The 'Pay-As-You-Live' Generation Is Here To Stay

The 'Pay-As-You-Live' Generation Is Here To Stay PR Newswire LONDON, Oct. 9, 2012 - Zipcar report reveals that half the UK's population buys into a 'pay-as-you-live' lifestyle LONDON, Oct. 9, 2012 /PRNewswire/ -- Zipcar, Inc. (Nasdaq: ZIP), the UK's largest pay-as-you-drive car club, today publishes its report 'Pay-As-You-Live: The Business of Sharing in the UK', revealing that the UK's younger generation (aged 18-54) is fuelling the growth of a pay-as-you-live lifestyle (PAYL)(1). According to the report almost twice as many Brits aged between 18 and 54 would choose to hire rather than buy, compared to those aged 55+ who place a higher value on ownership. The new research, published in conjunction with YouGov and the Future Foundation, explores growth of the pay-as-you- live lifestyle, most recently valued at £22.4 billion in the UK(2), as Brits increasingly shun ownership in favour of hiring or sharing goods and services. From ownership to pay-as-you-live The report reveals that the trend towards hiring and sharing is accelerating rapidly across the UK, with one in five under 55's saying they are more likely to hire now than they were a year ago, equating to almost double the number of those aged 55 and over. The findings suggest that the pay-as-you-live model of consumption is being driven by a smarter and more considered approach to spending.