A New Reality: government and the IPOD generation

Who are the IPODs?

Welcome to the world of the "IPOD" - the generation between 18 and 34 years old, who Reform has described as Insecure, Pressurised, Over-taxed and Debt-ridden. Reform's work in 2006 and 2007 identified that the balance of taxation and public spending has tilted against young people, so that they now face an unfair burden, without being able to expect many of the benefits; and this at a time when their economic profile is already difficult. They are also faced with increasing levels of debt from higher education, much stronger labour market competition, lower growth in earnings and acute difficulties in getting onto the property ladder.

In British culture as a whole, "IPODs", or "Generation Y", have received something of a bad press. They have been labelled as apathetic and uninterested in politics, binge-drinking consumers with a short-term mindset. But the truth is more complex. Despite their debts, IPODs show the hallmarks of a generation which has grown up during a time of economic plenty; they are non-ideological, laissez-faire, live and let live, and tolerant of difference. They are very confident people, demanding a lot from employers and corporations. They have a generous, inclusive spirit and are sophisticated, creative consumers, with a lot to offer society.

At present, however, IPODs feel disconnected from the public realm. They tend to vote in smaller numbers than other groups, express more cynicism about government and politics overall, and focus on the personal sphere rather than the political. Worryingly for politicians, they do tend not to connect the ups and downs of their daily lives with the macroeconomic sphere or with decisions made in local government or in the House of Commons. So, they tend not to look to politics to provide a credible answer to society's ills.

Perhaps you are an "IPOD" yourself. Or perhaps you know some, employ some, or live with some. This special report describes the attitudes and values of IPODs, explaining what makes this generation tick, how they are different in attitude from their elders, and the particular relationships and services they expect from government.

Why are IPODs important?

It is now crucially important for government to engage better with young adults. Given the hardening economic climate, some of the more relaxed attitudes of the IPODs may be already shifting and changing; they are at risk of becoming even more disaffected from the administration. Also, IPODs are valuable to society - perhaps more so than government realises, and perhaps more so that they realise themselves. They may not have the majority of society's wealth (far from it) but in the modern economy, skills and dynamism matter just as much. Talented young people are an essential resource and a key driver of economic growth in the future, so government must communicate and deliver services in a way which helps IPODs to succeed.

Also, though this generation is different from its elders in assumptions and attitudes, many of the principles of communicating with IPODs also hold true for successful communication with older groups. Plus, IPOD attitudes to technology and communications represent a sea change in the culture overall - successive generations of voters are likely to be more like IPODs than like older generations. Learning how to communicate with IPODs now will stand government in good stead for the future, unlocking a better relationship between government and the whole future electorate.