Seven prime ministers, financial and cost of living crises, tuition fees tripling, legalisation of same sex marriage, the growth of social media, Brexit and, of course, the Pandemic. 

The past 18 years have seen some momentous changes in all our lives but what has it meant for those experiencing their formative years during these events?

We spent last year delving into the world 18-year-olds and understanding their thoughts, fears, hopes and aspirations. Led by our team of teen specialists, 12.18 at The Nursery, this research spanned a range of methodologies including teen stories, data analytics, online communities, friendship groups and a nationally representative Generations Survey.

This has led to the launch of the latest chapter in our Identity Series, Coming of Age: The world of 18 year olds.

Our research covered a variety of topics from education, health, environment, relationships, role models and aspirations as well as the big and small life issues they are dealing with.

Our findings explored some of the following areas:

The reasons they care more about Hozier than the environment.

Their negative views on Britain and the Royal Family.

How skilled they are at spotting fake news.

Why they feel advertising has become ‘too woke’.

The reasons they are optimistic about the future.

The biggest finding we uncovered, is one that echoes several recent studies. 18 year olds do not all think the same. There is a huge inter-generational gender disparity around societal issues and gender roles in particular with the socially liberal views of this generation, driven by young women. We even find that on some issues, 18 year old men are less liberal in their views than Baby Boomer men.

This is the generation of the future, a generation that will frame the world in the coming years and there are huge implications from this study for speaking and engaging with this young audience.

If you want to know more about our study or book a presentation, please get in touch hello@the-nursery.net 

Coming of Age: The world of 18-year-olds

The Nursery launches new research