Slide 1

Turning 18 in todays world

Coming of Age

Seven prime ministers, a financial and cost of living crisis, tuition fees tripling, legislation of same sex marriage, Brexit and, of course, the Pandemic. This is the world those turning 18 in todays world have grown up in.

For the past year, we have been researching the lives of those entering adulthood, exploring this increasingly influential audience at a pivotal point in their lives.

Using a multitude of methodologies, from teen stories and online communities to friendship sessions and groups, plus a quantitative study comparing 18-year-olds to other generations we find out how their formative years will bind them in a unique way.

Download a taster of our findings below, or to hear the full results of this research and its implication for brands in the UK, please get in touch and we'd love to arrange a dedicated presentation for you.

This research is part of The Identity Series, where every year we explore aspects of life that touch on people’s identity.