Ownership to Usage: The Shift in Consumer Mindset

A Generational Change in Consumption
The evolution of consumer behavior highlights stark generational differences. While the Shōwa era consumers valued ownership and long-term possession, modern younger generations prioritize “usage rights” over “ownership,” preferring short-term experiences rather than permanent acquisitions. This transformation in consumer habits aligns with the global push for sustainability. According to 2022 statistics, global electronic waste reached 62 million tons — a staggering 82% increase since 2010. A significant portion of this waste is improperly disposed of, often ending up in developing countries, underscoring the urgent need to reduce unnecessary consumption and waste.

Against this backdrop, Japan-based appliance and goods rental service Rentio (レンティオ) is redefining consumer decision-making by offering flexible rental and trial services. By allowing consumers to test products before purchasing, Rentio reduces impulse buying and prevents premature disposal of unwanted items. As the circular economy continues to gain traction, Rentio’s business model is poised to play a crucial role, shaping not just consumer habits but also driving industries toward a more sustainable future.

Meeting Consumer Needs: Flexible Rental Solutions
Modern consumers, particularly women, often seek…