‘We cannot change things’
Ella Kieran, head of WPP’s Stream conferences for
its clients, is the epitome of the high-flying young
global executive. At 31 years old, she and her entre-
preneur husband have a one-year-old daughter, and
she divides her time between London and New York.
But the couple are still renting and she worries about
her generation’s future.
‘The pessimism of my generation is the sense that
you cannot change things,’ she says. ‘If you don’t
have a lot of money, it does not feel as if you are going
to get it. Now, as I have a family, I’m happy that baby
food is better, thanks to five years of people before me
saying: “This brand does not speak to me.” But you
guys got houses and we got slightly nicer shampoo.’
In the US and Europe, many millennials are disen-
chanted with their lot as they attain maturity. A UK
Resolution Foundation study found that pessimists
outweighed optimists by two to one when they were
asked about their chances of improving on their
Globally, millennials have outnumbered baby boomers for more
than a quarter of a century
Source : John Gapper (2018) How millennials became the world’s
most powerful consumers, The Financial Times.
Arriving at the millennial moment
Proportion of population by age and sex (%)
0
0.5
1.0
0
0.5
1.0%
20
40
60
80
100
1981
0
0.5
1.0
0
0.5
1.0
20
40
60
80
100
1992
0
0.5
1.0
0
0.5
1.0
0
0
20
40
60
80
100
1996
0
0.5
1.0
0
0.5
1.0
0
0
20
40
60
80
100
2018
Most of the world’s millennials are in developing countries
Each line represents a country and the proportion of its population classed as millennials (%)
Developing
Advanced
15
20
25
30
35
40
45
50
China 25.2%
Iran 32.2%
Malaysia
29.2%
Qatar 46.9%
South Africa
28.7%
UAE 39.4%
Germany
19.5%
Japan
17.2%
UK
21.3%
US
22.1%
Age
Male
Female
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