Millennials aren’t the internet’s youngsters anymore - that baton’s been firmly passed to Gen Z, with Gen Alpha already waiting in the wings. These days, millennials are running the meetings, booking the family holidays, and researching health supplements before drinking their green juice in the mornings. Born between 1981 and 1996, they’ve grown up with both dial-up and AI, and they’ve shaped the digital world along the way.
In 2025, this generation is rewriting the rules around work, money, tech, and wellbeing. So if you want to connect with them, you need to see the full picture. To do just that, we’ve researched 12 standout traits that define who they are today - based on what they’re doing, buying, and caring about right now.
Who are millennials?
Millennials are aged between 29 and 44 in 2025. They’re past the growing pains and into the juggling act of career, family, finances, and personal growth. And while newer generations might be stealing the spotlight when it comes to online culture, their impact is still huge.
They’ve lived through major tech shifts and global events, adapting fast and often. That mix of resilience and ambition has shaped how they spend, save, scroll, and show up in the world. They’re not easily pigeonholed, and that’s exactly why they’re so interesting.
Top characteristics of millennials
- Millennials are influential in the workplace
- They’re confident with technology
- Millennials are cautious about their personal data
- Millennials are avid savers
- They love to travel
- They’re nostalgic
- Millennials are competitive
- They love podcasts
- They’re interested in fashion and luxury
- Millennials are foodies
- They use social media for networking
- Millennials are aiming to be more healthy
1. Millennials are influential in the workplace
Millennials today are stepping into more powerful roles.
They’re 9% more likely than the average internet user to be decision-makers at work, with a 7% increase since 2023 alone. That shift also shows up in how they work, with 79% of millennial decision-makers working full-time.
But for millennials, even full-time often isn’t enough. Here’s where things get really interesting: side hustles. There’s been a 74% jump in full-time millennial workers who also run their own projects. Whether for extra money or to pursue a passion project, it’s a clear sign that the 9-to-5 model is evolving.
Confidence is climbing too, as since 2022, there’s been a 5% increase in full-time millennials who describe themselves in this way. This generation isn’t just clocking in and clocking out, they believe in what they’re building.
2. They’re confident with technology
If you need a generation that can onboard a new app before you’ve found the download button, it’s this one. Millennials consistently report being the most confident with tech. 46% say they’re comfortable using new tools, outperforming Gen Z at 42%. That edge has held steady for the last five years.
And they’re not just using tech - they’re curious about the future of it. Half of millennials say they’re excited about developments in artificial intelligence, and over 2 in 5 keep up with the latest tech trends and news.
3. Millennials are cautious about their personal data
Millennials know that digital convenience isn’t free, however. Just 27% feel in control of their personal data, a 5% drop in the past two years.
But here’s the twist: they’re getting less anxious. There’s been a 9% drop in the number of millennials actually worried about how companies use their personal data online, and only 15% are concerned about government tracking in 2024, compared to 20% in 2022 and 19% in 2023.
So while trust is still a work in progress, the fear factor is fading. They’re aware, but not alarmed.
4. Millennials are avid savers
Millennials are budget-savvy and can cope with delayed gratification, with 70% saying they’d prefer to save up and wait to buy something, rather than hitting that purchase button instantly.
They’re also switched on when it comes to money management. 36% say managing their finances is one of the main reasons they go online. And while 37% say they’re good at handling money, 61% say that being financially secure is a top priority for them.
Smart spending isn’t just a habit, it’s part of how millennials define success.
5. They love to travel
Millennials aren’t staying put, they’re planning their next getaway. 26% are eyeing a domestic vacation in the next six months, and they’re 22% more likely to have booked an experience like a spa day or event online than the average internet user.
But travel isn’t just about getting away, it’s about making their plans work practically. Millennials are 41% more likely to prioritize family-friendly facilities when choosing where to stay, and 27% say they enjoy spa or retreat-style holidays. Whether it’s a vacation with children, or a trip with friends, millennials plan well.
And when it comes to this planning, they are digital-first, with 17% more likely to have visited online booking site Skyscanner than the average internet user in the past month.
