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Millennials: Myths & Realities | May 2017 | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Pro...
Millennials: Myths & Realities | May 2017 | Public 2
SUMMARY
1.
3Millennials: Myths & Realities | May 2017 | Public
Proportion of UK adult (18+) population from each generational groupin...
4Millennials: Myths & Realities | May 2017 | Public
Example one: A cohort effect
GENERATIONAL EFFECTS: A SPOTTER’S GUIDE
0...
5Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1985 1987 1989 1991 1993 1...
6Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1985 1987 1989 1991 1993 1...
7Millennials: Myths & Realities | May 2017 | Public
THREE EFFECTS ON
A POPULATION’S
ATTITUDES AND
BEHAVIOUR OVER TIME:
COH...
8Millennials: Myths & Realities | May 2017 | Public
GLOBAL MILLENNIAL POPULATION
2015 adult
population World Europe
North
...
9Millennials: Myths & Realities | May 2017 | Public
54% Tech-savvy
34% Lazy
41% Work-centric
33% Arrogant
32% Community-or...
Millennials: Myths & Realities | May 2017 | Public 10
MONEY
2.
11Millennials: Myths & Realities | May 2017 | Public
Source: Guardian analysis of Luxembourg Income Study data
MILLENNIALS...
12Millennials: Myths & Realities | May 2017 | Public
0%
20%
40%
60%
80%
1983 1986 1989 1992 1995 1998 2001 2004 2007 2010 ...
13Millennials: Myths & Realities | May 2017 | Public
% who feel they will have a
OPTIMISM VARIES
82%
77%
74%
68%
66%
64%
5...
14Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
2006 2008 2010 2012 2014
Pre war (born ...
15Millennials: Myths & Realities | May 2017 | Public
How much needed in private pension to have an income of £25k a year f...
Millennials: Myths & Realities | May 2017 | Public 16
HOUSING
3.
17Millennials: Myths & Realities | May 2017 | Public
% living independently who own their own home/paying off a mortgage
M...
18Millennials: Myths & Realities | May 2017 | Public
% living independently who own their own home/paying off a mortgage
G...
19Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1982 1984 1986 1988 1990 ...
20Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1975 1977 1979 1981 1983 ...
21Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1983 1985 1987 1989 1991 ...
Millennials: Myths & Realities | May 2017 | Public 22
EDUCATION
4.
23Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
40%
1990 1992 1994 1996 1998 2000 2002 ...
24Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
40%
1991 1993 1995 1997 1999 2001 2003 ...
Millennials: Myths & Realities | May 2017 | Public 25
WORK
5.
26Millennials: Myths & Realities | May 2017 | Public
0
5
10
15
20
25
30
35
40
45
50
1973 1975 1977 1980 1983 1985 1987 198...
27Millennials: Myths & Realities | May 2017 | Public
Mean hours worked in a week
ALSO A SLIGHTLY SHORTER WORKING WEEK FOR
...
28Millennials: Myths & Realities | May 2017 | Public
Median years of tenure with current employer
IT’S THE OLDER GENERATIO...
29Millennials: Myths & Realities | May 2017 | Public
% say have increasing motivation at work
YOUNGER WORKERS HAVE
Source:...
30Millennials: Myths & Realities | May 2017 | Public
Main qualities of an ideal company
MILLENNIALS WANT THE SAME THINGS F...
Millennials: Myths & Realities | May 2017 | Public 31
SEX
6.
&
MARRIAGE
32Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1975
1976
1977
1978
1979
1980
...
33Millennials: Myths & Realities | May 2017 | Public
% who are married
SAME PATTERN IN THE
Source: Ipsos MORI analysis of ...
34Millennials: Myths & Realities | May 2017 | Public
% mean age at first marriage by
THE AGE OF
Source: UN World Marriage ...
35Millennials: Myths & Realities | May 2017 | Public
DISTANCE FROM MILLENNIAL GENERATIONAL MIDPOINT (29 YEARS)
-3.3 -0.9 +...
36Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2...
37Millennials: Myths & Realities | May 2017 | Public
% haven’t had sex in past four weeks
BUT MILLENNIALS ARE ALSO MORE
So...
38Millennials: Myths & Realities | May 2017 | Public
% identifying as gay, lesbian or bisexual
MILLENNIALS ARE MORE LIKELY...
39Millennials: Myths & Realities | May 2017 | Public
MILLENNIALS
Source: Pornhub user data 2015
MAKE UP 60%
OF PORNHUB’S
U...
Millennials: Myths & Realities | May 2017 | Public 40
TECHNOLOGY
7.
&
MEDIA
41Millennials: Myths & Realities | May 2017 | Public
% using internet every day/almost every day
FREQUENCY OF INTERNET USE...
42Millennials: Myths & Realities | May 2017 | Public
%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2008 2010 2012 2014 2016
Pre wa...
43Millennials: Myths & Realities | May 2017 | Public
1457
639
308
930
Aged 16-34
(roughly Millennials)
Aged 35-54
(roughly...
44Millennials: Myths & Realities | May 2017 | Public
% doing each activity in the last three months
HOW GENERATIONS USE TH...
45Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
2003 2005 2007 2010 2012 2014
Pre ...
46Millennials: Myths & Realities | May 2017 | Public
81%
32%
28%
54%
64%
6%
18%
33%
45%
6%
10%
20%
12%
* 3% 1%
Facebook In...
47Millennials: Myths & Realities | May 2017 | Public
89%
82%
45%
36%
40%
73%
77%
22% 20%
14%
Facebook YouTube Instagram Tw...
48Millennials: Myths & Realities | May 2017 | Public
% change in live TV watching, 2014- 2015
ALL EXCEPT OLDEST AGE GROUP
...
49Millennials: Myths & Realities | May 2017 | Public
157
208 219
301
124
162
216
342
Aged 16-24 Aged 25-34 All individuals...
50Millennials: Myths & Realities | May 2017 | Public
63%
36%
48%
55%
63%
72%
83%
17%
12%
20%
21%
23%
18%
12%
6%
13%
10%
7%...
51Millennials: Myths & Realities | May 2017 | Public
%
10%
20%
30%
40%
50%
60%
2008 2010 2012 2014 2016
Pre war (born befo...
52Millennials: Myths & Realities | May 2017 | Public
Proportion belonging to the most technical cluster by age
THERE IS NO...
Millennials: Myths & Realities | May 2017 | Public 53
BRANDS
8.
&
MARKETING
54Millennials: Myths & Realities | May 2017 | Public
45%
84%
81%
70%
60%
58%
57%
56%
51%
49%
47%
45%
45%
42%
41%
40%
34%
3...
55Millennials: Myths & Realities | May 2017 | Public
% more likely to trust a new
NO REAL DIFFERENCE
86%
85%
85%
84%
84%
8...
56Millennials: Myths & Realities | May 2017 | Public
% become increasingly important
MILLENNIALS IN SOME
86%
85%
85%
84%
8...
57Millennials: Myths & Realities | May 2017 | Public
MILLENNIALS ARE NO MORE LIKELY TO BOYCOTT AND
Source: Ipsos MORI Sust...
58Millennials: Myths & Realities | May 2017 | Public
% Pay a lot/a little attention
MILLENNIALS MORE LIKELY TO PAY ATTENTI...
59Millennials: Myths & Realities | May 2017 | Public
62%
42%
22%
13% 13% 16%
19%
16% 19%
66%
38%
17%
7% 6%
10%
14% 11%
14%...
60Millennials: Myths & Realities | May 2017 | Public
50%
24.9%
10.3% 8.2%
16.0%
52%
26%
8%
5%
13%
54%
29%
6%
4%
8%
52%
27%...
61Millennials: Myths & Realities | May 2017 | Public
60%
19.9% 20.1%
22.9%
29.1%
56%
12% 10%
16%
34%
55%
14%
5%
13%
37%
56...
62Millennials: Myths & Realities | May 2017 | Public
Median spend per month by generation
GENERATION X SPEND
Source: Ipsos...
63Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2003 2004 2005 2006 2007 2008 2...
64Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2003 2004 2005 2006 2007 2008 ...
