Millennials and Generation Z. A rented dress sounds sexier than a loan

As young consumers develop a preference for sharing or renting goods and services over purchasing, global business is confronted with an interesting challenge. Millennials, who came into the world in the 1980s, and Generation Z, born in the mid-90s, believe in sharing just about anything: web links, streaming website subscriptions, city bikes, even apartments with holiday makers. As consumers develop a preference for sharing or renting goods and services over purchasing, global business is confronted with an interesting challenge. The sharing economy is gathering momentum in modern business. Only a decade ago, the market niches in which consumers shared goods…...