2025年世代报告

Preface Welcome to the third edition ofthe Ipsos Generations Report. The temptation for marketers, analysts andcommunicators to use broad brushstrokesto describe the characteristics of differentgenerations remains as strong as ever. Theseshorthands provide powerful stories whichattract the attention of media, marketers andpolicymakers alike. But as soon as you consider theproposition that everyone born in a 15-year periodcan be accurately described as a category withshared values and behaviours, you quickly realisethe problem! With the median age in many countries now wellover 40, the reality of today’s populations presentimportant questions for businesses as well. Is toomuch focus on generational labels holding brandsback, leading to missed opportunities? For manyproducts, services or categories, a more ‘ageless’approach may be needed, identifying universalneeds and values that cut across all age groups. This year’s report includes a special feature onGen X. Shaped by the societal and cultural contextof their youth in the 1980s and 1990s, today’s46-59-year-olds now hold significant power when itcomes to leadership roles in politics, business andfamily life. In Europe, they outnumber Gen Z. Are wegiving them enough attention? Too much generational analysis remains groundedin stereotypes and loaded with cultural baggage.Age groups are far from monolithic – as the growingevidence base about the different outlooks of Gen Zmen and women illustrates. We’ve also been taking a look at how attitudes toageing are evolving, including what the conceptmeans in different countries and cultures. People’sdefinitions of where ‘old age’ sets in range from 60in Malaysia to 73 in Italy. Meanwhile, I noted that theminimum age for being a CEO is 33 according to theFrench and Indian public, while in Hungary, SouthKorea and Türkiye, people expect their businessleaders to be aged 40 or more! This report is about cutting through the noiseand getting to the heart of how we can betterunderstand different groups: how they feel, howthey behave - and how they change over time. All of which needs to be set against the backdropof today’s demographic realities. Populationdecline is now the reality in more than 30 countriesaround the world, from China to Czechia toCuba. Fertility rates are falling even faster thananticipated, becoming a live political issue. Today’sgovernments face a series of intractable questionsabout what sustainable immigration, workforce andpension policies might look like – and how to sellthem to a sceptical public. Enjoy your reading! Key findings Generational analysis is vulnerable to biases,misperceptions and cultural stereotypes We can do better! Discipline is required to distinguish truegenerational differences from lifecycle effects that all age cohortsexperience, and indeed from period effects that impact all agecohorts at the same time. Local context is also important: ‘Western’labels do not always travel well. We should not assume that theymeaningfully capture the attitudes and beliefs of similarly agedcohorts in all countries. Gen Z is not one homogenous group One of the most striking polling findings in recent years is thesignificant gap in attitudes between Gen Z men and women when itcomes to social issues like gender or equality. In certain countries,this gap is beginning to be reflected in voting patterns, with youngmen playing a key role in the rise of populist parties – while youngwomen become even more progressive. This gap is also reflected inonline behaviour, with a fragmented media landscape offering extraopportunities for young men and women to divide even further. INTRODUCTION:Key insights for 2025 In this year’s report Don’t neglect the quietly powerful Gen X Despite being economically powerful and poised to dominateeven more leadership roles across politics and business - aswell as in the family - Gen X is often overlooked in media storiesand research projects. While less fashionable than Gen Z, theyhold more consumer power. Are organisations missing out onopportunities here? For this 2025 edition, we’ve taken a fresh lookat the demographic dynamics happeningaround the world. Are we truly in touch with who they are and whatmakes them tick? We also point our spotlight on a generationalgroup that is not talked about so much these days:Generation X. As our investigation shows, they yielda good degree of power in the family and in theboardroom and are very much the quietly powerfulgeneration we shouldn’t ignore. One message rings out loud and clear:fertilityrates are fallingeven faster than expected. Whilemost countries’ populations are still growing, themomentum behind today’s demographic realitiesis irreversible. Older people’s views and aspirations are evolving This brings with it animperative for businesses.What does the prospect of fewer - and older -consumers, customers or subscribers meanfor us? As our analysis on ageing shows, olderpeople in high to middle income cou