IPSOS GENERATIONS REPORT 2026
IPSOS GENERATIONS REPORT 2024
Continuity vs rupture
IPSOS GENERATONS REPORT 2026
IPSOS GENERATONS REPORT 2026
Welcome
Continuity and rupture are pervasive themes throughout this year’s Ipsos Generations Report.
Drastic change is on the horizon. Population decline is now a mathematical certainty, with impending consequences for governments, societies and businesses. In 19 of the world's 20 largest economies, the number of children a woman has in her lifetime is now below the level needed to replace the population – and it’s set to fall even further. How can businesses continue to grow in a world with fewer and fewer people to buy their products and services?
Longstanding demographic changes and a developing trend of economic stresses are also disrupting the traditional life cycle. Enter a new set of modern milestones, as young people postpone traditional independence and older people enjoy a longer period of post-retirement life, while the middle-aged find themselves squeezed on both sides. Changing life stages offer new opportunities for brands to connect with their consumers, as well as new challenges.
Yet some things remain the same. The youngest generation remain the object of media frenzy, with seemingly endless reports and news headlines about Gen Z, and increasingly, Gen Alpha. And while a generational lens does remain an effective tool to understand how and why societies and consumers change, it continues to be misused and deployed in ways well beyond where it is appropriate.
Misperceptions and stereotypes are widespread. There remains the persisting temptation to focus on generational labels, when we should actually be looking at a particular age band (such as the under 25s), or indeed when we should be concentrating our attention on life stage (such as new parents). By breaking free and challenging ourselves we will be on the path to clearer and more effective insights. Who is your brand really trying to reach?
In this context, we return our gaze to Millennials, those much-maligned young people of the 2010s. How does the media furore stand up 15 years on? Were Millennials truly exhibiting dreadful new behaviours that could define them throughout their life or have they aged into their parents as they’ve settled down, bought homes and started families?
One thing the Millennials were once accused of ‘killing’ was the traditional 9-5. The workplace serves as a critical laboratory for debunking generational myths. By analysing the modern workplace – a rare environment where all four generations interact daily – we see clearly that many perceived ‘disruptions’ are not unique generational traits, but rather universal career life stage effects.
Throughout this year’s report, we pull out thoughts on what these themes mean for your organisation, where and how to adapt approaches, and seek out the opportunities available for those who act smartest. We look forward to discussing the implications for your brand, business or organisation.