Millennials: Myths & Realities | May 2017 | Public 65
SOCIAL
9.
ATTITUDES
66Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
84 86 88 90 92 94 96 98 00 02 ...
67Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
1974 1976 1978 1980 1982 1984 1986 1988 19...
68Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
83 84 85 86 87 89 90 91 93 94 95 9...
69Millennials: Myths & Realities | May 2017 | Public
0%
25%
50%
75%
100%
1974 1976 1978 1980 1982 1984 1986 1988 1990 1992...
70Millennials: Myths & Realities | May 2017 | Public
% agree gay men and lesbians
LEVELS OF ACCEPTANCE
93%
91%
89%
87%
85%...
71Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1996 1997 1998 1999 2000 20...
72Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1974 1976 1978 1980 1982 1984 ...
73Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1986 1988 1990 1992 1994 1996 ...
74Millennials: Myths & Realities | May 2017 | Public
% supporting the death penalty
MILLENNIALS ARE
88%
81%
79%
74%
72%
71...
75Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
1974 1976 1978 1980 1982 1984 1986 1988...
76Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
1974 1976 1978 1980 1982 1984 1986 1988 19...
Millennials: Myths & Realities | May 2017 | Public 77
POLITICS
10.
78Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1964
1965
1966
1967
1968
...
79Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1987
1988
1989
1990
1991
...
80Millennials: Myths & Realities | May 2017 | Public
% claimed vote
MILLENNIAL TURNOUT IN BRITAIN NOT MUCH WORSE
Source: I...
81Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
1983 1985 1987 1989 1991 1993 1995 199...
82Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2002 2003 2004 2005 2006 ...
83Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1973 1975 1977 1979 1981 ...
84Millennials: Myths & Realities | May 2017 | Public
% feel closer/close to a particular party
GENERATIONAL DECLINE IN PAR...
85Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
87 88 89 90 91 92 93 94 95 96 97 98 99...
86Millennials: Myths & Realities | May 2017 | Public
EUROPEAN MILLENNIALS ARE MORE LIKELY TO
Base: Base sizes vary (c. 6,0...
87Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2...
88Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2004 2005 2006 2007 2008 20...
Millennials: Myths & Realities | May 2017 | Public 89
RELIGION
11.
90Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
1985 1987 1989 1991 1993 1995 1997 199...
91Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1976 1978 1980 1982 1984 ...
92Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1989 1990 1991 1992 1993 ...
93Millennials: Myths & Realities | May 2017 | Public
YOUNGER GENERATIONS ARE MORE LIKELY TO
IDENTIFY WITH NON-CHRISTIAN RE...
Millennials: Myths & Realities | May 2017 | Public 94
TRUST
12.
95Millennials: Myths & Realities | May 2017 | Public
% high level of trust in
MILLENNIAL TRUST IN
80%
74%
57%
57%
57%
48%
...
96Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1997 1998 1999 2000 2001 ...
97Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1997 1998 1999 2000 2001 ...
98Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1986198719881989199019911...
99Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1997 1998 1999 2000 2001 ...
100Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1975
1976
1977
1978
1979...
Millennials: Myths & Realities | May 2017 | Public 101
HEALTH
13.
&
WELLNESS
102Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1992 1994 1996 1998 2000 2002...
103Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
2000 2002 2004 2006 2008 2010 2012 2014
Pre w...
104Millennials: Myths & Realities | May 2017 | Public
National Diet & Nutrition Survey
DAILY SUGAR CONSUMPTION
IN THE UK
D...
105Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
40%
1999 2001 2003 2005 2007 2009 2011...
106Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
40%
2000 2002 2004 2006 2008 2010 2012...
107Millennials: Myths & Realities | May 2017 | Public
0%
5%
10%
15%
20%
25%
30%
35%
1997 1999 2001 2003 2005 2007 2009 201...
108Millennials: Myths & Realities | May 2017 | Public
Units consumed on heaviest day of the last week >8 men, >6 women
ALT...
109Millennials: Myths & Realities | May 2017 | Public
0%
10%
20%
30%
40%
50%
60%
70%
80%
2006 2008 2010 2012 2014
Pre war ...
110Millennials: Myths & Realities | May 2017 | Public
0%
2%
4%
6%
8%
10%
12%
2006 2007 2008 2009 2010 2011 2012 2013 2014
...
Millennials: Myths & Realities | May 2017 | Public 111
MILLENNIAL
14.
CHARACTERISTICS
112Millennials: Myths & Realities | May 2017 | Public
NARCISSISM VARIES
70%
69%
66%
63%
63%
61%
60%
59%
59%
58%
58%
57%
56...
113Millennials: Myths & Realities | May 2017 | Public
% participate in voluntary activities at least once per month
MILLEN...
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Ipsos MORI Thinks: Millennial Myths and Realities

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A major new Ipsos MORI global research report into Millennials reveals the truth about the “most derided generation”. Read the full insights and findings - and take a quiz to see how well you know millennials - here: https://www.ipsos.com/ipsos-mori/en-uk/millennial-myths-and-realities

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Ipsos MORI Thinks: Millennial Myths and Realities

  1. 1. Millennials: Myths & Realities | May 2017 | Public © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1 IPSOS MORI THINKS Myths and Realities MILLENNIAL
  2. 2. Millennials: Myths & Realities | May 2017 | Public 2 SUMMARY 1.
  3. 3. 3Millennials: Myths & Realities | May 2017 | Public Proportion of UK adult (18+) population from each generational grouping THE GENERATIONAL MAKE-UP OF THE UK 0% 25% 50% 75% 100% 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Pre-war Millennials Generation X Baby Boomers All adults aged over 72 (2016) All adults aged 21 – 36 (2016) All adults aged 37 – 50 (2016) All adults aged 51 -71 (2016) Generation Z Source: Eurostat/ONS Single Year of Age projections
  4. 4. 4Millennials: Myths & Realities | May 2017 | Public Example one: A cohort effect GENERATIONAL EFFECTS: A SPOTTER’S GUIDE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 Pre war (born before 1945) Baby boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980 onwards)
  5. 5. 5Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 Pre war (born before 1945) Baby boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980 onwards) Example two: A period effect GENERATIONAL EFFECTS: A SPOTTER’S GUIDE
  6. 6. 6Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 Pre war (born before 1945) Baby boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980 onwards) Example three: A life cycle effect GENERATIONAL EFFECTS: A SPOTTER’S GUIDE
  7. 7. 7Millennials: Myths & Realities | May 2017 | Public THREE EFFECTS ON A POPULATION’S ATTITUDES AND BEHAVIOUR OVER TIME: COHORT EFFECT: A cohort has different views and these stay different over time LIFECYCLE EFFECT: Peoples’ attitudes change as they age – attitudes are shifted by life stages or events PERIOD EFFECT: Attitudes of all cohorts change in a similar way over the same period of time
  8. 8. 8Millennials: Myths & Realities | May 2017 | Public GLOBAL MILLENNIAL POPULATION 2015 adult population World Europe North America Oceania Latin America/ Caribbean Asia Africa Millennials (20-34) 36% 25% 28% 32% 38% 37% 49% 1.8bn 147m 75m 9m 157m 1.1bn 284m Older (Aged 35+) 64% 75% 72% 68% 62% 63% 51% 3.1bn 438m 193m 18m 258m 1.9bn 294m Proportion of Global adult (+20) population from older age groups Proportion of Global adult (+20) population from older age groups
  9. 9. 9Millennials: Myths & Realities | May 2017 | Public 54% Tech-savvy 34% Lazy 41% Work-centric 33% Arrogant 32% Community-orientated 45% Materialistic 31% Well-educated 39% Selfish 47% Respectful 30% Ethical Millennials Millennials describe themselves in the same way: 44% say their generation is materialistic, 37% selfish and 33% lazy. Millennials are judged harshly compared to Baby Boomers? BabyBoomers Top 5 words to describe: Base: 18,810 adults aged 16+ in 23 countries, fieldwork Sept- Oct 2016 | Source: Ipsos Global Trends Survey 2017
  10. 10. Millennials: Myths & Realities | May 2017 | Public 10 MONEY 2.
