The word "millennial" has become synonymous with the young - but evidence suggests that they are starting to reject it.

According to new research three quarters of under-30s say they do not feel the term represents them and more than a third say they don't even know what it means.

The study, carried out by marketing agency ZAK, argues that those aged between 18 and 30 have been misunderstood by society.

The research suggests that young people have had enough of the negative connotations of the word, and experts say they may have a point.