Data reveals that younger generations are increasingly concerned about how rising costs will impact their future. With financial restrictions limiting their interest in and ability to start a family or buy a home, Gens Y and Z are turning to brands for targeted support to plan their futures.

In the US, one in eight Gen Yers moved back in with their parents in 2022 due to rising rental prices, while countless others put off big life decisions because of the cost of living crisis. Within this context, young people are searching for resources and support to reclaim a sense of independence.

Research shows that developments in property market technology – or 'proptech' – have created an imbalance in the US housing market that disproportionally impacts tenants. While tech advances are often welcomed by businesses, there are opportunities to mitigate the negative effects felt by consumers.

Prospective Gen Y homeowners – whose struggle to purchase property has been well documented – have been dealt another blow as interest rates rise and banks take a cautious approach to affordability checks. What can businesses do to help first-time buyers who are stuck in a housing limbo?