Explore the Ipsos Generations Report 2026: Continuity vs Rupture. Our fourth edition examines population decline, shifting milestones, and generations at work.
The elderly population is important (19% globally, but 40% of the total population in Italy and 30% in the USA) - they are also on average wealthier (they own more than 60% of all assets in the USA and Europe). The 'silver economy' is therefore growing and, by 2040, 60+ year-olds are expected to drive 40% of consumption growth in developed countries.
