Our data reveals new fundamental truths with major ramifications for organisations and decision makers. Including, that the UK population is retaining liberal views far later in life and young people expect more control in their workplace.
of under 35s now want a say in how their workplace is run
of the UK public think society is polarised and divided
of those aged 60+ think it’s important to fight discrimination against the LGBTQ+ community
We have identified five key generations co-existing within UK society and the workplace, each with nuanced views distinct to their age group. Use the tool below to get to know them.
Proud. Opinionated. Consistent. In many ways the Conventionists are the most united in their views of any group, putting national pride above all else. They’re proud of the NHS, of British history, and of British products. But often their belief and strength of opinion puts them in direct conflict with the Britain of 2022 and the generations that followed.
Mind the gap. These children of the revolution now find themselves with one foot in the liberal values of youth and another in the traditionalism of older generations. Their finances are being squeezed, and they worry "political correctness" has gone too far. But they are far from the stereotype of middle-age conservatism that many think they represent.
The rising cost of living is hitting the 35s and over hard. The Consolidators want their employers and businesses to actively support them and their children. But as the group that is more likely to own their home, and have the highest incomes, they focus most on the issues which directly impact them rather than wider society
Asking questions, being told lies. More likely to be in steady jobs, but still less likely to own homes, the Expectors are an island between generations. They have the highest expectations on business and hold fierce views on social issues – often at their own expense – but they’re the most likely to succumb to echo-chambers.
Beggars can be choosers? The Optimists are highly engaged on social issues and hold a broad range of progressive values. Yet, when it comes to getting work, or picking specific political policies, they possess a pragmatism which belies their years.
Anyone who has a platform should touch on any important matter...
...especially big protests like Black Lives Matter, and stuff like that because some people just aren’t educated on it.”
I think there's a good
deal of posturing...
…I guess it comes back to companies needing to be accountable. They have to actually live up to what they’re promising.”
From pay-gaps and information-gaps...
...to identity and belonging, the contrast we're seeing in inter-generational interests is a barometer for our time and a nod to where we're heading in the future”