Generations

Generations, Equality, Pride … Ipsos Update explores the latest and research & thinking on key topics from Ipsos teams around the world.

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.

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?”

“Signs of Success”, a major new research report from Ipsos, reveals deep generational and geographical divisions in our perceptions of success.

Support for gender-affirming measures places Britain in the bottom 6 amongst 30 countries surveyed in Ipsos' Pride 2023 Global Advisor Survey.

Generations, corporate purpose, climate change… Ipsos Update explores the latest and greatest research & thinking on key topics from Ipsos teams around the world.

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.

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?