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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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A leading Scottish construction recruiter says the rise of the 'no-phone generation' is forcing employers to rethink how they hire, with many young candidates refusing to answer calls, relying on AI-written CVs and, in some cases, bringing a parent to interview.


Donald Wynn, Managing Director of C&P Recruitment, says the recruitment process is becoming increasingly challenging as employers struggle to get to know candidates before they even reach an interview.


His comments follow Prime Minister Andy Burnham's call for employers to rethink their reliance on video interviews, arguing they make it harder for young people to show their personality. He also criticised the growing use of AI to filter CVs. Wynn says the challenge starts even earlier, with many candidates reluctant to speak on the phone at all.


Across Scotland, C&P Recruitment consultants are increasingly seeing candidates who communicate only by text, ignore voicemail messages and, in some cases, arrive at interviews accompanied by a parent. Wynn describes it as the rise of the 'no-phone generation'.


The trend is backed up by recent research. A study published in May by iD Mobile and Mental Health UK found that 51% of Brits admit to feeling some level of anxiety when making or receiving calls.


Artificial intelligence is adding another challenge. Wynn, who has worked in construction recruitment for more than 22 years, says AI-generated CVs often read well but reveal little about a candidate's personality, motivation or communication skills. Combined with a reluctance to speak on the phone, it leaves employers with very little insight before an interview.


C&P Recruitment says its consultants are increasingly seeing:

  • Candidates who communicate exclusively by text and will not take or return calls

  • Parents contacting recruiters about vacancies on behalf of adult children, and occasionally attending interviews with them

  • AI-written CVs that read well but reveal little about a candidate's personality, motivation or confidence

  • Employers struggling to assess reliability and suitability when candidates will not engage directly


Donald Wynn, Managing Director of C&P Recruitment, said:

“We've reached a point where some young candidates simply won't answer the phone. Andy Burnham is right that a young person can't show you much through a screen, and he's right about AI-written CVs. But from our perspective, the challenge starts even earlier."

"When a CV has been written by AI and the candidate won't take a call, you're left with very little to go on. You can't hear how someone talks about their work or what they're interested in."


"I want to be clear that this isn't a criticism of younger people. They've grown up messaging, sending voice notes and posting online, so a cold call from a stranger is naturally going to feel daunting."

"The responsibility is on employers too. If we want the next generation in this industry, we need to prepare and support them rather than write them off at the first missed call. That means being clearer about what the job actually involves day to day and giving people the chance to build that confidence.”

C&P Recruitment works with employers across construction, engineering and property throughout Scotland. Earlier this year the business reported 21% growth and expanded through the acquisition of Clarke Bridges Resourcing.


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