  11. 11. 11Millennials: Myths & Realities | May 2017 | Public Source: Guardian analysis of Luxembourg Income Study data MILLENNIALS’ DISPOSABLE INCOME HAS SHRUNK -2 -5 -8 -9 -19 27 62 5 28 28 12 14 66 9 25 25 20 2 UK Germany France USA Italy Australia Aged 25-29 Aged 65-69 Aged 70-74 Growth in disposable income above or below national average %
  12. 12. 12Millennials: Myths & Realities | May 2017 | Public 0% 20% 40% 60% 80% 1983 1986 1989 1992 1995 1998 2001 2004 2007 2010 2013 2016 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) Trend % placing themselves in low income group MILLENNIALS ARE FEELING POORER FOR LONGER- GB Source: Ipsos MORI reanalysis of British Social Attitudes Survey 1983 – 2013; Ipsos MORI 2016
  13. 13. 13Millennials: Myths & Realities | May 2017 | Public % who feel they will have a OPTIMISM VARIES 82% 77% 74% 68% 66% 64% 59% 56% 55% 51% 46% 44% 44% 43% 41% 41% 38% 36% 35% 29% 22% 22% 14% Indonesia Peru China Brazil India S Africa Argentina US Mexico Sweden Germany Russia Spain Canada Poland Turkey Italy GB Australia Japan Belgium S Korea France 79% 84% 77% 68% 83% 78% 63% 64% 79% 70% 59% 45% 63% 60% 45% 43% 49% 55% 48% 60% 47% 56% 45% 54% 39% 50% 42% 50% 39% 47% 45% 42% 46% 59% 39% 56% 34% 55% 24% 32% 22% 29% 40% 54% 18% 32% MILLENNIALS ACROSS MARKETS - IN INDONESIA, PERU AND CHINA MILLENNIALS ARE OVERWHELMINGLY POSITIVE ABOUT THEIR FUTURE better life then their parents GEN X BABY BOOMERS Base: 18,810 adults aged 16+ in 23 countries, fieldwork Sept– Oct 2016 | Source: Ipsos Global Trends Survey 2017
  14. 14. 14Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 2006 2008 2010 2012 2014 Pre war (born before 1945) Baby boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % agree it is important to be rich / want to have lots of money MILLENNIALS MORE LIKELY TO IDENTIFY WITH Source: Ipsos MORI reanalysis of European Social Survey data MATERIALISTIC STATEMENTS- UK
  15. 15. 15Millennials: Myths & Realities | May 2017 | Public How much needed in private pension to have an income of £25k a year for 20 years after retirement MILLENNIALS THINK THEY NEED OVER THREE TIMES Source: Ipsos MORI/Kings College London data 2015 LESS THAN THEY REALLY NEED FOR RETIREMENT- UK - median guess by generation £315,000 £200,000 £138,000 £90,000 Actual Baby Boomers Generation X (born 1966-1979) Millennials (born 1980-1995)
  16. 16. Millennials: Myths & Realities | May 2017 | Public 16 HOUSING 3.
  17. 17. 17Millennials: Myths & Realities | May 2017 | Public % living independently who own their own home/paying off a mortgage MILLENNIALS IN BRITAIN ARE MUCH LESS LIKELY Source: Ipsos MORI reanalysis of British Social Attitudes Survey TO OWN THEIR OWN HOME 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) Generation X: In 1998, when this generation’s average age was 27, approximately 55% owned their home Millennials: In 2014, when this generation’s average age was also 27, approximately 32% owned their home G.B.
  18. 18. 18Millennials: Myths & Realities | May 2017 | Public % living independently who own their own home/paying off a mortgage GENERATION GAP IN HOMEOWNERSHIP IS Source: Ipsos MORI reanalysis of General Social Survey LESS IN THE U.S. BUT STILL THERE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) Generation X: In 1999, when this generation’s average age was 27, approximately 40% owned their home Millennials: In 2014, when this generation’s average age was also 27, approximately 38% owned their home
  19. 19. 19Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennials (probably born 1980-1995) % home or flat owner MILLENNIALS IN GERMANY ARE ON A SIMILAR Base: c. 3,500 German adults per year; data points represent> 150 participants | Source: Ipsos MORI reanalysis of German General Social Survey (ALLBUS) PATH TO HOMEOWNERSHIP TO GENERATION X
  20. 20. 20Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % living with parents MILLENNIALS IN THE US ARE MUCH MORE Source: Ipsos MORI reanalysis of General Social Survey LIKELY TO LIVE AT HOME Generation X: In 1998, when this generation’s average age was 27, approximately 18% lived with their parents Millennials: In 2014, when this generation’s average age was also 27, approximately 31% lived with their parents
  21. 21. 21Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % living with parents THE SAME SHIFT CAN BE Source: Ipsos MORI reanalysis of British Social Attitudes Survey SEEN IN BRITAIN Generation X: In 1998, when this generation’s average age was 27, approximately 20% lived with their parents Millennials: In 2014, when this generation’s average age was also 27, approximately 31% lived with their parents
  22. 22. Millennials: Myths & Realities | May 2017 | Public 22 EDUCATION 4.
  23. 23. 23Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 40% 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (born before 1945) Baby boomers (born 1945-65) Generation X (born 1966-1979) Millennials (born 1980 onwards) % who hold a degree MILLENNIALS IN BRITAIN WILL BE THE BIGGEST Source: Ipsos MORI reanalysis of British Social Attitudes Survey GROUP OF DEGREE-HOLDERS Generation X In 2000, when Generation X were aged 18-34, 24% held a degree Millennials In 2014, when Millennials were aged 18-34, 29% held a degree G.B.
  24. 24. 24Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 40% 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby boomers (born 1945-65) Generation x (born 1966-1979) Generation y (born 1980 onwards) % who hold a degree WHEREAS IN THE US THEY ARE FOLLOWING Source: Ipsos MORI reanalysis of General Social Survey GENERATION X’S LEAD Generation X In 2000, when Generation X were aged 18-34, 22% held a degree Millennials In 2014, when Millennials were aged 18-34, 22% held a degree
  25. 25. Millennials: Myths & Realities | May 2017 | Public 25 WORK 5.
  26. 26. 26Millennials: Myths & Realities | May 2017 | Public 0 5 10 15 20 25 30 35 40 45 50 1973 1975 1977 1980 1983 1985 1987 1989 1991 1994 1998 2002 2006 2010 2014 Pre-war (born pre 1945) Baby Boomer (born 1945-1965) Generation X (born 1966-1979) Millennial (born 1980-1995) Overall Mean hours worked in a week US MILLENNIALS WORK SLIGHTLY FEWER HOURS PER Source: Ipsos MORI reanalysis of General Social Survey WEEK THAN GENERATION X AT EQUIVALENT POINT Generation X In 1999, when this generation’s average age was 27, the average working week was 40.6 hours Millennials In 2014, when this generation’s average age was 27, the average working week was 39.7 hours U.S.
