The Generation Game
Generation cohorts and housing policy

Thanks to the BBC for broadcasting the 8th November edition of Start the Week, presented by Andrew Marr. The show talked about how the generations differ in several ways including employment, economics and housing. One of the excellent contributors was Bobby Duffy, Professor of Public Policy and Director of the Policy Institute at King’s College London, a generational analyst who’s most recent book explores many aspects of how the generations differ and the implications of this.
I am a Baby Boomer and have worked in housing for over 40-years. I got a mortgage and became a homeowner in my early 20s, had a secure job with an occupational pension. So the show grabbed my interest. From the show I learned about the other generations and quickly realised that with children and grandchildren and maybe more grandchildren in future I could relate to other generations. It’s worth defining the generations:

Generation Z is the first generation that is familiar with the internet from a young age.
Professor Duffy explores a framework of influences or impacts on the generations using an ocean analogy:
- Period effects likened to waves, small or large, large being e.g. war, a financial crisis, a pandemic;
- Cohorts, likened to tides, e.g. distinct longer term characteristics of each generation
- Life cycle, likened to currents e.g. how we change as we age.
Of particular interest to me is how economic factors impact on the generations particularly housing. His research indicates that 80% of Baby Boomers became homeowners, Generation X was expected to match this but only 60% are achieving it. Only 40% of Millennials are expected to achieve home ownership.
He also considers how full adulthood has been delayed with young adults living with parents on average for 10 years longer than earlier generations. He considers that this is delayed due to economic ‘waves’ rather than a lack of ambition or aspiration. He describes it as a rational response to economic circumstances.
A few thoughts occur to me on the back of this analysis that have implications for housing markets and housing policy:
- How will the market for mass market 4-bedroom detached housing in particular play out as the baby boomers exit them (one way or another!) and fewer members of future generations cannot afford them – especially if inheritances are not as driven by housing wealth as they are now?
- Is the private rented sector model fit for purpose as it takes an increasing market share?
- How will investment in the maintenance and renewal of the housing stock, especially in the private rented sector be funded? Surely this is critical to the ambition to be carbon neutral?
- Can affordable home ownership bridge the gap?
I am wondering if generational analysis is potentially a more useful tool for housing analysts than the market segmentation analysis that is available.
You can listen to the 8th November edition of the Andrew Marr show on BBC sounds until November 2022. Bobby Duffy’s book Generations: Does When You’re Born Shape Who You Are? was published in September 2021.





