generations

The third edition of the Ipsos Generations Report explores the gap in attitudes between Gen Z men and women, uncovers the little-discussed power held by Gen X, and dives into our evolving understanding of ‘old age’.

How to build brand success across generations with the power of empathy

Generations, Equality, Pride … Ipsos Update explores the latest and research & thinking on key topics from Ipsos teams around the world.

The second edition of the Ipsos Generations Report finds that most people don’t know what generation they belong to, explores the business opportunities brands risk missing out on by ignoring mature adults, and demonstrates why demographic changes are no longer just a political issue

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.

In five infographics, we uncover a few eye-opening opinions about the generation that grew up in the shadow of the 9/11 attacks and the Great Recession.

Darrell Bricker, Global CEO, Public Affairs, Ipsos highlights the importance of seeing the trees in the data forest.

Around the world, inequality is a more salient issue for younger generations, who are also less likely than older people to believe they live in a society that rewards merit and hard work. But there are some important differences between different groups in how inequality is defined, and who is thought to suffer because of it.

Generation myths and demographic realities