  27. 27. 27Millennials: Myths & Realities | May 2017 | Public Mean hours worked in a week ALSO A SLIGHTLY SHORTER WORKING WEEK FOR Source: Ipsos MORI reanalysis of British Social Attitudes Survey and ALLBUS MILLENNIALS IN BRITAIN- NO DIFFERENCE IN GERMANY GERMANY GREAT BRITAIN GENERATION X (AGED 27) MILLENNIALS (AGED 27) DIFFERENCE 40.4 hours 39.3 hours 1 hour 6 minutes less a week 40.0 hours 40.2 hours 12 minutes more a week
  28. 28. 28Millennials: Myths & Realities | May 2017 | Public Median years of tenure with current employer IT’S THE OLDER GENERATIONS WHO ARE JOB Source: Ipsos MORI reanalysis of Bureau of Labor Statistics HOPPING MORE THAN PREVIOUSLY -US 1.5 3.5 5.8 10.2 13.6 13.2 1.3* 3.0 5.2 7.9 10.4 10.3 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+ 2014 1983 * - Figure is for 20-24 age group
  29. 29. 29Millennials: Myths & Realities | May 2017 | Public % say have increasing motivation at work YOUNGER WORKERS HAVE Source: Edenred Ipsos Barometer 2016 GREATER MOTIVATION 26% 19% 19% 18% 18% 14% 12%12% 8% 7% 9% 8% 11% 6% US UK Germany Spain Japan Italy France Under 30 Aged 30 and over
  30. 30. 30Millennials: Myths & Realities | May 2017 | Public Main qualities of an ideal company MILLENNIALS WANT THE SAME THINGS FROM Source: Edenred Ipsos Barometer 2016 THEIR EMPLOYER AS OLDER WORKERS 57% 38% 34% 33% 29% 26% 21% 19% 12% 7% 62% 34% 40% 30% 28% 24% 23% 21% 10% 8% Rewards everyone's efforts Offers growth opportunities Has management that cares about people Offers pleasant working conditions Offers greater flexibility of work organisation Develops skills Communicates transparently Encourages individual initiative Takes diversity into account Is less hierarchical Under 30 30 and over
  31. 31. Millennials: Myths & Realities | May 2017 | Public 31 SEX 6. & MARRIAGE
  32. 32. 32Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Interviewed but no age information Pre war ( born before 1945) Baby boomers (born 1945-65) Generation x (born 1966-1979) Millennials (born 1980-1995) % who are married FEWER MILLENNIALS ARE MARRIED, BUT THE Source: Ipsos MORI analysis of Eurobarometer AVERAGE AGE OF MARRIAGE HAS RISEN - UK Generation X in 1998 Average age: 27 Proportion married: 37% Average age of first marriage: • Men: 28.9 • Women: 27.0 Millennials in 2014 Average age: 27 Proportion married: 19% Average age of first marriage (2013): • Men: 31.6 • Women: 29.7
  33. 33. 33Millennials: Myths & Realities | May 2017 | Public % who are married SAME PATTERN IN THE Source: Ipsos MORI analysis of General Social Survey and Eurobarometer US AND FRANCE FRANCE U.S. IN 2000 (AGED 18-34) 40% 32% 24% 14% GENERATION X IN 2014 (AGED 13-34) MILLENNIALS
  34. 34. 34Millennials: Myths & Realities | May 2017 | Public % mean age at first marriage by THE AGE OF Source: UN World Marriage data 2015; UK figures from Eurobarometer MARRIAGE HAS GENDER MEAN AGE OF MARRIAGE (1980-1) MEAN AGE OF MARRIAGE (2010-12) DIFFERENCE (YEARS) Hungary Men 24.8 34.0 +9.2 Women 21.0 31.8 +10.8 France Men 25.1 33.6 +8.5 Women 23.0 32.0 +9 Sweden Men 26.2 33.2 +7 Women 23.6 31.2 +7.6 Brazil Men 25.5 31.9 +6.4 Women 22.7 29.7 +7 UK Men 24.5 31.4 +6.9 Women 22.3 29.3 +7 Australia Men 25.7 31.4 +5.7 Women 23.5 29.9 +6.4 S Africa Men 27.8 31.2 +3.4 Women 25.7 28.0 +2.3 Japan Men 28.7 31.2 +2.5 Women 25.1 29.7 +4.6 Rwanda Men 25.0 26.6 +1.6 Women 16.7 24.4 +7.7 Indonesia Men 24.1 25.7 +1.6 Women 20.0 22.3 +2.3 Ethiopia Men 23.8 25.7 +1.9 Women 17.6 21.2 +3.6 Mexico Men 24.1 25.5 +1.4 Women 21.6 23.0 +1.4 India Men 23.4 24.9 +1.5 Women 18.7 20.6 +1.9 INCREASED WORLDWIDE country
  35. 35. 35Millennials: Myths & Realities | May 2017 | Public DISTANCE FROM MILLENNIAL GENERATIONAL MIDPOINT (29 YEARS) -3.3 -0.9 +0.2 -0.9 +2.0 +1.5 AGE AT Source: Central Intelligence Agency, The World Factbook FIRST CHILDBIRTH AGE AT FIRST CHILDBIRTH (WOMEN) US UK Germany France S Korea Australia 25.6 28.1 29.2 28.1 31.0 30.5
  36. 36. 36Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % had sex with three or more people in last year MILLENNIALS ARE MORE LIKELY TO Source: Ipsos MORI reanalysis of National Health and Nutrition Examination Survey HAVE MULTIPLE SEXUAL PARTNERS - US
  37. 37. 37Millennials: Myths & Realities | May 2017 | Public % haven’t had sex in past four weeks BUT MILLENNIALS ARE ALSO MORE Source: Ipsos MORI reanalysis of National Health and Nutrition Examination Survey LIKELY TO BE ABSTINENT - US MILLENNIALS GENERATION X 19%IN 2000 IN 2014 (Average age 27) (Average age 27) 32%
  38. 38. 38Millennials: Myths & Realities | May 2017 | Public % identifying as gay, lesbian or bisexual MILLENNIALS ARE MORE LIKELY TO IDENTIFY Source: Ipsos MORI reanalysis of General Social Survey data (2014) and ONS Annual Population Survey (2015) AS GAY OR BISEXUAL 8% 3% 5% 2% 3% 1% USA UK Millennials (born 1980-1995) Generation X (born 1966-1979) Baby Boomers (born 1945-1965)
  39. 39. 39Millennials: Myths & Realities | May 2017 | Public MILLENNIALS Source: Pornhub user data 2015 MAKE UP 60% OF PORNHUB’S USERBASE 60% 80% 74% 70% 69% 66% 65% 65% 62% 61% 60% 60% 58% 58% 57% 57% 56% 56% 53% 52% 51% 48% 48% 40% 20% 26% 30% 31% 34% 35% 35% 38% 39% 40% 40% 42% 42% 43% 43% 44% 44% 47% 48% 49% 52% 52% World average India Indonesia South Korea South Africa Russia Mexico Poland Brazil U.K. Canada Australia Argentina U.S. France Netherlands Sweden Germany Italy Belgium Norway Japan Denmark Millennials Older generations
  40. 40. Millennials: Myths & Realities | May 2017 | Public 40 TECHNOLOGY 7. & MEDIA
  41. 41. 41Millennials: Myths & Realities | May 2017 | Public % using internet every day/almost every day FREQUENCY OF INTERNET USE HAS RISEN Source: Ipsos MORI reanalysis of ONS Opinions and Lifestyle Survey DRAMATICALLY ACROSS ALL GENERATIONS - UK 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2003 2005 2007 2010 2012 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995)
  42. 42. 42Millennials: Myths & Realities | May 2017 | Public % 10% 20% 30% 40% 50% 60% 70% 80% 90% 2008 2010 2012 2014 2016 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % accessing internet via mobile phone ADOPTION RATES OF MOBILE INTERNET SIMILAR Base: c. 1000 British adults aged 15+ | Source: Ipsos MORI Tech Tracker FOR MILLENNIALS AND GENERATION X - GB
  43. 43. 43Millennials: Myths & Realities | May 2017 | Public 1457 639 308 930 Aged 16-34 (roughly Millennials) Aged 35-54 (roughly Generation X) Aged 55+ (roughly Baby Boomers and Pre-War Generation) Adults 16+ Number of minutes spent on a smart phone per week MILLENNIALS SPEND 24 HOURS A WEEK Base: 1,512 British adults | Source: Ofcom Digital Day 2016 ON THEIR SMARTPHONES -UK
  44. 44. 44Millennials: Myths & Realities | May 2017 | Public % doing each activity in the last three months HOW GENERATIONS USE THE INTERNET IS CONNECTED TO Source: Ipsos MORI reanalysis of ONS Internet Access Survey 2015 LIFE STAGE - UK 85% 18% 47% 74% 41% 20% 39% 1% 8% 7% 85% 48% 62% 84% 40% 39% 56% 13% 19% 12% 89% 71% 73% 84% 61% 52% 68% 30% 29% 17% 88% 85% 76% 78% 59% 55% 70% 40% 28% 20% Sending and/or receiving emails Social networking Reading online news sites/ newspapers Finding information about goods or services Consulting wikis to obtain knowledge or information Uploading content created by you (text, photos, music, videos, software etc) to a website Internet banking Looking for a job or sending a job application Selling goods or services Posting opinons on civic or political issues via websites Pre-War (born 1944 and earlier) Baby Boomers (born 1945-1965) Generation X ( born 1966-1979) Millennials ( born 1980-1995)
