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.

This map layer shows the prevalent generations that make up the population of the United States using multiple scales. As of 2018, the most predominant generations in the U.S. are Baby Boomers (born 1946-1964), Millennials (born 1981-1998), and Generation Z (born 1999-2016). Currently, Millennials are the most predominant population in the U.S.A generation represents a group of people who are born around the same time and experience world events and trends during the same stage of life through similar mediums (for example, online, television, print, or radio). Because of this, people born in the same generation are expected to have been exposed to similar values and developmental experiences, which may cause them to exhibit similar traits or behaviors over their lifetimes. Generations provide scientists and government officials the opportunity to measure public attitudes on important issues by people’s current position in life and document those differences across demographic groups and geographic regions. Generational cohorts also give researchers the ability to understand how different developmental experiences, such as technological, political, economic, and social changes, influence people’s opinions and personalities. Studying people in generational groups is significant because an individual’s age is a conventional predictor for understanding cultural and political gaps within the U.S. population.Though there is no exact equation to determine generational cutoff points, it is understood that we designate generational spans based on a 15- to 20-year gap. The only generational period officially designated by the U.S. Census Bureau is based on the surge of births after World War II in 1946 and a significant decline in birth rates after 1964 (Baby Boomers). From that point, generational gaps have been determined by significant political, economic, and social changes that define one’s formative years (for example, Generation Z is considered to be marked by children who were directly affected by the al Qaeda attacks of September 11, 2001).In this map layer, we visualize six active generations in the U.S., each marked by significant changes in American history:The Greatest Generation (born 1901-1924): Tom Brokaw’s 1998 book, The Greatest Generation, coined the term ‘the Greatest Generation” to describe Americans who lived through the Great Depression and later fought in WWII. This generation had significant job and education opportunities as the war ended and the postwar economic booms impacted America.The Silent Generation (born 1925-1945): The title “Silent Generation” originated from a 1951 essay published in Time magazine that proposed the idea that people born during this period were more cautious than their parents. Conflict from the Cold War and the potential for nuclear war led to widespread levels of discomfort and uncertainty throughout the generation.Baby Boomers (born 1946-1964): Baby Boomers were named after a significant increase in births after World War II. During this 20-year span, life was dramatically different for those born at the beginning of the generation than those born at the tail end of the generation. The first 10 years of Baby Boomers (Baby Boomers I) grew up in an era defined by the civil rights movement and the Vietnam War, in which a lot of this generation either fought in or protested against the war. Baby Boomers I tended to have great economic opportunities and were optimistic about the future of America. In contrast, the last 10 years of Baby Boomers (Baby Boomers II) had fewer job opportunities and available housing than their Boomer I counterparts. The effects of the Vietnam War and the Watergate scandal led a lot of second-wave boomers to lose trust in the American government. Generation X (born 1965-1980): The label “Generation X” comes from Douglas Coupland’s 1991 book, Generation X: Tales for An Accelerated Culture. This generation was notoriously exposed to more hands-off parenting, out-of-home childcare, and higher rates of divorce than other generations. As a result, many Gen X parents today are concerned about avoiding broken homes with their own kids.Millennials (born 1981-1998): During the adolescence of Millennials, America underwent a technological revolution with the emergence of the internet. Because of this, Millennials are generally characterized by older generations to be technologically savvy.Generation Z (born 1999-2016): Generation Z or “Zoomers” represent a generation raised on the internet and social media. Gen Z makes up the most ethnically diverse and largest generation in American history. Like Millennials, Gen Z is recognized by older generations to be very familiar with and/or addicted to technology.Questions to ask when you look at this mapDo you notice any trends with the predominant generations located in big cities? Suburbs? Rural areas?Where do you see big clusters of the same generation living in the same area?Which areas do you see the most diversity in generations?Look on the map for where you, your parents, aunts, uncles, and grandparents live. Do they live in areas where their generation is the most predominant?

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.

As of September 2024 in the United Kingdom, 98 percent of Generation Z, those born between 1995 and 2012, were using social media. The same was true for 97 percent of millennials in the country. Overall, 92 percent of Gen X were on social networks, as were 86 percent of Baby boomers.

This 2023 survey, conducted in Switzerland, showed that overall, Generation Z plans to change employers more quickly than millennials. Around ** percent of Generation Z respondents stated that they wanted to stay with their current employer for less than two years. Among millennials, more than a ***** wanted to stay with their current employer for longer than five years.

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.

In 2024, the daily number of hours spent watching subscription video-on-demand (SVOD) was higher than hours spent viewing social videos for both millennials and Gen Z. Moreover, millennials spend nearly ***** the number of hours on SVOD compared to Gen Z.

