News & Press

Gen Z Wants Sustainable Housing, But Will They Pay For It?

As Gen Z enters the multifamily rental market in a big way, investors are asking what these renters value in an apartment, and how to give it to them…. “I’m not quite sure that people put their money where their mouth is,” California Landmark Group principal Ari Kahan told the audience at Bisnow‘s Los Angeles Multifamily Update on Tuesday. While these features are certainly attractive to renters, Kahan said he has yet to see major investments in sustainability allow for higher rents. 

While [younger renters] do care about that, they are substantively more price-sensitive,” Kahan said. “Unfortunately, that’s the world we live in. People need to choose where they live based on what they can afford, not on what they want.”

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