It’s long been said that millennials have the power to disrupt and reshape entire industries.
Most recently, this effect has been seen in the retail landscape, where millennial spending habits are setting the tone for the market’s future.
Not only does the millennial generation demand the convenience of making instant purchases—but they can now rent almost anything they want, anytime, and anywhere.
Visualizing the Growth of the Rental Economy
Today’s infographic from Adweek takes a deeper look at the consumer goods rental economy, and the potential long-term impact of this shift in buyer behavior.
Although the current market for rentals is still in its early stages, the sheer momentum that the industry has gained in the last year is enough to threaten even the largest retailers—forcing them to reconsider their own business models.
The data for the visualization above comes from market research company Lab 42. In a survey of 500 people, they found that 94% of the U.S. population has participated in the sharing economy in one way or another.
While the sharing economy spotlight typically shines on global behemoths like Airbnb and Uber, the research used to populate this infographic focuses on renting consumer goods for a short period of time, as a sub-segment of the sharing economy.
The Renting Revolution
Offerings within the rental sector have exploded over the last decade, with furniture being the number one category that consumers rent.
According to the infographic, reasons for renting furniture include:
- Temporary housing: 45%
- Expensive upfront costs: 43%
- Testing products before committing: 41%
- Hosting events at home: 35%
- Moving into a new home: 29%
- Redesigning a house: 27%
Other products that consumers rent include gaming systems, clothes, tools, and technology. Female renters are more likely to rent furniture, clothes, and jewelry, while male renters are more likely to rent tools and gaming systems.
Renting goods is predominantly done on an as-needed basis. The Lab 42 report states that for clothing, 77% of respondents indicate that they either rent, or would rent for a formal event.
The End of Ownership?
Despite the common misconception that millennials are driven by emotional needs, the reasons behind why they rent consumer goods are much more pragmatic.
- Test things before purchasing: 57%
- Need a temporary solution: 55%
- Need an item or a service for a short time-frame : 52%
- Less expensive than buying: 43%
- More convenient than buying: 42%
Further, only 6% said that they rent because they do not like owning things. This tells us that the rental economy does not indicate the end of ownership, but rather, provides a strategy for consumers to try before they buy.
Attitudes Towards Sustainability
According to the research, very few millennials choose to rent consumer goods because it is better for the environment. However, Nielsen claim that 73% of millennials are willing to pay more money for sustainable offerings—impacting both retail and rental industries.
As evidence of this, Ikea will test a range of subscription-based leasing offers in all 30 of its markets by 2020 in a bid to appeal to environmentally conscious consumers and boost its sustainability credentials. If Ikea’s evolving business model is a success, it could open the floodgates for others to follow suit.
A Promising Market
In the clothing rental space, brands like Rent the Runway pave the way, but there has also been an explosion of startups entering the market in the last year.
One example is the monthly subscription service Nuuly. The company offers consumers access to over 100 third-party brands and vintage items. Consumers can borrow up to six items a month for $88. Similarly, American Eagle’s Style Drop program rents out the latest collections for a flat monthly fee of $49.95.
As more companies incorporate short-term rental services into their offerings, more millennials will shift their behavior from buying to renting—disrupting the traditional retail business model as we know it. With that being said, the impact of millennials having it all, and owning none of it, is yet to be determined.
The Racial Wealth Gap in America: Asset Types Held by Race
White families are more likely to hold assets of any type compared to other races. This chart highlights the substantial racial wealth gap.
The Racial Wealth Gap
People of color have faced economic inequality for generations, and the recent wave of Black Lives Matter protests has renewed discussions on these disparities.
Compared to White families, other races have lower levels of income and net worth. They are also less likely to hold assets of any type. In fact, 19% of Black families have zero or negative net worth, while only 9% of White households have no wealth.
Today’s chart uses data from the U.S. Federal Reserve’s triennial Survey of Consumer Finances to highlight the racial wealth gap, and the proportion of households that own different kinds of assets by racial group.
