Living without owning: Kiralarsın and the new generation of consumption ethics

The idea of renting is actually very old. Throughout history, people have lived by sharing, borrowing, using, and returning things they could not own. However, this model was forgotten in the industrial age; it gave way to the passion for ownership. Now, that cycle is beginning again. The access economy is rewriting the consumption ethics of the era with the philosophy of “use without owning.”

The electronic device rental platform Kiralarsın (kiralarsin.com) is one of the most interesting examples of this transformation in Turkey. Its founder, Başak Baykan, defines the venture as a “Netflix model.” You subscribe, you rent a device, you use it, and if you wish, you buy it. Everything is digital, everything is flexible.

Access economy: the new status symbol

In the past, luxury was measured by ownership; now it is measured by access. You rent a car, you rent a house, and now you are renting technology. The name of this model is the “circular economy.” It is about balancing production and consumption by constantly reusing resources instead of depleting them. The difference with Kiralarsın is that it brings this idea to the world of electronic devices.

There was a time when “leasing” was a financial game for companies; today, the access economy has become an individual’s manifesto for sustainability.

Consuming by experiencing

The interesting part of Kiralarsın is not just that it provides savings, but that it offers the opportunity to make decisions through experience. Now, before buying a laptop or a phone, you can try it in your home for three days. If you don’t like it, you return it; if you do, you extend the rental or buy it. This way, you both get rid of the uncertainty of second-hand goods and prevent unnecessary consumption.

The era of renting in family economics

The example that impressed me most in the program was parents renting game consoles or baby gear. Because these products have a short lifespan and a high price. When the child grows up or the interest fades, they turn into a “graveyard of objects” that takes up space in the house and cannot be sold to anyone.

For a parent, renting a device is a smart decision in terms of both budget and pedagogical balance. It is about setting boundaries for the child and teaching them about consumption.

Not a start-up, but a consumption habit

Başak Baykan says, “We are no longer just a start-up; we are managing a change in behavior.” Indeed, the issue is not just renting; it is about being able to let go of the reflex to own.

In Turkey, this concept was initially met with skepticism, but today users have become defenders of the brand. This is an important cultural shift. People now understand the value of “access” rather than “goods.”

A green choice

The fact that they use carbon-neutral shipping for every delivery and reduce electronic waste makes sustainability tangible. This is not a trendy discourse; it is at the core of their business model. Because technology no longer means just innovation, but also responsibility.

A global ambition

Kiralarsın operates in the UK under the brand Rundle (userundle.com). This is a bold step. Because for a venture, expanding to another country is not just a technical challenge, but a cultural one. It is also ironically interesting that a brand that has overcome the “why should I rent” question in Turkey is now stepping into a market that asks “why should I buy.”

Conclusion

The story of Kiralarsın is not typical for Turkey’s start-up ecosystem. Because the issue here is not just entrepreneurship, but the redefinition of consumption ethics.

When combined with minimalism, the access economy turns into the principle of “own less, live more.”

Perhaps the luxury of the future will no longer be buying, but being able to rent.