The media have obsessed about ‘Millennials’ as disruptors, but in fact ageing – which will affect every generation – is having even larger effects. Rising life expectancy and falling birth rates mean populations around the world are getting older. It is portrayed as a ’narrative of decline’ – not a time of opportunity and change.
People in their later years are increasingly packing their life to the full. For many, their reality doesn’t necessarily align with the labels they’ve been given. They’re not wilting in the autumnal years of their life. They’re perennials. And, like their namesake in nature, they are hardy, with the ability to withstand changes to their environment; they adapt, evolve, and grow anew.
Ipsos Update - September 2022
Ben Page opens this month’s edition of Ipsos Update with his reflections on a global environment of continued uncertainty. Between heatwaves and the continuing rise of inflation – a dark cloud overshadowing many of this month’s articles – consumer anxiety is evident.
We also focus on creativity in advertising and learn how behavioural science can lead to more successful product testing, alongside new global surveys exploring the public’s views on the most trustworthy professions and the legal status of abortion.