By: Maria Alva

As homeownership continues to slip further out of reach for many Americans, renters are stepping into the spotlight—not just as passive occupants but as design-minded creators redefining what it means to feel at home. According to a recent nationwide survey by Rently, the modern renter is deliberate, design-savvy, and deeply attuned to functionality. This shift is forcing landlords, developers, and property managers to reconsider how they attract and retain tenants in a hyper-competitive rental landscape.

Intentional Living, Without Ownership

The Rently 2025 Apartment Design & Decor Trends Report paints a picture of a demographic that is no longer waiting for the mortgage to express personal style. With 65% of respondents expecting to stay in their current rentals for three years or more, renters are investing emotionally—and financially—in their spaces.

Nearly a third are willing to spend up to $1,000 to refresh their apartments in 2025, while 38% plan to keep their upgrades in the $101–$500 range. From peel-and-stick wallpaper to mood-setting smart lighting, the tools for personalization have become more accessible, more affordable, and more acceptable—even in lease-restricted environments.

Cozy is the New Chic

The data confirms what many in the real estate and interior design industries have already sensed: “staying in” is the new going out. 87% of renters now prefer cozy nights at home over social excursions. Accordingly, design choices are shifting toward comfort, serenity, and self-care. Soft lighting (used by 79%), layered textures, and minimalism (favored by 72%) are now foundational rather than optional.

This aesthetic isn’t simply about following a trend; it’s about creating a sanctuary. “Renters today aren’t just looking for a place to live—they’re rethinking how a space can work for them,” said Merrick Lackner, CEO of Rently. “Aesthetics matter, but so do adaptability, functionality, and self-expression.”

Multifunctional Living Is In

With many renters still working from home part- or full-time, the lines between work and life continue to blur. Renters are adapting with multifunctional furniture (chosen by 25%) and creative room dividers to build hybrid spaces that serve dual purposes.

The living room, unsurprisingly, remains the epicenter of renter-led makeovers—46% of respondents are prioritizing this space for 2025 upgrades. Bedrooms follow closely at 44%, often doubling as office space or wellness retreats. And with the rise of balcony gardening and patio nooks, outdoor areas are becoming an unexpected frontier for design, with 11% of renters now treating them as extensions of the interior.

Smart Technology, Smarter Tenants

Renters are not just bringing design sensibility into their homes—they’re bringing tech. In fact, 71% of those surveyed want built-in security cameras, 50% prefer smart lighting, and 33% are asking for keyless entry.

This demand points to a broader expectation: that rentals should offer not just shelter, but modern amenities that align with the tech-forward lifestyles of their tenants. Property managers and developers who fail to invest in smart-home upgrades may soon find themselves losing out to more forward-thinking competitors.

The Sustainability Equation

Eco-consciousness is top-of-mind for today’s renters—but only to a point. While 69% of renters say they actively look for sustainable décor, cost remains a primary constraint. For nearly half (49%), affordability ultimately determines whether they’ll follow through on those green intentions.

Still, the trendline is clear: secondhand furniture, vintage finds, and environmentally friendly updates are no longer niche—they’re edging toward mainstream. Platforms like Etsy and local thrift stores are emerging as go-to sources for character-rich, sustainable pieces that don’t sacrifice style.

From TikTok to the Apartment Floor Plan

Social media continues to play an outsized role in how renters envision and execute their upgrades. Thirty percent of renters look to TikTok for design inspiration, while 31% rely on Pinterest to plan their perfect space. This real-time, crowd-sourced inspiration cycle is democratizing design, allowing renters to implement high-style ideas without professional help or high-end budgets.

And certain trends are making a strong exit. Chevron and paisley patterns are now passé, as are salt lamps, maximalist aesthetics, and the once-beloved “Coastal Grandmother” vibe. Instead, renters are gravitating toward gallery walls (67%), vintage influences (75%), and bold statement rugs (68%) that anchor a space without overwhelming it.

What This Means for the Real Estate Industry

For industry professionals, the implications of this shift are significant. Tenants today are looking for more than just square footage and a competitive lease—they’re looking for homes that support their lifestyle. That means pointing out homes that are flexible, pet-friendly, tech-enabled, and aesthetically responsive.

Small gestures go a long way: built-in shelving that can be styled, accent wall permission, or even curated move-in-ready furniture packages can dramatically elevate appeal. Some properties are even creating “Instagrammable” moments—pre-decorated model units or amenities with bold visuals—to tap into the social sharing culture that drives renter preferences.

Retailers, too, should take note. The appetite for flexible, budget-friendly, and style-conscious home goods is growing. Amazon, Walmart, and Target remain leading sources for renter purchases, but there’s room in the market for more curated, renter-friendly product lines that balance form, function, and price.

The Rise of the Renter as Designer

In 2025, renting no longer means compromising on comfort or style. Today’s renters are design-driven, budget-conscious, and endlessly creative. They are leveraging technology, embracing multifunctionality, and investing in personalization—even within the constraints of leases and square footage.

For real estate professionals, the message is clear: the renter has evolved. And the future of rental living lies not just in square feet, but in the ability to make those feet feel like home.

Disclaimer: The views and opinions expressed in this article are based on recent survey data and industry insights from Rently. The trends and statistics mentioned reflect the perspectives of renters and professionals surveyed as of 2025. Individual preferences and experiences may vary, and readers are encouraged to consider local market conditions when evaluating rental design and lifestyle trends.

Published by Joseph T.