Recently released data derived from the 2021 census provides insight into substantial shifts in the composition of individuals inhabiting the private rental sector over the past decade. Particularly striking is the notable 17% increase in the proportion of private sector renters engaged in higher managerial and professional roles, now representing nearly one in six renters. Additionally, the census data indicates a significant 30% surge in the count of private sector renters who also operate small businesses since 2011, with the latest tally exceeding 660,000 individuals. These findings underscore the growing trend of renting as a lifestyle choice in the UK, prompting the entry of new providers into the market to meet the rising demand.