Centre for Future Studies
Strategic Futures Research & Analysis

Future Lifestyles

Tales of the Unexpected


Future lifestyle expectations across generations

July 2005


Executive summary

INGDirect is the founder of a three-way collaboration with the Centre for Future Studies and Professor Paul Webley of Exeter University. The ING Direct Money Forum has been formed to explore and understand Britain’s financial habits. The first Forum Report, investigates the nation’s savings culture - in particular the differences between generations in lifestyle expectations and the financial impact of 21-35 year-olds’ future plans.


The study took the form of a literature review, an in-depth expert interview and a nationally representative, independent survey of more than 2,000 people. Respondents of all ages were questioned on their lifestyle expectations on hitting 40, with older participants disclosing the extent to which they have achieved their aims.