This segment comprises 2.3 million younger households (with 46% of heads of household in this group aged 35 or younger), tending to live in one or two-bedroom rented flats. This segment is prominent in densely urban UK city areas.

They use the internet heavily in all areas of their lives. They watch TV through streaming services on their laptops or tablet devices and use many apps, including social media apps. 39% are saving for travels or holidays, with 26% saving to buy a property. This is the segment most likely to have moved house in the last 12 months (13%) and is the highest of all the segments to read The Guardian (28%) and BBC News (54%). This group is almost twice as likely to have listened to a podcast in the last week than the national average (30% vs. 16%).

This segment tends to have a heightened awareness of environmental issues and a strong desire to make a positive impact on the planet. 68% believe climate change is the biggest threat to civilisation, and 45% consider themselves an environmentalist – this is the highest for both statements across all segments. They are confident with technology and use digital platforms to stay informed. Social media often plays a significant role in shaping their attitudes.

Often extremely eco-friendly, with 52% saying they would consider a heat pump for the next heating system in the next five years – while they may not be able to install a heat pump in their rented home, they are likely to in the future.

For 29%, the biggest barrier to getting a heat pump would be installation costs, followed closely by 27% who state it wouldn't be suitable for their property. The benefit most likely to persuade this segment to purchase a heat pump in the future would be that it is more environmentally friendly and sustainable than traditional heating systems (30%) – lower energy bills came out as a distant second at 17%.