An unusual psychological research exercise has shown the changing dynamics of the private rental sector.

Financial services firm OSB Group conducted the research in partnership with Innovation Bubble, and found that tenants in the UK view property as an extension of their own identity. 

When this self-identity is challenged, it can drive renters to look for new accommodation. Landlords are responding to this need by shifting behaviours, with 73% open to tenants personalising their living spaces.

Some 48% of landlords ask tenants to cover decoration costs and a similar number ask tenants to cover the cost of any resulting damage.

Meanwhile 34% of landlords work with tenants to approve decoration plans, and 20% work with tenants to approve the selection of tradespeople

OSB claims this shift marks a new era of cooperation, with landlords recognising that offering tenants autonomy leads to stronger tenant-property connections and longer tenures.

An OSB Group spokesperson says: “The trend towards allowing tenants more freedom in decorating their homes represents a positive development for the private rented sector. It demonstrates landlords’ adaptability to evolving tenant expectations and promotes longer-term, more stable tenancies.”

The OSB research also gauged reactions to the Renters Reform Bill, revealing diverse sentiments within the sector.

It found that 14% believe it could lead to landlords exiting the market; 13% anticipate it will aid landlords in maintaining regulatory compliance; 13% expect the legislation to encourage fair rental pricing; 13% express concerns about potential complications in the eviction process; and 11% worry about a possible decrease in the availability of private rental properties.

The spokesperson adds: “As the rental market continues to evolve, these findings highlight the importance of fostering positive tenant-landlord relationships built on trust, communication and adaptability. Empowering tenants to create spaces that feel like home is emerging as a key strategy for maintaining successful and harmonious tenancies.”