Business and Finance
The Growing Dilemma: Renting vs. Buying a Home
“Renting or buying? A dilemma growing among prospective homeowners as they question the financial impact. Find out the emotional and financial value associated with homeownership in this Bank of America report.”
Buying a home has always been considered a significant investment, a cornerstone of financial stability and future security. However, a recent Bank of America Homebuyer Insights Report reveals a growing number of prospective homebuyers who fear that renting could have detrimental effects on their financial future. With high interest rates and soaring home prices, the uncertainty surrounding the decision to rent or buy has only intensified. This article delves into the reasons behind this dilemma and explores the emotional and financial value associated with homeownership.
The Rising Uncertainty:
The report reveals that 57% of respondents are unsure whether it is the right time to buy a home, compared to 48% from the previous year. This trend is particularly prominent among first-time homebuyers, with 62% expressing uncertainty. Higher interest rates and escalating home prices have left renters questioning the feasibility of homeownership in the current market. Matt Vernon, Head of Consumer Lending at Bank of America, recognizes this growing concern but emphasizes that research consistently supports the belief that owning a home is the best long-term decision for most prospective homebuyers.
Population Flows and Supply Challenges:
Complicating the decision-making process are the continuing population flows across the United States. As stated in the Bank of America Institute’s On the Move publication, cities in the South have experienced substantial inflows of people, primarily driven by younger generations. Despite an increase in housing supply to accommodate these changes, the supply of rental properties in some areas falls short of meeting the demands of growing populations. Consequently, while 37% of respondents prefer renting for now, 81% of prospective buyers still plan to purchase a home in the near future.
Emotional Value of Homeownership:
The report highlights the emotional and financial benefits of homeownership, with a majority of homeowners and prospective homebuyers recognizing these advantages. Homeownership offers a sense of permanence, emotional stability, control over living space, and fulfillment, according to the survey. However, baby boomers appear to be an exception to this outlook, with 80% favoring renting over buying. They value the freedom from property maintenance, financial responsibilities, and enjoy the flexibility of choosing when and where to move.
Lack of Confidence and Lessons Learned:
Prospective homebuyers also express a lack of confidence in various aspects of the homebuying process, including understanding financing, interest rates, homebuying terminology, and grant programs. However, meeting with lending specialists can be beneficial in exploring assistance programs, such as Bank of America’s down payment and closing cost grants. Furthermore, the report reveals that 66% of current homeowners would have done something differently when buying their first home, such as saving more for a down payment or considering other neighborhoods.
The Bank of America Community Homeownership Commitment:
The Bank of America Community Homeownership Commitment is a $15 billion program aimed at assisting low- and moderate-income homebuyers. This initiative is designed to address the lack of confidence expressed by prospective buyers in understanding various aspects of the homebuying process. Through the commitment, Bank of America offers down payment and closing cost grants, as well as access to lending specialists who can provide guidance on financing options, interest rates, and grant programs. The program also takes into account the lessons learned by current homeowners, with the goal of empowering potential buyers to make informed decisions and achieve successful homeownership.
About Bank of America Institute
Bank of America Institute is dedicated to uncovering powerful insights that move business and society forward. Established in 2022, the Institute is a think tank that draws on data and analyses from across the bank and the world to provide timely and original perspectives on the economy, sustainability, and global transformation. The Institute leverages the depth and breadth of the bank’s proprietary data, from approximately 68 million consumer and small business clients, 56 million verified digital users, $4.2 trillion in total payments in 2022 and $1.4 trillion in consumer and wealth management deposits. From this robust data set, the Institute provides a unique perspective on the health of the economy. It also elevates thought leadership from throughout the bank that addresses long-term trends and shares these findings with the general public.
Bank of America
Bank of America is one of the world’s leading financial institutions, serving individual consumers, small and middle-market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk management products and services. The company provides unmatched convenience in the United States, serving approximately 69 million consumer and small business clients with approximately 3,800 retail financial centers, approximately 15,000 ATMs (automated teller machines) and award-winning digital banking with approximately 57 million verified digital users. Bank of America is a global leader in wealth management, corporate and investment banking and trading across a broad range of asset classes, serving corporations, governments, institutions and individuals around the world. Bank of America offers industry-leading support to approximately 4 million small business households through a suite of innovative, easy-to-use online products and services. The company serves clients through operations across the United States, its territories and more than 35 countries. Bank of America Corporation stock is listed on the New York Stock Exchange (NYSE: BAC).
For more Bank of America news, including dividend announcements and other important information, visit the Bank of America newsroom and register for news email alerts.
SOURCE Bank of America Corporation
Consumer Corner
65% of US homeowners say owning a home costs more than expected. Staying put is getting harder, too.