Asset Types Held By Race
The financial profile between racial groups varies widely. Below is the percentage of U.S. families with each type of asset, according to the most recent survey from 2016.
|Family-owned Business Equity||15%||7%||6%||13%|
Vehicles are the most common asset across all racial groups, followed by a primary residence.
However, the level of equity—or home value less debts—families have in their houses differs by race. White families have equity of $215,800, whereas Black and Hispanic households have net housing wealth of $94,400 and $129,800 respectively.
In addition, White households are more likely to hold financial assets such as retirement accounts, family businesses, and stocks. These assets are instrumental in building wealth, and are prominent in the wealth composition of America’s richest families.
With fewer people of color holding these assets, they miss out on higher average returns than low-risk assets, as well as the power of compound interest. These portfolio differences are striking, but they are not the most important contributing factor in the racial wealth gap.
Demographic and Economic Variations
White households are also more likely to have demographic characteristics that are associated with wealth. According to the U.S. Federal Reserve, they are:
- Older, with more than half of households age 55 and up
- More highly educated, with 51% having some type of degree
- Less likely to have a single parent
- More likely to have received an inheritance
For example, 39% of White heads of households have a bachelor’s degree or higher, compared to 23% and 17% for Black and Hispanic household heads, respectively. However, education doesn’t fully explain the wealth inequities.
Enormous wealth disparities exist between families with the same education level. Even in cases where Black and Hispanic household heads have obtained a bachelor’s degree, their families’ median wealth of $68,000 and $78,000 respectively is still lower than the $98,000 median wealth for White families where the head has no bachelor’s degree.
After accounting for demographic factors, researchers still found there were considerable inequities. What, then, could be primarily responsible for the racial wealth gap?
The Income Gap
While previous research found that the wealth gap is “too big” to be explained by a difference in income, a recent study from the Federal Reserve Bank of Cleveland offers a new perspective. Focusing on White and Black U.S. households only, researchers analyzed the dynamics of wealth accumulation over time, as opposed to previous studies that considered short time periods.
They found that income inequality was the primary contributor to the racial wealth gap. According to the model, if Black and White households had earned the same labor income from 1962 onwards, the Black-to-White wealth ratio would have reached 0.9 by 2007.
Moving forward, the study concludes that policy changes will likely have a positive impact if they address issues contributing to income gaps. This includes reducing racial discrimination in the labor market, and creating programs, such as mentorships, that improve environments for specific racial subgroups.
Hunger Pandemic: The COVID-19 Effect on Global Food Insecurity
Over 135 million people face acute food insecurity worldwide—but COVID-19 could almost double these numbers. Which regions could be most affected?
How COVID-19 Could Worsen Global Food Insecurity
While COVID-19 is dominating headlines, another kind of emergency is threatening the lives of millions of people around the world—food insecurity.
The two are very much intertwined, however. By the end of 2020, authorities estimate that upwards of 265 million people could be on the brink of starvation globally, almost double the current rate of crisis-level food insecurity.
Today’s visualizations use data from the fourth annual Global Report on Food Crises (GRFC 2020) to demonstrate the growing scale of the current situation, as well as its intense concentration in just 55 countries around the globe.
The report looks at the prevalence of acute food insecurity, which has severe impacts on lives, livelihoods, or both. How does the Integrated Food Security Phase Classification (IPC) classify the different phases of acute food insecurity?
