Renting to Gen Z: Who Are Gen Z and What Do They Want from Their Renting?

15 Nov 2024 Alex

Although we may think Gen Z are still in their teenage phase, those at the upper end of the date range are now turning 27 and are very much in the full swing of young adulthood. Much has been spoken about this zeitgeist swathe of the population, and understanding their likes, needs and wants is key to future-proofing. In this article, we'll look at Gen Z and their expectations, from understanding who they are as a whole to understanding what they want from their rentals. 

Who are Gen Z? 

Deciphering the Gen Z population is paramount if we're to understand what they expect when it comes to rentals. Born in the mid-to-late 1990s, with the last born in the very early 2010s, Gen Z make no apologies. Dubbed as a generation of digital natives, who have sustainable initiatives at their core, crave authenticity and value diversity, Gen Z have high expectations, and rightly so. Like their Millennial counterparts, they are storming into the world of renting at high speed. 

Friends in a Quintain kitchen

 

Renting to Gen Z

According to Ernst & Young, "Authenticity is the most important value for Gen Z – even beyond future plans and being rich." This tells us that we need to create experiences that look and feel organic, with one of the core Gen Z traits being the ability to sniff out insincerity. According to Data Axle, a brand’s reputation is a deciding factor for 42% of Gen Z consumers, so we must ensure that all online touchpoints, from online advertisements to tenant reviews, are authentic. 

Sustainability and Gen Z 

Gen Z take green initiatives seriously, with sustainable experiences being high on the shopping list for many consumers within the Gen Z bracket. Compared to older generations, such as the baby boomer market, we know that Gen Zers are much more environmentally conscious and will look for sustainable options wherever possible, even if they have to spend a little more. 

selection of mixed grains

Here at Quintain Living, we understand the importance of sustainability, driving a number of green initiatives that we wholly support. Our 15 minute neighbourhood has sustainability in mind, where everything you need is conveniently located right on your doorstep, from grocery stores to fitness facilities, restaurants, parks and more. The Grocery Store in Wembley Park is within walking distance of our apartments and features organic produce, eco-friendly groceries and sustainable goods. They have BOYCE (Bring Your Own Container) refill stations for a variety of everyday items which helps reduce single use plastics. Even our buildings are made with sustainability in mind, with Repton Gardens representing the next stage of conscious living solutions. Repton iscomplete with green spaces and a sustainable envac system. 

Value for money

With the current cost of living crisis, renters from all walks of life are feeling the pinch. For Gen Zers, this is especially impactful as they are likely to be new to the workforce and have less earning potential than somebody thirty years their senior, while still having high living costs. When taking London averages from a range of trusted industry sources, we've found that renters can save £2,809* and up to 29 days of hassle during their first year in a Quintain Living home, which will be sure to help reduce the impact of rising costs in almost all other areas, from housing and council tax to food and fuel.

group of friends at Quintain Living

 

Socials and events

We all like to keep busy, and this is especially true for Gen Zers in central London and beyond. London is the place to be for many young people, and living in a vibrant area is a key selling point for many. At Quintain Living, we have a whole host of events for our residents - both free and paid - to enjoy. These include supper clubs, TED-style talks (School of Life) , intimate concerts, (Sofar Sounds), quiz nights, and various classes such as cookery, gardening, fitness, sustainable arts and crafts, and more. We even have Swap Sell groups on our Resident app with people recycling & upcycling items. These types of events give young people the chance to expand their circle, and meet like-minded people who live nearby.

 


 

Work from home spaces 

It's important that rental providers can provide multiple amenities aligned with young people's expectations. One of the most important of these is easy access to work from home spaces. Since the pandemic, hybrid working has become the new norm, and finding a work-life balance has never been more important - as we’ve covered in another of our articles. For Gen Z - their careers are beginning in a time when working from home is very much a lived reality, and a key consideration when they are choosing somewhere to live. A desk squished into a small bedroom doesn’t really do it anymore, and Gen Z will look out for varied and multi-purpose work-from-home spaces  to satisfy their everyday needs. At Quintain Living, each of our buildings has its own unique ‘WFH’ space, with various amenities and superfast WiFi ( 250 mbs as standard) so that Teams call will never drop off. 

Location, location location

 

As we mentioned, London is the place to be for young professionals, and it's easy to understand why. London is a city that never sleeps, and with great transport links to central London and beyond, our Wembley Park home has the best of both worlds, being far enough from the hustle and bustle of central London without being too far detached. Wembley Park itself has its own energy and buzz, and is perfect for those who want to live in a vibrant community, whilst being able to have their own space. Shopping in WP has never been better, with the London Designer Outlet offering a whole host of shops perfect for young people. And if you fancy grabbing some food outside the house, there are countless food and drink places to go and explore. 



Are you a young professional looking to take your independent living to the next level? Get in touch with a member of the Quintain Living team. We care about those living in our rentals, going above and beyond to ensure that your needs are met.

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