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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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Ridgeview Wine Estate has appointed Dan Simmons as Sales Director as the Sussex producer accelerates growth across retail and hospitality, and at its home in the South Downs, where visitor numbers rose 23 per cent year-on-year over the summer.


One of the pioneers of English sparkling wine, Ridgeview is building on more than three decades of winemaking with a sharper commercial focus, a growing market presence and sustained investment in the experience at the estate.


Matt Gayler, Chief Operating Officer at Ridgeview, said:

“We are building quickly, which is testament to the team. Ridgeview has thirty years behind it, exceptional wines and world-class facilities here in Sussex, and our commitment to quality keeps the wines at the forefront of everything we do."

"Our job now is to put those wines in front of a great many more people, in the bars and restaurants where they are already earning their place, and here at the estate where they are made. That is where all the energy is going. There is a lot happening across the business, from growing UK distribution to real investment in the experience here in Sussex. We are proud of where we are today and we are incredibly excited for the future.”


Strengthening the commercial team

Dan Simmons joined Ridgeview as Sales Director on 24 August, bringing extensive drinks industry experience from global spirits companies Bacardi and Brown-Forman and most recently, luxury tea brand JING Tea.


His appointment comes as Ridgeview expands its presence across retail and hospitality and deepens its commercial partnerships, with a focus on making its wines more available to consumers while building long-term value for the brand.


Dan Simmons, UK Sales Director at Ridgeview, said:

“Having lived most of my life in Sussex, I’ve always been an advocate of Ridgeview and have watched the brand build an outstanding reputation for quality while playing such an important role in the story of English sparkling wine."

"The category has real momentum, and Ridgeview is exceptionally well placed to capitalise on this across every channel. I’m looking forward to bringing my experience of building premium brands and strong customer partnerships to support the next stage of Ridgeview’s growth.”


More than the bottle

Alongside distribution growth, Ridgeview is investing in the experience that surrounds its wines. At its home in the South Downs, the estate continues to develop its Cellar Door, Rows & Vine restaurant, tours, tastings and events programme, creating more reasons for visitors to experience Ridgeview in the place where its wines are made.


That investment is translating into measurable growth. Recorded visits across Ridgeview’s hospitality experiences rose 23 per cent year-on-year during the summer peak in July and August. Private tours and group experiences have grown particularly strongly, with attendance up 68 per cent between April and August compared with the same period in 2025, while visits to Rows & Vine, the estate’s restaurant, increased by 11 per cent.


The figures reflect a growing appetite to experience Ridgeview beyond the bottle, as the estate develops as a destination for English wine, food and hospitality. It is an ambition that runs alongside the winemaking itself: to build on a reputation for exceptional traditional-method English sparkling wine while creating a distinctive English brand centred on bringing people together.


Thirty years of winemaking

At the heart of that growth is the wine. Led by Head Winemaker Simon Roberts, named IWSC International Winemaker of the Year in 2018 and the first English producer to take the title, Ridgeview continues the approach to quality established by the Roberts family when the estate was founded in 1995.


Simon Roberts, Head Winemaker at Ridgeview, said:

“The wines we are making now are some of the best we have ever made, and I am as excited in our next harvest, our 31st, as I was in the first. 2026 will be another exceptional vintage for Southern England, and we look forward to continuing our tradition of producing the highest quality sparkling wine.”

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