Skip to Content

Six generations of voters:

What’s important to Europe’s different age groups?

In a volatile and fast-moving political landscape, it’s never been more important for policy makers to understand the diverse priorities of the populations they serve. With seven different generations to appeal to, what do leaders need to understand about Europe’s current and future voters?

Flag of the European Union

In a volatile and fast-moving political landscape, it’s never been more important for policy makers to understand the diverse priorities of the populations they serve. With seven different generations to appeal to, what do leaders need to understand about Europe’s current and future voters?

New data from Savanta’s Q1 Consumer Compass report, which tracks consumer behaviour and political sentiment across Europe’s key markets, sheds light on the varied generational priorities and concerns. From Gen Alpha to Gen Z and Millennials, all the way through to Gen X, Baby Boomers and The Silent Generation…

…here’s what makes Europeans tick:

  • Gen Z(21-26 years) – As digital natives that have had to constantly learn and adapt to new information, Gen Z are the most likely to emphasise the need for governments to focus on education (21%) and technology (7%). Their call for investment in education underscores the importance of preparing the workforce for the jobs of the future, while their interest in technology and artificial intelligence signals an awareness of the role of innovation in shaping society.
  • Millennials (27-42 years)- A cohort that has witnessed perhaps some of the biggest global shifts, Millennials are most likely to place value on healthcare (29%) and the environment and climate change (20%). With a strong focus on well-being and sustainability, this group are most likely to be found advocating for policies that promote public health and address the urgent threat of climate change.
  • Gen X– As the bridge between traditional values and modern advancements, Gen X values stability. They prioritise healthcare (29%) and want leaders to focus on immigration policies (30%), reflecting concerns about access to medical services and the impact of immigration on society and the economy.
  • Baby Boomers– Containing a significant slice of the population, Baby Boomers continue to wield influence. Similarly to the latter group, their top concerns include healthcare (33%) and immigration (35%). This is a generation which also seeks reassurance about the sustainability of healthcare systems and wants a greater focus on immigration policy from leadership in the immediate future.
  • The Silent Generation – Finally, the oldest cohort, perhaps unsurprisingly, wants leaders to prioritise healthcare (28%) and pensions (19%). As retirees or at least nearing retirement age, those in this demographic advocate for policies that safeguard their well-being and financial security looking ahead to their later years.

Winning hearts and minds in a complex landscape

In addition to these core priorities, other issues such as housing, crime, and education also feature prominently, albeit with varying degrees of emphasis across generations. It’s clear that European leaders must navigate a complex landscape of generational interests and concerns in order to foster inclusivity and address a diverse range of needs. As government leaders chart the course for the next five years, understanding and attentiveness to these nuanced issues will be essential for building a prosperous and sustainable future.

To find out more about what Europeans think and feel about topics such as pensions, taxation, education, housing and much more, you can download the full report for free today.

Savanta’s European Consumer Compass is quarterly survey of over 3,000 respondents in Europe.

*The research explores consumer sentiments and confidence across 7 European markets: the Netherlands, France, Nordics, Spain, Italy, Germany and the UK.

Knowledge centre

Read More
Explore
Automotive | Business & Professional Services (B2B) | Charities & Not-For-Profit | Consumer Brands | Eating & Drinking | Education | Energy, Water & Utilities | Fashion & Beauty | Financial Services | FMCG | Health & Wellbeing | Luxury | Media | Pharma | Public Sector | Retail | Sport & Leisure | Technology & Telecoms | Transport | Travel | Wealth Management | Youth

How to be a great employer: the importance of acting on employee survey results

07/17/2024 - by Kyle Burnham
Automotive | Business & Professional Services (B2B) | Charities & Not-For-Profit | Consumer Brands | Eating & Drinking | Education | Energy, Water & Utilities | Fashion & Beauty | Financial Services | FMCG | Health & Wellbeing | Luxury | Media | Pharma | Public Sector | Retail | Sport & Leisure | Technology & Telecoms | Transport | Travel | Wealth Management | Youth

Navigate new horizons: Ignite uncharted inspiration with TrendVue

04/12/2024 - by Josephine Hansom
Automotive | Business & Professional Services (B2B) | Charities & Not-For-Profit | Consumer Brands | Eating & Drinking | Education | Energy, Water & Utilities | Fashion & Beauty | Financial Services | FMCG | Health & Wellbeing | Luxury | Media | Pharma | Public Sector | Retail | Sport & Leisure | Technology & Telecoms | Transport | Travel | Wealth Management | Youth

Aspirational Brand Love: the seductive art of creating an emotional connection

04/02/2024
Automotive | Business & Professional Services (B2B) | Charities & Not-For-Profit | Consumer Brands | Eating & Drinking | Education | Energy, Water & Utilities | Fashion & Beauty | Financial Services | FMCG | Health & Wellbeing | Luxury | Media | Pharma | Public Sector | Retail | Sport & Leisure | Technology & Telecoms | Transport | Travel | Wealth Management | Youth

Trends: the talk of the town in 2024

03/14/2024 - by Lisa Fourie
Automotive | Business & Professional Services (B2B) | Charities & Not-For-Profit | Consumer Brands | Eating & Drinking | Education | Energy, Water & Utilities | Fashion & Beauty | Financial Services | FMCG | Health & Wellbeing | Luxury | Media | Pharma | Public Sector | Retail | Sport & Leisure | Technology & Telecoms | Transport | Travel | Wealth Management | Youth

Staying on trend

03/04/2024 - by Lisa Fourie