Overconsumption is OUT: Rental economy surges as more consumers value access over ownership
05/30/25 • 10 min
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.
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.
Previous Episode
The future of packaging: Smarter, greener, and ready for what’s next
Packaging is undergoing a radical transformation. Once considered a cost center, it's now a strategic opportunity to reduce waste, build brand loyalty, and meet rising consumer expectations for sustainability.
Inspired by The Future of Packaging: Smarter, Greener, and Ready for What’s Next, this episode dives into how brands are rethinking materials, design, and purpose. From plantable seed wrappers to mushroom-based boxes, we explore how innovation and environmental responsibility are converging—and why the packaging around your product may say more than the product itself.
What You’ll Learn in This Episode:
1. Why Sustainable Packaging Can’t Wait
- 36% of all plastic is used for packaging—85% of which ends up as waste
- 80% of consumers support cutting plastic production; 74% say packaging impacts their buying decisions
- It’s not just a materials issue—it’s a brand trust issue
2. What Sustainable Packaging Really Means
- Lifecycle-first thinking: Reduce, reuse, recycle—and go beyond
- Recycled, compostable, refillable, and even edible packaging examples
- Why there’s no “perfect” material—sustainability is an approach, not a fixed solution
3. How Leading Brands Are Reimagining the Box
- Allbirds: A shoebox that’s also a bag and a mailer
- Seed: Combining algae paper, refillable jars, and biofilm sachets
- Samsung: TV boxes upcycled into shelves, cat tunnels, and more
- B.A.R.E. Soaps: Plantable seed paper packaging that blooms
4. Best Practices for Brands Today
- Think holistically—every tape, tray, and ink choice matters
- Prioritize transparency—educate customers with clear disposal info
- Set measurable goals—and report real progress
5. What’s Next: The Three Horizons of Packaging
- Recycling Reinvented: AI-powered sorting and recyclable-by-design materials
- Reuse on the Rise: Durable, refillable containers and loyalty-building take-back programs
- Regenerative Futures: Packaging that actively restores ecosystems
Key Takeaways:
- Packaging is now a key brand touchpoint—visually, emotionally, and ethically.
- Sustainability is no longer a trend; it’s a baseline expectation across industries.
- Smart packaging integrates data, sensors, and consumer engagement for long-term loyalty.
- The future of packaging lies in circular thinking, creativity, and continuous improvement.
Subscribe to our podcast for expert insights on sustainable commerce, innovation, and customer engagement. Visit The Future of Commerce for research on how brands are rethinking packaging and ESG strategies. Share this episode with product leaders, sustainability teams, and creative thinkers looking to transform the unboxing experience into a brand advantage.
Next Episode
As data breaches abound, customer data management becomes C-suite priority
Data breaches are no longer the exception—they’re the norm. As customer trust becomes harder to earn and easier to lose, businesses are waking up to a reality: managing customer data isn’t just an IT concern—it’s a C-suite imperative.
Inspired by As data breaches abound, customer data management becomes C-suite priority, this episode explores how CDM has evolved into a strategic business function. From skyrocketing breach costs to the push for unified customer views, we unpack why CDM is foundational to trust, personalization, and brand loyalty in today’s digital economy. You’ll hear about best practices, key technologies, and the deeper implications of turning data protection into a promise—not just a policy.
What You’ll Learn in This Episode:
1. The Scale and Impact of Modern Data Breaches
- Why breaches involving millions—even hundreds of millions—of users are becoming more common
- The financial toll of breaches, with average costs nearing $5 million
- How brand trust and customer loyalty are at stake when data is mishandled
2. What Customer Data Management (CDM) Really Means
- CDM as a comprehensive strategy to collect, protect, organize, and ethically use customer data
- Its growing visibility as a consumer-facing function, not just a backend process
- The shift from fragmented data to unified profiles across platforms and departments
3. Best Practices for Effective CDM
- Understand evolving regulations like GDPR and CCPA
- Prioritize high-value data, not just volume
- Invest in platforms with certified data security standards
- Clean and validate customer data regularly to reduce inaccuracy
- Break down internal silos to unify data organization-wide
- Build holistic customer profiles that integrate behavioral, transactional, and sentiment data
- Manage customer identity continuously from first interaction through the entire lifecycle
4. The Business Case for CDM
- Enables personalization at scale while maintaining trust
- Fuels better decision-making through clean, unified insights
- Creates competitive advantage through security, transparency, and loyalty
- Supports compliance and reduces operational inefficiencies
Key Takeaways:
- Data management is no longer optional—it’s foundational to customer experience and business survival
- Customers expect hyper-personalization and security; companies must deliver both
- CDM enables unified, real-time understanding that strengthens every customer interaction
- Strong data governance is a brand promise that drives retention, growth, and trust
Subscribe to our podcast for expert insights on data security, digital transformation, and customer trust in the age of AI. Visit The Future of Commerce for the latest trends and research. Share this episode with data leaders, marketers, and business decision-makers invested in protecting and empowering the customer.
If you like this episode you’ll love
Episode Comments
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/the-future-of-commerce-podcast-16171/overconsumption-is-out-rental-economy-surges-as-more-consumers-value-a-92593942"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to overconsumption is out: rental economy surges as more consumers value access over ownership on goodpods" style="width: 225px" /> </a>
Copy