Millennials were the largest generation group in the United States in 2024, with an estimated population of ***** million. Born between 1981 and 1996, Millennials recently surpassed Baby Boomers as the biggest group, and they will continue to be a major part of the population for many years. The rise of Generation Alpha Generation Alpha is the most recent to have been named, and many group members will not be able to remember a time before smartphones and social media. As of 2024, the oldest Generation Alpha members were still only aging into adolescents. However, the group already makes up around ***** percent of the U.S. population, and they are said to be the most racially and ethnically diverse of all the generation groups. Boomers vs. Millennials The number of Baby Boomers, whose generation was defined by the boom in births following the Second World War, has fallen by around ***** million since 2010. However, they remain the second-largest generation group, and aging Boomers are contributing to steady increases in the median age of the population. Meanwhile, the Millennial generation continues to grow, and one reason for this is the increasing number of young immigrants arriving in the United States.

In 2024, Millennials were the largest generation group in the United States, making up about 21.81 percent of the population. However, Generation Z was not far behind, with Gen Z accounting for around 20.81 percent of the population in that year.

In 2023, there were approximately ***** million millennials in the United Kingdom, making it the largest generational cohort at that time. Millennials surpassed the Baby Boomer generation as the largest generation for the first time in 2019. The two youngest generations, Gen Z and Gen Alpha, numbered approximately **** million, and *** million respectively. Gen X are, as of the most recent year, the second-largest generation in the UK at ***** million people, with their parent's generation, the Silent Generation, numbering around *** million people in the same year. There were estimated to be ****** people who belonged to the Greatest Generation, the parents of the Baby Boomer generation, who lived through major events such as the Great Depression and World War Two. Post-War Baby Boom The baby boomer generation was the largest generation for much of this period due to the spike in births that happened after the Second World War. In 1947, for example, there were over *** million live births in the United Kingdom, compared with just ******* live births just thirty years later in 1977. Members of this generation are typically the parents of millennials, and were the driving force behind the countercultural movement of the 1960s, due to their large numbers relative to older generations at the time. The next generational cohort after Boomers are Generation X, born between 1965 and 1980. This generation had fewer members than the Boomer generation for most of its existence, and only became larger than it in 2021. Millennials and Gen Z As of 2022, the most common single year of age in the United Kingdom in 2020 was 34, with approximately ******* people this age. Furthermore, people aged between 30 and 34 were the most numerous age group in this year, at approximately 4.67 million people. As of 2022, people in this age group were Millennials, the large generation who came of age in the late 1990s and early 2000s. Many members of this generation entered the workforce following the 2008 financial crash, and suffered through high levels of unemployment during the early 2010s. The generation that followed Millennials, Generation Z, have also experienced tough socio-economic conditions recently, with key formative years dominated by the COVID-19 pandemic, climate change, and an increasingly unstable geopolitical situation.

There were over 15 million millennials in the United Kingdom in 2024. This generation, sometimes called Generation Y were born between 1981 and 1996 and are mainly the children of the post-war Baby Boomer generation. As of 2023, Millennials were the largest generational cohort in the UK, followed by Generation X at 14.04 million people, Baby Boomers at 13.57 million, and then by Generation Z at 13.2 million. The most numerous single-year of age for Millennials, and the UK as a whole, was 35 at 956,116. Boomerang generation The first cohort of millennials came of age at the turn of the century and have almost certainly been heavily influenced by the growth of internet accessibility during this time. The economic challenges faced by this generation may have a relation to the increasing share of young adults who live with their parents in the UK. This has led to the perhaps unfair, characterization of millennials as the boomerang generation, who failed to grow-up and mature. Some of these negative stereotypes regarding Millennials have since shifted to the next youngest generation, Generation Z, who have started to enter the workplace since the mid-2010s. Generation Remain One of the main challenges that British millennials currently face are their prospects after Brexit. Although the United Kingdom voted to leave the European Union in June 2016, there were clear divisions between regions, classes and age-groups. Most millennials voted to remain in the Brexit referendum with 73 percent of people aged 18 to 24, and 62 percent of those aged 25 to 34 voting to remain. In the next UK election, the majority of 25 to 49-year-olds intend to vote for the Labour Party, with only a slight majority of those over 65 planning to vote for the Conservative Party. Millennials also still appear to oppose Brexit, with approximately 65 percent of 25 to 49-year-olds believing Brexit to have been the wrong decision.

