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1、IPSOS GENERATIONS REPORT 2025PrefaceWelcome to the third edition of theIpsos Generations Report.The temptation for marketers,analysts and communicators to use broad brushstrokes to describe the characteristics of different generations remains as strong as ever.These shorthands provide powerful stori

2、es which attract the attention of media,marketers and policymakers alike.But as soon as you consider the proposition that everyone born in a 15-year period can be accurately described as a category with shared values and behaviours,you quickly realise the problem!Too much generational analysis remai

3、ns grounded in stereotypes and loaded with cultural baggage.Age groups are far from monolithic as the growing evidence base about the different outlooks of Gen Z men and women illustrates.This report is about cutting through the noise and getting to the heart of how we can better understand differen

4、t groups:how they feel,how they behave-and how they change over time.All of which needs to be set against the backdrop of todays demographic realities.Population decline is now the reality in more than 30 countries around the world,from China to Czechia to Cuba.Fertility rates are falling even faste

5、r than anticipated,becoming a live political issue.Todays governments face a series of intractable questions about what sustainable immigration,workforce and pension policies might look like and how to sell them to a sceptical public.With the median age in many countries now well over 40,the reality

6、 of todays populations present important questions for businesses as well.Is too much focus on generational labels holding brands back,leading to missed opportunities?For many products,services or categories,a more ageless approach may be needed,identifying universal needs and values that cut across