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Gen Z: grounds for optimism?
Are there grounds for optimism about Britain’s youngest generation, and what might this mean for government and labour market? Data suggests that despite the pandemic, inflation, and war, the British public’s optimism for today’s youth has risen gently. Generational analysis suggests the youngest cohort, Generation Z, feels a little less pessimistic about their economic situation compared with Millennials when they were a similar age. But are they really a more optimistic group or just a reversion to the mean after the Millennials’ tough experience entering adulthood in the shadow of the 2008 economic crash?
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From the cost of living to sustainable living
A greener lifestyle is often seen as expensive but is the cost of living crisis changing this? Our research shows that UK households plan to make environmentally friendly changes due to, not despite of, the rising costs. These changes create opportunities to tackle two key concerns together and the public don't always see a trade-off. How can Government and businesses make the most of this and change the narrative to “it is cheap being green”? And what are the implications for encouraging sustainable behaviour change?
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Food insecurity: too much to stomach
The price of food is up by 16.4% from last year – the largest uplift since the 1980s. Two in five (39%) are now worried about affording food next month. Shoppers are being savvier by switching supermarkets and buying essential ranges, but these are temporary fixes and unlikely to help everyone. The poorest households and those with children are being hit the hardest, as they are more likely to be skipping meals and suffering the health consequences. The government has already published the Food Strategy White Paper, but while policy proposals have been forward looking, is enough being done now?
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What is the real cost of the cost of living crisis?
The cost of living crisis takes many forms. There’s the national crisis, the political crisis and the social crisis. In each case, social research has a vital role to play in exploring what rising prices mean for individuals and different groups, as we ultimately seek to answer: what is the real cost of the cost of living crisis?
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Foreword
Welcome to the 2022 edition of Ipsos Understanding Society from Trinh Tu, Managing Director, Public Affairs.
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Cost of Living References
References to the articles from Understanding Society: Cost of Living can be found here
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Consumers demand innovation from their energy suppliers
New services from Ipsos and Synthesio help energy and utilities brands track consumer trends and spot innovation opportunities.
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Inflation: Seven in ten expect prices to continue to rise in 2023
A new 36-country survey for the World Economic Forum finds a growing number of people think unemployment will rise next year
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Majority of Britons expect Rishi Sunak to lose next General Election
A majority expect Rishi Sunak and the Conservatives to lose the next General Election according to the latest Ipsos poll.
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Making a Plant Based Future
This report looks at barriers that stop us from embracing a truly sustainable relationship with food.