Data Points

Infographic: What and Why Millennials and Gen Zers Rent Instead of Buy

Breaking down how younger consumers participate in the sharing economy

New data from Lab42 shows younger consumers' participation in the sharing economy.
According to Lab42, younger consumers in the sharing economy would rather rent. Carlos Monteiro
By Sammy Nickalls

September 22, 2019

From Rent the Runway to Adorn, rental companies are all over Instagram feeds. But why are consumers renting instead of buying, and who is part of this trend? According to new data from market research firm Lab42, most renters are Gen Zers and millennials looking to make practical choices.

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This story first appeared in the Sept. 23, 2019, issue of Adweek magazine. Click here to subscribe.

Sammy Nickalls

Sammy Nickalls is a freelance writer and the former departments editor at Adweek.

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