• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
LifestyleEconomy
Europe

Millennials and Gen Z won’t answer the phone so the U.K. has had to change how it measures unemployment

Ryan Hogg
By
Ryan Hogg
Ryan Hogg
Europe News Reporter
Down Arrow Button Icon
Ryan Hogg
By
Ryan Hogg
Ryan Hogg
Europe News Reporter
Down Arrow Button Icon
October 25, 2023, 7:46 AM ET
Galina Zhigalova—Getty Images

It’s getting harder and harder to know how the labor market is going to perform each month. 

Recommended Video

Britain’s Office for National Statistics (ONS) released new experimental statistics Tuesday to measure employment, unemployment, and economic inactivity in the U.K., citing “increased uncertainty” around the previous Labor Force Survey and its usual methodology. 

The shift came from a significant drop in response rates for its usual survey, which made the classic measure no longer reliable.

But rather than higher-than-expected demand for labor driving the confusion, the U.K.’s official stats body is instead laying the blame at the feet of millennials’ and Gen Zers’ busy lifestyles.

According to the ONS’s director of economic statistics production and analysis, Darren Morgan, the lack of reliability of the previous method—which was based on telephone interviews—was generational. Increasingly, Morgan says, it’s just harder to get in touch with people in their thirties and under. 

“If you think about the ones who are the least time rich, they tend to be the younger people,” Morgan told Bloomberg. 

“People are so connected, and there’s so many choices for them to how they spend their time. I actually think it is quite different in terms of the world we live in now compared to where we were perhaps even just 20 years ago.”

To remedy this, instead of the ONS’s typical method of interviewing people over the phone to find out people’s job status, the statistics bureau is now using workers’ income tax data and “claimant count” figures—in other words, people in the U.K. claiming unemployment-related social security.

Claimant count

The survey change and ensuing results weren’t good news for the Bank of England, the U.K.’s monetary policymaker. Alongside inflation, labor market data is one of the most crucial measures observed by the bank when it sets interest rates. 

The latest data using the new measurement showed the labor market had experienced its third consistent month of jobs decline, the longest uninterrupted contraction since 2021. The figures, though, were slightly stronger than the previous measure.

That might ordinarily indicate an increased likelihood of interest rates staying fixed or rising as the economy cools down slower than previously thought.

However, the ONS has long had issues with the accuracy of experimental data so, as the Institute for Employment Studies’ Tony Wilson told the FT, “it is not a good sign that they are now considered more reliable than the official survey.”

It means the Bank of England’s nine-person-strong Monetary Policy Committee could be inclined to entirely exclude jobs data when it makes its latest call on interest rates next week.

A global phenomenon

While it might have created a mini crisis for the U.K., the latest quirk in data collection isn’t just confined to the country, Morgan tells Bloomberg. Instead, it appears to be a global phenomenon as the nature of work and life become fundamentally altered. 

“It’s a really common challenge actually with our statistical colleagues in other countries where we are finding a challenge to maintain response rates and household surveys,” Morgan said. 

“People’s lives change. People are busy and around the world. They are not filling in surveys like they once did.”

After quiet quitting, snail girl jobs, and Bare Minimum Mondays, this is just another of the trends starting with millennials and Gen Zers that often baffle employers and, in this case, statisticians.

Indeed, classic employment and unemployment data may undersell the job status of Gen Zers and millennials, who are most often associated with the side hustle. Second jobs are becoming run-of-the-mill as young workers fear getting burned by their employer.

But they’re also the most likely to be struggling. There is a growing perception among younger generations that they have it harder than their parents did. They blame inflation, massive student debt, and an overpriced housing market for shifting the American Dream. 

Join us at the Fortune Workplace Innovation Summit May 19–20, 2026, in Atlanta. The next era of workplace innovation is here—and the old playbook is being rewritten. At this exclusive, high-energy event, the world’s most innovative leaders will convene to explore how AI, humanity, and strategy converge to redefine, again, the future of work. Register now.
About the Author
Ryan Hogg
By Ryan HoggEurope News Reporter

Ryan Hogg was a Europe business reporter at Fortune.

See full bioRight Arrow Button Icon

Latest in Lifestyle

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
Fortune Secondary Logo
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Lifestyle

Mackenzie Scott, wearing a red dress, smiles.
Successphilanthropy
MacKenzie Scott’s close relationship with Toni Morrison long before Amazon put her on the path give more than $1 billion to HBCUs
By Sasha RogelbergMarch 1, 2026
17 hours ago
woman looking stressed paying bills
FinanceGen Z
Gen Z can’t afford the American Dream—so they’ve traded homeownership for paying off debt. ‘Their debt feels heavier because it hits earlier’
By Sydney LakeMarch 1, 2026
17 hours ago
ground beef
HealthTikTok
Gen Z men are eating ‘boy kibble,’ the human equivalent to dog food, to load up on protein cheaply
By Jake AngeloMarch 1, 2026
21 hours ago
david ellison
Arts & EntertainmentHollywood
20 years ago, David Ellison’s flop as an actor stressed him out so much he went to the hospital. Now he’s set to own Paramount and Warner
By Matt Sedensky and The Associated PressFebruary 28, 2026
2 days ago
paramount
LawHollywood
Warner/Paramount sets up Hollywood to shrink from Big 5 to Big 4, a decade after Disney took out number 6
By Lindsey Bahr and The Associated PressFebruary 28, 2026
2 days ago
sarandos
InvestingMedia
3 things we will never know after Netflix pulled out of the Warner Bros. bidding, handing it to Paramount
By Nick LichtenbergFebruary 28, 2026
2 days ago

Most Popular

placeholder alt text
Economy
Your grandparents are the reason the U.S. isn't in a recession right now. That won't last forever
By Eleanor PringleMarch 1, 2026
24 hours ago
placeholder alt text
Success
MacKenzie Scott's close relationship with Toni Morrison long before Amazon put her on the path give more than $1 billion to HBCUs
By Sasha RogelbergMarch 1, 2026
17 hours ago
placeholder alt text
Middle East
As Iran attacks Dubai, the tax-free haven for the global elite could see 'catastrophic' fallout — 'this can also send shockwaves globally'
By Jason MaMarch 1, 2026
15 hours ago
placeholder alt text
Personal Finance
Trump's universal 401(k) architect on why lower-income people distrust retirement accounts: 'they want to know what the catch is'
By Jacqueline MunisFebruary 28, 2026
2 days ago
placeholder alt text
Health
Gen Z men are eating ‘boy kibble,’ the human equivalent to dog food, to load up on protein cheaply
By Jake AngeloMarch 1, 2026
21 hours ago
placeholder alt text
Middle East
U.S. military gives Iran a taste of its own medicine with cheap copycat Shahed drones, while concern shifts to munitions supply in extended conflict
By Jason MaMarch 1, 2026
14 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.