Get ready for European Rental Week: Q&A with ERA’s Carole Bachmann

This year’s European Rental Week will be the fourth. What are its main aims?

Carole Bachmann: The primary aim is to increase awareness of rental among audiences outside our industry. We want to reach potential customers, future employees, policymakers, media and the wider public.

People working in rental understand the benefits of the rental model. However, many decision-makers, jobseekers and stakeholders may not fully appreciate the value rental brings in terms of flexibility, sustainability, efficiency and access to equipment.

European Rental Week creates a common moment when the entire sector comes together to tell that story. By coordinating our efforts across countries and organisations, we can have a much greater impact than any company or association could achieve on its own.

Carole Bachmann, secretary general of the European Rental Association.

ERA provides a common framework, key messages and communication tools, but there is no single way to participate. Each company, association or stakeholder is free to adapt the initiative to its own audience, priorities and resources. This flexibility is one of the reasons why the campaign has continued to grow over the past four years.

Have the goals of the week evolved since its launch in 2023?

The core objective has not changed since the launch in 2023. We still want to raise awareness of rental and promote the value of our industry to a wider audience.

What has changed is the scale and maturity of the initiative. We are now preparing the fourth edition, participation continues to grow and we see increasing engagement from national associations, rental companies and other stakeholders.

We have also learned that simple, practical activities often have the greatest impact. Companies do not need to organise major events – they can if they wish. A customer success story, a depot visit, an employee profile or a discussion with local stakeholders can all help explain the benefits of rental to audiences who may be unfamiliar with our industry.

How do you measure its success?

We do not measure success solely in terms of clicks, impressions or social media engagement.

For us, success is also reflected in the number and diversity of organisations that participate. We are particularly pleased when companies use European Rental Week as an opportunity to engage with customers, schools, politicians, journalists or local communities.

Every conversation that gives someone a better understanding of rental is a success.

Do you see a time when there will be more in-person activities?

Social media remains an important tool because it allows organisations of all sizes to participate easily. However, some of the most powerful activities happen away from social media. When a company welcomes students to a depot, invites local authorities to discover its operations, or organises an open day for customers and communities, the impact can be very significant.

I would certainly like to see more of these initiatives in the future. At the same time, we want European Rental Week to remain accessible and flexible. Any effort, large or small, contributes to the overall objective.

Is there a longer-term vision for the Week?

Our long-term vision is for European Rental Week to become an established event in the industry’s calendar and the recognised annual celebration of rental across Europe.

In the coming years, I would like to see broader participation, not only from rental companies and national associations but also from manufacturers, customers, educational institutions and other stakeholders connected to the sector. Rental creates value across an entire ecosystem, and that ecosystem should be visible during the Week.

Looking further ahead, success would mean that the messages promoted during European Rental Week continue throughout the year. The Week should be a catalyst, not an isolated event.

How to get involved? There is a dedicated website for the European Rental Week providing advice and guidance on how to get involved, including logo downloads and a ‘communication toolkit’. A major focus will be on social media involvement, and the hashtag #RentalWeek2026 is what you should use if you are posting. European Rental Week logo for 2026.

We are also particularly proud to see that some members of the Global Rental Alliance have started adopting the concept and adapting it to their own markets. This demonstrates that the message behind European Rental Week resonates well beyond Europe.

Perhaps one day, we will no longer talk about a European Rental Week, but about a worldwide celebration of rental.

How do people get involved this year?

One important point is that European Rental Week is not reserved for ERA members, national associations or even rental companies. We welcome participation from all stakeholders who want to promote the benefits of rental.

Participation can be as simple or as ambitious as organisations wish. A social media post, a customer success story, an employee interview, a depot open day, a school visit or a local event can all contribute.

Any final message?

As an industry, we sometimes assume that people understand what rental does and the value it creates. In reality, many potential customers, future employees, policymakers and members of the public are still discovering the benefits of the rental model.

That is precisely why European Rental Week matters. It gives us an opportunity to explain how rental supports sustainability, enables access to equipment and technology, creates skilled jobs and helps businesses operate more efficiently.

After four editions, the initiative continues to grow. The more organisations and individuals contribute, the better we can showcase the positive impact of rental and strengthen the visibility of our industry for the future.