Generational labels can feel like an ever-present backdrop in today’s marketing and business world. The temptation to use broad brushstrokes to describe wide cohorts of people remains strong, and the headlines they generate attract our attention. When done properly, generational analysis can be a great tool for understanding how change happens in societies – and identifying new opportunities. But too much generational analysis these days remains grounded in stereotypes and cultural baggage. And too little of it is supported by evidence. What can we all do to better understand generations today? At our next KEYS webinar, we’ll be we sharing findings from the new Ipsos Generations Report. We do hope you will be able to join us. Among the topics we’ll be exploring: The Hows and Whys of Generational Analysis Too often, real change is obscured by a myriad of factors. We set out some building blocks to help us to think about generations in a practical – and pragmatic - way.
No Group is a Monolith
We’ve been unpacking some of the received wisdom to explore how outlooks – and experiences – can differ according to gender, education, background and nationality.
Generation X: The quietly powerful generation
Shaped by the societal and cultural context of their youth in the 1980s and 1990s, today’s 46-59-year-olds now hold significant power when it comes to leadership roles in politics, business and family life. Are we giving them enough attention?
Demography is Business
China is the most prominent of the more than 30 countries which are set to lose population this year. Meanwhile countries like Nigeria, set to become the world’s most populous country by the end of the century, continue to grow. Our team share their advice on where the business opportunities lie in different countries and contexts.
| 
