Generation Z

Our reflections on the key events, trends and surprises of 2024 and what this means for the year to come - it's the Ipsos Almanac 2025.

Movements beneath the surface: tectonic tensions and real opportunities

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.

Join us for our next Keys webinar

Our new survey across 26 countries finds gender, generational and geographical divides on everything from same-sex marriage to brands supporting the community

In five points, we break down how people around the world are dealing (or not) as the pandemic fades away, war grinds on and sticky inflation sticks around.

In five infographics, we uncover some surprising opinions of those coming of age amid climate change, inflation, pandemic and war.

Why generational analysis matters

Issues to think about