Young people are getting married and starting families later than ever before. The popular consensus is that they live in an ideal world, free of school and family obligations; but is this who they really are? We've been studying demographic trends for over 12 years, developing a rich understanding of how young people transition between adolescence, independence and family life. Using unparalleled research, we decode this segment, showing how their cautious optimism, affects their behaviours and attitudes as consumers, employees and citizens.