June 2026

One in five Gen Zers say housing affordability is one of their top life concerns.

Across cities worldwide, buying a home has become increasingly difficult for younger generations. And those who are “lucky” enough to get on the housing ladder are walking into a trap.

So what is the trap?

The Price Trap explains why housing has become so expensive, what drives property prices higher, and why buyers often end up paying more than they should.

You’ll learn:
• Why housing affordability continues to worsen.
• How planning decisions and human behaviour shape the property market.
• Why emotions can lead buyers to overpay during the final stage of a boom.
• How to make better property decisions by understanding the forces driving the market.

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