Trendwatching: Transumers has just released its November 2006 briefing on Transumers, “consumers who increasingly value a transient lifestyle.”
Check out specifics to see how to market your services to these types.
For example, since one element mentioned is the move to a “leasing lifestyle” i.e. “avoiding hassle: the more stuff you permanently own, the more you have to worry about,” you may find that people are ready to take a closer look at borrowing a variety of items from libraries.