IPSOSGENERATIONSREPORT2024IPSOSVIEWSPrefaceWelcometoourlatestgenerationsreport–followingfromourpreviousdeepdivesonMillennialMyths,GenZ–moremildthanwild–andThePerennials.Mediaexcitementovergenerationalchanges,aswenotedpreviously,isoftenmisleadingorevenwrong.Evidenceanddatamatter.Inthiseditionwehaveadoptedaninternationallens,whilealsoshowingwhyweneedtostayclosetolocal,culturalandhistoricalcontexts.Forexample,theterm‘BabyBoomers’mayworkintheUnitedStatesandtheUK,todenotepeopleborninthedecadeaftertheSecondWorldWar.ButifwegotoBrazil,NigeriaorIndia,therewasnopopulationboomatthistime.Whereyouwerebornandwhenyouwerebornmatters.Experiencetellsusthatcomingupwithgenuinelyuseful-andvalid-insightsandanalysisonthesetopicsisnotaseasyassomejournaliststhink.Itisalsorarewehavethelongitudinaldatawewouldreallyneedtodescribegenerationalchangeovertimeinarobustway.Lookingforwards,weknowofcoursethatmostpredictionsarewrong,notleastintoday’s‘polycrisis’environment.Andthisbeforeweevenconsidertheindividualpersonalbiasweallbringwithuswhenwelookatthesetopics.Weareall,indifferentways,productsofourownculturesandcontexts.Atthesametime,one‘knownknown’istoday’sdramaticdemographicshifts.Theprospectofglobalpopulationdeclinefromthemiddleofthiscenturynowlooksirreversible.Decliningpopulationsarealreadytherealityinover30countries,andfertili...
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