Ipsos Thinks


We hope you’ve found this first look at Generation Z useful. We’ve enjoyed pulling it together, as it’s helped us make sense of the apparently contradictory and clichéd claims we see too often.

Once again we’re struck by how distinctive but varied this cohort is. However, so often, they are not presented in this way. We believe generational perspectives still provide great value, alongside more in-depth reviews that focus more on behaviours and life stages. The increasingly stretched and diverse situations within cohorts mean these are ever more important.

Do let us know if you have data or reflections to add to our growing understanding of Generation Z, or just get in touch to discuss the themes.

Ben Page
Chief Executive, Ipsos MORI

Gen Z: Beyond Binary

Millennials are old news. Gen Z are the new focus of attention, and often wild speculation. Most of them are still very young, with the oldest only just reaching their early 20s, but they are already the subject of spurious claims and myths about who they are and what they’re going to be.

This report, the latest in our Ipsos MORI Thinks series, pulls together existing and new analysis, as well as brand new research on this latest generation, to provide a better understanding of the initial signals on how they will be different to, or the same as, previous generations.