1、WE NEED TO TALK ABOUT GENERATIONSApril 2023IPSOS VIEWS2Ipsos|We need to talk about generationsWHY WHERE YOU LIVE MATTERS IN UNDERSTANDING GENERATIONS IN INDIAPage 51CONTENTS Understanding generationsINTRODUCTION:GENERATION MYTHS AND DEMOGRAPHIC REALITIES Page 08PEAK POPULATION:PREPARING FOR THE FALL

2、Page 18CONTEXT:WHY GENERATIONAL ANALYSIS MATTERS Page 12A TOPIC OF CONVERSATION:HOW DO PEOPLE TALK ABOUT GENERATIONS?Page 25GENERATION QUESTIONS:ISSUES TO THINK ABOUTPage 31POPULATION BUST:HOW ITALY IS FINALLY FACING ITS GREY RHINOPage 62MEXICO:FROM A TEENAGE COUNTRY TO AN ADULT ONE IN A CENTURYPage

3、 67SUPER-AGEING IN POST-PANDEMIC SOUTH KOREAPage 56WESTERN GENERATIONAL CONCEPTS DONT APPLY IN SOUTH AFRICAPage 43HOW TO TELL A MYTH FROM A REALITY IN UK GENERATIONSPage 383Ipsos|We need to talk about generationsFOREWORDMarketing is overrun with stereotypes,hot takes and clichs.Some of the most endu

4、ring in the first two decades of this century centred on the post-1980 millennials,who were proclaimed as a new generation that would completely disrupt business.No longer.Millennials are firmly out of fashion these days.The buzz now centres on Generation Z,born post-1995 and now entering the workfo

5、rce in significant numbers.Yet the rhythm of the chatter about generations remains the same.Just like the millennials before them,articles about Gen Z being“a majority”,demanding“fundamentally different things”at work from older generations,or that their views on the environment are“completely diffe

6、rent to everyone else”are in abundance.Ben Page Global Chief Executive,Ipsos Ben.PageIUKMexicoSouth KoreaSouth AfricaQuestionsIndiaItalyThe ConversationPeak PopulationContextIntroductionFig.1 Generations in the news4Ipsos|We need to talk about generationsBut decades of research show that much of wha

7、t passes as startling new insights about generational change can be misleading or wrong.Lets take as an example the line about Generation Z already being a“new majority”.A quick look at the actual data reveals that,even if we included ALL people in the world today aged 0-15 in our categorisation,we

8、only get to 40%of the population!And to continue with todays prevailing Gen Z narrative,this is a group who are often made out to be obsessed about brand purpose and climate change but its actually older people that are more likely to boycott brands.Meanwhile,our Ipsos Global Trends research tells u

9、s that all age groups are equally worried about climate change.What young people are more worried about are those very immediate issues like low incomes and housing.Often pundits and commentators make two mistakes.First they get confused between genuine cohort effects which UKMexicoSouth KoreaSouth

10、AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroduction5Ipsos|We need to talk about generationsdistinguish a generation uniquely,and“life stage effects”and“period effects”which all generations pass through-e.g.young people of all generations tend to be more likely to go out,exerc

11、ise etc than older people.Second the whole idea that everyone born across a 15-year period will be identical,or very similar,itself does not work beyond some basic generalisations.This is what we unpick here.Better analysis can help us all separate the myths from realities.In this spirit,we hope thi

12、s report provides ideas,information and even some provocation.Were looking forward to discussing our research and its implications with you.Happy reading!UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroduction6Ipsos|We need to talk about generations6AT A

13、GLANCESouth Koreas population is expected to fall by 53%Italys population is expected to fall by 37%of US Baby Boomers feel they had a better life than their parentscountries are already seeing their population declinebelieve employers value under 50s more than over 50s vs 10%who believe over 50s ar

14、e more valuedof Turkish Gen Xers feel they had a better life than their parents vs 27%of BabyBoomersOver two-fifths think brands and advertisers(43%&41%,respectively)value under 50s more53%37%63%3652%47%2/5By the end of the century:UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuesti

15、onsIndiaItalyContextIntroduction7Ipsos|We need to talk about generations7KEY LEARNINGSYet using a generational lens is a really effective way of understanding how and why societies and consumers change.The real task being to separate three effects that explain changes among consumers:lifecycle effec

16、ts,period effects and cohort effects.If we do that,we can understand the present andpredict the future in a more meaningful way.People born the same year but in different places will often have had very different experiences and trajectories.Consider two people respectively born in China and the Uni

17、ted States in 1973.The formative experiences of todays 50-year-olds,growing up in the 1980s,were rather different.Any assertions and generalisations we make about “generations”do need to be considered carefully.Thirty-six countries are losing population already,and more are set to follow them.Birth

18、rates are now below replacement ratio pretty much everywhere.Urgent questions need to be asked around the economic consequences of ageing:the impact of fewer workers on the tax receipts that support public services,the impact of fewer consumers on spending power and the impact of fewer creative mind

19、s on our innovation pipelines.Do we know enough about how to market to the over 50s?What order of importance should we really be giving to Gen Z?Just whats happening with Millennials these days?Are Gen X about to take over theworld?What are the specific dynamics of the different generations in my co

20、untry?Do the terms that have become so widely used actually work here?A lot of what is written about generations is misleading or wrongWhere and when you were born mattersWe need to get ready for population declineIts time to ask ourselves some hard questionsUKMexicoSouth KoreaSouth AfricaPeak Popul

21、ationThe ConversationQuestionsIndiaItalyContextIntroduction8INTRODUCTION8Ipsos|We need to talk about generationsUKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroduction9Ipsos|We need to talk about generationsSome academics think we should stop all referenc

22、e to generations:a couple of years ago an open letter was sent to the Pew Research Center,1 signed by 180 professors and lecturers,calling on business to cease usinggenerational terms as it gives them a legitimacy theydont deserve.We think thats the wrong response.We absolutely do need to talk about

23、 generations.Using a generational lens is an effective way of understanding how and why societies and consumers change.The real task being to separate the three effects that explain changes among consumers.First,which patterns are simple lifecycle effects for example people tend to be more physicall

24、y active or date more when they are young,and all generations go through this life stage.Second,which are period effects affecting all generations(such as the Covid pandemic).And finally,and most importantly,which are cohort effects,where we can see that a particular generation is different from oth

25、ers at the same age and is staying different.If we do that,we can predict the future in a muchmore meaningful way.Better analysis can shine a light on the big population trends that now need to shape our thinking about Better analysis can shine a light on the big population trends that now need to s

26、hape our thinking about generations,changes which are not yet getting attention.GENERATION MYTHS AND DEMOGRAPHIC REALITIESUKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionFig.2 World population:Preparing for a fallSource:2022 United Nations,DESA,Pop

27、ulation division.World Population Prospects 2022.http:/population.un.org/wpp/*0.5 over or under current replacement fertility rate of 2.1 children.+0.5 references if the rate is 2.6 children,while-0.5 if the rate is 1.6 children.Population(billion)Median80%prediction interval95%prediction intervalOb

28、served=/-0.5 child60 sample trajectories0987654321950 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 2100+0.5-0.5*10Ipsos|We need to talk about generationsgenerations,changes which are not yet getting attention.Because we also need to talk about demographic realitie

29、s.An increasing number of countries around the world now have a median population age well over 40.Indeed,if we were producing a“Generational Power Index”,it is Generation X and the Baby Boomers who would come out on top on many measures,not least those relating to financial resources or economic an

30、d political power.Are marketers missing a trick by concentrating too much on the needs and aspirations of Generation Z?This is before we turn our attention to what is now very much on the immediate horizon.Fertility rates are now below replacement rates(2.1 children)in most parts of the world.We now

31、 need to prepare ourselves for a world which is characterised by population decline rather than population growth.China,South Korea,and Italy are just three of the 41 countries UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroduction Fertility rates are no