In 2021, ** percent of baby boomers preferred in-store shopping, while only ** percent chose online shopping as their primary method of buying. Many millennials and Generation Z shoppers also opted for in-store shopping but showed a way greater interest in hybrid buying methods, at a rate of ** and ** percent, respectively. Favorite brands among young shoppers When comparing male and female Generation Z shoppers in terms of brand preferences in the United States, it was apparent that both groups enjoyed many of the same household names. For instance, brands such as Amazon, Walmart, YouTube, and Netflix appeared on both lists, making them some of the generation’s most popular brands. That said, preferences were far from identical: more Gen Z women liked Doritos, Oreo, and KitKat, while a higher number of Gen Z men had a favorable opinion of Gatorade, PlayStation, and Nike. Sustainable considerations Climate change is a hot topic and is on many consumers’ minds in recent years. As such, a considerable share of people in the United States, and around the world, have started taking up more sustainable habits. For example, many have adapted their shopping and consumption behavior: according to a survey conducted in early 2022, more than half of consumers worldwide planned to avoid buying new goods for sustainability reasons, perhaps intending to buy secondhand or repair the goods they already owned instead.

In 2018, 18 to 21-year-olds, who were part of Generation Z were more likely to be enrolled in college in comparison to Millennials and Generation X cohorts at a corresponding age. ** percent of Generation Z were enrolled in college in 2018 compared to ** percent of Gen Xers in 1987.

As of February 2021, reports of burnout increased during the COVID-19 pandemic among all surveyed employees regardless of generation. While Millennials previously reported much higher burnout rates than other generations, in February 2021, Gen Z and Gen X reported similar rates. This statistic displays the percentage of U.S. employees feeling burnout pre-COVID Jan. 2020 vs Feb. 2021, by generation.

According to Cognitive Market Research, the global Bleisure Travel Market size will be USD 1462860 million in 2025. It will expand at a compound annual growth rate (CAGR) of 13.50% from 2025 to 2033.

North America held the major market share for more than 29% of the global revenue with a market size of USD 424229.40 million in 2025 and will grow at a compound annual growth rate (CAGR) of 11.30% from 2025 to 2033.
Europe accounted for a market share of over 24% of the global revenue with a market size of USD 351086.40 million.
APAC held a market share of around 37% of the global revenue with a market size of USD 541258.2 million in 2025 and will grow at a compound annual growth rate (CAGR) of 15.50% from 2025 to 2033.
South America has a market share of more than 3.8% of the global revenue with a market size of USD 55588.68 million in 2025 and will grow at a compound annual growth rate (CAGR) of 12.50% from 2025 to 2033.
Middle East had a market share of around 4% of the global revenue and was estimated at a market size of USD 58514.4 million in 2025 and will grow at a compound annual growth rate (CAGR) of 12.80% from 2025 to 2033.
Africa had a market share of around 2.2% of the global revenue and was estimated at a market size of USD 32182.92 million in 2025 and will grow at a compound annual growth rate (CAGR) of 13.20% from 2025 to 2033.
Leisure activity packages is the fastest growing segment of the Bleisure Travel Market industry

Market Dynamics of Bleisure Travel Market

Key Drivers for Bleisure Travel Market

Rise of Remote and Hybrid Work Models Is Expected To Boost Market Growth

The increasing popularity of remote and hybrid work patterns is essentially transforming international business travel, driving the emergence of bleisure travel. Workers are no longer bound to a specific office location or fixed 9-to-5 schedule. The new post-pandemic business environment has made working from anywhere a norm, and this change has paved the way for workers to mix business commitments with personal recreation time effortlessly. Nowadays, rather than flying into a city to attend a two-day conference or client meeting, professionals are adding a few days or even weeks to their trips to experience local culture, food, and activities. With laptops and reliable Wi-Fi, they can seamlessly remain in touch with their teams while getting some scenery variation. The concept of "location-flexible productivity" is no longer a nicety; it's a competitive business amenity. Organizations are more cognizant than ever that granting employees the flexibility to utilize this potential not only enhances morale but enhances retention as well. Bleisure is, therefore, becoming a strategic advantage rather than an individual benefit. Organizations that sponsor work from home and enable employees to take bleisure trips are positioning their firms as contemporary, forward-thinking employers, in sync with the expectations of the next-generation workforce. This driver is arguably the foundation of the bleisure boom.

Millennial and Gen Z Workforce Demographics To Boost Market Growth

The population change in the global workforce driven by Millennials and increasingly Gen Z has been a potent driver of the bleisure travel economy. These younger generations are redefining the conventions of professional life by insisting on flexibility, work-life integration, and experiential value. In contrast to prior generations, they are not motivated by compensation or title; they value lifestyle, discovery, and personal development. For them, travel is not a convenience but a necessity. Business travel is seen as an entryway to exploration by Gen Z and millennials. A business conference in Berlin is not merely about connecting with people. It's a chance to experience the nightlife, history, and culture of the city. Their willingness to merge business and leisure, combined with the technical adeptness to do their work anywhere, makes them apt bleisure consumers. In addition, they expect businesses to facilitate this. Businesses that accommodate extension of leisure, or by creating experience-add-ons to work-related travel, demonstrate themselves to be forward-thinking and great places to work. In a war for talent marketplace, this demographic alignment is a competitive edge. For the bleisure segment, it's not just a trend it's a structural shift in traveller psychology. Demand will only increase ...

