The younger generations are most affected by issues around housing affordability that emerged since the global financial crisis. In many cities housing shortages are causing increased housing prices and rents. Making sure that cities remain accessible for not only millennials, but Gen Z as well, will keep neighbourhoods liveable and attractive. The PBSA sector is positioned between guarantying yields on one hand, and affordability on the other, without making concessions in quality. How can investors, developers and operators provide the secure, rented accommodation needed now? How does product segmentation, for example, offer a solution to this dilemma?