New research reveals who young adults look up to – and why they want to be role models

New research by The National Lottery reveals young adults are turning to real-life role models – starting with their immediate family and friends– and are stepping up to lead change in their own communities.

Forget fame for fame’s sake – young people across the UK are looking closer to home for inspiration. According to new research of 5,000 18–30-year-olds, today’s young adults are more likely to name their mum, dad, grandparents or friends as their role models, rather than influencers or internet personalities. Colleagues, and even bosses top the list too – proving that real inspiration lives in real relationships.

And they’re not just looking for role models – they’re becoming them.

In fact, nearly 80% of young adults say they feel a personal responsibility to set a positive example for the next generation, as they feel increasing concern around the influence of toxic role models on young people (82%) – who are four times more likely to see negative role models in online spaces, than in person.

With a keen awareness of the harm caused by toxic online spaces – which more than three quarters (78%) have personally encountered – they’re choosing to make their mark in real life instead.

Craving Connection and Real-World Impact

The message is clear: young people are hungry for something real. Three quarters (74%) want more opportunities to get involved in their local communities – whether that’s through volunteering, running youth activities, or using their voice to champion important causes.

They’re already stepping up: in the past year alone, more than three quarters (78%) have taken part in a community project or cause. And many are doing so with support from The National Lottery, which funds thousands of initiatives each year across the arts, sport, heritage, and community sectors.

Generation GC: A New Wave of Game Changers

This surge in community spirit is being championed by a new cohort of changemakers – dubbed Generation GC (Game Changers) – who are using their time, talent and energy to transform the world around them.

From young heritage conservationists to sports club leaders, filmmakers to mental health advocates, many are inspired by high-profile game changers like Barack Obama, Greta Thunberg, Sir Chris Hoy and Stormzy – but they’re just as driven by local mentors, teachers and family members.

And the ripple effect is real: 56% of those surveyed believe the best way to be a role model is by actively volunteering in their community. More than half said they’re better equipped than older generations to support mental health (58%), connect with young people (43%) and care for the environment (40%) – all while bringing digital know-how and cultural awareness to the table (51%).

Chloe Combi, author, Gen Z expert and partner of The National Lottery’s young adult consultation said: “This incredible research from The National Lottery and myself both highlights and confirms the research I've been doing for over a decade now - young people are deeply complex, committed to their communities and social change and nothing like the narcissistic, self-absorbed generations they are presented in the media. Their reverence of role models who bring about social change is a nice counter to the rhetoric that they are all deeply influenced by toxic and divisive influencers - though young adults are very conscious of younger teenagers being exposed to such influences.”

“The needs of young people have been overlooked for too long and we need to look to them for ideas, leadership and change - which is definitely possible and a huge antidote to the many negative headlines we see about the future. It's actually in good hands!”

Thanks to the £30 million raised every week by National Lottery players, more than 700,000 projects have been supported since 1994 – many led by young people with big ideas and bigger hearts.

Simisolaoluwa Akande, a Nigerian British filmmaker from the Midlands, is an inspirational ‘Next Generation Game Changer’ using her work to explore identity and community. With National Lottery funding from the British Film Institute, she’s earned BFI’s Best Experimental Film award and Short Film Competition. In addition, she has participated on BFI Film Academy programmes and received funding for The Archive: Queer Nigerians through the BFI Doc Society Made in Truth Fund in partnership with BFI NETWORK, and her upcoming short Baby is also supported by the BFI NETWORK. She travelled to London’s Criterion Theatre to meet Layton Williams, National Lottery Ambassador and star of Titanique to discuss their influences, inspirations and role models.

Layton Williams, Actor and National Lottery Ambassador, added:

“Having been raised in an environment where queer representation was limited, I know the importance of having positive role models and feel a personal responsibility to be one for others. That’s why I want to use my platform to loudly champion the message The National Lottery’s research tells us. “I had the pleasure of meeting one of the game changing young individuals who is making waves in the arts and film industry, shining, quite literally, a spotlight on under-represented and overlooked voices which need to be told."

"People in their 20s are stepping up to shape a better society, when given the opportunity and encouragement, they don’t just challenge negative labels — they become the generation that leads, uplifts, and transforms."

Darren Henley, chief executive of Arts Council England and Chair of The National Lottery Forum, said:

“This study shows how passionate young adults are about stepping up as positive role models and making a difference in their communities. They’re determined to shape a better society, and that commitment deserves real recognition."

“Every day, we see National Lottery-funded projects led by and involving young people transforming lives through sport, the arts, heritage and community. We encourage everyone to discover what’s happening locally and get involved. Thanks to the £30 million raised each week by National Lottery players, these inspiring efforts are having a game-changing impact across the UK.”

Find out about The National Lottery backed initiatives taking place in your area here https://www.lotterygoodcauses...., and if you’re looking for funding support for your community project find out how you can apply for grants here https://www.lotterygoodcauses....