THE FOURTH 'R'
We all know the three 'R's' – reuse, recycle, and reduce (if you are from the old school, the 3Rs used to be reading, writing, arithmetic).Well, this is so last generation. The new 'R' is Rent! Gen Z takes less pride in ownership, especially when there are better options. Ownership is not just expensive, but can slow you down. So, while the Millennials (generation Y) loved the concept of renting designer-wear, which made startups like 'Rent the Runway', 'Bag, Borrow, Steal' etc gain huge popularity, the new Gen Z has taken renting to a different level. They want to rent and rent-out everything and anything you can think of.
Why buy a music album when you can stream it instantly? So they prefer to spend on a pro-membership of the site Spotify than buy music!
Why buy a car when you can hire the latest one from Uber?
Why buy a house and spend all your savings when at $200, you can log on to Airbnb and hire a castle somewhere in France!