32、w below replacement rates(2.1 children)in most parts of the world.We now need to prepare ourselves for a world which is characterised by population decline rather than population growth.11Ipsos|We need to talk about generationscovering a majority of the worlds population(5.4 billion out of 8 billion

33、)where its happening already.So,we need to talk about what the prospect of an Empty Planet means for businesses,for governments,for all of us including the generations to come.2 This report forms part of a new Ipsos research programme to help us better understand the dynamics of generational analysi

34、s and demographic change.We have tried to challenge the natural temptation to make generalisations,and ground ourselves in evidence,with a particular emphasis on understanding what is happening on the ground,as seen through the lens of a series of“case study”countries.UKMexicoSouth KoreaSouth Africa

35、Peak PopulationThe ConversationQuestionsIndiaItalyContextIntroduction1212CONTEXTIpsos|We need to talk about generationsUKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyIntroductionContext13Fig.3 Defining the generations*No chronological endpoint has been set for this

36、groupSource:Ipsos00Born 1928-45Born 1966-79Born 1980-95Born 1996-2012Born after 2012Born 1945-6513Ipsos|We need to talk about generationsGeneration age in 2023Generation Z ages 1127Generation X ages 4457Baby Boomers ages 5878Millennials ages 2843Pre-War ages 7995Generation Alph

37、a*ages 11Its easy to get swept up in the terminology of generations,as we enthusiastically describe the worlds of Generation Z,Millennials,Generation X,Boomers,the Silent Generation and coming soon Generation Alpha.These cohort names are widely used these days by researchers as a more exciting versi

38、on of the age brackets we were all trained on.But any assertion about generations does need to be considered carefully.We must be mindful that terms like“Millennial”carry a lot more implicit baggage than“27-42-year-olds”.When we use cohort names rather than age groups,we are making a subliminal stat

39、ement that we believe what we are describing is a characteristic which is an enduring feature of the generation under question.WHY GENERATIONAL ANALYSIS MATTERSUKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyIntroductionContext14Source:Ipsos Ethnography Centre of Exc

40、ellence14Ipsos|We need to talk about generationsWhen used widely,they also suggest a level of uniformity of thought or behaviour among the group which is rarely accurate.In search of dataGenerational analysis is not easy.Not least because rigorous research on this topic relies on the availability of

41、 long-term data.Take the example of Generation Z.The evidence required to prove many of the statements that are made about them is often just not available sometimes because the issues that matter to young people today were not considered important 10 or 20 years ago.But generational analysis is mos

42、t certainly worth the effort.Where we can see generational differences(and indeed similarities),they help us to understand what is going on now and they also shine a light on how change happens in a society,unlocking our ability to plan for the future.When and where you were born mattersMuch of the

43、narrative on generations has its roots in analysis from the United States,as witnessed by the labels we are using,perhaps most notably Baby Boomers.The more weve looked at this topic,the clearer weve become about the need to be very cautious about making too many generalisations about generations.We

44、 should not assume that our analysis,grounded in our own countrys experiences,is portable and can be uniformly explored across the world.When you were born and where you were born matter.People born the same year but in different places will often have had very different experiences and trajectories

45、.Consider two people respectively born in China and the United States in 1973.The formative experiences of todays 50-year-olds,growing up in the 1980s,were rather different.Generation X is my parents generation.Their growth environment,education background,and the changes brought to them in the wave

46、 of the whole era are quite different from mine.However,although young people in the city have gained better education and growth resources,we are still undergoing tremendous personal pressure in modernisation.The pressure is not the same as before.We squeeze in the subway,and bend over our phones w

47、earing face masks,as were faced with the challenge of a new social environment.This is totally different from that in the 60s,70s,80s and 90s.Gen Z,ChinaUKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyIntroductionContext1515Ipsos|We need to talk about generationsThey

48、 also found themselves in direct competition for everything,including jobs and housing,with the biggest generation in human history so far,Baby Boomers.But this is one age group,growing up in a very particular context.Does this picture,described as Generation X,work for the people born between 1966

49、and 1979 in your country?Generation X,those aged 44-57,currently number 65 million people in the US alone.65 millionGeneration X in the United States Courtesy of Gatorade,1992Courtesy of Apple,Left 1980s,Right 1990sGeneration X,those aged 44-57,currently number 65 million people in the US alone.They

50、 are the first to live in families in which both Mom and Dad worked outside the home.By 1981,when the first millennial babies were being born,53%of under 18s had mothers who were employed or looking for work.3 Generation X were the children who witnessed this change as they grew up.This makes them t

51、he first baby bust generation with smaller families(which defines them demographically).They are also more likely to have grown up in an urban environment than Baby Boomers were.They came of age as the Cold War was ending and against a 1990s economic backdrop which was not always completely favourab

52、le.Courtesy of Calvin Klein,1992UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyIntroductionContext1616Ipsos|We need to talk about generationsBuilding blocks for analysisWhen faced with an apparent difference between generational cohorts,we tend to consider why this

53、is the case through three lenses.Lifecycle effects:Peoples orientations change as they age,driven by life stages or events.For example,they may travel(domestically or internationally)to find work,before getting married and having children.Peoples incomes rise as they get older,and(in some countries

54、at least),they will tend to accumulate savings.Period effects:Attitudes and behaviours of all cohorts change in a similar way over the same period.Our response to the pandemic could fall into this category and presents a rich seam for analysis.Not only did Covid affect people around the world,but it

55、 also generated a large amount of attitudinal and behavioural data to explore.At a more local level,different countries will have their own dynamics.As we show in our South Korea analysis,its“Generation X”are billed as the countrys first post-democratisation generation and display a unique set of ch

56、aracteristics.Cohort effects:A cohort has different views,and these stay different over time.These are perhaps the hardest for researchers to identify,but also potentially the most impactful,helping us do a better job at predicting future change.010203UKMexicoSouth KoreaSouth AfricaPeak PopulationTh

57、e ConversationQuestionsIndiaItalyIntroductionContext17 Many of the misperceptions we see arise are from people mistaking a period or lifecycle effect for a true cohort effect.17Ipsos|We need to talk about generationsWhen we can carry out this kind of analysis effectively,we see that real shifts like

58、 decline in religious belief or loyalty to political parties,alongside acceptance of LGBT rights in many countries,are here to stay-but that other apparent trends like declining home ownership may(or may not)be shorter-lived.Many of the misperceptions we see arise are from people mistaking a period

59、or lifecycle effect for a true cohort effect.Identifying what is a true cohort effect is therefore key to understanding how a generation may be different and will remain different as they age.And,talking of ageing,we need to be clear,whenever we are making assertions about the implications of differ

60、ent generations attitudes or behaviours,about the broader demographic context.Because the younger generations may not be powering our societies and economies as much as perceived wisdom would like us to believe.Take Italy as an example.When it comes to how old they are,the“average Italian”is not Gen

61、eration Z,or even a Millennial.The median person in the worlds eighth-largest economy is 48 years old,which puts them firmly in the little-written-about Generation X category.This is a group that has a lot of spending power and considerable influence across many aspects of peoples lives,including fa

62、mily,business,and politics.In the next sections,we pick up on these themes and set out some of the questions arising from our review,framed against the backdrop of the big demographic changes under way which will shape what happens next.UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQ

63、uestionsIndiaItalyIntroductionContext1818PEAK POPULATIONIpsos|We need to talk about generationsUKMexicoSouth KoreaSouth AfricaThe ConversationQuestionsIndiaItalyContextIntroductionPeak Population19Fig.4 Population in the news19Ipsos|We need to talk about generationsPREPARING FOR THE FALLNovember 15t

64、h,2022 was the“official day”when the worlds population topped eight billion.It took just 47 years for the number of people on earth to double from the four billion recorded in 1975.But,contrary to what you might think,world population growth is slowing down.In the words of the UN,“while it took the

