Why Owning a Home Is More Challenging for Young Americans
For many Americans, owning a home has long been part of the “American Dream.” Yet today, that dream feels increasingly out of reach, especially for young adults just starting their careers. The housing landscape has shifted dramatically since COVID, making homeownership more challenging to attain than previous generations.
Homeownership Then vs. Now
Decades ago, owning a home and starting a family by age 30 was common. In the 1960s, more than half of all 30-year-olds, roughly 52% to 55% were both married and homeowners. Fast forward to today, and that milestone rate has plummeted. Recent data shows that only about 12% to 15% of 30-year-olds in 2026 meet both criteria.
This isn’t just a small shift, it’s a generational change that reflects deeper economic and social trends. Many factors contribute to this decline, including rising home prices, greater student debt burdens, and changing priorities around career, family, and lifestyle.
Longer Rents, Higher Demand
As homeownership gets pushed further into the future, young adults are renting longer and the rental market is feeling it. Consider this:
72% of U.S. renters are now age 30 or older — an all-time high.
This extended rental period increases competition for rental units, pushes up monthly rents, and makes it even harder for prospective buyers to save for a down payment.
Owning a home is frequently described by financial experts as a form of "forced savings" or a "built-in savings account" because each mortgage payment contributes to building equity rather than simply covering an expense.
This, combined with the stability of fixed monthly payments compared to annually rising rents, makes homeownership a powerful long-term wealth-building tool for employees.
A New Approach: Making Homeownership More Attainable Through Employee Benefits
Given these trends, it’s clear that the traditional path to homeownership has become far more difficult, especially for employees in their early and mid-career years who are trying to balance saving for a down payment, starting a family and building their career.
That’s where our homeownership assistance benefit comes in.
When employer groups offer our free, voluntary benefit, employees gain access to structured financial education through Northwest Bank, a licensed mortgage lender. This helps them understand their credit score, navigate the pre-approval process, and build a realistic plan to buy a home on their timeline. From there, employees are matched with a REALTOR® who fits their personality and understands the local market where they want to purchase.
And once the home purchase is complete, the benefit’s features kick in — delivering real, measurable savings for the employee.
A homeownership assistance benefit isn’t just a perk. It’s a practical solution to a growing challenge that more young Americans are experiencing firsthand.