There were approximately 14.69 million millennials in the United Kingdom in 2023. This generation, sometimes called Generation Y were born between 1981 and 1996 and are mainly the children of the post-war Baby Boomer generation. As of 2023, Millennials were the largest generational cohort in the UK, followed by Generation X at 14.04 million people, Baby Boomers at 13.57 million, and then by Generation Z at 13.2 million. The most numerous single-year of age for Millennials, and the UK as a whole, was 35 at 956,116. Boomerang generation The first cohort of millennials came of age at the turn of the century and have almost certainly been heavily influenced by the growth of internet accessibility during this time. The economic challenges faced by this generation may have a relation to the increasing share of young adults who live with their parents in the UK. This has led to the perhaps unfair, characterization of millennials as the boomerang generation, who failed to grow-up and mature. Some of these negative stereotypes regarding Millennials have since shifted to the next youngest generation, Generation Z, who have started to enter the workplace since the mid-2010s. Generation Remain One of the main challenges that British millennials currently face are their prospects after Brexit. Although the United Kingdom voted to leave the European Union in June 2016, there were clear divisions between regions, classes and age-groups. Most millennials voted to remain in the Brexit referendum with 73 percent of people aged 18 to 24, and 62 percent of those aged 25 to 34 voting to remain. In the next UK election, the majority of 25 to 49-year-olds intend to vote for the Labour Party, with only a slight majority of those over 65 planning to vote for the Conservative Party. Millennials also still appear to oppose Brexit, with approximately 65 percent of 25 to 49-year-olds believing Brexit to have been the wrong decision.

There were over 4.7 million people aged between 30 and 34 in the United Kingdom in 2023, making it the most populous age group in that year. Those aged between 35 and 39 years comprised the next most numerous age group in 2023, at over 4.64 million people. Millennials overtake Boomers as biggest generation Post-war demographic trends, particularly the 'baby boom' phenomenon, have significantly influenced the current age distribution in the UK. The postwar peak of live births in 1947 resulted in the dominance of the Baby Boomer generation for several decades, until 2020 when Millennials became the largest generational cohort, surpassing the Boomers for the first time. The following year, the UK Boomer population was then overtaken by Generation X, the generation born between Boomers and Millennials. Generation Z, however, remains smaller than the three generations that preceded it, at 12.9 million individuals in 2022. Aging UK population poses challenges The median age of the UK population is projected to reach 44.5 years by 2050, compared to 34.9 years in 1950. This aging trend is indicative of broader global demographic shifts, with the median age of people worldwide forecasted to increase from 23.6 years in 1950 to 41.9 years by 2100. How countries like the UK manage their aging populations will be one of the key challenges of the next few decades. It is likely the UK's struggling National Health Service (NHS) will come under even more pressure in the coming years. There are also tough economic questions, in particular as more people enter retirement age and the UK's working population gets smaller in relation to it.

According to a survey conducted in 2024, younger generations in the U.S. had more video streaming subscriptions than their older counterparts, with around one in five Gen Zers, millennials, and Gen Xers subscribing to five or more services. In comparison, 10 percent of baby boomers had such an amount of video streaming subscriptions. Furthermore, over one third of respondents in the oldest group only paid for one platform, compared to 16 percent of Gen Z consumers.

As of October 2024, ** percent of survey respondents from Generation Z stated that Japanese is among their favorite cuisines. Gen Z likes Japanese cuisine more than any other generation. Gen Z also likes popular cuisines Mexican, Italian, and Chinese less than Baby Boomers and Generation X.

