Are we on the cusp of generational change?

Are we on the cusp of generational change?

They may have given us the internet, mobile phones and The Beatles, but the influence of the Baby Boomer generation over Britain is on the wane.

Back in 2023, Millennials (born 1981-1996) became the biggest and wealthiest generation in the UK.

Then this year, those young Gen Z kids began to outnumber their elder Boomer colleagues in the workplace too. Even in the fusty world of politics, 16 and 17-year-olds gaining the vote has the potential to change the generational balance of power.

So, are we about to witness a cultural revolution, fuelled by Matcha and bubble waffles?

The stereotype goes that the young are more liberal and optimistic.  However, in an online influencer world of Joe Rogan and Andrew Tate, belief systems are formed in a radically different way.  Research from ITV found that Gen Z (1997-2012) are the most likely age group to agree that “Freedom of expression has gone too far.” 

An ITV News survey amongst 16–17-year-olds found 20% would vote for Reform.  The public figures with the highest approval for Prime Minister were Greta Thunberg (27%) YouTuber Mr Beast (21%) and Jeremy Clarkson (17%).  Ever the opportunist, Nigel Farage has over 1m TikTok followers.

This new generation is our first glimpse into the future… a connected society brought up with ever-present social media and algorithm-curated perspectives.  Finding your tribe has never been easier, but neither has polarisation.

In society more broadly, the signs of a generational shift can be seen in a relaxation of formality – in the way we communicate, the rise of flexible working and even office dress codes. As a result, the way we interact with brands has also become more informal (see RyanAir’s X account or Monzo’s LinkedIn).

Is all of this change positive?

You can now spontaneously order Dominos to your train or ask strangers to send a drink to your Wetherspoons table, and the dream of stardom and riches as a social media influencer appear accessible to all.

Technology has democratised opportunity.

But it’s also incessant.

There has been a 500% increase in searches for help relating to phone addiction in the UK over the last few years. Almost half of 16-18 year olds questioned by the University of Cambridge felt they were addicted to social media.

Perhaps future generations will balk at the ‘wild west’ of the social media age of ‘kidfluencers’ and undisclosed advertiser-funded content.

Despite bridging the analogue and digital eras, Millennials shouldn’t get too confident as the new kings of the hill.  A recent Guardian article outlined in brutal detail how achingly cringe the UK’s biggest generation has become, citing everything from their misuse of emojis to their selfie technique, and the awkward ‘Millennial pause’.

A timely reminder that, just as Millennials become the emerging power generation in the UK, the real influencers, change makers and trend setters might just come from their younger siblings…

Dan McNicholas