65、global population 12 years to grow from seven to eight billion,it will take approximately 15 years until 2037 for it to reach nine billion,a sign that the overall growth rate of the global population is slowing.”UKMexicoSouth KoreaSouth AfricaThe ConversationQuestionsIndiaItalyContextIntroductionPea

66、k Population20Ipsos|We need to talk about generationsPopulation superpowers:preparing for a fallChinas falling fertility rates are now well documented and stand at 1.18,far below the replacement rate of 2.1.Earlier this year,we saw a flurry of media coverage as journalists described the news that th

67、e population of China is now falling,for the first time in 60 years.Chinas population is now ageing very fast.The median age of its population rose from 23.7 years in 1990 to 38.5 in 2022,and 35%of the Chinese population are now 50 years old or older.Although the trajectory is clear,we have been wit

68、nessing something of a debate about whether India has already overtaken China or whether this is something about to happen.According to the UNs April 2023 release,this milestone is set for mid-2023 as Indias population exceeds the 1.42 billion mark and Chinas starts to fall.Together,these two popula

69、tion superpowers currently comprise 36%of the worlds population.They may have very different histories and cultures,but when it comes to their population journey,the two countries are now on the same track,albeit at different stages.of the Chinese population are now 50 years old or older.35%The medi

70、an age of Chinas population rose from 23.7 years in 1990 to 38.5 years in 2022.38.5UKMexicoSouth KoreaSouth AfricaThe ConversationQuestionsIndiaItalyContextIntroductionPeak Population21Ipsos|We need to talk about generationsMeanwhile,the rise in Indias population in absolute terms has drawn attentio

71、n away from its own falling fertility rates.Indeed,Indias figures have declined more dramatically than Chinas during the past 20 years,from 3.22 to 2.01,which means that its population could start decreasing before the end of this century.Those countries which have had a low fertility rate for a lon

72、ger period,like Japan,Italy or South Korea,are ageing even faster.Italys shrinking population is only now starting to become a real issue,with some questions about the prospects for the long-term“survival”of a distinct Italian nation.The very shape of its population pyramid is striking,with its incr

73、easingly top-heavy features,set against a narrow base(see page 35).Prime Minister Georgia Meloni says Italy is“destined to disappear”unless it changes.Together,China and India currently comprise 36%of the worlds population.They may have very different histories and cultures,but when it comes to thei

74、r population journey,they are now on the same track,albeit at different stages.UKMexicoSouth KoreaSouth AfricaThe ConversationQuestionsIndiaItalyContextIntroductionPeak PopulationFig.5 Falling off the population cliff Many countries are predicted to see their population peak in coming decades.For so

75、me this has already started.Source:United Nations:World Population Prospects 20223040506002025205020752200020252050207522000202520502075220002025205020752100Population(million)India Projected PopulationSouth Korea Projected PopulationMexico Projected Popul

76、ationItaly Projected PopulationPopulation(million)050000306090120150Population(million)Population(million)203040506022Ipsos|We need to talk about generationsSuper-Ageing SocietiesThese changes all have very real implications in terms of how society and the economy operate.Around 36%of Ita

77、lians under 30 are living in a single-person household,while just 50%have a driving licence.And,when they are employed(the youngest working age groups being three times more likely to be unemployed),they have on average had between four and five different jobs since they entered the labour market.Th

78、is points to an insecure,unsettled lifestyle.Meanwhile,South Korea is experiencing similar issues,with an extremely low fertility rate(now at only 0.87)and ageing very fast just 22%are under 25,and they are outnumbered by the over 60s(26%).UKMexicoSouth KoreaSouth AfricaThe ConversationQuestionsIndi

79、aItalyContextIntroductionPeak PopulationFig.6 The country contextSource:IpsosSouth AfricaIndiaMexicoUSAChinaUKSouth KoreaItalyMedian Age2829303839404548Life Expectancy6470757777828382Percentage 65+6%7%8%17%12%19%17%24%Percentage 15-24 y.o.16%18%17%13%11%12%10%10%Diff 65+/14-24-10%-11%-9%4%1%7%7%14%F

80、ertility Rate2.32.01.81.71.21.60.91.3Peak Fertility7419571964Time to below replacement(number of years)N/A5559132892712Below ReplacementN/A2020209731984197623Ipsos|We need to talk about generationsLower fertility rates and ageing are increasing the relative size of t

81、he older generations in nearly all the big economies,and they are becoming close to a majority in some of the key Asian and European markets.This raises questions around how modern societies treat the older generations do companies,brands,employers,and politicians need to rethink how they focus thei

82、r efforts?We pick up on these themes in the next chapter.Population Decline:What can be done?The reality of falling populations is not limited to a few“outlier countries”.New analysis by Darrell Bricker and John Ibbitson identifies 36 countries which are losing population already,with more set to fo

83、llow them.The Bricker and Ibbitson review looks at the responses put in place by individual countries(such as Canadas policy of encouraging immigration),or initiatives designed to maintain or boost fertility rates(as per the contrasting UKMexicoSouth KoreaSouth AfricaThe ConversationQuestionsIndiaIt

84、alyContextIntroductionPeak Population24Ipsos|We need to talk about generationsplans being adopted by Hungary and Sweden)and shows they may not achieve their goals.They also raise what is now an urgent question,which centres on the economic consequences of ageing the impact of fewer workers on the ta

85、x receipts that support public services,the impact of fewer consumers on spending power,and the impact of fewer creative minds on our innovation pipelines.Fig.7 Population superpowers Population projections to 2100:The 10 most populous countriesSource:United Nations,Department of Economic and Social

86、 Affairs,Population Division(2022).World Population Prospects 2022,Online Edition,2022-2100 In Empty Planet we wrote:Population decline is not a good thing or a bad thing.But it is a big thing.Four years on,weve changed our minds.We believe that population decline is a very bad thing,one that could

87、define our future.If,that is,we have much of a future left.Darrell Bricker and John Ibbitson20212100 Low Fertility Variant2100 Medium Fertility Variant1.CHINA1.43bn2.INDIA 1.41bn3.U.S.337m4.INDONESIA 274m5.PAKISTAN 231m6.BRAZIL 214m7.NIGERIA 213m8.BANGLADESH 169m9.RUSSIA 145m10.MEXICO 127m1.INDIA1.5

88、3bn|12m2.CHINA 767m|659m3.NIGERIA 546m|333m4.PAKISTAN487m|256m5.DR CONGO 432m|336m6.U.S.394m|57m7.ETHIOPIA 324m|203m8.INDONESIA 297m|23m9.TANZANIA 245m|181m10.EGYPT 205|96mm1.INDIA995m|412m2.NIGERIA 546m|173m3.CHINA 488m|938m4.PAKISTAN 327m|96m5.DR CONGO 322m|226m6.U.S.281m|56m7.ETHIOPIA 227m|107m8.

