top of page

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



Most Read

New Wellbeing Programme Sees Aberdeenshire Business Branch Out

New Wellbeing Programme Sees Aberdeenshire Business Branch Out

Two former teachers from Banchory, Aberdeenshire have built a horticultural design and care business, turning an idea into a full-time venture, with Business Gateway.

Black Talent Awards Unveils 2026 Finalists

Black Talent Awards Unveils 2026 Finalists

The Black Talent Awards (BTA) has unveiled its 2026 finalists as the national platform prepares to mark its fifth anniversary, celebrating five years of recognising Black professional achievement, leadership, entrepreneurship and impact across the UK.

Rising Costs And Work-Life Balance Are Driving Britain’s Home Business Boom

Rising Costs And Work-Life Balance Are Driving Britain’s Home Business Boom

New research from garden building specialists Dunster House explored the booming backyard business economy, with surveying exclusively people who operate from their garden or home.

Categories

Jul 30, 2025
3 min read

Businesses across the South are being urged to remain ultra vigilant in the face of an onslaught of cyberattacks. The main takeaway from a cyber security seminar held in Hampshire for owners, business leaders and decision-makers is that cyber threats are here to stay – ignore them at your peril.


Three regional businesses – HWB Chartered Accountants, Lloyds Bank and Gallagher Insurance & Risk Management – combined to stage the breakfast event at the Axis Centre in Southampton to impart their cyber security advice.


Keynote speaker was Sam Cheshire, Head of Cyber at Gallagher, whose talk covered cyber threat intelligence, cloud security, artificial intelligence in cybersecurity, data, protection and privacy. He said:

“There were 7.78 million cyberattacks on UK businesses in 2024 – the vast majority being social engineering attacks – but just 15% of businesses have a formal incident management plan that is cyber centric. The average annual cost of cybercrime to businesses is £15,300, yet only 30% of all organisations use monitoring tools to spot a malicious attacker on their network."

“However, the real cost of an attack can be to a company’s hard-earned reputation – especially if there is business interruption or large amounts of sensitive customer data are collected – which can take years to rebuild, if at all.”


Sam, whose firm offers a comprehensive range of cyber insurance policies, said the current ransomware epidemic began after the Covid-19 pandemic and by 2023 cyber incidents were ranked the number one global business risk for the first time.


He also covered common cyber risk misconceptions, such as the businesses who thought they didn’t need insurance as they invested in IT security or outsourced their IT. There were also those who considered themselves too small to be targeted or felt cyber was covered under their standard insurance.


Michaela Johns, Director at HWB Chartered Accountants, based at Chandler’s Ford, near Southampton, said:

“Business owners and directors must remain vigilant at all times to prevent them from becoming a sad statistic. It is especially important to maintain year-round protection as most attacks happen on major holiday dates such as Easter Sunday and Christmas Day when businesses may have taken their eye off the ball. The most common cyberattack at the moment is invoice redirection."

“It is vital that businesses have an incident management plan that is cyber centric, and I was staggered to learn that just 15% of UK businesses have this in place. The most paid out insurance claims are to manufacturing businesses who need to be able to get their machines unlocked in order to continue production, but charities are also a common target as they are perceived to have weaker systems."


Michaela has provided a six-point checklist of cyber security advice to help businesses in the ongoing fight against cyberattacks.


  •  Update your incident management plan:

  •  Ensure all staff are fully trained to spot scams and phishing

  •  Invest in cyber resilience measures

  •  Check your cyber insurance covers incident response and that they provide a system vulnerability scan for you

  •  Have offline back ups

  •  Consider multi factor authentication (MFA) on emails and all remote application.


John Turner, of Lloyds Bank, added:

“Cyberattacks are not going away and form the biggest threat to many of our valued customers. We wanted to give something back to the community in which we live and work, and this seminar has helped raise awareness of the multiple issues surrounding this subject and some of the actions to take to combat them.”

The Cyber Security Breaches Survey 2025, commissioned by the Department for Science, Innovation and Technology (DSIT) and the Home Office revealed that 43% of UK businesses (approximately 612,000) and 30% of UK charities (61,000) identified a cyber breach or attack in the past year.


The survey, published in June, also shows that the prevalence of cyber breaches and attacks in medium and large businesses remains high (67% medium and 74% large) with micro businesses at 35% and small businesses 42%.


Photo: Safety First - Combining for a cyber security seminar in Southampton were, from left, William Gage (Lloyds Bank), John Turner (Lloyds Bank), Sam Cheshire (Gallagher), Charlotte Powney (Gallagher), Michaela Johns (HWB)

Most Read

New Wellbeing Programme Sees Aberdeenshire Business Branch Out

New Wellbeing Programme Sees Aberdeenshire Business Branch Out

Two former teachers from Banchory, Aberdeenshire have built a horticultural design and care business, turning an idea into a full-time venture, with Business Gateway.

Black Talent Awards Unveils 2026 Finalists

Black Talent Awards Unveils 2026 Finalists

The Black Talent Awards (BTA) has unveiled its 2026 finalists as the national platform prepares to mark its fifth anniversary, celebrating five years of recognising Black professional achievement, leadership, entrepreneurship and impact across the UK.

Rising Costs And Work-Life Balance Are Driving Britain’s Home Business Boom

Rising Costs And Work-Life Balance Are Driving Britain’s Home Business Boom

New research from garden building specialists Dunster House explored the booming backyard business economy, with surveying exclusively people who operate from their garden or home.

Categories

Hochiki Europe Shortlisted For Women In Fire Safety Administrator Of The Year

Hochiki Europe Shortlisted For Women In Fire Safety Administrator Of The Year

Hochiki Europe is celebrating after Zoe Parsons was named on the shortlist for Administrator of the Year at the Women in Fire Safety Awards 2026.

Ridgeview Steps Up UK Growth With New Commercial Leadership

Ridgeview Steps Up UK Growth With New Commercial Leadership

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.

£1.30 Pints To Celebrate 130 Years Of Stockport Brewery's Flagship Ale

£1.30 Pints To Celebrate 130 Years Of Stockport Brewery's Flagship Ale

To mark the 130th anniversary of one of Robinsons Brewery's longest-standing and most iconic beers, Unicorn, formerly known as Unicorn Best Bitter.

Recent Posts

bottom of page