Gen Z and Millennials are the biggest social media users of all age groups.

Gen Z's media consumption habits in the United States reveal a strong preference for digital and on-demand content. A 2023 survey found that nearly half of Gen Z respondents watch video streaming services daily, with ** percent streaming music and ** percent playing video games. Digital platforms are undeniably at the core of younger audiences’ media diet. Online media consumption leads to higher ad acceptance The prevalence of streaming services in Gen Z's daily routine is complimented by their receptiveness to advertisements on these platforms. Approximately ** percent of Gen Z adults reported being open to ads on streaming TV – a result significantly higher than that for ads on traditional cable and broadcast TV. This trend aligns with the finding that ** percent of Gen Z consumers engage with ad-supported video streaming services, indicating a willingness to trade ad exposure for content access. Multiplatform engagement and customization Gen Z's media consumption extends beyond passive viewing, with a focus on personalization and multiplatform engagement. The average Gen Z consumer uses over *** video streaming platforms to access TV shows and movies, demonstrating a diverse content appetite across a number of streaming services. Additionally, ** percent prefer watching content on smartphones, highlighting the popularity of on-the-go video viewing behavior. Gen Z also shows a higher propensity for using subtitles or closed captions when watching shows or movies compared to older generations, which indicates a need for customizable tools to enhance the viewing experiences.

Gen Z and millennial men in the United States are more likely to live with their parents than women in the same age group. In 2023, approximately 11 percent of women aged 25 to 34 lived in their parents' home, compared to almost 19 percent of men. When looking at the age group of 18 to 24, the difference was less drastic.

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.

According to a survey conducted in the United States in August 2023, 41 percent of Americans used subtitles or closed captions when watching television or movies, while 37 percent use external speakers. This usage of tools during TV and movie consumption differed considerably between the surveyed generations. Gen Z and millennials were twice as likely to use subtitles and closed captions than Gen X and baby boomers in the United States. Likewise, the share of headphone and external speakers users was generally more than 10 percentage points higher among these younger two generations.

A look without a specific topic was the most posted luxury-related type of content by Russian generation X representatives in social media, occupying 15 percent of total Facebook, Instagram, and Vkontakte publications. Such posts also topped for millennials over the observed time frame with a larger share than for Generation X. However, according to the study by McKinsey, the younger generation seemed to be more actively sharing news about fashion shows than their counterparts, with such content accounting for a share nearly twice as large as among millennials.

During a survey conducted in 2024, it was revealed that millennials represented the biggest share of pet owners in the United States (** percent), followed in second place by Generation X (** percent). Baby Boomer's came in third, representing some ** percent of pet owners. Pet ownership in the United States Despite some fluctuations, household penetration rates for pet ownership in the United States have generally increased over the years, going from ** percent in 1988 to approximately ** percent in 2023. With millennials constituting the largest group of pet owners in the United States, they also constituted the generational group that planned to spend the most on their pets during the holidays in 2020, with an average spending of ** U.S. dollars, compared to only ** U.S. dollars of average planned spending on pets for Baby Boomers. Pet expenditure in the U.S. Pet food and treats constituted the highest selling category for pet products in the United States, with total food and treats sales reaching **** billion U.S. dollars in 2022. Vet care and product sales were the second biggest pet market category that year, generating around **** billion U.S. dollars in sales. Generally, average annual pet expenditure was higher for dog owners than for cat owners across all pet market categories in 2020.

In December 2024, Generation Z was the generation with the highest share of responding adults who planned not to eat meat in the coming year in Great Britain (GB). Approximately ******* stated that they did not intend to eat meat in 2025. Another **** percent of Gen Z respondents stated that they were already meat-free. Reduction in the meat consumption of British consumers Recently, there have been noticeable changes in meat consumption by consumers in the United Kingdom (UK). Almost ********* of survey respondents stated that they eat less or much less meat, as compared to half a year ago. Moreover, an average of approximately ** percent of British respondents had recently purchased plant-based alternatives for the first time. This was higher than the share of respondents who had done so in the United States and Germany, which was on average around ** and ** percent, respectively. Not only are meat alternatives tried by many new consumers in the UK, but such products are also consumed across all generations, with relatively low variations. The share of consumers who eat meat substitutes in the UK by generation was ** percent among respondents from Generation Z. Veganism in Great Britain According to a recent survey in the UK, the share of vegans is approximately ***** percent. There is no discernable difference among the share of vegans when it comes to gender. Moreover, an average of about ** percent of adults in the UK follow no nutritional rules or diets. Among the different regions in GB, the percentage of vegans slightly varies. In London, the share of people who follow a vegan diet tends to be particularly high, whereas the share of vegans in the Midlands and the rest of the South tends to be relatively low. The main reason for being vegan in the UK is an ethical motivation. Almost ** percent of survey respondents stated that they do not consume animal products because they are concerned with the welfare of animals. Environmental reasons were also considered by about **** of respondents.