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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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Players and staff of UEFA Champions League (UCL) finalists Borussia Dortmund and Real Madrid will pay no tax on UK earnings when they meet at Wembley Stadium on 1 June 2024.


This is due to a one-off Income tax exemption announced by HMRC for the 2024 UCL final, which could save ‘accredited individuals’ participating in the event up to six days of tax liability between 28 May-2 June.


The exemption applies to non-UK tax residents and is expected to benefit some 60-70 players and coaches whose attendance is accredited by UEFA, as well as match officials and other designated individuals involved with the final.


Lee Stott, Tax Partner at UK top 10 accountancy and advisory firm Azets, said:

“The UK is fairly unique when it comes to sporting events for non-UK residents as we deem the income earned from the events undertaken in the UK as taxable UK income, as well as any portion of income relating to a sportsperson’s image rights, bonus payments and endorsements."

“Non-resident football players and coaches are coming to the UK to carry out a ‘relevant activity’ – a sporting performance, in this case – and this is caught by the ‘Artistes and Sportsmen Article’ in the various tax treaties the UK has with countries around the world.


“For example, a Spanish footballer will be Spanish tax resident and therefore we look to Article 16 of the UK/Spain tax treaty. This says that income arising to a sportsman who is resident in Spain which relates to activities undertaken in the UK can be taxed in the UK."


"Therefore, a portion of the Spanish salary which relates to UK workdays would be taxable in the UK without this exemption offered by the Treasury. Non-playing staff are also exempt from tax under a different article under the tax treaties as employees, so do not require a special exemption."


“Most developed countries in the world have some form of tax regime which catches ‘Sportspersons and Entertainers’ and the UK’s version is called the Foreign Entertainers Unit (FEU) regime.”


HMRC’s announcement follows similar tax exemptions that were in place for the UEFA Women’s EURO 2022 final between England and Germany at Wembley and the London 2012 Summer Olympics, among others.


Lee Stott added: “Regular tournaments such as Wimbledon or The Open do not get exemptions as they are only usually handed out for one-off special events in order to attract investment. This will be a welcome relief for any non-resident individuals participating in the 2024 UCL final.”







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