89、INDONESIA 191m|83m9.TANZANIA 174m|111m10.EGYPT 139m|29mUKMexicoSouth KoreaSouth AfricaThe ConversationQuestionsIndiaItalyContextIntroductionPeak Population2525A TOPIC OF CONVERSATIONIpsos|We need to talk about generationsUKMexicoSouth KoreaSouth AfricaPeak PopulationQuestionsIndiaItalyContextIntrodu

90、ctionThe Conversation26Ipsos|We need to talk about generationsHOW DO PEOPLE TALK ABOUT GENERATIONS?Whats the prevailing mood around the world when it comes to how people feel about the different generations that comprise our societies,or indeed on their attitudes to population change?Here we take so

91、undings from 30 countries around the world,drawing on new survey data,and putting the spotlight on three topics that go to the heart of our exploration.1.Freed from desire?The“ideal”family sizeTwice(in 2016 and 2022),weve asked people around the world what is the ideal number of children for a famil

92、y to have and across the countries we surveyed,on both occasions the overall answer was between 2.2 and 2.3:only slightly above replacement rate.This could indicate that there is hope for stabilising our population in the future.But,as always,there is devil in the detail.While the decline in fertili

93、ty globally over recent decades has been attributed to women becoming more educated and striving for lives providing more than just motherhood and domestic labour,it is notable that we found no significant gender difference in attitudes.4 There is no sense,in any country in our study,that men think

94、families should be larger than women do.Nor do people who identify as“feminists”have a different opinion.When we look at individual countries in the study,we can see the importance of culture,and also note some lasting effects of governments attempts to influence it.The three predominantly Muslim cu

95、ltures in the survey express a stronger appetite for larger families.Typically,only a quarter of the people we asked said that having three or more children was ideal,but that number rose to 67%in Saudi Arabia,61%in Malaysia,and 35%in Turkey.At the UKMexicoSouth KoreaSouth AfricaPeak PopulationQuest

96、ionsIndiaItalyContextIntroductionThe Conversation It seems there is a compounding effect to demographic decline that smaller families beget a desire for yet smaller families.27Ipsos|We need to talk about generationsother end of the spectrum is China,with just 9%saying that having a larger family was

97、 ideal,a legacy of decades of limits on family size and of urbanisation.Clearly,there is an extraordinary amount of work to do if that country is to reverse its demographic collapse.Looking at generational trends can also be illuminating.For example,we can see how in Japan and Korea,both countries w

98、ith entrenched baby busts,the“ideal”number declines through successive generations younger people in both countries express a much lower ideal than older people.Japans baby bust has been going on for longer,but Koreas has been much steeper,and we see this mirrored in Koreans aspirations too.For ever

99、y age group,the ideal also fell between 2016 and 2022.So,there is evidence in each case that ideals track reality down i.e.that having smaller families becomes normalised because we see those who came before us having smaller families.It seems there is a compounding effect to demographic decline tha

100、t smaller families beget a desire for yet smaller families,andthatthere is a kind of momentum behind demographic decline that establishes itself in younger peoples minds.Expectations shape ideals.Whats more,in every one of the countries that featured inour most recent study,the current fertility rat

101、e is already lower than the ideal number of children people tell us theywant.2.Weve never had it so good?How I feel about my generationJust how are things now,compared to what went before?We asked people to tell us whether they feel they will have had a better or worse life than their parents genera

102、tion.The results serve as a reminder that it is critical to ground our analysis in the context of where and when people wereborn.In the US,we have a clear pattern.More than six in 10 US Baby Boomers acknowledge that they had a better life UKMexicoSouth KoreaSouth AfricaPeak PopulationQuestionsIndiaI

103、talyContextIntroductionThe ConversationUSAFranceChinaTurkeyGen ZMillennialsGen XBoomersGen ZMillennialsGen XBoomersGen ZMillennialsGen XBoomersGen ZMillennialsGen XBoomersFig.8 Thinking about my generation To what extent if at all,do you feel that you will have had a better or worse life than your p

104、arents generation,or will it be about the same?Source:Ipsos Global TrendsBetterAbout the sameWorseDont know8889137735%30%22%35%54%43%56%27%47%991128Ipsos|We need to talk about generationsthan their parents,while less than half(47%)of Millennials feel the same.In France,the sentiment among Millennial

105、s is actively gloomy,with a majority believing theyve had a worse life than their parents generation.But this story is not replicated in all countries.When we look at Turkey,we find Baby Boomers to be the ones most inclined to say they had a worse life than their parents generation,while Generation

106、X are significantly more satisfied,perhaps as a result of having benefited from the economic take-off of the 2000s.The pattern in China is different again with all groups saying their generations experience is better than the one that came before them.But its worth noticing that,again,Generation X a

107、re the ones who are particularly positive.42%72%16%16%25%47%75%19%16%49%81%63%80%37%18%18%20%1126%57%29%16%20%20%47%17%19%13724%55%4918%1237%UKMexicoSouth KoreaSouth AfricaPeak PopulationQuestionsIndiaItalyContextIntroductionThe Conversation Fig.9 Age matters.Perceived value of under and over 50s to

108、 different groups Q.Please think about how different groups in.value people under the age of 50 and over the age of 50.Which of the follow statements,if any,is closest to how you think each of the following views people aged under 50 and people over 50?Source:Ipsos Global Views on Menopause.Base:23,

109、008 participants across 33 countries,interviewed online 22 July 5 August 202229Ipsos|We need to talk about generations3.A new deal for older people?Assessing the moodWith the average age of populations on the rise in practically all countries,what do people around the world make of how people of dif

110、ferent ages are treated thesedays?Here we find a real sense that societies tend to value people under 50 rather more than they do older people.Particularly stark is peoples assessments of whats happening at work.A majority in North America,Europe,and Latin America(although not Asia or Africa)point t

111、o a bias among employers,who tend to value people under 50 more than older people.They value people aged under 50 more than people over 50They value people aged under 50 and people aged over 50 the sameThey value people aged over 50 more than people under 50EmployersBrandsAdvertisersThe mediaPeople

112、generallyThe government52%25%10%43%31%31%34%37%35%9%10%13%15%19%41%36%31%28%UKMexicoSouth KoreaSouth AfricaPeak PopulationQuestionsIndiaItalyContextIntroductionThe ConversationFig.10 Value of under and over 50s to brands Q.Please think about how different groups in.value people under the age of 50 a

113、nd over the age of 50.Which of the following statements,if any,is closest to how you think brands view people aged under 50 and people aged over 50?Source:Ipsos Global Views on Menopause.Base:23,008 participants across 33 countries,interviewed online 22 July 5 August 2022They value people aged under

114、 50 more than people over 50They value people aged under 50 and people aged over 50 the sameThey value people aged over 50 more than people under 50Country averageChinaIndiaGermany43%31%9%37%41%40%37%14%8%36%33%17%30Ipsos|We need to talk about generationsWhen we look at brands,we get a clear but nua

115、nced picture.In almost all countries,there is a sense that younger people are valued more than older folk.In some countries we see clear majorities holding this view,but inother places the pattern is a little more textured.China,India,and Germany are three countries where there are a range of opinio

116、ns on how brands view people.Read the full 33-country report for more on the details for yourcountry.UKMexicoSouth KoreaSouth AfricaPeak PopulationQuestionsIndiaItalyContextIntroductionThe Conversation3131GENERATION QUESTIONSIpsos|We need to talk about generationsUKMexicoSouth KoreaSouth AfricaPeak

117、PopulationThe ConversationIndiaItalyContextIntroductionQuestions32Ipsos|We need to talk about generationsDo we know enough about how to market to the over 50s?They are a consumer,customer and citizen group that cannot be ignored,both in terms of size and resources.As we show in our Korea analysis,pe

118、rsonal income among seniors doubled between 2008 and 2020.In Italy,24%of the population is now aged over 65.But what will work for my organisation,in our specific context?For my category or brand,do we need to target or communicate them in a particular way,or not?GENERATION QUESTIONSAs we compiled t

119、his report,we set about identifying some of the questions we need to ask ourselves when we are talking about generations.This is by no means an exhaustive list but sets out some of the lines of enquiry we believe can help us all develop a more rounded understanding of generational and demographic an

120、alysis whether we are thinking about brands,about categories/sectors or about public services.UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationIndiaItalyContextIntroductionQuestions33Ipsos|We need to talk about generations“For many years,marketing has been generally preoccupied with you

121、th either recruiting young people or encouraging older people to aspire to turn the clock back to their own youth.With older generations firmly in control of financial assets and the likelihood they will live longer lives,we are beginning to explore what this means for the future of consumerism.How

122、do we persuade those who have been accumulating assets to participate in categories they might have abandoned?And,in a related,but arguably equally-important point:why do we tend to ignore the fastest growing segment of the population in our research activity?”Chris Murphy Global Service Line Leader

