda worked on newsdesks in and around Warwickshire, including the former Nuneaton Tribune and Rugby Advertiser, and, as deputy editor at the Daventry Express and Buckingham and Winslow Advertiser series before joining the Herald.

She said:

“I’m incredibly proud to be recognised nationally for my work once again, particularly in what must have been a very strong field. And the judges’ comments indicate they understand the important ethos that drives my work."

“While my greatest reward is spotlighting and celebrating my clients’ successes, it is a joy to feel that same sense of achievement myself. Onwards and upwards together!" Visit Chalmers News PR here.

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

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