(Tiffany Miller) For years, homeownership was pitched as the finish line. Save for the down payment, buy the house and build wealth over time. According to new research from Unlock, a company that helps homeowners access the equity in their home, 75% of U.S. homeowners say they have no plan to buy or sell a home this year. That sounds like stability. But as the research reveals, it is starting to feel more like stagnation.
Owning a home turns out to cost more than people thought it would, according to the survey of 2,003 homeowners in the United States, conducted in January 2026. The research found that 65% of U.S. homeowners say it is more expensive than what they expected before they bought. The math goes past the mortgage. Nationwide, property taxes climbed 41% between 2018 and 2025, according to the Lincoln Institute of Land Policy, with home insurance, maintenance and everyday costs piling on top.
Homeowners are cutting back in places that used to be off-limits. Twenty-two percent of respondents reported putting less into retirement to keep up with the cost of owning their home. Another 33% are putting off bigger purchases, like a car. These are not inconsequential cuts. They are cuts to the financial goals owning a home is supposed to make easier in the first place, like building a nest egg, growing an emergency fund or saving for the future.
The pressure shows up in the present, too. Nearly a third of homeowners have less than $1,000 in emergency fund savings. More than half say day-to-day expenses are causing significant stress in their lives.
It is not only about cutting back or feeling stressed about day-to-day expenses. The survey found 19% of U.S. homeowners say they would rather double their commute time to work than take on another monthly payment. For homeowners already paying a mortgage, insurance, taxes and maintenance, another bill ranks below an extra hour in traffic.
Costs are only half the story. Homeowners are also sitting on real wealth, though they cannot always say how much. The survey found almost half of U.S. homeowners are not sure how much equity they have built up in their home, including 28% who say they are not sure how to find out. The average mortgaged home in the U.S. holds about $299,000 in equity, according to Cotality, a data and analytics company.
Ask homeowners how they feel about having equity in their homes and the answers do not quite line up. Sixty percent say the option to leverage home equity provides an extra level of financial security. Yet 48% say they view home equity as long-term wealth and retirement security, and would only leverage it as a last resort. They want the option there. They just do not want to use it.
The result is a kind of holding pattern. Homeowners are paying more, staying put in homes they cannot easily afford to leave and sitting on wealth they would rather not disturb. The usual options come with a catch. Selling means moving. Refinancing means giving up a low locked-in mortgage rate. According to Realtor.com, 51.5% of outstanding U.S. mortgages still carry rates at or below 4%. Taking out a home equity line of credit or home equity loan adds another monthly payment. Each option asks for something homeowners are trying to avoid. The open question is whether the standard options are still the only options. What used to look like a financial finish line is starting to look more like a treadmill.
Methodology
Unlock commissioned Atomik Research to conduct an online survey of 2,003 homeowners in the United States. The margin of error is plus or minus 2 percentage points at a 95 percent confidence level. Fieldwork was conducted from Jan. 24-30, 2026. Atomik Research, part of 4media group, is a creative market research agency.
Photo courtesy of Shutterstock
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Unlock
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Lifestyle
The degree lost its halo: More US adults now see certifications as the safer, smarter career bet
(Tiffany Miller) For decades, the four-year degree carried an unquestioned authority. It was expensive, but it was the answer. New research from U.S. Career Institute, an online career training provider, finds that authority is no longer going unquestioned.
When asked which education path offers better long-term job security, 26% of adults say certifications or skills-based programs are the safer choice, compared with just 18% who say the same about a four-year degree. The traditional degree path has not gone away, but the certainty around it has started to crack.
The doubt extends to the cost. College was supposed to be expensive and worth it. The expensive part has not changed. The worth-it part is now a more open question. While 38% say paying for college feels like a necessary investment despite the expense, 29% say they question whether it is worthwhile. Asked at what level of student debt they would begin to reconsider, 32% say the threshold is under $10,000.
Artificial intelligence is also adding pressure from a different direction. One in 4 survey respondents said office-based and white-collar workers are the type most likely to be replaced by AI in the next five years. For many, that concern is already part of how they are thinking about major decisions. Fifty-four percent of adults have reconsidered their education or career path due to concerns about job security or automation.
Some have already acted on it. Twenty-five percent say they have already completed a certificate or skills-based program, and another 29% say they have seriously considered pursuing one.
In this survey, stability has replaced prestige as the thing people say they are actually looking for. It is the most commonly cited factor influencing career decisions today, named by 53% of respondents, with prestige and status ranking lower.
It is also shaping the advice people give the next generation. Asked what they would recommend to a young person starting out today, 30% say a certification or skills-based program, while 24% say a four-year degree.
