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In this year’s edition of the Ipsos Generations Report, we explore the relevance of generational terms across different markets. We wanted to go beyond the stereotypes and start to build a checklist for how to do a better job when it comes to analysing generations. As Ben Page, CEO of Ipsos, states in his foreword: “Media excitement over generational changes is often misleading or even wrong”.
Our report also demonstrates why brands must not ignore older adults: in the United States over 55s represent 27% of the population, but control 73% of the assets. How can brands unlock the spending power of older consumers?
Baby Boomers now outnumber Gen Z in China, Japan, the European Union, the UK, Canada and the United States.
Our Generations report sets out why businesses – not just policymakers – need to prepare for population decline.
Areas of analysis also include:
This year we’ve made our report fully online and interactive. We hope you’ll enjoy it.
Click here to access the online report [2]