123、,Market Strategy&Understanding,Ipsosglobally think advertisers value people aged under 50 more than people over 50.41%Advertising and marketing to the over 50sCourtesy of AirBnB,Bonnie&ClydeCourtesy of Magnum,Get Old,Get ClassicCourtesy of Belvedere Vodka,Belvedere Presents Daniel CraigUKMexicoSouth

124、 KoreaSouth AfricaPeak PopulationThe ConversationIndiaItalyContextIntroductionQuestionsFig.11 Counting the generationsSource:UNs World Population Projection 202234Ipsos|We need to talk about generationsWhat order of importance should we give to Generation Z?The answer is likely to differ from countr

125、y to country(as the examples overleaf from Italy and India show),and from category to category.But even in India,with its still relatively young population profile,Generation Z are only part of the story.If Gen Z or even Gen Alpha is code for talking about young,emerging,pliable consumers/customers,

126、we need to remind ourselves that,in many countries,there will be fewer of them coming on stream during the coming decades(see Figure 12 over page).What are the specific dynamics of the different Generations in my country?In India,our analysis of Generation Z takes us beyond the big urban sectors,as

127、we explore how tech companies are now focusing more of their campaigns on Bharat(small-town India).Meanwhile,in South Korea,we looked at how Generation X were the first“post-democratisation”grouping.17%24%22%18%15%4%Generation Z ages 1127Generation X ages 4457Baby Boomers ages 5878Millennials ages 2

128、843Pre-War ages 7995Generation Alpha*ages 11UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationIndiaItalyContextIntroductionQuestionsIndiaItalyFigure 15007052.53517.50Population(million)Population(thousand)17.53552.5700000Fig.12 Generation Z:One part of th

129、e bigger pictureSource:UNs World Population Projection 2022Age100+95-9990-9485-8980-8475-7970-7465-6960-6455-5950-5445-4940-4435-3930-3425-2920-2415-1910-145-90-4Age100+95-9990-9485-8980-8475-7970-7465-6960-6455-5950-5445-4940-4435-3930-3425-2920-2415-1910-145-90-4FemaleGen ZMale35Ipsos|We need to t

130、alk about generationsof population are Gen Z (379,892,000 people)27%15%of population are Gen Z (8,608,000 people)UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationIndiaItalyContextIntroductionQuestions36Ipsos|We need to talk about generations It may be that younger millennials(in their l

131、ate 20s)have very different attitudes or behaviours than oldermillennials(in their late 30s)do.By grouping them together in a big block,our analysis may be losing some precision.Just whats happening with the Millennials?Are they the“screwed generation”,hard-done-by and struggling financially,as they

132、 find it harder and harder to buy houses,raise children and rise to the top of organisations.As the spotlight turned towards Generation Z,we need to ask ourselves whether we have the evidence we need to really understand Millennials now they are maturing-including where and when it makes sense to ma

133、ke generalisations about them.For example,it may be that younger millennials(in their late 20s)have very different attitudes or behaviours than older millennials(in their late 30s)do.By grouping them together in a big block,our analysis may be losing some precision.Are Generation X about to take ove

134、r the world?Millennials at least had the place in the sun for a while.But people aged 44-57 years old lag behind the others when it comes to people paying attention to them as a distinct grouping or interesting cohort.Google Search finds five times as many enquiries for Millennials than about Gen X.

135、But is this“forgotten generation”(accounting for just 10%UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationIndiaItalyContextIntroductionQuestions37Ipsos|We need to talk about generationsof Google Search traffic when people are researching this topic)about to come to the fore?Certainly,th

136、ey have power,whether we are talking about business,cultural and,increasingly,political life.And they have resources:for example,in the US,they are the only group to regain the financial assets lost after the 2007 crash.Do the terms work for you?As we noted in our introduction,the terms being used w

137、ere born in the USA,and by using them uniformly across countries it may actually hamper our analysis.The term Baby Boomer comes from a particular western perspective,describing the increase in the birth rate in the years immediately following the Second World War among the key combatants most notabl

138、y the US,the UK,Canada,Australia,New Zealand,France,Germany and Japan.Are Millennials the“screwed generation”,hard-done-by and struggling financially,as they find it harder and harder to buy houses,raise children andrise to the top of organisations?In this vein,the second part of our report is devot

139、ed to understanding more about how these themes play out on the ground.Through the lens of our six case study countries,our teams delve into the realities of the experiences of different generations,grounded in the context of the particular countries where they have lived their lives.UKMexicoSouth K

140、oreaSouth AfricaPeak PopulationThe ConversationIndiaItalyContextIntroductionQuestions3838HOW TO TELL A MYTH FROM AREALITY IN UK GENERATIONS38Ipsos|We need to talk about generationsMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionUK39Ipsos|We need to t

141、alk about generationsMichael Clemence Senior Consultant Trends&Foresight,Ipsos in the UK Michael.ClemenceIHOW TO TELL A MYTH FROM A REALITY IN UK GENERATIONSQ&A with Michael ClemenceWhy is it important to understand generations now?In the UK,age is emerging as the biggest single divide in society mo

142、re significant than education,class,and gender in determining our choices.For instance,the one piece of information that gives you the biggest insight into how someone might vote is their age:roughly,anyone under 45 is likely to say they will vote for the more left-wing Labour Party,while anyone ove

143、r that age will likely say they would choose the more right-wing Conservative Party.In this context,understanding generations is the key to a lot of strategy.Will younger generations change to become more like older ones as they pass through different life stages,or will they remain fixed in their o

144、utlook?Understanding generations also helps us to defuse the potential for intergenerational conflict.While there are differences between cohorts in politics and behaviour,generational thinking also reminds us that we are more Will younger generations change to become more like older ones as they pa

145、ss through different life stages,orwill they remain fixed in their outlook?MexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionUK40Ipsos|We need to talk about generationssimilar than we think in our underlying values.The UKs generations are more aligned

146、on the type of society they want to live in than we might imagine,despite our differences on the method and means by which we getthere.Q:How has the pandemic affected different generations?The Covid pandemic is a classic case study of what is called a“period effect”in generational analysis.This sing

147、le event has had universal impacts across all walks of life,with the effects varying by the age and life stage of each person in the UK.We polled the UK public on this question for our Generation Z report and found that the public were most likely to identify the Pre-War generation(those born in 194

148、4 and earlier)as being most negatively affected by the pandemic,which makes sense when we think about those who were most likely to be killed by the virus.They rated Generation Alpha(currently aged 10 and under)as being the least negatively affected,followed byGeneration Z,who were in their teens an

149、d early 20s atthe time.Again,this appears to be led by the much lower fatality rates among these age groups.But theres a big question mark over the long-term and second-order impacts that interrupted schooling and early careers might have had on these generations.If we look back on the question in f

150、ive or 10 years time perhaps theanswers would be different.What was the most surprising finding of your research into generations?Some of the most surprising findings came when we examined cohort self-awareness.Generational terms are reasonably well known in the UK,so we were able to ask people of d

151、ifferent ages about which cohort they thought they fitted into,and how strongly they identified with thelabel.MexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionUK41Ipsos|We need to talk about generationsWe found that the generation with the strongest s

152、elf-awareness was in fact the Baby Boomer generation,those born between 1945 and 1965.While almost two-thirds of this cohort were able to place themselves within their generation,this figure was under half for all other generations.Generation Z were the least able to place themselves in their genera

153、tional box with just over a third managing to do so.Yet when we looked at strength of identity,the picture was reversed.This suggests that the Baby Boomer identity in the UK is widespread but lightly held,while for Millennials and Gen Z a smaller number of people identify more strongly with their co

154、hort.How do Gen Z compare to Millennials?There are a lot of areas where Generation Z and Millennials are very similar!As I mentioned earlier,politically their choices are very similar,although the older Millennials are more likely to vote.Gen Z political values are also similar,although we do see si

