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Rentysomethings Recognised

26 June 2012 Jim Harrison,

Fizzy Living, the brand created by Heavenly on behalf of Thames Valley Housing Association, made its debut in the pages of The Economist last week. Firm believers in the idea that strong brands inspire their own vernacular, Heavenly coined the term "Rentysomethings” to acknowledge a rising force in the UK's accommodation sector. With 4,800 mentions on Google already, the descriptor is taking on an energy of its own. We look forward to the call from the OED.

In the words of Harry Downes, Managing Director of Fizzy Living, "Rentysomethings" are 25-40 year olds earning £25,000-£30,000 a year, who are “uninspired by the rental homes on offer, sick of being turfed out at a moment’s notice and likely to be renting for a while.”

Heavenly is working with the team at Fizzy to reinvent renting and provide a breath of fresh air into this stale and unloved category.

The Economist article can be found in the print edition or online from their website.

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