![]() The nearly two billion people born between 19 are raising families, building careers, buying homes, growing businesses and are an economic force to be reckoned with. They will need to be bold to win younger generations back,” it concluded.But nothing could be farther from the truth. “The Tories’ opportunity for improving their stand with millennials is clear. It cited issues with housing, and a lack of family-friendly policies and jobs, and said millennials had “no time for the culture war” which senior Tories are often accused of trying to wage. “Government has not delivered on millennials’ core priorities,” found the report, titled Missing Millennials. But uniquely, they place housing and taxation much higher up the list. The cost of living, the NHS and the environment are top issues they share with all voters. Those “pro-Sunak, not Tory” voters, as Onward described them, are less likely to be white, probably live in urban areas, have high-level jobs and own a home. ![]() It said that his popularity was 20 percentage points higher than the party’s. It said this “suggests that the market shock caused by the 2022 mini-budget has undermined one of the traditional strengths of the Conservative brand”.Ī “silver lining” for the party is that Sunak himself is far less unpopular than his party among those born in the 1980s and 90s, the thinktank’s survey found. Home-owning millennials are more likely to cite a distrust of the Conservatives to manage the economy, Onward found. We use Google reCaptcha to protect our website and the Google Privacy Policy and Terms of Service apply. For more information see our Privacy Policy. Privacy Notice: Newsletters may contain info about charities, online ads, and content funded by outside parties. Onward’s report warned that there is a danger the Tories “will eventually run out of road” and that if the party did not start to win over younger voters, “it risks an electoral timebomb”. However, turnout at elections is often higher among older age groups.Īreas with high numbers of younger voters tend to be clustered in cities – but also stretch to the periphery of them, to places such as Thurrock and Slough. “They are failing to acquire many of the attributes that have traditionally moved voters rightwards: home ownership, secure and stable employment, starting families.”Ībout 26% of the adult population are millennials, and they are said to be the largest cohort of any generation in about half – 324 – of Britain’s 650 constituencies. “Millennials are the first demographic cohort not to become more rightwing as they age,” said Afolami. While the Conservatives have historically been less popular with younger voters, the party’s problem is getting worse. Such is their antipathy that nearly two-thirds – 62% – said the Tories “deserve to lose the next election”, with 45% saying they planned to vote Labour. Bar chart: more than 60% of millennials believe the Tories deserve to lose the next general election
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