Generation X

Ipsos Generations Report 2025
Generations Publication

Ipsos Generations Report 2025

The third edition of the Ipsos Generations Report explores the gap in attitudes between Gen Z men and women, uncovers the little-discussed power held by Gen X, and dives into our evolving understanding of ‘old age’.
Are they really that liberal and progressive? How the complexity of Gen Z challenges market understanding | Ipsos Flair Brazil
Generation Z Publication

Are they really that liberal and progressive? How the complexity of Gen Z challenges market understanding

Gen Z presents a complex and nuanced picture. While often perceived as uniformly liberal and progressive, Gen Z exhibits significant internal diversity, particularly across gender lines. We look at what this means for marketing approaches.
Ipsos | Gen X
Society Survey

Data Dive: Gen X myths vs. realities

In five infographics, we uncover interesting insights into the generation that came of age as the Berlin Wall fell and the internet rose.
Ipsos | Generations | Context
Generation Next Publication

We need to talk about generation - Context

Why generational analysis matters
Ipsos | Generations | Peak population
Society Publication

We need to talk about generations - Peak population

Preparing for the fall
Ipsos | Generations | Generation questionsIpsos | Generations | Generation questions
Generations Publication

We need to talk about generations – Generation questions

Issues to think about
Ipsos | Generation z | Generation X | Society
Society Publication

Generation Z - do they exist and what influences them?

A new Ipsos report explores the extent to which Gen Z exist in the UK.
Report cover
Gender Survey

LGBT+ Pride 2021 Global Survey points to a generation gap around gender identity and sexual attraction

Laws to protect LGBT people from discrimination laws and equal marriage and adoption rights have majority support in most but not all of the 27 countries surveyed
Generation X | Marketing | Flair Brazil 2020 | Ipsos
Flair Publication

The blind spot of marketing: Generation X in Brazil

Generation X have become the middle sibling of the generations, but they are opportunities for brands in this forgotten group.
Consumer Behaviour Survey

Is Pokémon GO Taking Over People’s Lives in Canada?

Three in ten (29%) Pokémon GO players agree it’s “taking over their life”, they’ve skipped day-to-day activities (29%) or missed school or work to play (16%). Two in ten (19%) Canadians aged 13+ have downloaded it, played 2 hours a day on average, and have walked 13 KM in total.