Consumer insights – the boomerang generation

High property prices, later marriages and the fallout from the recession have led to the rise of a new generation of grown-up offspring living in the parental home.

This 2011 report focuses on ‘fledglings’, people in the 20-34 age group who are still living with their parents. Closely related to this group are hotel parents – adults who have grown-up children living in the household.

Both these situations provide marketing opportunities for builders, architects and household goods brands as both groups struggle with privacy and space issues. Financial brands could target the stay-at-homes with literature encouraging them to save for a property or a big trip.

Key findings include:

• There are over 4.5 million fledglings in the UK, just over 9% of the adult population. Fledglings are more likely to be men: 59% are male and 41% are female.

• Many fledglings have gone home to save money for a deposit on a property or to go on an extended travel break, however, 29% don’t have a  savings account.

• Fledglings often have rich social lives. A quarter often go out in the evenings, while over half have visited a leisure centre/health club/gym in the last 12 months.