Direct exposure starts with United Rentals, Inc. (URI), the largest equipment rental company, with Ashtead Group plc (AHT) as its UK parent and another major exposure to the use-versus-own trend. Indirect exposure includes equipment manufacturers like Deere & Company (DE) and Caterpillar (CAT) that benefit from demand for rentable assets, alongside software leaders such as Microsoft (MSFT), Salesforce (CRM), and Adobe (ADBE) that monetize ongoing use through subscriptions. Entrepreneurial opportunities exist in building niche rental marketplaces, on‑demand tool libraries, or pay‑per‑use services that unlock underutilized assets for businesses and consumers.