155、gns of a more liberal outlook on benefits and redistribution.But we also need to remember that the whole of UK society is becoming more liberal too,so Gen Z are the crest of the wave rather than going against the current.We see more differences in their financial outlook.Despite facing similar econo

156、mic obstacles,Gen Z are more optimistic about their finances than Millennials were at a similar age and our data also suggests they are more likely to have savings.Due to policy changes they are also much more likely to be saving for pensions,which is a positive for the future.One important area whe

157、re we see relatively little difference is on climate change.It is suggested that Gen Z are an activist generation who are motivated by saving the planet more than previous cohorts,but this assertion is The generation with the strongest self-awareness was in fact the Baby Boomer generation,those born

158、 between 1945 and 1965.While almost two-thirds of this cohort were able to place themselves within their generation,this figure was under half for all other generations.MexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionUK42Ipsos|We need to talk about g

159、enerationshard to sustain with data.In the UK weve found that all generations are more concerned now than in the past,and if anything,Gen Z are more polarised between an activist core and a disengaged group.Our hypothesis is that Gen Z might be more in favour of making significant lifestyle changes

160、to help,but as yet we dont have data to back this up.What is your one piece of advice to learn more about people across generations?Almost anything you are considering is probably an age-or life stage-based driver,rather than a true generational difference.There is a whole industry built around prov

161、oking generational outrage which tends to be premised on misreading data about young people,especially when it comes to attitudes to work and politics.Over the past decade the amount of data available has exploded.That makes generational analysis much more possible,in a wider range of areas.But the

162、paucity of data on older generations when they were a similar age means we lack additional points to make a like-for-like comparison.Whenever you are confronted by these sort of headlines(“Gen Z are entitled”,“Millennials are killing the napkin industry”)it is probably safe to assume it is wrong.Rem

163、ember to ask yourself,“Is this unique about this newgeneration,or simply a reflection of the fact that theyare young?”There is a whole industry built around provoking generational outrage which tends to be premised on misreading data about young people,especially when it comes to attitudes towork an

164、d politics.MexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionUK4343WESTERN GENERATIONAL CONCEPTS DONT APPLY IN SOUTH AFRICAIpsos|We need to talk about generationsUKMexicoSouth KoreaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSo

165、uth AfricaMari Harris Knowledge Director,Ipsos SSA Mari.HarrisIBusisiwe Mahlaba Client Officer,Ipsos in South Africa Busisiwe.MahlabaI44Ipsos|We need to talk about generationsWESTERN GENERATIONAL CONCEPTS DONT APPLY IN SOUTH AFRICAQ&A with Mari Harris and Busisiwe MahlabaDoes the classification of G

166、en Z,Millennials,Gen X and Boomers work in South Africa?Are other terms or categorisations used in SA?Its very difficult to use these terms without adding in“ifs”and“buts”,as our landscape is very much split into two pre-and post-apartheid.We do not have the luxury to speak of the global classificat

167、ions as not enough time has passed.Many of the issues of race,lineage,culture,and inequality still stand.However,the generation born from 1994 onwards(roughly overlapping with Gen Z)are known as the“Born Frees”andthey grow up in a very different country.The concepts of“Millennials”and“Boomers”are We

168、stern constructs that might not necessarily apply to a country like South Africa.Our South African“Boomers”,for instance,lived a very contrasting life compared to their American counterparts.The post-WWII US Boomers experienced freedoms and growth,while SA Boomers witnessed the introduction of apart

169、heid and a boom in racialised inequality,but also economic growth and more industrialisation.UKMexicoSouth KoreaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth Africa45Ipsos|We need to talk about generationswealth,or the hope of inheriting it apartheid did not allow for th

170、at.Within the generation,they might be aspiring for the same things,but more often than not,a young black person will have a few more hurdles to clear than a white person before they get there.There are also educational differences.As of 2020,15%of 2534 year-olds had a tertiary qualification whereas

171、 46%had left school without an upper secondary qualification.As a result,the employment rate for those with a tertiary education was 29pp higher than among those with below upper secondary attainment.This opens a whole other can of worms:Our government education system does not produce people who ar

172、e fit for employment after 12 years of education(this is the very short answer.)Currently you can pass matric(grade 12)with an average of 30%-this is not inspiring academic To what extent and where can we see more similarities within generations than between generations?Everyone is aspiring to great

173、 things and the strive for instant gratification is real,no matter what your race or ethnicity or age.More than ever,young folk are becoming global thinkers and global citizens,and are looking to global thought leadership,whilst supporting local brands,food and customs.There is a great sense of prid

174、e in local particularly young,black and thriving.However,there will always be similarities between generations too the concept of the“black tax”is real.No black boy/girl/man/woman who is out of school and working is exempt from it,making it feel like baggage from the past that one just cannot escape

175、.To what extent and where can we see more differences within generations than between generations?Again history plays a role here.Within the Born Free generation,access to opportunities might be more equal now,but very few black people can speak of generational UKMexicoSouth KoreaPeak PopulationThe

176、ConversationQuestionsIndiaItalyContextIntroductionSouth Africa46Ipsos|We need to talk about generationsprowess and everyone who can afford it,black and white,puts their children into private schools which offer a high international standard of education.It is logical that those with lower academic q

177、ualifications(the example above)will find it more difficult to find work.This is then feeding a vicious downward spiral,i.e.,people do not find work,so they stop looking for work or trying to improve their qualifications.Many South Africans believe that education is more important for a boy than a g

178、irl.For many years now,girls have outperformed boys(on average)in matric.However,first year university students are more likely to be male than female,but if you look at the figures after three years,more females graduate with a Baccalaureus degree than males.They might take two or so years longer,o

179、r they leave university altogether.Largely driven by the cultural bias that male children are the ones who will grow up to change and rule the world,thus deserving of all the financial investment towards their education.Does the cohort effect play a role between those who grew up during apartheid vs

180、 those who grew up after apartheid?It is important to understand the effect of 1994(the first election in which all South Africans,18 years and older,could vote took place on 27 April 1994)children born thereafter(the Born Free)have a different outlook to those that were born and lived through apart

181、heid.Though cultural expectations are things that change extremely slowly,they are having to be managed very differently.An example is parenting Born Frees without bringing in the effects of the PTSD caused by apartheid.First year university students are more likley to be male than female,but if you

182、 look at the figures after three years,more females graduate with a Baccalaureus degree than males.UKMexicoSouth KoreaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth Africa47Ipsos|We need to talk about generationsI think it is important to remember that the change from apa

183、rtheid to democracy in South Africa was revolutionary but that it was a process and did not take place on one auspicious day.Some(small)changes to the constitution happened during the 1980s,there were organisations like the UDF,who negotiated regularly with government,there were several discussions

184、with the ANC in exile.Change was inevitable.In 1990 Nelson Mandela and other struggle leaders were freed from prison and all political parties were unbanned.The years 1990-1994 were tumultuous,and rapid progress were made there were also knife-edge moments,like when Chris Hani(the leader of the SA C

185、ommunist Party)was murdered and the ANC and the IFP had an internecine war raging for four years.So yes,I think there is a difference between the kids who grew up during the 1980s and 1990s.Post-apartheid kids are more sure of themselves,they know what they want,they care more for the environment an

186、d they see all people as the same.All of them are not necessarily colourblind,but some of them definitely are,they know there are opportunities for them in the wider world.They also have a stronger sense of community and that things should be achieved together.Kids born during the 1980s are less sur

187、e of themselves,but they are tough they grew up during a difficult decade for both blacks and whites in the country.I think they are more individual-minded,they had to work hard for things they got.What is/was the impact of Covid?Many social issues were brought to the surface by Covid.The escalation

188、 of gender-based violence(GBV),isolation and deep poverty,amongst people of all population groups.At the same time,Covid was a leveller,no matter your skin colour or social standing lives and livelihoods were lost across the spectrum grief was universal,and the isolation was felt nationwide.Covid sh

