When pay day rolls around, Gen Yers save a little – but spend a lot. Impulsive spending is a key (and at times problematic) element of their identity. But as this generation begins to look towards their future roles as homeowners, parents, and pensioners, how will their spending habits adapt?

The COVID-19 pandemic sparked a swift evolution of the home. Where it was once a private space, it’s now a pseudo-public, multipurpose area required to fill a range of personal and professional needs. How can brands tap into changing nesting aspirations and address new domestic challenges?

Contrary to popular belief that Gen Y willingly embody 'Generation Rent', 91% UK Gen Yers have just as strong a desire to own a home as previous generations. Data suggests it's the reality of being priced out – not the abandonment of ownership – that's preventing them achieving the milestone.

As more young Singaporeans achieve financial independence, they're leaving the nest and opting to co-live. Despite longstanding cultural norms of multigenerational living in Singapore, Gen Yers are looking beyond their familial home as a way of seeking personal growth.