Homeownership hurdles: why Gen Z & Millennials feel locked out

From London to Istanbul to Sydney, rents are skyrocketing while homeownership drifts further out of reach. For most Gen Z and Millennials, buying a first home remains a distant dream. A recent Zillow report confirms the struggle: single-family home rents in the US are up 41% since pre-pandemic times, while multifamily rents have jumped 26%.

Ipsos' latest Housing Monitor provides a deep dive into global sentiment across 30 countries:

📉 71% of respondents believe that even with hard work and good jobs, young people today will struggle to find suitable housing

🏠 70% of under-35s say it's harder for their generation to buy or rent a home than it was for their parents, though 64% of older respondents (60-74) also find it's more challenging to buy a home than before, showing it's a cross-generational concern

📈 67% expect house prices to climb in the next year, and 71% predict rising rents

💸 37% already worry about making rent or mortgage payments (rising to 57% in Turkey), and nearly the same number fear affordability will worsen over the next year

It's time to ditch outdated stereotypes. Younger generations don't just crave freedom and flexibility; they want stability and security, too. Which milestones are your youthful stakeholders chasing? Whether it's a sabbatical or a starter home, how could you help them get there?

From tokenized homeownership and intergenerational co-living to financial literacy boosts — there's room for innovation. Will your brand be part of the solution?