[Webinar] KEYS: The Ipsos Generations report

People in research and marketing love talking about generations. Our colleagues and clients are familiar with the terminology. We can connect the latest analysis on Gen Z or Boomers to stories from our own lives. And the different groupings provide practical building blocks for shaping new strategies, products and services.

But it’s been clear for some time now that the discourse around generations has frequently been misleading. Stereotypes abound, and they are not always supported by the evidence. Where and when you were born matters. Not everything can be conveniently placed into a handy 15-year age group. We find that the similarities between people of different ages can often outweigh the much-talked-about differences.

Our research on generations is all about cutting through the noise and getting to the heart of how we can better understand different groups. How do they feel, how do they behave – and how do they change over time?

At the next episode of our KEYS webinar series, we’ll be launching the fourth edition of our Ipsos Generations Report. 

On the agenda:

• Demographic destinies: With fertility levels now below replacement rates in most parts of the world, are we prepared for an environment where we are delivering services and products for fewer people than we are today?
• Whatever happened to the Millennials? The chatter is all about Generation Z these days. But, even if millennials are now “boring”, they are not a group we should be ignoring. We’ve been auditing what we need to know about the world’s median person
• Strategies for the Endurance Economy: We’ll be learning lessons from how organisations in different markets and industries have adapted their approach to consumer groups which are under pressure, living longer, on the hunt for great experiences at a price they can afford. Along the way, we’ll reflect on where both targeted and “ageless” approaches can be deployed to meet people’s essential needs and enduring values.