Generation X

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’.

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.

In five infographics, we uncover interesting insights into the generation that came of age as the Berlin Wall fell and the internet rose.

Why generational analysis matters

Preparing for the fall

Issues to think about

A new Ipsos report explores the extent to which Gen Z exist in the UK.

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 have become the middle sibling of the generations, but they are opportunities for brands in this forgotten group.