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  • What does it mean to be a Gen Yer in 2016?
  • What does it mean to be a Gen Yer in 2016?
    Janssem Cardoso, Creative Commons (2015) ©

A Generational Snapshot of Gen Y

Are Gen Yers really so afraid of commitment? Have they actually given up on owning a home? And what are they splashing their cash on instead? This Generational Snapshot uses statistics and case studies from the US and UK to explore how Gen Yers are approaching adulthood in 2016.

Location North America / Northern Europe

Age is just one of the ways we can categorise people. Attitudes are equally – and often more so – shaped by a dynamic range of factors, with where you’re from, how wealthy you are and basic human nature all playing a role. But generations are as relevant as ever. We define a generation as a group of people passing through life stages at the same point in time, whose attitudes and ideals have been shaped by a similar set of historical events. How has Uber altered Gen Yers’ expectations? Has being raised by helicopter parents rendered them incapable ...



  • Article image Trōv: flexible insurance for flighty Gen Yers

    Trōv is aiming to make insurance more appealing to Gen Yers by ditching complicated policies, instead providing simple and flexible protection through an easy-to-use app. But can it win over a generation of consumers who still see coverage as an optional extra rather than a necessity?

  • Article image Why 20-something Brits still spend when they’re skint

    Brits are spending like the recession never ended. But while the purse strings have tightened when it comes to necessities like groceries, products that promise aesthetic perfection are enjoying huge growth. Why do skint 20-somethings feel the need to look good when times are hard?

  • Article image Exploding Kittens: card games get controversial

    Card games may conjure up images of innocent family fun, but they’ve undergone a mature makeover in recent years, with Exploding Kittens the latest title to gain popularity through its violent and somewhat taboo subject matter. Why are card games becoming as controversial as video games?

  • Article image The psychology of the bromance

    From the rise of metrosexuals – all man bags and make-up – to the growing prominence of gay sports stars, masculinity has evolved to be barely recognisable from its old school counterpart. But how has male friendship evolved with it? And what role does it play in the lives of modern men?

  • Article image The Daily Show: America’s Gen Y lose their anchor of hope

    For the past 16 years, Jon Stewart has hosted The Daily Show, poking fun at America’s politics and national media. In the process, he became a darling of America’s Gen Y. But how did Stewart’s satire come to resonate so clearly with this generation? And where will they head next for their news?

  • Article image UK Gen Y on Media and Entertainment

    Young and tech-savvy, Gen Yers don't play by the old rules of media consumption. But are they really keeping up with the latest TV via mobile? Have they really rejected ownership for subscription services? Canvas8 sat down with 20 Brits between the ages of 18 and 35 to find out.

  • Article image UK Gen Y on Communications

    Renowned for being ‘always on’, do Gen Yers ever take a break from their social circles? Are they addicted to Facebook? Have they really got no time for a phone call? Canvas8 sat down with Brits between the ages of 18 and 35 to find out how they really keep in touch.

  • Article image UK Gen Y on Money

    Are Gen Yers splurging their cash when they should be saving? Are they really saying no to home ownership? Do they actually have no use for brick-and-mortar bank branches? Canvas8 sat down with British men and women between the ages of 18 and 35 to find out where their cash really goes.