Ipsos Generations Report 2025

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’.

Browse the Ipsos Generations Report 2025

Ben Page, CEO of IpsosPreface

Welcome to the Ipsos Generations Report 2025, our annual deep dive into the myths and realities surrounding generational change.

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Key FindingsKey findings

Explore the key insights from this year’s report.

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Generational AnalysisGenerational Analysis: A user guide

Biases, misperceptions and cultural stereotypes often cloud generational analysis. Find out how to cut through the noise and diagnose real generational change.

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Generation ZGeneration Z: More myriad than monolith

Far from being monolithic, a clear gap emerges between Gen Z men and women around certain social issues. A fragmented media environment amplifies this further. Who are Generation Z?

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Generation XGeneration X: The quietly powerful generation we shouldn’t ignore

Often overlooked in media stories and research projects, Gen X now hold significant power in politics, business and family life. Are we missing an opportunity?

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Senior Potential Senior Potential: How older adults are shaping the future

A new generation of older adults is emerging, with evolving values, desires and aspirations. In an ageing world, understanding how to tap into the potential of this diverse group is essential.

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Browse the Ipsos Generations Report 2025

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