For many, the reconsideration is personal. Twenty-seven percent say they would choose a different path entirely if making their education or career decision today, and 33% say they would look for something faster or more affordable. Knowing what they know now, just 17% say they would make the same choice again. The question of whether college was the right call is one that more U.S. adults are now willing to ask out loud.
Methodology
U.S. Career Institute commissioned Atomik Research to conduct an online survey of 1,000 adults ages 18 to 54 throughout the United States. The margin of error is plus or minus 3 percentage points at a 95% confidence level. Fieldwork was conducted between April 22 and April 27, 2026. Atomik Research, part of 4media group, is a creative market research agency.
Photo courtesy of Shutterstock
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Consumer Corner
Behind the Product: What Sustainability Looks Like in Beauty Development
Beauty Development: Shoppers want to know what ingredients are used, how items are packaged and whether the production process includes thoughtful choices. Beauty brands are taking note, and sustainability is increasingly shaping decisions across sourcing, packaging, production, shipping, storage and replenishment.
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(Feature Impact) Shoppers are paying closer attention to the products they bring into their homes. They want to know what ingredients are used, how items are packaged and whether the production process includes thoughtful choices. Beauty brands are taking note, and sustainability is increasingly shaping decisions across sourcing, packaging, production, shipping, storage and replenishment.
Responsible product lines rarely come from sweeping change. They are built through smaller, connected choices made throughout development. Packaging, ingredient sourcing and production planning influence how a product performs, how much waste it creates and how sustainably products can be produced.
Consider this beauty sustainability information from Laura Badcock, Chief Operating Officer of NourishUs Naturals.
Why packaging matters beyond appearance
“Packaging is often the first thing shoppers notice,” Badcock said. “It can shape how someone feels about a product before they ever try what’s inside.”
A package should look appealing, though appearance is only part of the equation. It also needs to protect the product, travel safely, store well and hold up through regular use. Once the product is finished, the packaging should allow easy recycling, refilling or responsible disposal.
There is no single packaging option that works best for every beauty product. A lightweight container may reduce shipping weight. A refillable option may stay in use longer. A recyclable material may work well in one area but create challenges in another if local recycling systems cannot process it. Even packaging that appears sustainable can create problems in practice if it leaks, breaks or requires excess shipping materials.
Why ingredient sourcing matters
“Ingredient lists have become an important part of how people evaluate beauty products,” Badcock said. “Shoppers often look for familiar oils, butters, botanical extracts and information about how ingredients were sourced, which plays a major role in the environmental impact.”
A product’s environmental footprint is influenced by many factors, including shipping distance, processing methods, storage conditions and supplier practices.
These factors can also affect product consistency and ingredient availability over time. Beauty brands working with wholesale skin care suppliers or private label manufacturers often need to balance ingredient goals with sourcing reliability and production needs.
How better planning can lead to less waste
“Packaging and ingredients are usually the first things people associate with sustainability, but how much product gets made, stored and discarded matters, too,” Badcock said.
Overproduction is one of the biggest hidden sources of waste in beauty and personal care. Products that sit too long in storage may eventually expire or remain unsold. Excess inventory can also create additional packaging waste, warehousing needs and disposal costs.
Smaller batch sizes give producers more room to adjust as trends or demand shift, and producing closer to expected sales windows helps reduce long storage periods and unnecessary waste. Testing new products in smaller volumes and restocking based on actual demand makes overproduction less likely.
How sustainable beauty choices are connected
Packaging, ingredient sourcing and production planning are closely connected throughout development.
“A packaging choice can affect shipping weight, storage needs and whether a package can be refilled,” Badcock said. “Ingredient choices can influence sourcing timelines and how products need to be stored. Production planning affects how much material gets used and how much product could eventually go unsold.”
Beauty shoppers want more transparency around sustainability claims
Sustainability claims carry less weight when those claims aren’t explained in practice.
This shift is pushing many beauty brands to focus more heavily on traceability, supplier relationships and clearer product information. Transparency is becoming part of the customer experience itself.
More responsible product lines are built over time
Responsible beauty products come together through ongoing choices around packaging, sourcing, production and inventory planning. For shoppers, those choices influence the products they bring into their homes.
“The brands that build sustainability into early decisions tend to have the easiest time maintaining it later,” Badcock said. “Once supplier relationships, packaging formats and production routines are in place, small adjustments are far easier than major changes. Treating sustainability as part of product development from the beginning, rather than something to fix later, is what makes it work in practice.”
To find more information on the intersection of beauty and sustainability, visitNourishUsNaturals.com.
Photo courtesy of Shutterstock
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