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
Preface
Welcome to the Ipsos Generations Report 2025, our annual deep dive into the myths and realities surrounding generational change.
Key findings
Explore the key insights from this year’s report.
Generational 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.
Generation 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?
Generation 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?
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.
