J41: Youthful Endeavours

Young people endeavouring to gain employment footholds while renting cheap flats and terraces

Type of Transient Renters consisting of 1.13% of households and 0.90% of population

Who We Are

  • Aged 18-25
  • Household income less than £15k
  • One child
  • Rented flat
  • Very high level of household technology

Key Features

  • Young singles and homesharers
  • No qualifications
  • Unemployed
  • Low discretionary income
  • Very low affluence
  • Fuel and water poverty


Youthful Endeavours are independent young adults aged between eighteen and twenty-five, who moved into their rented home in the last few years. The majority live alone, a smaller number share with a partner or housemates. Around a third of these households have a young child.

They live in small, low-cost flats or terraced houses rented from either private or social landlords. These homes often have two bedrooms and tend to have been constructed before 1980. Property prices are low in these urban locations.

Some residents work full-time in low-wage jobs, perhaps in distribution, retail or IT. Others are looking for work or continuing further studies. With rent to pay and children’s costs in some households, they have very low discretionary incomes and money is tight.

Smartphones are essential for communication and these young people check social media regularly. They love technology and prioritise the purchase of headphones. Games are popular, both online and offline, as well as listening to music and watching videos online.