The Generational Shift In Storage

Every few years, when the Self Storage Association's Demand Study is released, we get excited, kinda like Ralphie on Christmas morning unwrapping his Red Ryder BB Gun. There is so much data included that every time I look at it, I see something new and interesting. Over the years, one specific data point has consistently caught my attention.

What Percentage of Each Generation Uses Self Storage?

Source: SSA Self Storage Demand Study, 2025 Edition

1. Move farther away.
2. Opt for a smaller space.

Millennials and Gen Z prioritize work-life balance more than Gen X and Boomers. They prefer living in walkable, urban areas where they can enjoy their personal time, even though these areas are more expensive. For them, quality trumps quantity. If they don’t want to "drive till they qualify,” the old adage referring to more affordable housing being further from urban centers, they sacrifice space. This might mean choosing a one-bedroom apartment instead of a two-bedroom (which would have been a home office) or skipping the option for renting a garage. Closets are among the first spaces that builders and developers reduce when trying to lower costs.

The math is simple: adding a second bedroom could increase rent by $800, while a 5x10 storage unit costs just $100.

As a result, self storage is evolving from a temporary solution for moves or renovations to an integral extension of the home.

While this is all interesting and tells a story about the economic situation for younger Americans, I think the real story is the change between the 2023 SSA Demand Study and the 2025 study.

What Percentage of Each Generation Uses Self Storage?

Source: SSA Self Storage Demand Study, 2025 Edition

That is a drastic increase, and further validates the thesis that economic factors are having an impact on younger generations and are changing the usage of self storage away from the “every 10 years” to “everyday”.

Final point, 16% of Gen Z use storage. I don't know a single 18 year old that has or wants self storage. The only thing less cool than self storage is the green message bubble that reveals the sender uses an Android. They are also not experiencing the life events that would naturally prompt storage, like having kids or getting divorced. 

If these economic trends continue, it’s possible that self storage usage among Gen Z could rise into the mid-to-high 20% range in the near future.