Millennials make up the largest age cohort in many of the areas where the Conservatives need to shore up support. To win us back the Tories need answers on the cost of living, housing and tax, says Jamila Robertson

Millennials are often given a hard rap – scoffed at as snowflakes by Boomers, and as Boomers by Gen Z. But according to research by think tank, Onward, ahead of the 2024 general election, millennials were the largest age cohort in 51 per cent of constituencies and were in the majority in the areas the Conservatives needed to shore up their support.

To win over millennials in the next general election, political parties will need answers on: adult social care (for ageing family members with care needs), SMEs (for those with businesses, or looking to start one), childcare costs and housing; but the most pertinent policy area? Tax.

Let’s start locally. You may have seen the expletive video of millennial anti-hero, Jay from the Inbetweeners, enraged by a new garden waste collection charge, as his council tax bill rises and standards continue to fall. When a council is well-run, its value is felt. However in many cases, we see ideology superseding delivery. Bin collections are downgraded to fortnightly, under the guise that recycling and food........

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