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NEW YORK – Unlike Gen X and Millennial professionals who rented basic apartments after graduation when moving to the city, Gen Zers (born between mid-1990 and early 2010) have chosen amenity-rich, high-design rental complexes that are basically self-contained, instant communities.
Emily McDonald, Zillow’s rental-trends expert, says, “Gen Z is now the dominant force in the rental market and they are redefining what renting looks like.” Alexander Hermann, senior research associate at Harvard University’s Joint Center for Housing Studies, said that as of 2023, there were 9.1 million Gen Z renter households, and Zillow adds that 44% of them live in apartment-style buildings, with perks including fitness centers, coworking spaces, lounges, pet salons and pools. These kinds of buildings also allow residents to curate their own “mini-universes.”
Many Gen Z renters say renting an apartment should be as easy and seamless as booking a ride through Uber. Max Eulenhoefer, for instance, browsed floor plans online and visited the building before selecting his apartment online in West Palm Beach.
Gen Zers also have stories about unfurnished apartments and rentals that were horrible experiences, which led them to seek out apartments in buildings that made modern living easier. Corey Seemiller, Wright State University professor and Gen Z researcher, says that this generation has destigmatized, which has led them to more actively seek out environments that positively impact their productivity and mood. Emaan Yusuf, a medical student, says that living in a place that helps her feel good has enabled her to better manage the stress of her schooling.
Gen Z also is accustomed to efficiency from online shopping to web-based learning and on-demand entertainment, so they naturally gravitate toward apartments that can streamline their lives. Meanwhile, the home buying market remains challenged from high mortgage-interest rates to high home prices, but Gen Z, which is not at their peak home buying years yet, are taking their financial futures seriously, with some saying they are on track to buy a condo or a house in a few years.
Sources: Wall Street Journal (05/01/25) Flint, Jessica
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