How we think about generational attitudes

When thinking about the future, marketers will need ongoing research to understand generational shifts on gender views, says Ipsos’ Matt Carmichael.

The author(s)
  • Matt Carmichael What the Future editor
Get in touch
What the Future: Gender
Download the full What the Future: Gender issue

When we think about generational shifts, it’s helpful to think about them in three ways: cohort, life stage and period. For research on Gen Z and younger people, gender-fluidity is a fascinating topic because we likely won’t know for decades what effect we will be looking at, says Matt Carmichael, head of the Ipsos Trends & Foresight Lab.

“There are several plausible scenarios, and each will take ongoing research to understand.”

The important part for marketers is to realize that each of these generational responses is possible and each needs to be considered for planning purposes for next quarter, next year and further into the future.

Cohort, Lifestage and Period effects

← Read previous
How behavioral science can boost understanding about gender

 

Read next →
How gender shapes commercial representation for athletes

The author(s)
  • Matt Carmichael What the Future editor