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Young British consumers are feeling more pressure to hit life milestones, according to a recent study. 

Sep 15 2022

Young British consumers are feeling more pressure to hit life milestones, according to a recent study. The study was conducted by relationship counseling organization Relate, which found that anxiety around having kids, getting married, and buying a house was increasingly coming up in therapy sessions. According to the study’s findings, 77% of Millennials (defined as 25-39-year-olds) and 83% of Gen Z (16-24-year-olds) feel pressure to reach traditional life milestones, citing financial strain, mental health issues, and “a lack of confidence in their own ability” as the top things standing in their way. YPulse has long said that Gen Z and Millennials are forging their own paths through life and forgoing the typical markers of adulthood. While their life plans faced even more setbacks in the wake of the pandemic, our WE Life Milestones and Future Plans report shows that they’re still not concerned about following a set path: 79% of young Europeans agree, “I don’t care in what order life milestones were done in generations past. I will do it my own way.” While the current cost-of-living crisis hitting Western Europe may be causing young consumers greater setbacks in reaching their goals, for many, these delayed life goals are intentional. (Bloomberg)