Why Millennials still matter - The generation brands can’t afford to underestimate

While Gen Z continues to dominate cultural conversations, Millennials have quietly stepped into the most influential phase of adulthood. As they move through their thirties and early forties, Millennials (Generation Y) are now managing households, shaping workplace culture, raising children and making most long-term purchase decisions.

Millennials already represent 39% of the UK workforce, a number expected to climb significantly by the end of the decade. And despite the economic turbulence that has shaped their adult years, Millennials remain remarkably resilient: 84% say they’re optimistic about the future according to a recent survey by The Harris Poll.

Yet their path into adulthood has been anything but straightforward. In the U.S., only 42% of Millennials own a home by age 30, compared with 51% of Boomers at the same age (Apartment List Millennial Homeownership research). In the UK, young adult homeownership dropped from 55% to 35% between 1997 and 2017 (research by the Institute for Fiscal Studies). These shifts have left Millennials navigating life milestones later, differently and often with more pressure.

The Millennial consumer: Ambitious, anxious and still highly engaged

Understanding Millennial behaviour requires acknowledging the complexity of their daily lives, and the pressure this puts on their time.

With 45% of European Millennials describing their lifestyle as “very busy”, time has become the generation’s most valuable currency. The 2024 Time is Money study by Empower confirms that Millennials value their time more than any other demographic, making convenience, clarity and emotional relief powerful drivers of brand choice. This is why solutions that reduce friction or mental load resonate so strongly.

A great example is Stella Artois’s A Delay Worth More campaign, which cleverly reframes wasted time as valued time. By using real-time airport billboards to turn flight delays into spontaneous downtime, Stella transforms an everyday annoyance into a moment of enjoyment. A smart demonstration of how brands can meet Millennials where they are: overstretched, time-poor and eager for small pockets of relief.

Tech-enabled simplification shows similar potential. StylPro, with smart tools that eliminate “small frustrations” like cleaning make-up brushes or navigating complex routines, proves that functional innovation can cut through overwhelm and give people minutes back in their day. For time-pressed Millennials, these streamlined solutions resonate far beyond beauty, pointing to opportunities in any category where daily tasks can be made simpler and faster.

Deloitte’s Gen Z & Millennial Survey reports that 73% of Millennials say concerns about their mental health contribute to their stress. Nearly 40% feel anxious most of the time. And yet, Millennials remain an action-driven generation who actively try to improve their wellbeing, even when they doubt their progress. This is why brands that offer clarity, relief and ease resonate so deeply.

Loop earplugs help reduce sensory overload in chaotic environments. Moonbird’s handheld breathing coach uses slow-breathing technology to lower anxiety within minutes. These brands succeed because they speak directly to the Millennial mental load, not to Millennial stereotypes.

Millennials as parents: Presence over perfection

Millennials are also reshaping the landscape of parenting. By 2027, 83% of parents with young children will be Millennials (WARC). They care deeply about emotional presence: 81% say their children’s happiness matters more than achieving traditional social milestones (Fortune). But underneath the gentle parenting of Millennials hids many fears and anxiety of not spending enough quality time together with their kids while struggling with demanding careers and midlife (with a desire to carve out me-moments).

This Monopoly campaign taps into the Millennial parenting tension. By showing children mid-tantrum under the tagline “Monopoly: for learning how to stay calm”, the brand playfully acknowledges the emotional chaos many Millennial parents navigate daily. Rather than idealizing family time, it embraces the authenticity of messy moments, reinforcing that games can be a tool for connection, patience and presence, not perfection.

Gluxkind’s AI-powered stroller demonstrates how smart innovation can genuinely support overstretched new parents, positioning the product as a true companion that protects, entertains and soothes their babies.

For Millennials, family life is no longer about presenting perfection, it’s about protecting meaningful moments with their kids, their partner and… themselves.

Why Millennials are driving the analog revival

Although Millennials grew up during the rise of the internet, they now lead an analog revival. An Ally Bank survey notes that post-pandemic, 52% of Millennials see only one to three close friends regularly, and many crave sensorial, screen-free experiences. In Australia, Loneliness Awareness Week research reported 75% of people aged 25–44 say they actively seek more solo time.

Vinyl sales are rising, puzzle nights are back, and forest cabins are fully booked again. Marriott’s Postcard Cabins or LEGO’s Adults Welcome category show that analog experiences have become a form of emotional rest. Millennial nostalgia isn’t really about the past; it’s about finding relief in the present.

Sustainability that fits real life, not a lifestyle ideal

Millennials remain highly sustainability driven. According to Deloitte’s Gen Z & Millennial Survey, 73% actively try to reduce their environmental footprint, 82% seek low-footprint holiday options, and 37% avoid fast fashion.

But they want actionable sustainability, not perfection performance. Ganni’s carbon insetting strategy, Asket’s “Impact Receipts”, and Pangaia’s QR-powered ReWear platform all succeed because they make sustainable behavior easier, not more demanding.

Why Millennials still matter for brands in 2026

Globally, Millennials hold an estimated $2.5 trillion in spending power. They shape the environment Gen Alpha grows up in. They are not the generation brands “move past”, they are the generation that defines long-term loyalty, stability and cross-generational influence.

The smartest brands aren’t choosing between Gen Z and Millennials; they’re building strategies where both feel seen. Millennials bring maturity, empathy and purchasing power. They are looking for ally brands that understand their midlife and parenting struggles, help them to raise their Gen Alphas and bring them closer together while saving them time and bringing them me-time escapism. Gen Z brings speed, creativity and cultural flux. Together, both generations are currently driving consumer culture and trends.

If you want to understand how your brand can meaningfully connect with Millennials and turn their real-life pain points into growth opportunities, I offer inspiration sessions tailored to your category. Book a session and learn how Millennial insights can unlock fresh opportunities for your brand.