  45. 45. 45Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 2003 2005 2007 2010 2012 2014 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennial (probably born 1980 onwards) % used internet banking in past 3 months MILLENNIALS HAVE GROWN UP AND Source: Ipsos MORI reanalysis of ONS Opinions and Lifestyle Survey ARE USING INTERNET BANKING - UK
  46. 46. 46Millennials: Myths & Realities | May 2017 | Public 81% 32% 28% 54% 64% 6% 18% 33% 45% 6% 10% 20% 12% * 3% 1% Facebook Instagram Twitter WhatsApp Millennials (born 1980-1995) Generation X (born 1966-1979) Baby Boomers (born 1945-1965) Pre war (born before 1945) % who use each social network FACEBOOK HAS USERS OF ALL AGES – WHATSAPP Base: c. 1,000 British adults aged 15+ | Source Ipsos MORI Tech Tracker 2016 AND INSTAGRAM ARE MORE “MILLENNIAL” - GB
  47. 47. 47Millennials: Myths & Realities | May 2017 | Public 89% 82% 45% 36% 40% 73% 77% 22% 20% 14% Facebook YouTube Instagram Twitter SnapChat Younger Millennials (born 1991-1997) Older Millennials (born 1980-1990) % who use each social network BUT THERE ARE DIFFERENCES WITHIN Base: c. 1,000 British adults aged 15+ | Source: Ipsos MORI Tech Tracker 2016 THE MILLENNIAL GENERATION - GB Base: c. 1,000 British adults aged 15+ | Source: Ipsos MORI Tech Tracker 2016
  48. 48. 48Millennials: Myths & Realities | May 2017 | Public % change in live TV watching, 2014- 2015 ALL EXCEPT OLDEST AGE GROUP WATCH LIVE TV LESS Total household viewing aged 4+ Adults 16- 24 Adults 25- 34 Adults 35- 44 Adults 45- 54 Adults 55- 64 Adults 65+ -1.9% -10.5% -4.2% -2.4% -2.2% -0.6% +0.5% Source: Broadcasting Audience Research Board 2016
  49. 49. 49Millennials: Myths & Realities | May 2017 | Public 157 208 219 301 124 162 216 342 Aged 16-24 Aged 25-34 All individuals (4+) Aged 65+ 2005 2015 Average daily live TV watching in minutes LIVE TV WATCHING HAS DECLINED Source: Ofcom Communications Market Reports 2005-2015 AMONG MILLENNIALS - UK
  50. 50. 50Millennials: Myths & Realities | May 2017 | Public 63% 36% 48% 55% 63% 72% 83% 17% 12% 20% 21% 23% 18% 12% 6% 13% 10% 7% 6% 4% 2% 6% 20% 12% 9% 4% 2%4% 6% 6% 6% 5% 3% 2%3% 14% 3% 2% 1% 1% ADULTS 16+ 16-24 25-34 35-44 45-54 55-64 65+ Live TV Recorded TV Free On-Demand TV or films Paid On-Demand TV or films Physical video Short online video clips Time spent watching different types of media by age MILLENNIALS WATCH MORE Source: Ofcom Communications Market Report, 2016 ONLINE AND ON DEMAND - UK
  51. 51. 51Millennials: Myths & Realities | May 2017 | Public % 10% 20% 30% 40% 50% 60% 2008 2010 2012 2014 2016 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % Download/ stream music % have streamed music in past three months ATTITUDES TO STREAMING APPEAR GENERATIONAL - GB Base: c. 1,000 British adults aged 15+ | Source: Ipsos MORI Tech Tracker 2016
  52. 52. 52Millennials: Myths & Realities | May 2017 | Public Proportion belonging to the most technical cluster by age THERE IS NO ‘SHELF’ THAT DISTINGUISHES Base: c. 1,000 British adults aged 15+ | Source: Ipsos MORI Tech Tracker 2016 ‘DIGITAL NATIVES’ FROM THE REST Millennials Generation X Baby Boomers Pre-War 0% 10% 20% 30% 40% 50% 21 26 31 36 41 46 51 56 61 66 71 76 81 86 Percentageinthe'techsavvy'cluster Age in years
  53. 53. Millennials: Myths & Realities | May 2017 | Public 53 BRANDS 8. & MARKETING
  54. 54. 54Millennials: Myths & Realities | May 2017 | Public 45% 84% 81% 70% 60% 58% 57% 56% 51% 49% 47% 45% 45% 42% 41% 40% 34% 33% 32% 32% 31% 26% 23% 23% 50% 14% 16% 29% 35% 36% 41% 43% 45% 50% 50% 50% 47% 57% 57% 57% 61% 63% 63% 67% 67% 62% 72% 65% Total China India Turkey Indonesia Brazil US Peru Argentina S Africa Poland S Korea Australia Italy Sweden Canada Mexico Spain France Russia GB Belgium Germany Japan Millennials Generation X Baby Boomers % always try to buy branded products VARIATION BETWEEN MARKETS ON IMPORTANCE OF BRANDS CAN DWARF DIFFERENCES BETWEEN Base: 18,810 adults aged 16-64 in 23 countries, Sept – Oct 2016 | Source: Ipsos Global Trends Survey 2017 GENERATIONS
  55. 55. 55Millennials: Myths & Realities | May 2017 | Public % more likely to trust a new NO REAL DIFFERENCE 86% 85% 85% 84% 84% 83% 80% 79% 79% 77% 77% 77% 75% 75% 74% 72% 71% 70% 69% 68% 59% 56% 53% China Indonesia S Africa India US Sweden Argentina Britain Australia Turkey Canada Brazil Peru Mexico Poland Spain Italy S Korea France Germany Russia Belgium Japan 86% 86% 80% 82% 88% 84% 86% 85% 82% 81% 88% 75% 84% 82% 67% 69% 78% 76% 79% 87% 78% 80% 71% 79% 84% 89% 76% 36% 71% 69% 74% 76% 67% 73% 68% 71% 65% 58% 59% 52% 55% 59% 62% 55% 45% 45% MILLENNIALS IN BRAND TRUST BETWEEN GENERATIONS product of a brand I already know GEN X BABY BOOMERS Base: 18,810 adults aged 16-64 in 23 countries, Sept – Oct 2016 | Source: Ipsos Global Trends Survey 2017
  56. 56. 56Millennials: Myths & Realities | May 2017 | Public % become increasingly important MILLENNIALS IN SOME 86% 85% 85% 84% 84% 83% 80% 79% 79% 77% 77% 77% 75% 75% 74% 72% 71% 70% 69% 68% 59% 56% 53% China Indonesia S Africa India US Sweden Argentina Britain Australia Turkey Canada Brazil Peru Mexico Poland Spain Italy S Korea France Germany Russia Belgium Japan 86% 0 80% +5 82% 0 79% +2 73% +8 69% +11 81% -2 74% +1 74% -2 67% +3 75% -5 58% +12 69% 0 60% +8 61% +6 60% +6 55% +6 63% -2 60% -2 59% -3 52% +4 53% -8 43% +1 MILLENNIALS MARKETS ARE MORE LIKELY TO SAY CORPORATE to me that brands I choose make a GEN X MILLENNIAL DIFFERENCE Base: 18,810 adults aged 16-64 in 23 countries, Sept – Oct 2016. | Source: Ipsos Global Trends Survey 2017 RESPONSIBILITY IS IMPORTANT FOR BRAND CHOICE positive contribution to society beyond just providing goods, services and products
  57. 57. 57Millennials: Myths & Realities | May 2017 | Public MILLENNIALS ARE NO MORE LIKELY TO BOYCOTT AND Source: Ipsos MORI Sustainable Business Monitor 1999 and 2015 GENERATION X WERE MORE LIKELY TO BUY ETHICAL PRODUCTS AT THE SAME AGE- GB MILLENNIALS GENERATION X 17%IN 1999 IN 2015 (When aged 20-33) (When aged 21-35) 16% BOYCOTTED A PRODUCT 17% 12% BECAUSE OF COMPANY’S RESPONSIBLE BEHAVIOUR CHOSE A PRODUCT/SERVICE
  58. 58. 58Millennials: Myths & Realities | May 2017 | Public % Pay a lot/a little attention MILLENNIALS MORE LIKELY TO PAY ATTENTION Base: 18,810 adults aged 16-64 in 23 countries, Sept – Oct 2016 | Source: Ipsos Global Trends Survey, 2017 TO ADVERTS ACROSS ALL MEDIA - GB 16% 18% 24% 29% 35% 30% 31% 40% 23% 26% 31% 36% 38% 38% 41% 47% 29% 34% 35% 37% 40% 41% 48% 50% Tablet Mobile Laptop/desktop computer Radio Newpapers and magazines Outdoor ads/ billboards Cinema TV Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995)
  59. 59. 59Millennials: Myths & Realities | May 2017 | Public 62% 42% 22% 13% 13% 16% 19% 16% 19% 66% 38% 17% 7% 6% 10% 14% 11% 14% 68% 30% 12% 3% 3% 7% 12% 8% 12% Personal experience Friends, family or known peers Social media Opinion leaders in traditional media Opinion leaders online Experts in traditional media Experts online Communication from the company in traditional media Communication from the company online Millennials (born 1980-1995) Generation X (born 1966-1979) Baby Boomers (born 1945-1965) % influenced by source to choose or continue using brands MILLENNIALS MORE LIKELY TO BE INFLUENCED Base: 10,061 US adults, online Jan 2016 | Source: Ipsos Loyalty 2015 BY A VARIETY OF SOURCES -US
