Gen Z rattled by macro uncertainties: Ipsos Market Essentials August 2025

Macro uncertainties have upset Gen Z while older citizens were seen to be coping better than younger cohorts in dealing with global events. And the trend was similar for Gen Z, both in India (78%) and global (70%) being more anxious than Boomers in India (71%) and global Boomers (62%).

Reason for concern?

The world is seeing disruption through several unforeseen events, and these macro threats are upsetting citizens. In India, natural disasters and climate change emerged as the biggest factor of distress among Gen Z (68%), followed by political and social unrest (62%) and US economic policy and trade tariffs (56%). For global citizens, Millennials were most overwhelmed with political and social unrest (55%) and US economic policy and potential tariffs (54%); while GenZ was anxious about natural disasters and climate change (54%). 

“The younger generation tends to take macro threats more personally unlike seniors, who focus on national impacts,” stated Allyson Leavy, Global VP, Market Strategy & Understanding (MSU), Ipsos. 

Elucidating on the findings of the survey, Archana Gupta, Country Lead MSU, Ipsos India said, “Several regions around the world have witnessed impact of climate change and natural disasters, even in India, flooding and landslides, were intense this year impacting the infrastructure, crops and washed away homes etc. Then the prolonged wars in Gaza and Ukraine and the political unrest in some countries; and the US new trade laws and high tariffs – these 3 factors have upset GenZ. Older cohorts were relatively able to cope better." 

US Economic Policy and Trade Tariffs

Global citizens (75%) and Indians (67%) were seen to be more concerned of the risk of the US Economic Policy and Trade Tariffs for their country; than the risk impacting them personally – global (52%) and 55%. Esp. with stringent Trump tariffs and tough immigration and H1B rulings. 

Ipsos Market Essentials monitors how people across the globe navigate the new rules of engagement and the resulting impact on our state of mind, wallet, and future intentions. Each month Ipsos surveys consumers in 15 countries including Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, South Africa, South Korea, Spain, the UK & the US. 

Leavy added that Ipsos Market Essentials is a treasure trove of insights for marketers. “The comprehensive report carries over 400 data points covering products purchased in the last two weeks – provisions, savories, health products, OTC, baby food, essentials, tea, coffee, oral care, frozen foods, cleaning products, chocolates, sweets, alcohol, tobacco products etc.  A host of areas including travel/ vacation, entertainment (inside and outside of home), lifestyle changes for sustainable choices, ordering meals via apps, activism and donating money, home electronics, fashion. And risks like inflation, climate change, Trump policies, political and social unrest, among others. The report will aid marketers in strategizing and planning effectively."                

 Methodology

The sample for this study consists of approximately 1,000 individuals in Canada, France, India, the U.K., and the U.S. and 500 in the other 10 countries. The samples in Australia, Canada, France, Germany, Italy, Spain, Japan, South Korea, the U.K. and the U.S. can be taken as representative of these countries’ general adult population over age 16 or 18 (U.S. and Canada) and under the age of 75. 

The sample in Brazil, China, India, Mexico, and South Africa is more urban, more educated and/or more affluent than the general population and should be viewed as reflecting the views of the more “connected” segment of the population. The data is weighted so that each market’s sample composition best reflects the demographic profile of the adult population according to the most recent census data. 

Results in this report are not weighted by population size which would be required in order to report a representative world total. Additionally, large parts of the world population are excluded from this study for a variety of reasons. As such, instead of reporting a global or world total, we have used the terminology “Global Country Average;” that is, the mean score of all the countries in the survey. 

Where results do not sum up to 100 or the ‘difference’ appears to be +/-1 more/less than the actual, this may be due to rounding, multiple responses or the exclusion of don't knows or not stated responses. The precision of Ipsos online polls is calculated using a credibility interval with a poll of 1,000 accurate to +/- 3.5 percentage points.