Ipsos Update – August 2025

Culture

Ageing, Healthcare, Gaming… Ipsos Update explores the latest research and thinking on key topics from Ipsos teams around the world.

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The world is ageing. By 2030, one in six people will be aged 60 or over. But are our cultural attitudes adapting to this change? This month's edition of Ipsos Update features two articles on ageing. First, we present the findings from our latest Global Advisor study, which examines how attitudes towards ageing have (and have not) changed since 2018. Next, we shine the spotlight on India, where the spending power of older people is expected to surge by 2030. We highlight why brands need to rethink their approach to this demographic and recognise their diverse needs. 

We also share our latest insights on America, including the latest edition of What the Future, which explores the meaning of the “American Dream” today and how it might change in the future.

In this edition:

Attitudes to Ageing 2025 – Our 32-country study finds that people believe “old age” begins at 66, but six in ten say they are not looking forward to it. 

What the Future: American Dream – Even in today's polarised times, the values behind the American Dream still unite most Americans, and the messaging remains powerful. We explore the areas of common ground as well as underlying tensions. 

Does Everything Really Cause Cancer? – In this comprehensive paper, we cut through the headlines to reveal the true landscape of cancer risk, offering insights to inform both individual health decisions and wider safeguarding measures. 

What Worries the World – Our latest What Worries the World survey reveals that people across 30 countries see crime and violence as the number one concern affecting their country; 32% say it is one of the top issues in their country, closely followed by inflation (31%). 

Dear Brands, are you Silver Savvy? – We highlight the rising spending power of India’s affluent elderly “Silvers”, a growing demographic keen to spend on things such as travel, entertainment, and gadgets.

Beyond Gaming – The video game industry is much more than a niche market; it’s a global entertainment powerhouse that continues to outpace other sectors. Here, we outline the key trends that will define the future of gaming.

Know the New America & Beyond – The US is navigating a period of significant change and uncertainty, where the old political and social consensus has fractured. Read our latest analysis.

Every Mode Everywhere All at Once – Designed for commissioners and practitioners alike, this practical guide distils our hands-on experience and methodological insight into clear, actionable advice for navigating the complexities of mixed-mode surveys. 

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