  60. 60. 60Millennials: Myths & Realities | May 2017 | Public 50% 24.9% 10.3% 8.2% 16.0% 52% 26% 8% 5% 13% 54% 29% 6% 4% 8% 52% 27% 8% 5% 12% Tell friends, family or colleagues Complain in person to a member of staff Write them a complaints letter Complain to a customer advocate association (e.g. Better Business Bureau) Share my bad experience via social media (e.g. Twitter, Facebook, Blogs / forums etc...) Millennials 1980-1997 Generation X 1966-1979 Baby Boomers 1945 1965 Total % action after negative experience MILLENNIALS ARE MORE LIKELY TO COMPLAIN AFTER Base: 10,061 US adults, online Jan 2016 | Source: Ipsos Loyalty 2015 A BAD EXPERIENCE WITH A COMPANY - US
  61. 61. 61Millennials: Myths & Realities | May 2017 | Public 60% 19.9% 20.1% 22.9% 29.1% 56% 12% 10% 16% 34% 55% 14% 5% 13% 37% 56% 15% 10% 17% 34% Tell your friends and family about it Contact the company to thank them Write on social media to share your experience with others Start to use them more Do nothing about it Millennials 1980-1997 Generation X 1966-1979 Baby Boomers 1945 1965 Total % action after positive experience MILLENNIALS ARE ALSO MORE LIKELY TO Base: 10,061 US adults, online Jan 2016 | Source: Ipsos Loyalty 2015 GIVE POSITIVE FEEDBACK - US
  62. 62. 62Millennials: Myths & Realities | May 2017 | Public Median spend per month by generation GENERATION X SPEND Source: Ipsos MORI analysis of ONS Internet Access 2016 THE MOST ONLINE - GB MILLENNIALS GENERATION X BABY BOOMERS PRE WAR £133£93 £100 £50
  63. 63. 63Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2003 2004 2005 2006 2007 2008 2010 2011 2012 2013 2014 2015 Pre war (born before 1945) Baby boomers (born 1945-65) Generation x (born 1966-1979) Millennials (born 1980-1995) % Ordering food online in past 12 months GENERATION X MOST LIKELY TO DO Base: c. 3,000 interviews per year, January – April each calendar year | Source: Ipsos MORI reanalysis of ONS Opinions and Lifestyle Survey FOOD SHOPPING ONLINE - GB
  64. 64. 64Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Pre war (born before 1945) Baby boomers ( born 1945-65) Generation x (born 1966-1979) Millennials (born 1980-1995) % ordering clothes or sports goods online in past 12 months BUT MILLENNIALS JUST AS LIKELY TO SHOP FOR Base: c. 3,000 interviews per year, January – April each calendar year | Source: Ipsos MORI reanalysis of ONS Opinions and Lifestyle Survey CLOTHES AND SPORTS GOODS ONLINE - GB
  65. 65. Millennials: Myths & Realities | May 2017 | Public 65 SOCIAL 9. ATTITUDES
  66. 66. 66Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 84 86 88 90 92 94 96 98 00 02 04 06 08 10 12 Total Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % disagree a husband’s job is to earn money; a wife’s job is to look after the home and family THE REAL GENERATIONAL DIVIDE ON GENDER ROLES IS Source: Ipsos MORI reanalysis of British Social Attitudes Survey BETWEEN PRE-WAR AND THE YOUNGER GENERATIONS - GB
  67. 67. 67Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennial (probably born 1980-1995) % Agree most men are better suited emotionally for politics than are most women MILLENNIALS ARE NOT THE MOST EGALITARIAN Source: Ipsos MORI reanalysis of General Social Survey ABOUT WOMEN IN POLITICS IN THE US
  68. 68. 68Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 83 84 85 86 87 89 90 91 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % thinking sexual relations between two adults of the same sex always wrong ALL GENERATIONS AFTER PRE-WAR ARE SIMILARLY Source: Ipsos MORI reanalysis of British Social Attitudes Survey ACCEPTING OF HOMOSEXUALITY - GB
  69. 69. 69Millennials: Myths & Realities | May 2017 | Public 0% 25% 50% 75% 100% 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) Overall % thinking sexual relations between two adults of the same sex always wrong BUT IN THE US, MILLENNIALS NOTABLY MORE TOLERANT Source: Ipsos MORI reanalysis of General Social Survey OF HOMOSEXUALITY THAN OTHER GENERATIONS
  70. 70. 70Millennials: Myths & Realities | May 2017 | Public % agree gay men and lesbians LEVELS OF ACCEPTANCE 93% 91% 89% 87% 85% 85% 85% 84% 84% 80% 80% 80% 78% 78% 75% 71% 63% 62% 59% 56% 39% 30% Spain GB Mexico Canada Germany Belgium Argentina Sweden U.S. France Australia Italy S Africa India Brazil S Korea Poland Japan Peru Turkey Russia Indonesia 90% +3 87% +4 84% +5 87% 0 88% -3 87% -2 83% +2 88% -4 82% +2 82% -2 81% -1 81% -1 79% -1 74% +4 77% -2 64% +7 68% -5 61% +1 60% -1 58% -2 37% +2 24% +6 MILLENNIALS OF HOMOSEXUALITY VARY WIDELY WORLDWIDE should be free to live their MILLENNIAL DIFFERENCE Base: 17,180 adults aged 16-64 in 22 countries Sept-Oct 2016 | Source: Ipsos Global Trends Survey 2017 own lives as they wish SCORE OVERALL
  71. 71. 71Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % race relations/immigration the most important issue/ important issues facing Britain today GENERATIONS HAVE DIVERGED IN THEIR VIEWS ON THE Source: Ipsos MORI Issues Index SALIENCE OF IMMIGRATION SINCE THE 2010 ELECTION - GB
  72. 72. 72Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennial (probably born 1980-1995) % Favour the death penalty for persons convicted of murder MILLENNIALS SLIGHTLY LESS LIKELY TO SUPPORT Source: Ipsos MORI reanalysis of General Social Survey THE DEATH PENALTY IN THE US
  73. 73. 73Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennial (probably born 1980-1995) % agree for some crimes, the death penalty is the most appropriate sentence THE DECLINE IN SUPPORT FOR THE DEATH PENALTY IN Source: Ipsos MORI reanalysis of British Social Attitudes Survey BRITAIN HAS BEEN SIMILAR ACROSS GENERATIONS
  74. 74. 74Millennials: Myths & Realities | May 2017 | Public % supporting the death penalty MILLENNIALS ARE 88% 81% 79% 74% 72% 71% 71% 69% 67% 66% 65% 63% 62% 61% 57% 52% 46% 45% 44% 41% 40% 38% Indonesia India Mexico S Africa Peru U.S. S Korea Brazil Turkey Russia Poland Japan Argentina France Australia Canada Belgium GB Italy Spain Germany Sweden 86% +2 81% 0 65% +14 76% -2 77% -5 74% -3 69% +2 68% +1 62% +5 70% -4 66% -1 67% -4 56% +6 62% -1 58% -1 55% -3 57% -11 47% -2 45% -1 38% +3 38% +2 34% +4 MOSTLY ALIGNED TO THE NATIONAL SENTIMENT ON THE for the most serious crimes SCORE MILLENNIAL DIFFERENCE Base: 17,180 adults aged 16-64 in 22 countries Sept-Oct 2016 | Source: Ipsos Global Trends Survey 2017 DEATH PENALTY OVERALL
  75. 75. 75Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennial (probably born 1980-1995) % oppose a law which would require a person to obtain a police permit before he/she could buy a gun MILLENNIALS JUST AS LIKELY TO SUPPORT GUN RIGHTS Source: Ipsos MORI reanalysis of General Social Survey AS OTHER GENERATIONS IN THE US
  76. 76. 76Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennial (probably born 1980-1995) % have a gun or revolver in home/garage NO REAL GENERATIONAL DECLINE IN GUN OWNERSHIP - US Source: Ipsos MORI reanalysis of General Social Survey Generation X In 2000, when Generation X were 28 on average, 27% owned a gun Millennials In 2014, when Millennials were 27 on average, 26% owned a gun
  77. 77. Millennials: Myths & Realities | May 2017 | Public 77 POLITICS 10.
