A recent analysis of government data has shed light on the areas across the UK where different generations are most concentrated. The study, conducted by Insurance Hero, a life insurance specialist, offers an intriguing look at how various age groups, including Generation Z, Millennials, Generation X, and Baby Boomers, are distributed throughout the country.
Notably, English cities are emerging as hotspots for Generation Z, with Nottingham leading the charge. The data, which draws from sources such as the Office for National Statistics (ONS), the Northern Ireland Statistics and Research Agency (NISRA), and Scotland’s Census, underscores a generational divide in regional population trends.
Nottingham: Gen Z’s Capital
Nottingham has been identified as the UK city with the highest proportion of Generation Z residents, those born between 1997 and 2013. The study reveals that nearly a third (31.53%) of Nottingham’s population belongs to this generation, a figure that is a staggering 58% above the national average. This demographic dominance is likely influenced by the presence of two major universities in the city, making it a magnet for young adults seeking higher education and urban lifestyle.
In second place is Manchester, where over a quarter of the population (28.18%) falls within the Gen Z category. The city’s vibrant cultural scene, coupled with its status as a major educational hub, has made it a popular destination for young people. With more than 155,000 Gen Z residents, Manchester is a close contender to Nottingham in appealing to this demographic.
Newcastle upon Tyne ranks third, with 27.71% of its population born between 1997 and 2013. This percentage is 39% higher than the average across all 212 UK areas analysed in the study, highlighting Newcastle’s appeal to younger generations. Leicester and Cardiff also feature prominently, with Gen Z residents making up 27.21% and 26.14% of their respective populations, rounding out the top five cities where this age group is most concentrated.
Top Gen Z Strongholds in the UK
The top ten areas with the highest concentration of Gen Z residents are dominated by university towns and cities, reflecting the pull of educational institutions and vibrant social scenes. The list is as follows:
- Nottingham: 31.53% of the population
- Manchester: 28.18%
- Newcastle upon Tyne: 27.71%
- Leicester: 27.21%
- Cardiff: 26.14%
- Birmingham: 25.86%
- Coventry: 25.55%
- Southampton: 25.17%
- Bath and North East Somerset: 24.88%
- Barking and Dagenham: 24.72%
Millennials Flock to London
When it comes to Millennials, those born between 1981 and 1996, London is the undisputed hub. All of the top ten areas with the highest concentration of Millennials are within London’s postcodes, reflecting the capital’s draw for this generation. Tower Hamlets tops the list, with Millennials making up an impressive 38.72% of its population, followed closely by Wandsworth (36.88%) and Islington (36.20%).
The appeal of London to Millennials is likely due to the city’s dynamic job market, cultural attractions, and lifestyle opportunities. This generation, now in the prime of their careers, finds the capital’s opportunities particularly attractive, despite its high cost of living.
Gen X and Baby Boomers: Southern Strongholds and Scottish Dominance
Generation X, born between 1965 and 1980, is most prevalent in the South of England. Richmond upon Thames leads the way, with 25.94% of its population in this age group. Other southern areas like Wokingham, Sutton, and Brighton and Hove also rank highly, indicating that Generation X tends to favour suburban or coastal locations with good access to London.
In contrast, Baby Boomers, born between 1946 and 1964, are most concentrated in Scotland. Argyll and Bute emerge as the UK area with the highest proportion of Baby Boomers, with 30.2% of its population falling into this category. Five of the top ten areas for Baby Boomers are located in Scotland, including Dumfries and Galloway, Na h-Eileanan Siar, and the Scottish Borders. This trend highlights the appeal of Scotland’s rural and coastal regions to older generations, many of whom may be seeking a quieter, more relaxed lifestyle.
Steve Case from Insurance Hero commented on the findings, noting the importance of tailoring life insurance policies to the specific needs of these different generations. “Life insurance is crucial at every stage of life,” he said. “For Baby Boomers, it can help cover medical bills and ensure the financial security of their families. For younger generations, such as those in cities like Nottingham and Manchester, it’s about protecting the future of partners and young children.”
This study not only provides a snapshot of where different generations are choosing to live but also underscores the importance of recognising the diverse needs and lifestyles that come with each stage of life.
For more information, visit https://www.insurancehero.org.uk/.