A Growing Trend Among Millennials and Gen Z

The way younger generations think about ownership has shifted. Just as streaming replaced buying DVDs and ride-hailing supplemented owning a car, renting furniture and appliances is becoming a mainstream choice for millennials and Gen Z.

Access over ownership. For a generation that moves frequently and values experiences, tying up cash in appliances that lose value makes little sense.

Sustainability. Renting keeps products in circulation longer and reduces the number of appliances that end up discarded, which appeals to environmentally conscious renters.

Low commitment. Renting matches an uncertain, fast-changing lifestyle — start, pause, upgrade or stop whenever life changes.

This isn't a niche behaviour anymore; it's quickly becoming the default for setting up a first home.