Trends Briefing: Millennial Nation

Millennials are taking over. What does it mean for you?

Thursday 25th July 2024


Register here

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 largely voted for Labour, who formed the new government with the largest majority for over 20 years. The results earlier this month marked the first time since they came of age that Millennials have made their voices heard at the ballot box.

A little explainer – Millennials are also known as Generation Y and were born between about 1981 and about 1995. Generational analysis has its limits, but its benefits too – not least when priorities converge as they have done for Millennials in recent years.

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

In this next trends briefing we’ll explore how this shift is happening and what it means for brands, policymakers, strategists and fundraisers. We’ll examine how the demographic tectonic plates are shifting to create this change and analyse 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 becoming a Millennial Nation.

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


As ever, our analysis will come with implications for businesses, policymakers and strategists, and draw on hot-off-the-press insights from our regular opinion tracker, the Optimism Index.

Register here to attend

Every month we host webinar looking in detail at a core trend, topic or issue. The sessions are free to attend, but only our Now & Next members get access to the presentation slides and recording – along with the whole archive of Trajectory trends data and analysis – afterwards. For more information, click here.