# Rental Culture (UPDATE) The credit-crunch compromise for consumerism. By [Bianca](https://www.trendhunter.com/bianca), Brand & Innovation Strategist | Published Dec 29, 2009, updated May 13, 2010 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/rental-culture-update-the-credit-crunch-compromise-for-consumerism ## Key Figures - Trend score: 3.8/10 - Evidence articles: 11 ## What is the Rental Culture (UPDATE) trend? **Rental Culture (UPDATE):** Rental culture became a notable trend in 2008, but the recession has turned temporary ownership into a huge business opportunity. Whether it's a trial before investing in something pricey, a taste of something unaffordable, or the ability to fake status, rentals cater to those who want it all, but can't afford it. ## At a Glance - Evidence: 11 featured examples - Articles from: Jan 7 to Oct 10, 2009 - Published: Dec 29, 2009 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Rental Culture (UPDATE) trend ### Rental Culture Temporary ownership has become a huge business opportunity, as seen with DriveMint.com and Rentobile Mobile Devices, offering customers the ability to try expensive or new items at lower costs. ### Experience-Based Economy The rise of rental services highlights the growing trend of an experience-based economy, with companies like Maslow Art Group offering a Netflix-like model for experiencing fine art and Guitar Affair letting people rent instruments and try them out for a few nights. ### Shared/Peer Economy Peer-to-peer rental services are changing the way people access products, as seen with the National Gumball Rally and Office Agents offering the rental of fake family members and friends for weddings, while Top Shop offers free bike rentals in an effort to promote a greener and more affordable way of living. ## What the Rental Culture (UPDATE) trend means for industry ### For Rental Industry As rental services continue to grow, businesses can look to create new rental opportunities for products traditionally seen as un-rentable, such as grandmothers or expensive jewelry. ### For Experience Industry The experience-based economy provides opportunities for businesses to offer trial or renting services for new, expensive, or experiential products that may otherwise not be accessible to all consumers, such as fine art or high-end musical instruments. ### For Sharing Economy The rise of peer-to-peer rental services presents opportunities for businesses to think outside the box and offer unique rental services, such as car rallies or fake family members, while promoting the idea of a more sustainable and eco-friendly lifestyle through bike rentals and other green initiatives. ## Trend signals for Rental Culture (UPDATE) Trend score 3.8 out of 10, from popularity 49%, activity 57%, freshness 8%. - Popularity: 49% - Activity: 57% - Freshness: 8% ## Examples of the Rental Culture (UPDATE) trend 11 featured examples from Jan 7 to Oct 10, 2009. - [Celebrity Home Rentals](https://www.trendhunter.com/trends/celebrity-rentals): Live like a Hilton for the Summer In A Star's Mansion (Category: Luxury) Implication: Disruptive innovation opportunity: Implement augmented reality and virtual reality solutions to revolutionize the way potential buyers view and experience luxury properties. - [Baby Toy Rentals](https://www.trendhunter.com/trends/dim-dom): Dim Dom Offers Short-Term Leases for Kids' Playthings (Category: Business) Implication: The toy rental industry offers a disruptive opportunity to provide a convenient and affordable solution for parents and caregivers. - [Rockin' Instrument Rentals](https://www.trendhunter.com/trends/guitar-affair-rental): Guitar Affair Lets You Try it Out for Just One Night (Category: Business) Implication: Disruptive innovation opportunity: Introduce a digital platform that brings together musicians, instrument manufacturers, and instrument rental services to create a comprehensive… - [Grandmas for Rent](https://www.trendhunter.com/trends/grandmas-for-rent-goldenhookfr-have-grandmas-ready-to-knit-any-of-your-wish): Goldenhook.fr Grandmas Knit Personalized Hats Just for You (Category: Art & Design) Implication: Opportunities for disruptive innovation in the fashion and apparel industry by offering personalized knitting services. - [Renting People](https://www.trendhunter.com/trends/renting-people-fake-family): Flesh Out Your Wedding With Fake Family Members or Friends (Category: World) Implication: Potential to offer rental services for actors or staff members to enhance event attendance and experiences. - [$2 An Hour Rental Cars](https://www.trendhunter.com/trends/rental-cars-for-2-an-hour-mintcoms-on-demand-rentals): DriveMint.com On Demand Rentals For Credit Crunched Drivers (Category: Autos) Implication: Disruptive innovation opportunity: On-demand rental cars at a low cost can disrupt the transportation industry by challenging traditional car ownership and offering a more flexibl… - [Mobile Phone Rentals](https://www.trendhunter.com/trends/a-netflix-model-for-cell-phones): Like A Netflix Model For Smart Phones and Mobile Devices (Category: Fashion) Implication: Companies in the tech rental industry can capitalize on the growing demand for mobile device rentals by offering a wide range of devices and flexible rental options. - [Civilian Rental Bling](https://www.trendhunter.com/trends/adorn-brides): Adorn Brides Offers Expensive Jewelry Loaners for Small Fee (Category: Luxury) Implication: The jewelry industry can explore disruptive innovation ideas by incorporating rental services to make high-end jewelry more accessible. - [Renting Fine Art](https://www.trendhunter.com/trends/renting-fine-art-credit-crunch-produces-test-drive-paintings): Credit Crunch Produces Test Drive Paintings (Category: Lifestyle) Implication: Catering to art enthusiasts and businesses seeking cost-effective access to a rotating collection of fine art pieces. - [Credit Crunch Cycling Promos](https://www.trendhunter.com/trends/top-shop-to-rent-out-bikes-and-helmets-to-cyclists): Top Shop Rents Out Gratis Bikes & Helmets to Bikers (Category: Eco) Implication: Top Shop's bike rental program showcases a unique initiative within the retail industry, sparking potential for other retailers to explore sustainable transportation options to at… - [Rental Car Rallies](https://www.trendhunter.com/trends/rental-car-rallies-a-gumball-rally): A National Gumball Rally for Auto Fans and Those Who Crave Adventure (Category: Autos) Implication: Hosting and sponsoring auto adventure races that attract car enthusiasts and promote new vehicles. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Sugar Moderation](https://www.trendhunter.com/protrends/sugar-moderation) (Lifestyle) - [Luxury Electrification](https://www.trendhunter.com/protrends/luxury-electrification) (Autos) - [Effortless Rounds](https://www.trendhunter.com/protrends/golf-training-devices) (Lifestyle) ## Trending in Business - [Lifestyle Subscription Advent Calendars](https://www.trendhunter.com/trends/fab-fit-fun-advent-calendar) - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) All articles: [Business](https://www.trendhunter.com/business)