I notice that there was a bit of PR campaign by NT yesterday - the annual report arrived in May but is being spun now..
Seems that the trust has seen 39% surge in young people (18-25) joining. That's a huge change for a single year - their new DEI based approach must really be pulling in the next generation.
The Radio 4 report seemed to suggest that the uplift in membership was 40,000+ i.e. 40,000 more than expected new members joined. Another article
National Trust sees 39% surge in young people joining as members | Messenger Newspapers
suggests that the total number of members in the 18-25 was 40,000 - meaning that the uplift is around 11,000
The NT has a total membership of around 5.4 million with people 18-25 paying £48 and older people paying around £100.
At 40,000 people, the 18-25 age group represents less than 1% of total NT membership. The group pays around half the subscription of others so they contribute less than 0.5% to the NT's bottom line
In other news (as per article) overall NT membership fell by 89,000
(I also liked the talking point
The findings, released in May, also suggest that younger adults aged 18 to 44 were more likely to visit heritage, landscape and culture sites than older generations.
Younger adults, 44?)