189、owed that UKMexicoSouth KoreaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth Africa48Ipsos|We need to talk about generationsissues such as depression have no colour or class.The chasm was highlighted in terms of access to medical care,so too was the fact that some of our b

190、est medical professionals are to be found in the under-served public health system of our country.South African doctors,whether they work in the private or in the state sector are generally excellent and very well-qualified.Like doctors all over the world,they work horrendous hours,as there are simp

191、ly not enough of them.The doctors in the state sector generally work even longer hours.The private sector hospitals are only available to people who have a medical aid generally people who areworking.During Covid,the doctors and nurses in the state sector carried an uneven burden there were many mor

192、e patients needing their help than Covid patients in the private sector.In the private sector the equipment is newer,better maintained and generally more available inthe state sector,it is not the case.You use what youve got and make a plan.Covid also had a significant effect on life expectancy.From

193、 2020 to 2021,life expectancy at birth for males declined from 62.3 years to 59.2(3.1-year drop),and 68.4to 64.2 years(4.2-year drop)for females.After the 2021-22 vaccine rollout,life expectancy at birth improved by 0.8 years for males(60.0 years)and 1.4 years for females(65.6 years).Covid brought a

194、bout the same uncertainties for everyone,particularly the mistrust of politicians or political parties grew,which led to people across the spectrum coming closer together.The fertility rate is now close to replacement ratio is the country preparing for a population that is no longer growing?Unfortun

195、ately,as with many things in South Africa,there is very little planning for the future.As an example,the Department of Education in Gauteng(the smallest,but most populous province where both Johannesburg and Pretoria are situated)had to double the number of Like doctors all over the world,they work

196、horrendous hours,as there are simply not enough of them.The doctors in the state sector generally work even longer hours.UKMexicoSouth KoreaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth Africa49Ipsos|We need to talk about generationsclassrooms in some areas in a space of

197、 about two weeks at the beginning of this year,because they did not plan for the number of children who were starting school(either primary school or high school).As a quick fix,they put up temporary classrooms but there are no plans to make these permanent or to actively recruit young people to be

198、teachers.There also is no planning to make provisions for an older population in the future.Economists express their worry about the low level of savings and contributions to a pension fund.Additionally,it is important to note that in the post-apartheid era since 2008,the population growth rate has

199、exceeded the economic growth rate,which is mounting pressure on a country struggling with economic woes.What is there to say about urban vs rural demographics?And what is there to look out for next?Firstly,its important to understand that SA is the fifth most populous African country,yet its demogra

200、phic features resemble that of a developing country.The population growth rate in rural areas is higher than in urban areas and women tend to have a first baby earlier in life in rural areas than in urban areas.People in rural areas also tend to be on average older than those in urban areas(on the m

201、acro-level)-and the population sex split in rural areas is more female than male.This is probably a remnant of the labour system practices during apartheid,when men could not take their families with them when they found a job at a mine or other big corporations in a city.Although there are many,man

202、y,poor South Africans living in the eight metropolitan areas and cities in the country,we also see a lot of poverty in rural areas.Limpopo Province is 79%rural with no major metro areas,and probably one of the poorest provinces in South Africa.UKMexicoSouth KoreaPeak PopulationThe ConversationQuesti

203、onsIndiaItalyContextIntroductionSouth Africa50Ipsos|We need to talk about generationsTheEastern Cape is 49%rural,and while it contains two Metro areas for job seekers,work opportunities are probably much better in the Western Cape which is a much richer province therefore,theres a steady stream of i

204、nternal migration of hopeful jobseekers from the Eastern to the Western Cape.Despite these large rural communities,investment in infrastructure,education,health,work opportunities and income-earning opportunities are not equally distributed between metropolitan and rural areas,potentially leading to

205、 resentment and division in communities.What are the myths vs reality that you would focus on for someone outside South Africa?Reality:many children of all races grow up with a single mother and without a father present in the household.Urbanisation leads to more opportunities,less children per hous

206、ehold,and the raising of the education standard(especially of girls)-but there are many other challenges.in terms of infrastructure and service delivery in urban areas.There is a myth that all white people are rich,and all black people are poor this is not the case and both population groups are spr

207、ead across all income groups in the country.Having said that,the spread is not equal though so feeding into the myth perhaps.As much as things have opened up,previously disadvantaged means having a lot of catching up to do before we can get to a semblance of equality.Urbanisation leads to more oppor

208、tunities,less children per household,and the raising of the education standard(especially of girls)-but there aremany other challenges.in terms of infrastructure and service delivery in urban areas.UKMexicoSouth KoreaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth Africa51

209、51WHY WHERE YOU LIVE MATTERS IN UNDERSTANDING GENERATIONS IN INDIAIpsos|We need to talk about generationsUKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsItalyContextIntroductionIndiaAshwini Sirsikar Group Service Line Leader Ipsos in India Ashwini.SirsikarIWHY WHERE YOULIVE MA

210、TTERS IN UNDERSTANDING GENERATIONS IN INDIA Q&A with Ashwini SirsikarDo Gen Z differ in India compared to other nations?While there are many points of similarities between the Gen Z in India and other nations there are some interesting differences too.Indian Gen Z are not necessarily activists,far f

211、rom the stereotypes prevailing in the US and Europe.Indeed,some only pay lip service to concerns about climate change or sustainability.In contrast to Italian or American youth,for example,they abstained massively from voting at the last general election and are generally not very interested in poli

212、tics.To what extent do we see similarities between generations?We do see several similarities across generations primarily due to the cultural fabric which ties Indians.India continues to be a collectivist society with family being of utmost importance.While on one hand Gen Z wants to do something d

213、ifferent,follow their passions and seek newer challenges we also see a certain degree of conformism amongst them especially in smaller towns.Government jobs are still aspirational,primarily because of the status 52Ipsos|We need to talk about generationsUKMexicoSouth KoreaSouth AfricaPeak PopulationT

214、he ConversationQuestionsItalyContextIntroductionIndia As a result of increased tech use,young people in India are actually demanding theyre demanding more opportunities,theyre demanding change and theyredemanding guidance from marketers who can enter and speak to them.53Ipsos|We need to talk about g

215、enerationsassert their identity and self-pride through social media.Large tech players,seeing that growth has plateaued in the bigger towns,are now focusing a lot more on tier two and the rural population.Ostentatious consumption(luxury cars for example)reflects the new self-confidence of tier two c

216、ities now described as“billionaire mills”.As a result of increased tech use,young people in India are actually demanding theyre demanding more growth opportunities,theyre demanding change and help and support in achieving their dreams.Gen X in many cases are parents to Gen Z.From an India perspectiv

217、e this was a generation which was in a bit of transition.They were brought up with typical middle-class values of frugality,high focus on education,family-centricity.However,liberalisation and globalisation in India which happened since the 1990s opened up a width of possibilities in terms of more c

218、hoices when it came to career,education,access to brands etc.This generation is also to a certain extent the most adaptable as they and respectability that they offer.And hence,conformity is not something that people look down upon.Many Gen Z continue to stay with their parents even once they start

219、working.Some continue to stay together even post marriage and move out only if there is a space constraint or they need to move cities for work.Arranged marriages are still common in India and parental approval is critical.Many end up marrying a partner of their parents choice or settling for quasi

220、love-arranged marriages where the girl and boy are allowed to meet each other a few times before they marry.To what extent do we see differences between generations?The India that Gen Z live in is very different from the ones that our parents lived in.Tech literacy is something which binds and defin

221、es young people and impacts different parts of their life.India is a mobile-first market.Many local apps have been developed to address this market:Flipkart,Meesho,Zomato and Moji(TikTok being banned from India).Young people in small-town India(Bharat in Hindi)UKMexicoSouth KoreaSouth AfricaPeak Pop

