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Real Lives, Real Issues #6 : Millennial Tension


Here is chapter six in the series where we visit different parts of the UK, investigating issues that affect people’s day-to-day lives.

For many millennials, a single career path on a constant upward trajectory is no longer a reality. Adaptability is a highly prized. Having passions, interests and experiences are at least as important as attaining wealth. Financial security still eludes many millennials, who have to make do with rented accommodation and limited savings.

Nowhere is this more apparent than in London, with its highly competitive job and housing markets and seemingly limitless opportunities in commerce and culture.

Continuing Initiative’s extensive Millennials research, we interviewed three Londoners in their early 30s, who are exploring their creativity as a means to develop their experiences, knowledge and, in some cases, their financial security.

Penny works for a construction company. But in her spare time she creates art, stationery, clothes and accessories, then sells them on sites such as Etsy.

Camila is a buyer for a comic book shop. She has also run a record label for several years, working with musicians from the US and UK.

Chryssanthi is an architect, having retrained from being a nurse. Now she’s also an accredited hypnotherapist, who runs sessions involving myths and masks, in the evenings and weekends.

The traditional career path is difficult and often unfulfilling to follow.

Creativity and learning are vital to self-fulfilment.

But it has to be fun; money is a ‘nice-to-have’, not easy to make, and not the main motivator.

London is a great city in which to explore one’s potential.

But this opportunity comes at a cost, a cost which weighs heavily on the whole experience of London life, through pricey experiences to ever-increasing rent.

To find out more about Real Lives, Real Issues and how and why they matter for your brands, please contact:

Ben Haley
Head of Insight
Ben.Haley@initiative.com