Who they are
Tenants in Malaysia are the youngest segment in the study — a Gen Z-heavy cohort defined by renting rather than property ownership, financial anxiety, and practical life values. They are not yet in the property market, often by necessity rather than choice, and they are acutely aware of their financial position.
42% are Gen Z — the highest of any segment. Another 31% are Millennials. They are young adults, many entering the workforce or in early career stages, for whom renting is the default rather than a preference.
55% are male, 45% female. The gender balance is more even than other property-related segments, reflecting a generation that is more gender-balanced in its housing situation.
Income is concentrated in the low bracket: 44% low income — the highest of any housing segment. They are the most financially constrained segment studied. 32% are in the middle and 24% in the high bracket.
29% live in couple households and 24% in single-person households. They are more likely to live alone or as young couples than the general population. Nuclear family and multi-generational households are less common.
36% live in small towns and rural communities — notably above average and the highest of any urban-rural spread. They are the least urban of the segments studied.
What they care about
Making my own decisions leads at 54% and social justice at 46%. They are autonomy-oriented and socially conscious young adults who value independence and social change. An honest and respectable life scores 47%.
Safety and security at 29% is notably below average — well below other segments. They are less risk-focused than older cohorts, consistent with a life stage focused on discovery rather than protection.
Their interests are cultural and lifestyle-oriented. Food and dining leads at 59%, fashion and beauty at 56%, and science and technology at 45%. They are trend-aware, socially engaged consumers.
Doing sports and fitness is their top hobby at 47%, followed by video gaming at 38% and socializing at 37%. This is a social, active, digital leisure profile.
46% are worried about their financial future — notably high and the defining anxiety of this segment. 52% state they could save a lot of money with advice from a finance expert. They are financially anxious and advice-seeking, not confident investors.
On national concerns, housing leads at 71% — the highest of any segment. They are the most housing-concerned group studied, reflecting their status as renters who feel the pressure of rising rents. Poverty at 68% and crime at 66% are also top concerns.
35% have right-leaning political views — moderate conservative, consistent with their financial conservatism.
Where to reach them
The channels that work
Social media is the most consistent digital channel: while they interact with companies less often than average, they still use social platforms and can be reached through paid social advertising.
They consume digital music and video streaming at above-average rates — audio and video platforms are effective channels.
Mail is the strongest traditional channel: they remember getting ads by mail at above-average rates. Direct mail, catalogues, and targeted offers reach this urban and rural segment.
The channels that underperform
Online news websites are a veto: they read online news less often than average. News site advertising is not effective for this segment.
Social media interaction is below average — they are less likely to follow companies, like posts, or comment. Paid social advertising works; organic social engagement is harder.
Printed daily newspapers at 15% and video portals at 24% are below average.
Device reality
Smartphone at 93% is high but below average — the least smartphone-penetrated of the younger segments. Desktop PC at 58% and laptop at 62% are both slightly below average.
Gaming console at 28% is slightly below average.
What to do
Financial services and fintech have a natural audience. 46% worried about financial future and 52% open to finance expert advice means budgeting apps, savings products, and financial education services have a highly receptive, anxiety-driven audience.
Housing and rental brands should target this segment. 71% housing concern means rental platforms, housing search services, and landlord services have an acutely interested audience.
Fashion, food, and active lifestyle brands resonate with this young cohort. Their top interests in food, fashion, and fitness mean these categories have a natural audience in this Gen Z segment.
Value and convenience positioning works. Their low income and financial anxiety mean affordable products, payment flexibility, and convenience-oriented services resonate better than premium positioning.
What not to do
Do not assume tenants are purely digital. While smartphone penetration is high, they are less digitally engaged than other segments. Traditional channels like mail still work.
Do not use news media to reach this segment. Online news reading is below average — news site advertising and content marketing will not reach them effectively.
Do not ignore their financial anxiety. 46% worried about financial future is a dominant trait. Marketing that ignores or dismisses this anxiety will not convert this segment.