6. They’re nostalgic
From ‘90s playlists to family movie nights, millennials have a soft spot for the past. 43% say they enjoy listening to ‘90s music, and they’re 17% more likely to prefer family or kids films compared to the average person.
In a turbulent, fast-moving world, nostalgia gives them comfort, bathed in a VHS glow.
7. Millennials are competitive
When it comes to competitive entertainment, millennials aren’t shouting about it - but they’re here to win. 31% say they’re quite interested in esports (online competitive gaming, for those wondering), slightly ahead of Gen Z, and they’re 16% more likely to be very interested in it than the average internet user.
But it’s not just about online gaming. They’re 21% more likely than Gen Z (aged over 21) to play casino games, showing that competitive entertainment, whether digital or traditional, holds strong appeal for this group.
8. They love podcasts
Whether it’s tech updates, wellness tips, or something to laugh at on the school run, millennials are pressing play on a podcast to get it. They’re 18% more likely to spend two to three hours a week listening to them than the average person.
Their top-five genres? Comedy, music, tech, TV and film, and health and lifestyle. They’re not just here for the light entertainment, either - millennials are 24% more likely to tune into parenting and family podcasts, showing they’re using audio to both relax and learn.
9. They’re interested in fashion and luxury
For millennials, fashion isn’t just about looking good. Fashion for this group is about self-expression, status, and identity. 31% of millennials describe themselves as fashion-conscious, compared to just 14% of boomers.
And they’re backing that interest with a taste for the high-end. Millennials are 20% more likely to have bought a luxury brand in the past year, 38% more likely to have purchased from Van Cleef & Arpels, and 37% more likely to have picked up luxury goods from Balenciaga.
They’re also selective. Over a quarter of millennials want brands to feel exclusive. They’re happy to pay more in order to curate an affluent lifestyle.
10. Millennials are foodies
Millennials have a love affair with food. For many, it’s more than a meal - it’s a hobby, a social activity, a form of self-care. Nearly half (47%) say they enjoy cooking, and 50% list food and drink as a real passion point.
They know what they like, and they want it fast. A third (34%) ordered a meal online in the last week, and they’re 20% more likely than Gen Z to treat themselves to meals out multiple times a week, proving that convenience and quality dining aren’t mutually exclusive for this generation.
And when it comes to travel? It starts with the menu. For 18% of millennials, local food and drink is the biggest influence on where they go. If a destination doesn’t deliver on flavor, it’s off the list.
11. Millennials use social media for networking
Memes and memories? Sure. But for millennials, social media is also a career tool. These LinkedIn lovers are 12% more likely than the average user to use social media for work-related networking or research.
And that’s just the start. 35% read news stories through social platforms, they’re 13% more likely to follow company accounts that align with their job, and 15% of millennial users are classified as “professional networkers.” In other words, the scroll isn’t just social, it’s strategic.
12. Millennials are aiming to be more healthy
Wellness is a goal that millennials actively work toward. Half describe themselves as health-conscious, and more than 2 in 5 are interested in health food, drinks, and nutrition. No other generation ranks higher on this front.
They’re intentional about how they eat too. 38% of millennials say they control their food intake to feel healthier, and they’re 11% more likely than the average internet user to do it with fitness goals in mind. In just the past month, 39% of health-conscious millennials have bought vitamins or supplements.
From food choices to fitness goals, they’re not chasing a quick fix, but rather building habits that last for life.
Final thoughts
Millennials are far from a one-size-fits-all audience. At any given time, they might be managing a team, juggling parenting, planning a big trip, or just trying to eat better. That kind of range gives brands a huge opportunity to speak to them with more relevance and respect.
Segmenting this generation by lifestyle or mindset rather than just by age leads to more meaningful engagement. Think: career-driven millennials who crave leadership content, or family-focused people who want kid-friendly travel options and nostalgia-fueled entertainment.
It’s not just about what you say to them. It’s where and how you show up. From podcasts on the school run to newsletters full of smart money tips, the right platform makes all the difference. Meet them there, and your message is more likely to land.
.webp?width=495&height=317&name=pink_thumb_graphs%20(1).webp)
.webp?width=495&height=317&name=pink_thumb_letter%20(2).webp)
