Generation X

Ipsos | Generations | Foreword
Generations Publication

We need to talk about generations - Understanding generations

Marketing is overrun with stereotypes, hot takes and clichés. Some of the most enduring in the first two decades of this century centred on the post-1980 millennials, who were proclaimed as a new generation that would completely disrupt business.
Generation Z – Beyond Binary: new insights into the next generation
Generation Z Survey

Generation Z – Beyond Binary: new insights into the next generation

This report, the latest in our Ipsos Thinks series, pulls together existing and new analysis, as well as brand new research on this latest generation, to provide a better understanding of the initial signals on how they will be different to, or the same as, previous generations.
Ipsos Thinks: Beyond Binary: The lives and choices of Generation Z
Generation Z Publication

Ipsos Thinks: Beyond Binary: The lives and choices of Generation Z

The latest thought piece from Ipsos Thinks pulls together existing and new analysis, as well as brand new
research, to provide a better understanding of this latest generation, Generation Z.
The Millennial Bug: Public attitudes on the living standards of different generations
Millennials Publication

The Millennial Bug: Public attitudes on the living standards of different generations

A new report, based on a survey of over 2,000 adults commissioned for the Resolution Foundation’s Intergenerational Commission, finds widespread concern about young people’s prospects that is shared across society.
Millenials: Myths and Realities
Millennials Survey

Millennials are "the most derided generation"

New Ipsos report into Millennials reveals the truth about the “most derided generation”.
Public opinion Publication

Generation Strains

Ipsos and Demos publish a major new report on attitudes towards welfare across generations. This research was supported by the Joseph Rowntree Foundation.