The foodies. The “me” generation. The “always on” generation. Lots of labels have been given to UK Millennials, but do we truly know the “real” them?
Making up a quarter of the UK population and predicted to hit the 17 million mark by 2019, a broad range of behaviours and beliefs have been attributed to the 16–34 year old cohort. But, as with any other collective of people, there are commonalities, differences and misconceptions about this audience.
For the most part, these perceptions and conclusions have been extrapolated from American research data and held up as fact for UK marketeers. We thought it was important to test some of the key themes and ‘truths’ surrounding Millennials with a 100% UK sample.