益普索2024人口世代报告最新发布

IPSOS GENERATIONS REPORT 2024IPSOS VIEWS PrefaceWelcome to our latest generations report – following from our previous deep dives on Millennial Myths, Gen Z – more mild than wild – and The Perennials. Media excitement over generational changes, as we noted previously, is often misleading or even wrong. Evidence and data matter. In this edition we have adopted an international lens, while also showing why we need to stay close to local, cultural and historical contexts. For example, the term ‘Baby Boomers’ may work in the United States and the UK, to denote people born in the decade after the Second World War. But if we go to Brazil, Nigeria or India, there was no population boom at this time. Where you were born and when you were born matters.Experience tells us that coming up with genuinely useful - and valid - insights and analysis on these topics is not as easy as some journalists think. It is also rare we have the longitudinal data we would really need to describe generational change over time in a robust way. Looking forwards, we know of course that most predictions are wrong, not least in today’s ‘polycrisis’ environment. And this before we even consider the individual personal bias we all bring with us when we look at these topics. We are all, in different ways, products of our own cultures and contexts.At the same time, one ‘known known’ is today’s dramatic demographic shifts. The prospect of global population decline from the middle of this century now looks irreversible. Declining populations are already the reality in over 30 countries, and fertility rates are falling even more quickly than predicted. Demography is already politics, and population change is a topic all of us in business need to prepare for.All of this is a reminder that anyone looking at trends and generational change needs to ask some hard questions – as we do here. Have a look around – we look forward to discussing it all with you.Enjoy your reading!Ben Page Ipsos CEOGenerations 202423IPSOS VIEWS IPSOS VIEWSGenerations 2024Key findingsWe need to prepare for global population declineThe shrinking of population growth rates and the global population decline, set to begin from the middle of the century onwards, will have profound implications for workforce planning, pension systems, and economic growth. Adjusting to ageing populations and considering the potentially vast market of older adults, who control a significant portion of wealth, will be crucial for policymakers and businesses.Gen Z is probably the first truly ‘global’ generationGeneration Z appears to have a distinct set of characteristics which transcend international borders. Better education and the use of the same social media are just two of the factors at work. They display higher levels of stress and loneliness, as well as a tendency to form relationships online. They exhibit more liberal social attitudes, although this comes with many caveats, with many nuances based on gender and geography. Understan