  78. 78. 78Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1964 1965 1966 1967 1968 1969 1970 1971 1972 1973 1974(Feb) 1974(Oct) 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Pre war generation (born pre-1945) Baby Boomers (born 1945-65) Generation X (born 1966-1979) Millennials (born post 1980) Total % claimed vote by generation MILLENNIALS HAVE CONSISTENTLY VOTED LESS Source: Ipsos MORI reanalysis of British Election Survey THAN OLDER GENERATIONS
  79. 79. 79Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Old age (81+) Retirement (66-80) Older working age (51-65) Prime age (36-50) Early adulthood (21-35) Total % verified claimed vote by age group YOUNG ADULTS HAVE BECOME LESS LIKELY | Source: Ipsos MORI reanalysis of British Election Survey TO VOTE IN BRITAIN
  80. 80. 80Millennials: Myths & Realities | May 2017 | Public % claimed vote MILLENNIAL TURNOUT IN BRITAIN NOT MUCH WORSE Source: Ipsos MORI reanalysis of British Election Survey THAN GENERATION X WHEN THEY WERE THE SAME GENERATION X BABY BOOMERS AGE IN 1997 MILLENNIALS 1983 General Election (average age 28) 1997 General election (average age 27) 2015 General election (average age 28) 65% 58% 79% -14 pp -15 pp -4 pp
  81. 81. 81Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) Total % supporter of any one political party THERE IS A STRONG GENERATIONAL Source: Ipsos MORI reanalysis of British Social Attitudes Survey DECLINE IN PARTY SUPPORT IN BRITAIN
  82. 82. 82Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % feel closer to a particular party than all other parties THE SAME GENERATIONAL PATTERN Source: Ipsos MORI reanalysis of European Social Survey CAN BE SEEN IN FRANCE
  83. 83. 83Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1973 1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % close to one particular party (Democrat/Republican) MILLENNIALS ARE LESS LIKELY TO IDENTIFY AS Source: Ipsos MORI reanalysis of General Social Survey DEMOCRAT OR REPUBLICAN - US
  84. 84. 84Millennials: Myths & Realities | May 2017 | Public % feel closer/close to a particular party GENERATIONAL DECLINE IN PARTY IDENTIFICATION Source: Ipsos MORI reanalysis of British Social Attitudes Survey; General Social Survey and European Social Survey 2014 MEANS MILLENNIAL VOTES ARE NOT LOCKED IN UK France US Pre-war Baby Boomers Generation X Millennials
  85. 85. 85Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) Overall trend % agree government should spend more money on welfare benefits for the poor, MILLENNIALS ARE LESS SUPPORTIVE OF GOVERNMENT Source: Ipsos MORI reanalysis of British Social Attitudes Survey REDISTRIBUTION OF WEALTH - GB even if it leads to higher taxes
  86. 86. 86Millennials: Myths & Realities | May 2017 | Public EUROPEAN MILLENNIALS ARE MORE LIKELY TO Base: Base sizes vary (c. 6,000 per country) | Source: Ipsos MORI analysis of Standard and Special Eurobarometer data, 2014 IDENTIFY AS LEFT WING LEFT WING RIGHT WING ‘NET LEFT’ UK GERMANY FRANCE SWEDEN SPAIN ITALY IRELAND GREECE POLAND 19% 20% 24% 39% 34% 26% 17% 20% 10% 4% 5% 11% 10% 6% 15% 7% 14% 24% +14 +15 +12 +29 +28 +12 +10 +6 -13
  87. 87. 87Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Conservative Labour Liberal Democrat Greens UKIP How would you vote if there was a General Election tomorrow? LABOUR IS THE MOST POPULAR PARTY Source: Ipsos MORI Political Monitor FOR MILLENNIALS IN BRITAIN
  88. 88. 88Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 CDU/CSU SPD FPD Green Party Another Party Wouldn't vote Which party would you vote for if there was a Federal Election on Sunday?- Millennials THE MILLENNIAL VOTE IS MORE SPLINTERED Source: Ipsos MORI reanalysis of European Social Survey IN GERMANY
  89. 89. Millennials: Myths & Realities | May 2017 | Public 89 RELIGION 11.
  90. 90. 90Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) Total % who do not identify with any religion MILLENNIALS ARE THE LEAST Source: Ipsos MORI reanalysis of British Social Attitudes Survey RELIGIOUS GENERATION - GB G.B.
  91. 91. 91Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % no religion SIMILARLY, MILLENNIALS ARE THE GENERATION MOST Source: Ipsos MORI reanalysis of General Social Survey LIKELY TO SAY THEY HAVE NO RELIGION - US U.S.
  92. 92. 92Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennial (probably born 1980-1995) % attending services or meetings connected with their religion least once per month BUT RELIGIOUS MILLENNIALS ARE JUST AS LIKELY TO Source: Ipsos MORI reanalysis of British Social Attitudes Survey PRACTICE THEIR RELIGION REGULARLY - GB
  93. 93. 93Millennials: Myths & Realities | May 2017 | Public YOUNGER GENERATIONS ARE MORE LIKELY TO IDENTIFY WITH NON-CHRISTIAN RELIGION NO RELIGION CHRISTIAN MUSLIM 1994 2011 PRE-WAR BABY BOOMER GEN X GEN Y PRE-WAR BABY BOOMER GEN X GEN Y 22 43 55 N/A 22 43 52 60 75 52 40 N/A 76 49 36 25 0 2 3 N/A 0 1 5 7 1 1 2 N/A 0 2 3 3HINDU % identify with religions by generation
  94. 94. Millennials: Myths & Realities | May 2017 | Public 94 TRUST 12.
