Alright, I accept that and I don't think its a phenomena caused by our wealthy society for a specific generation, as some self-proclaimed millennial-educators suggest. Essentially what they're saying is that we millennials do not want to own things, because we already did had strong abundance of that in our childhood.
Firstly, that is certainly not true for most people I know.
Secondly, people I know that had strong abundance in their childhood, strive towards even more now.
I think its owed to the fact of these peoples' current living situation as well as the state of the economy that there are some people that actually don't want to own things.
But lets face it:
To much of your money (at least in percentages) in a bank account ultimately is worth nothing. Spending it on services does - on the long term - not yield as much value as ownership.
Think about it: You can sell your car after using it for 5-10 years. Same goes for your house, phone, watch, laptop, apartment. Ownership returns securities, and people need securities!
I think people from our generation just ride this wave because of convenience but will ultimately converge to the ownership-game as everyone else.