The National Trust has reported a surge in youngsters joining the organisation, particularly among Gen Z. Its annual report reveals a 39% increase in new members aged between 18 and 25 years old. Between March 2024 and February 2025, more than 40,000 among Gen Z became new members of the National Trust.
This, the charity said, shows that those among the younger generation “are prepared to spend their money and time on immersion in nature, history and beautiful surroundings.” Its young membership cohort has continued to grow, it said, increasing an additional 16% between the start of March and the end of July 2025.
“This generation cares deeply about nature and their heritage, and their support give us real hope for the future,” Hilary McGrady, director-general of the National Trust said. “We want the National Trust to be here for future generations. We’re working hard to meet the needs of younger and newer audiences, whether it’s a place to recharge, connect with nature, explore heritage, or take action on the climate and biodiversity crises.”
Research has shown that young people have a strong interest in history and heritage, as much if not more than older generations. A report from the trust and Public First, released in May suggested that those aged 18-44 were more likely to visit heritage sites, landscapes, and culture compared with older demographics.
Research from Historic found that around 99% of Gen Z are interested in visiting historic sites, despite just over half saying that high entrance fees are the main hurdle towards visiting.
The annual report from the trust for 2024/25 says that visitors to pay-for-entry sites grew by 2% compared with the previous financial year. Membership was “relatively stable” it said, falling from 5.38 million to 5.35 million in 2023/24. Paying visitor figures rose by 5%.
“Cost pressures meant that visitors were more likely to ‘pay on the day’,” the charity said.
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