The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Faced with increasing demands on their already squeezed budgets, many Gen Y families are making tough decisions about how to keep their kids occupied and entertained throughout the 2024 summer holidays. What resources are available to them, and how can brands lend a hand?

Why are Gen Yers embracing going out amid a cost of living crisis? How are parents letting go of ‘sharenting’? What is this cohort’s fresh take on wellness? And what is luring them away from big cities? Our 2023 Generational Snapshot of Gen Y explores the key behaviours shaping this cohort.

Gen Yers may feel like they’re redefining what it means to be in one’s 30s and 40s, but are their youthful appearances and attitudes solely a result of consciously avoiding traditional ageing? Or have economic structures made the typical markers of adulthood a financial impossibility?

The Happy & Childless app provides a space for adults without kids to connect. As more people decide not to become parents, the audience for these kinds of services is set to soar, creating an opportunity for brands to connect with Gens Y and Z over non-traditional milestones.