  95. 95. 95Millennials: Myths & Realities | May 2017 | Public % high level of trust in MILLENNIAL TRUST IN 80% 74% 57% 57% 57% 48% 46% 44% 43% 42% 40% 37% 36% 36% 36% 36% 32% 29% 29% 28% 25% 19% Indonesia India S Africa Sweden US Brazil Mexico Australia Italy Turkey Poland Germany Canada Japan Peru Russia Argentina GB Spain Belgium France S Korea 78% +2 72% +2 57% 0 53% +4 46% +11 48% 0 41% +5 41% +3 40% +3 42% 0 42% -2 35% +2 40% -4 40% -4 46% -10 34% +2 31% +1 31% -2 34% -5 31% -3 27% -2 28% -9 BUSINESSES IS GENERALLY SIMILAR TO THE NATIONAL businesses in general SCORE MILLENNIAL DIFFERENCE Base: 18,810 adults aged 16-64, 23 countries Sept - Oct 2016 | Source: Ipsos Global Trends Survey 2017 SENTIMENT OVERALL MILLENNIALS
  96. 96. 96Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Pre-War (probably born before 1945) Baby Boomers (probably born 1945-65) Generation X (probably born 1966-1979) Millennials (probably born 1980 -1995) % who trust the police to tell the truth THERE’S NO GENERATIONAL DECLINE Source: Ipsos MORI Veracity Index IN TRUST IN THE POLICE - GB
  97. 97. 97Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Pre-War (probably born before 1945) Baby Boomers (probably born 1945-65) % who trust civil servants to tell the truth MILLENNIALS ARE MORE LIKELY Source: Ipsos MORI Veracity Index TO TRUST CIVIL SERVANTS - GB
  98. 98. 98Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 198619871988198919901991199219931994199519961997199819992000200120022003200420052006200720082009201020112012201320142015 Pre-War (probably born before 1945) Baby Boomers (probably born 1945-65) Generation X (probably born 1966-1979) Millennials (probably born 1980-1995) % who trust the government in Washington always or most of the time MILLENNIALS HAVE HIGHER TRUST Source:: PEW and NES surveys IN THE US GOVERNMENT
  99. 99. 99Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Pre war (probably born before 1945) Baby boomers (probably born 1945-65) Generation x (probably born 1966-1979) Millennial (probably born 1980-1995) % trust the ordinary man/woman in the street to tell the truth MILLENNIALS ARE LESS LIKELY Source: Ipsos MORI Veracity Index TO TRUST OTHER PEOPLE - GB
  100. 100. 100Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) %, most people can be trusted THERE’S A SIMILAR PATTERN Source: Ipsos MORI reanalysis of General Social Survey, IN THE US
  101. 101. Millennials: Myths & Realities | May 2017 | Public 101 HEALTH 13. & WELLNESS
  102. 102. 102Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (probably born pre 1945) Baby boomers (probably born 1945-1965) Generation X (probably born 1966-1979) Millennials (probably born 1980-1995) % with a healthy weight (defined as BMI score 18.5-24.9) MILLENNIALS ARE THE FIRST YOUNG GENERATION Source: Ipsos MORI reanalysis of Health Survey for England WHERE OVER HALF ARE OVERWEIGHT - ENGLAND Generation X at average age 26: healthy weight = 53% Millennials at average age 26: Healthy weight = 48%
  103. 103. 103Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (probably born pre 1945) Baby boomers (probably born 1945-1965) Generation X (probably born 1966-1979) Millennials (probably born 1980-1995) % with a healthy weight (defined as BMI score 18.5-24.9) MILLENNIALS TODAY ARE SLIGHTLY LESS LIKELY TO HAVE Source: Ipsos MORI reanalysis of National Health and Nutrition Examination Survey (CDC) A HEALTHY WEIGHT THAN GENERATION X WHEN Generation X in 2000 healthy weight = 40% Millennials in 2014 healthy weight = 38% THEY WERE THE SAME AGE - US
  104. 104. 104Millennials: Myths & Realities | May 2017 | Public National Diet & Nutrition Survey DAILY SUGAR CONSUMPTION IN THE UK Daily sugar consumption in UK National Diet & Nutrition Survey MILLENNIALS NOW (2012) AGE 18-32 GENERATION X NOW (2012) AGE 33-46 GENERATION X THEN (2000) AGE 21-34 BABY BOOMERS NOW (2012) AGE 47-67 DAILY FREE SUGAR CONSUMED (GRAMMES) 75g 55g 65g 53g
  105. 105. 105Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 40% 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % current smoker (smoke every day/some days) SMOKING RATES HAVE DECLINED IN THE PAST 15 YEARS, Source: Ipsos MORI reanalysis of Health Survey for England BUT ARE DECREASING AT LOWER RATE Generation X at average age 26: current smoker= 36% Millennials at average age 26: current smoker = 29% AMONG MILLENNIALS - ENGLAND
  106. 106. 106Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 40% 2000 2002 2004 2006 2008 2010 2012 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % current smoker (smoke every day/some days) BUT MILLENNIALS ARE GIVING Source: Ipsos MORI reanalysis of National Health and Nutrition Examination Survey SMOKING UP FASTER Generation X at average age 29: current smoker = 31% Millennials at average age 29: current smoker = 23% U.S.IN THE US
  107. 107. 107Millennials: Myths & Realities | May 2017 | Public 0% 5% 10% 15% 20% 25% 30% 35% 1997 1999 2001 2003 2005 2007 2009 2011 2013 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % drank alcohol on 5+ days/week THERE IS A STRICT GENERATIONAL PATTERN TO Source: Ipsos MORI reanalysis of Health Survey for England REGULAR ALCOHOL CONSUMPTION - ENGLAND Generation X at average age 26: Drank alcohol 5+ days each week = 14% Millennials at average age 26: Drank alcohol 5+ days a week = 6%
  108. 108. 108Millennials: Myths & Realities | May 2017 | Public Units consumed on heaviest day of the last week >8 men, >6 women ALTHOUGH MILLENNIALS MOST LIKELY TO Source: Ipsos MORI reanalysis of Health Survey for England DRINK HEAVILY WHEN THEY DO - ENGLAND 27.2 24.4 20.2 6.1 MILLENNIALS GENERATION X BABY BOOMERS PRE-WAR
  109. 109. 109Millennials: Myths & Realities | May 2017 | Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 2006 2008 2010 2012 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % ever used marijuana, cocaine, methamphetamines, heroin NO DIFFERENCE BETWEEN GENERATIONS Source: Ipsos MORI reanalysis of National Health and Nutrition Examination Survey (CDC) ON DRUG USE IN US
  110. 110. 110Millennials: Myths & Realities | May 2017 | Public 0% 2% 4% 6% 8% 10% 12% 2006 2007 2008 2009 2010 2011 2012 2013 2014 Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995) % with moderate to severe depression BABY BOOMERS ARE THE MOST LIKELY TO Source: Ipsos MORI reanalysis of National Health and Nutrition Examination Survey (CDC) BE CLINICALLY DEPRESSED - US
  111. 111. Millennials: Myths & Realities | May 2017 | Public 111 MILLENNIAL 14. CHARACTERISTICS
  112. 112. 112Millennials: Myths & Realities | May 2017 | Public NARCISSISM VARIES 70% 69% 66% 63% 63% 61% 60% 59% 59% 58% 58% 57% 56% 53% 52% 51% 51% 49% 46% 45% 43% 42% 33% U.S. S Korea India Australia Belgium Italy Canada France S Africa Poland Turkey Japan Spain China Indonesia Argentina Brazil Russia Sweden Germany Peru Britain Mexico 69% +1 64% +5 60% +6 62% +1 61% +2 57% +4 62% -2 59% 0 56% +3 53% +5 55% +3 57% 0 50% +6 55% -2 46% +6 46% +5 53% -2 50% -1 49% -3 49% -4 41% +2 40% +2 48% -15 ACROSS MARKETS about my own problems without SCORE MILLENNIAL DIFFERENCE Base: 18,810 adults aged 16-64 in 23 countries, Sept – Oct 2016. | Source: Ipsos Global Trends Survey 2017 OVERALL MILLENNIALS %“I have enough trouble worrying worrying about other people’s problems”
  113. 113. 113Millennials: Myths & Realities | May 2017 | Public % participate in voluntary activities at least once per month MILLENNIALS JUST AS LIKELY TO VOLUNTEER - ENGLAND Source: Ipsos MORI reanalysis of Community Life Survey, 2015-2016 32% 21% 27% 27% 31% 24% 44% 30% 32% 29% 38% 36% 16 to 25 (YOUNG MILLENNIALS) 26 to 34 (OLD MILLENNIALS) 35 to 49 (GENERATION X) 50 to 64 (YOUNG BOOMERS) 65 to 74 (OLDER BOOMERS) 75 and over (PRE WAR) Formal Volunteering Informal Volunteering

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