- Phase 1: Minimal/None
- Phase 2: Stressed
- Phase 3: Crisis
- Phase 4: Emergency
- Phase 5: Catastrophe/Famine
According to the IPC, urgent action must be taken to mitigate these effects from Phase 3 onwards. Already, 135 million people experience critical food insecurity (Phase 3 or higher). Here’s how that breaks down by country:
|Country/ Territory||Total Population Analyzed (Millions)||Population in Crisis (Phase 3+, Millions)||Share of Analyzed Population in Crisis|
(24 communes in 3 provinces)
(Cox's Bazar and host populations)
|Central African Republic¹|
|Democratic Republic of the Congo¹|
(selected areas in 6 regions)
(Arid and Semi-Arid Lands)
(Southern, south-eastern and eastern areas)
(16 states and Federal Capital Territory)
(Balochistan and Sindh drought-affected areas)
(excluding West Darfur)
|Syrian Arab Republic||18.3||6.6||36%|
(Luhansk and Donetsk oblasts, and IDP)
|United Republic of Tanzania¹|
|Total populations||825.1 million||134.99 million|
Source: GRFC 2020, Table 5 – Peak numbers of acutely food-insecure people in countries with food crises, 2019
¹ Include populations classified in Emergency (IPC/CH Phase 4)
² Include populations classified in Emergency (IPC/CH Phase 4) and in Catastrophe (IPC/CH Phase 5)
While starvation is a pressing global issue even at the best of times, the ongoing impact of the COVID-19 pandemic is projected to almost double these numbers by an additional 130 million people—a total of 265 million by the end of 2020.
To put that into perspective, that’s roughly equal to the population of every city and town in the United States combined.
A Continent in Crisis
Food insecurity impacts populations around the world, but Africa faces bigger hurdles than any other continent. The below map provides a deeper dive:
Over half of populations analyzed by the report – 73 million people – are found in Sub-Saharan Africa. Main drivers of acute food insecurity found all over the continent include:
Examples: Interstate conflicts, internal violence, regional/global instability, or political crises.
In many instances, these result in people being displaced as refugees.
- Weather extremes
Examples: Droughts and floods
- Economic shocks
Macroeconomic examples: Hyperinflation and currency depreciation
Microeconomic examples: Rising food prices, reduced purchasing power
Examples: Desert locusts, armyworms
- Health shocks
Examples: Disease outbreaks, which can be worsened by poor quality of water, sanitation, or air
A major side-effect of conflict, food insecurity, and weather shocks.
One severely impacted country is the Democratic Republic of Congo, where over 15 million people are experiencing acute food insecurity. DRC’s eastern region is experiencing intense armed conflict, and as of March 2020, the country is also at high risk of Ebola re-emergence.
Meanwhile, in Eastern Africa, a new generation of locusts has descended on croplands, wiping out vital food supplies for millions of people. Weather conditions have pushed this growing swarm of trillions of locusts into countries that aren’t normally accustomed to dealing with the pest. Swarms have the potential to grow exponentially in just a few months, so this could continue to cause big problems in the region in 2020.
Insecurity in Middle East and Asia
In the Middle East, 43 million more people are dealing with similar challenges. Yemen is the most food-insecure country in the world, with 15.9 million (53% of its analyzed population) in crisis. It’s also the only area where food insecurity is at a Catastrophe (IPC/CH Phase 5) level, a result of almost three years of civil war.
Another troubled spot in the Middle East is Afghanistan, where 11.3 million people find themselves in a critical state of acute food insecurity. Over 138,000 refugees returned to the country from Iran and Pakistan between January-March 2020, putting a strain on food resources.
Over half (51%) of the analyzed population of Pakistan also faces acute food insecurity, the highest in all of Asia. These numbers have been worsened by extreme weather conditions such as below-average monsoon rains.
An Incomplete Analysis
As COVID-19 deteriorates economic conditions, it could also result in funding cuts to major humanitarian organizations. Upwards of 300,000 people could die every day if this happens, according to the World Food Program’s executive director.
The GRFC report also warns that these projections are still inadequate, due to major data gaps and ongoing challenges. 16 countries, such as Iran or the Philippines have not been included in the analysis due to insufficient data available.
More work needs to be done to understand the true severity of global food insecurity, but what is clear is that an ongoing pandemic will not do these regions any favors. By the time the dust settles, the food insecurity problem could be compounded significantly.
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