In the first quarter of 2025, 51.4 percent of the total wealth in the United States was owned by members of the baby boomer generation. In comparison, millennials owned around 10.3 percent of total wealth in the U.S. In terms of population distribution, there was almost an equal share of millennials and baby boomers in the United States in 2024.

In 2024, Gen Z and Baby Boomers in the United States provided insight into whether it is important to see models who look like them in ads when buying beauty products. Baby Boomers were less likely than Gen Z to find this important when purchasing beauty products, with ** percent stating it was not important at all, while only ** percent of Gen Z respondents said that the representation did not matter at all. Purchase influences The impact of social media on beauty product purchases is significant, particularly among younger consumers. In 2023, ** percent of U.S. consumers reported spending more on beauty products due to social media influence, with this trend more pronounced among millennials and Gen Z. Content creators play a crucial role, with ** percent of female Gen Z consumers in the U.S. making online beauty purchases based on influencer recommendations, compared to ** percent of the general population. Gen Z's beauty shopping habits Gen Z consumers are heavily invested in the beauty market, with ** percent spending between ** and *** U.S. dollars monthly on online beauty products in 2023. Their purchasing decisions are largely influenced by user-generated content, with almost all Gen Z respondents reading ratings and reviews before buying. If TikTok in the U.S. were to be banned, Gen Z respondents indicated they would turn to Instagram for beauty product discovery. This demonstrates the importance of visual platforms in shaping beauty trends and purchases among younger consumers.

A survey conducted among different generations in the United States in 2025 shows which ones tend to order delivery more often to satisfy their specific cravings. Gen Z and Millennials order delivery more frequently than the other two generations, at 47 and 44 percent, respectively. Although less often than when compared to the others, a quarter of Baby Boomers still order delivery with that same purpose.

According to a September 2022 survey of grocery shoppers in the United States, millennials and Generation X were more likely to buy less groceries to save money than baby boomers. In fact, ** percent of boomers said they had never reduced their grocery purchases for this reason, while ** percent of Gen Xers said they did so often.

Passenger car brand awareness varied by generation in the United States. Gen Z and Millennials tended to be more aware of Asian brands, with Honda and Toyota ranking first for each of these two generations, respectively. In contrast, nearly all Baby Boomers surveyed had heard of Chevrolet and Mercedes-Benz. Overall, car brands tended to have a higher brand awareness score with Baby Boomers than with younger generations.

According to a 2022 survey, ** percent of Millennials had purchased wine online, more than any other generation. On the other hand, Baby Boomers were the generation that purchased the least wine on the Internet, with only ** percent of respondents.

TikTok Shop is doing particularly well with Gen Z shoppers in the U.S. In 2024, over half of Gen Z marketplace buyers had made a purchase on TikTok Shop, more than twice the rate of Millennials and significantly higher than Gen X and Baby Boomers.

In 2023, ** percent of baby boomers residing in the U.S. used primary or preventive healthcare services, and ** percent received specialist care in the past year. Meanwhile, Gen Z and Millennials were more likely to receive urgent and emergency care than the older generations.

In 2023, half of Generation Z in the United States were white. In comparison, 48 percent of Gen Alpha were white in that year, making it the first generation that does not have a majority white population in the United States.

Millennials are much more likely than older adults in the United States to support same-sex marriage, with ** percent of Millennial respondents in a 2019 poll expressing a favorable opinion. This compares to ** percent of respondents born in 1945 or earlier, and ** percent of Baby Boomers.

According to a study, nearly half of Colombian households use food delivery apps once or twice a week. Data reveals that 44 percent of individuals favored app-based ordering, while 46 percent opted for dining at a restaurant. Moreover, over two-thirds of millennials favored ordering in, with more than one-third doing so more than twice a week. In contrast, four in ten boomers went out to restaurants once a week.

In the United States, around half of Gen Z and millennial consumers said they were more likely to buy/give a personalized gift in 2024, compared to last year's holiday season. Fewer than a quarter of baby boomers believed they were more likely to buy or gift a personalized present this year.