Overconsumption is OUT: Rental economy surges as more consumers value access over ownership

The way we consume is undergoing a massive shift. Driven by Millennials and Gen Z, the rental economy is growing fast as consumers trade ownership for access—seeking flexibility, sustainability, and freedom from clutter.

Inspired by Overconsumption Is OUT: Rental economy surges as more consumers value access over ownership, this episode unpacks why renting is booming, how it supports the circular economy, and the powerful business advantages behind this model. From Nuuly’s subscription success to furniture-as-a-service, we explore the future of consumption, where everything is accessible—and nothing has to be owned.

What You’ll Learn in This Episode:

1. Why Ownership Is Losing Its Appeal

• Economic pressure, mobility, and shifting values are redefining success
• Millennials and Gen Z prefer experiences and flexibility over material accumulation
• Sustainability concerns are reshaping how we view possessions

2. The Rise of the Rental Economy

• Renting is no longer niche—it’s mainstream across fashion, furniture, tools, and baby gear
• Companies like Nuuly show rental models can scale profitably with strong customer growth
• Peer-to-peer platforms like Fat Llama and BabyQuip expand access across verticals

3. Business Advantages of Access Models

• Predictable recurring revenue through subscriptions
• Extended product life cycles and better inventory efficiency
• Valuable customer data and stronger brand loyalty through ongoing engagement

4. How Rentals Support the Circular Economy

• Keeps products in use longer and reduces waste
• Aligns with minimalist lifestyles and eco-conscious consumption
• Integrates with re-commerce and sustainability goals

5. Everything as a Service: The Bigger Trend

• Physical goods are following the SaaS playbook
• Businesses are embracing access over ownership for efficiency and ESG alignment
• The rental mindset is influencing how people work, travel, shop—and even furnish their homes

Key Takeaways:

• The rental economy reflects a generational mindset shift toward flexibility, sustainability, and smart consumption
• Subscription and access-based models can unlock growth, profitability, and deep customer insight for businesses
• Renting isn’t just a trend—it’s a core part of the future circular economy and digital-first commerce strategies

Subscribe to our podcast for expert insights on consumer behavior, circular economy trends, and the future of commerce. Visit The Future of Commerce for in-depth research and real-world examples driving the shift to access over ownership. Share this episode with retail strategists, sustainability advocates, and anyone rethinking how we consume.