Millennials are taking over.

Two seismic things are happening. Firstly, Millennials are on the verge of becoming the largest cohort in the UK, by number. They’re displacing the Baby Boomers, who’ve been the demographic centre of gravity for decades. Secondly, in the UK General Election this year, Millennials will largely vote for Labour, who are on course to form the next government. When that happens, it will be the first time since they came of age that Millennials have made their voices heard at the ballot box.

So, for better or worse, the Millennials are taking over.

In this report we explore how the demographic tectonic plates are shifting to create this change and examine in depth how Millennial values differ from other generations. We highlight the limits of this shift – the economic centre of gravity isn’t going anywhere – and the implications for brands, businesses and policymakers.

For 2024 and beyond, understanding Millennials is essential. This is their world now; the rest of us just live in it. 

The full report is only available to our Now & Next members, but a sneak preview can be downloaded below. If you’re interested in finding out more, drop us a line at or click here.

About Now & Next

Now & Next is an easy to use, continually updated, online Horizon Scan. It uses the same tools and methodologies that we use at Trajectory to think about the future and answer the biggest questions about change.

The core elements are: a structured approach to thinking about long-term drivers of change, an adapted PEST trends framework, and hot-off-the-press monthly data so we don’t miss anything new.

Every trend, article, presentation and report comes with implications – because understanding what change means is what makes it useful.

Our members use it to develop strategy, find evidence for trends, monitor customer / consumer sentiment and face the future with more certainty.

Everyone has a stake in the future. What’s yours?