Generations

GP using laptop
Healthcare Survey

Generational differences in attitudes towards the NHS

New joint analysis from Ipsos and The King's Fund finds younger generations remain committed to the NHS despite being less satisfied with current performance, with the sharpest generational differences emerging around how the health service should be funded.
older people dancing
Financial Services Ipsos Voices

Financial Strategies for Later Life

This article advocates for understanding the financial landscape influencing Perennials beyond their oversimplified portrayal as a homogeneous group.
Are we prepared for population decline? Ipsos Generations Report 2024
Generation Z Publication

Are we prepared for population decline?

New research from Ipsos’ 2024 Generations Report underscores why it’s more important to tailor communications, product development and service delivery to the values and expectations of different age cohorts.
Ipsos - Signs of Success
Generations Publication

Signs of Success

In this Ipsos report we dig deeper into the signs of success. Our objective is to answer the deceptively simple question of “what does it mean to be successful in the UK today?”
Ipsos Thinks - Signs of Success
Generations Survey

Britain is a nation of “satisficers” rather than “strivers”, Ipsos report finds

“Signs of Success”, a major new research report from Ipsos, reveals deep generational and geographical divisions in our perceptions of success.
Ipsos Pride 2023 global survey: two in three Britons think transgender people face discrimination, but support for gender-affirming measures is mixed
Gender Survey

Two in three Britons think transgender people face discrimination, but support for gender-affirming measures is mixed

Support for gender-affirming measures places Britain in the bottom 6 amongst 30 countries surveyed in Ipsos' Pride 2023 Global Advisor Survey.
An illustration of a Gen-Z person step out of the gloomy rain into a more optimistic world
Generations Publication

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?