Can you
navigate the generations?

Our new report, The Generation A-Z, aims to help businesses, governments and employers navigate their new challenge: how to unite, not divide the generations.

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What did
we find?

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

2 in 3

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

An overwhelming majority of 60 and over are proud to be British, while less than half of under 25s feel the same

Download our report to see the full inisghts

Download the report

The generational comparison

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.

  • 60+
  • 45-59
  • 35-44
  • 25-34
  • 18-24
Age 60+

The Conventionists

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.


Most proud to be British (vs 59% of all ages)


Most concerned about cuts to NHS funding (vs 76% of all ages)


More likely than others to think that it’s important for businesses to focus on paying their fair share of tax (vs 57% of all ages)


A majority think businesses need to make a success of Brexit (vs 62% on average) and uphold national pride (70% vs 60% of all ages)


Only half agree that it’s important to fight the discrimination of those in the LGBTQ+ community (vs 60% of all ages)

Age 45-59

The Straddlers

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.


Most likely to think it’s most important for businesses to focus on fair pay (vs 29% of all ages)


Worse off financially than other age groups now than they were last year (vs 59% of all ages)


Most likely to want their employer to increase salaries to match inflation in response of the cost of living crisis


Least likely to spend time with people their own age


Least likely to spend time with those who share their opinions

Age 35-44

The Consolidators

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


Most likely to have seen a personal impact of the cost-of-living crisis (vs 84% of all ages)


Most likely to want politicians to support public services like schools in the next year (vs 25% of all ages)


Most likely to think businesses have an important role in making society fairer for minority groups (vs 55% of all ages)


Care most about their employer having good childcare practices (68% vs 59% of all ages), flexible working arrangements (76% vs 72% of all ages) and mental health policies in place (76% vs 71% of all ages)


Feel most strongly about their employer not contacting them outside of working hours (vs 61% of all ages)

Age 25-34

The Expectors

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.


The most likely group to think it’s important to fight against the discrimination of those in the LGBTQ+ community (vs 60% of all ages)


Most likely to think that it’s important for businesses (58% vs 52% of all ages) and their employer (63 vs 56% of all ages) to take a stance on social issues


Place most importance on their workplace having ways for employees to have a say on how the company is run (vs 53% of all ages)


Most supportive of diversity quotas with 62% agreeing that they bring fresh perspectives to the workplace (vs 49% of all ages)


Along with 18-24s, most likely to spend time with people who share their opinions (vs 47% of all ages)

Age 18-24

The Optimists

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.


Most likely to have been politically active in last year (vs 54% of all ages)


Least proud to be British (vs 59% nationally)


Most likely to always ensure products they buy are environmentally sustainable, even if it meant spending more money (vs 39% nationally)


Feel most strongly about working for a business which aligns with their ethical standards, even if it came at the expense of pay (vs 24% nationally)


Most likely to want to work with people like them than somewhere with lots of different kinds of people (vs 42% nationally)

  • Focus group with The Optimists
  • Focus group with The Conventionists
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.”

Female, 18, Crawley
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.”

Male, 63, East Midlands
From pay-gaps and information-gaps... 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”

Gabriel Milland, Partner at Portland
Download the report

the full report

  • Unique insights into the concerns, desires, and needs of British people across generations.
  • Key learnings for politicians, businesses and employers on what divides and unites age groups
  • Findings based on a poll of 8,860 UK adults and five focus groups with participants across generations



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