Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

UK Marketing to Millennials Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Millennials market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Millennials account for 26% of the total population in 2019, making them the largest Generational group. However, much of the size of this cohort can be attributed to the large age range it comprises. For this reason, the overarching Millennial Generation is often split into two separate groups: ‘Younger’, comprising those aged 20-29; and ‘Older’, including 30-39-year-olds.

These two groups can have very different lifestyles and needs. While Older Millennials are increasingly settling down and starting a family, Younger Millennials are still entering the workforce with their new incomes, making them a more important audience.

Expert analysis from a specialist in the field

Written by Jack Duckett, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As Millennials continue to grow up, the needs of this broad generation become ever more diverse. Older Millennials are increasingly looking to settle down and start a family, and there are particular opportunities for financial services providers to help them with these goals. Equally, with Younger Millennials mostly now finished with their education and entering into the workforce, their new and growing incomes make them a more important commercial prospect for all brands Jack Duckett
Associate Director – Consumer Lifestyles

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Generational differences
      • Executive Summary

          • The market
            • Breaking down the Millennial mass
              • Figure 1: Generational structure of the UK population, 2019
            • The consumer
              • Tapping into youth mental health concerns
                • Figure 2: How Millennials feel about aspects of their personal, professional and family lives, May 2019
              • Millennials aspire to traditional life goals…eventually
                • Figure 3: Millennials’ attitudes towards traditional life goals, May 2019
              • Developing the skills to succeed
                • Figure 4: Millennial alternative short- and long-term life goals, May 2019
              • Opportunities to help build real-world friendships
                • Figure 5: Millennial attitudes towards experiences and personal relationships, May 2019
              • The pressures of social media
                • Figure 6: Millennial attitudes towards social media and individuality, May 2019
              • Social media drives engagement with the experience economy
                • Figure 7: Social media as a source of inspiration for Millennials, May 2019
              • What we think
              • Issues and Insights

                • A focus on Millennial savings
                  • The facts
                    • The implications
                      • Opportunities to nurture real-world socialisation
                        • The facts
                          • The implications
                            • Millennials: the linchpin for family connectivity
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Breaking down the Millennial mass
                                    • Older Millennials start families
                                      • 26% of 20-34s living with parents
                                        • Millennial financial confidence could support better saving habits
                                          • Young Millennials favour media sharing platforms
                                          • Demographic Overview

                                            • Breaking down the Millennial mass
                                              • Figure 8: Generational structure of the UK population, 2019
                                            • Older Millennials start families
                                                • Figure 9: People with children, by generation, May 2019
                                              • 26% of 20-34s living with parents
                                                • Figure 10: Young adults aged 15-34 living with their parents, by age, UK, 1998-2017
                                              • Millennial financial confidence could support better saving habits
                                                • Figure 11: How respondents would describe their financial situation, by generation, May 2019
                                              • Young Millennials favour media sharing platforms
                                                • Figure 12: Millennial’s usage of social media, May 2019
                                            • The Consumer – What You Need to Know

                                              • Opportunities to nurture real-world socialisation
                                                • Tapping into the youth mental health epidemic
                                                  • Millennials aspire to traditional life goals…eventually
                                                    • Growing earnings and savings remains a challenge
                                                      • Will Millennials reject the pressures of parenthood altogether?
                                                        • Developing the skills to succeed
                                                          • Supporting Millennial entrepreneurialism
                                                            • The pressures of social media
                                                              • Social media drives engagement with the experience economy
                                                              • Satisfaction with Aspects of Life

                                                                • Millennials prove happy with personal relationships…
                                                                  • Figure 13: How Millennials feel about aspects of their personal, professional and family lives, May 2019
                                                                • …but there remain opportunities to nurture real-world socialisation
                                                                  • Figure 14: Apple store revamp, May 2018
                                                                • Millennials enjoy family life…
                                                                  • …and children can bring generations together
                                                                    • Figure 15: Screengrab from Scott Dunn ‘Grandparents’ homepage, July 2019
                                                                  • Millennial women prove less satisfied with their mental health…
                                                                    • Figure 16: Millennials’ satisfaction with their mental health, by gender and generation divide, May 2019
                                                                  • …but are Millennial men as happy as they say?
                                                                    • Brands tap into youth mental health epidemic
                                                                      • Figure 17: Nike introduces plus-size mannequins in-store, July 2019
                                                                    • Growing earnings and savings remains a challenge
                                                                    • Millennials and Traditional Life Goals

                                                                      • Millennials aspire to traditional life goals…
                                                                        • Figure 18: Millennials’ attitudes towards traditional life goals, May 2019
                                                                      • …but they aren’t rushing to commit
                                                                        • Helping Millennials to save
                                                                          • Figure 19: Emma App interface, July 2019
                                                                        • Will Millennials reject the pressures of parenthood altogether?
                                                                          • Figure 20: Millennial’s attitudes towards having children, May 2019
                                                                      • Alternative Life Goals

                                                                        • Developing the skills to succeed
                                                                          • Figure 21: Millennial alternative short- and long-term life goals, May 2019
                                                                        • A sense of entrepreneurialism
                                                                          • Figure 22: Millennial alternative short- and long-term life goals, May 2019
                                                                        • Supporting entrepreneurial Millennials
                                                                          • Figure 23: Amazon ‘Storefronts’ initiative, September 2018
                                                                      • Millennial Attitudes towards Life

                                                                        • Work demands put pressure on Millennials’ social lives
                                                                          • Figure 24: Millennial attitudes towards experiences and personal relationships, May 2019
                                                                        • Supporting real-life friendships
                                                                          • Figure 25: Press image of Barry’s Bootcamp class in London Eye, June 2018
                                                                        • The pressures of social media
                                                                          • Brands can help people switch off
                                                                            • Figure 26: Millennial attitudes towards social media and individuality, May 2019
                                                                        • Social Media Inspiration

                                                                          • #Foodinspiration
                                                                            • Figure 27: Social media as a source of inspiration for Millennials, May 2019
                                                                          • Millennial women and the beauty and fashion influencer movement
                                                                            • Figure 28: Social media as a source of inspiration for Millennials, by gender, May 2019
                                                                          • Social media drives engagement with the experience economy
                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                              • Abbreviations
                                                                                • Consumer research methodology