222、ulationThe ConversationQuestionsItalyContextIntroductionIndia54Ipsos|We need to talk about generationshave seen both worlds the world of their parents and the new world that liberalisation brought in.In many cases they are the parents to Gen Z and have had to adapt to the new way of thinking that th

223、e Gen Z bring in.We see this generation straddling so called diverse values and attitudes of frugality vs free spending,tradition vs modernity,attitude to change,gender role definitions etc.Has there been a change for women in Indian society?The condition of young Indian women is still heavily deter

224、mined by early marriage and childbirth:the median age at first marriage is 18.8 years for women and 24.9 years for men.But in any case,dramatic changes are underway as reflected by the National Family Health Survey(NFHS)data:early marriage has been declining over time.Women having 12 or more years o

225、f schooling marry much later than other women.The median age at first marriage for women increases from 17.1 years for women with no schooling to 22.8 years for women with 12 or more years of schooling.Women in the highest wealth quintile marry much later(21.1 years)than women in other wealth quinti

226、les(17.5-19.3 years).This has a direct impact on the Labour Force Participation rates which are 60.1%for men aged 15-29 vs.only 21.1%for women in the sameage bracket.Yet,for the first time,girls Gross Enrolment Ratio(GER)in Higher Secondary level of School Education is now higher than boys(54.6%vs.5

227、3%)and womens Gross Enrolment Ratio(GER)in Higher Education(18-23 years)isalso higher than mens(27.3%vs.26.9%).The higher rates of education for women means they are asserting themselves more.Whether we look at large towns or women in small town India,both are looking to be free and there is a stron

228、g need for self identity.However,the definition of self-identity is not the same when it comes to small town or large town India.In small towns,it could be something as simple as having UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsItalyContextIntroductionIndia55Ipsos|We nee

229、d to talk about generationsthe freedom to stay out late at night or freedom to decide what kind of clothes they are going to wear.In large cities,it could be freedom when it comes to career choices,it could be freedom in terms of being able to decide when they want to marry and who they want to marr

230、y.How has the pandemic affected different generations?The share of upper secondary 15-19-year-old students enrolled in vocational programmes is one of the lowest among OECD and partner countries with available data(1.5%,rank 40/41,2020).This means that the Indian labour market will continue being ex

231、tremely polarised.The pandemic exacerbated this polarisation and produced a deterioration of the average quality of jobs,most lost jobs being salaried positions.This resulted in a surge in youth unemployment and in December 2021,fewer Millennials and Gen Z were employed than in December 2019.Gen Z w

232、as also emotionally impacted by the pandemic,being stuck at home,with career choices and as a result aspirations curtailed.Social media and the internet in those times provided avenues for entertainment,learning,growth and also income.The pandemic exacerbated this polarisation of the labor market an

233、d produced a deterioration of the average quality of jobs,most lost jobs being salaried positions.This resulted in a surge in youth unemployment and in December 2021,fewer Millennials and Gen Z were employed than in December 2019.UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestion

234、sItalyContextIntroductionIndia5656SUPER-AGEING IN POST-PANDEMIC SOUTH KOREAIpsos|We need to talk about generationsUKMexicoSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth Korea57Ipsos|We need to talk about generationsJinna Yoon Chief Client Director,Ipsos Jinna.

235、YoonISUPER-AGEING IN POST-PANDEMIC SOUTH KOREAQ&A with Jinna YoonWhy is it important to understand generations now in South Korea?In around two generations,Korea has become a“super-ageing”society.Its birth rate is the lowest in the world having gone from a fertility rate of 5.9 births per women in 1

236、960 to 0.8 in 2020.Therefore,there is now a growing concern about the demographic“cliff”facing the country:fewer working people having to support more and more elderly people,and what this means for the economic implications of the country.On the other hand,it is important to understand the growing

237、generation tension between old and young people in Korea which stems from a combination of socioeconomic and cultural factors e.g.shift from traditional Confucian values to individualistic society,rapideconomic growth and industrialisation,polarised view to social justice and In 1960 the fertility r

238、ate in South Korea was 5.9 births per woman,by 2020 it had dropped to 0.8.0.8South Korea now has the lowest birth rate in the world.no.01UKMexicoSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth KoreaFig.13 Fertility rates 1970-2021 Decline in fertility rates ove

239、r timeSource:OECD,https:/data.oecd.org/pop/fertility-rates.htmSouth AfricaIndiaUnited KingdomMexicoSouth KoreaItaly0.811.241.562.082.182.3658Ipsos|We need to talk about generationsdemocracy.Understanding generational differences will be the key,therefore,to address future societal issues and encoura

240、ge social cohesion.What is the main reason for declining birth rate in Korea?First,it is economic factors that have put off young from having families high real estate prices,the cost of education for children and greater economic anxiety.On the other hand,there is also a trend to delay or avoid mar

241、riage.Marriage,childbirth,and childcare require too much sacrifice for women in a patriarchal society especially over the past decade.So,they are beginning to explore the possibility of being able to live well without getting married.Among those who were not dating,51%of men and 64%of women said the

242、y chose not to date so they can enjoy their hobbies or focus on education.Many say they just dont have the time,money,or emotional capacity to go on dates.1970Number of children0205678UKMexicoSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth

243、 KoreaFig.14 Tension between old and young Q:How much tension,if any,would you say there is between old and young in country today?%who say a great deal or fair amountSource:Culture wars in the UK|June 2021,23,004 adults interviewed online between 23 Dec 2020 and 8 Jan 202159Ipsos|We need to talk ab

244、out generationsLastly,there is constant failure of government policy to solve the low birth rate problems.Many experts believe the current throw-money-at-it approach is too one-dimensional and that what is needed instead is continuing support throughout the childs life.How do Gen Z compare to Millen

245、nials?The socioeconomic,technological environment may make a difference between Millennials and Gen Z.Both generations were digital-savvy kids,but Gen Z is truly mobile savvy since they have grown up with smart phones since primary school and social media is part of their day-to-day.On the other han

246、d,both generations are highly educated and technologically adaptable,but Gen Z represent the countrys most vulnerable generation so far due to increasing job insecurity,unaffordable housing,and rapid automation in workplaces while Millennials in their 30s are relatively more established.46%80%61%58%

247、55%54%53%53%53%52%49%49%48%47%45%44%43%43%42%42%42%41%40%38%37%36%34%31%29%South KoreaGlobal country averageIndiaSingaporePeruUnited StatesBrazilSouth AfricaMexicoHungaryChileItalyMalaysiaTurkeyArgentinaPolandAustraliaGreat BritanJapanGermanyChinaBelgiumSpainCanadaSaudi ArabiaRussiaNetherlandsFrance

248、SwedenUKMexicoSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth Korea60Ipsos|We need to talk about generations Korean marketeers are increasingly interested in also targeting older people who are more established,still socially active with sophisticated tastes an

249、d willing to buy premium products,especially in luxury goods,leisure,beauty,health and wellness.To what extent do we see differences between Generation X and other generations?South Koreans in their late 40s and early 50s,as members of Generation X,are regarded as the first generation to turn away f

250、rom the traditional mainstays of collectivistic nationalism or hierarchical organisational culture in favor of individualism.This generation serves as a bridge between the two older generations and the younger new generation.They can be described as the countrys first post-democratisation generation

251、.Growing up in a democratic society,they were less active in championing the collective goal of democratisation than the generation before them.How has the pandemic affected different generations?Post-pandemic,inflation has been the sudden scourge of the time and the wealth inequality in Korean soci

252、ety has reached its highest level ever due to rising house prices,interest rates as well as diminishing subsidies,with those under 30 most impacted.Debt held by heads of households in their 20s has soared by more than 40%in the last year,triggering warning alarms about household financial soundness

253、in a period of high-interest.It seems that relatively more established Gen X or older generations who have their own housing and secure jobs are relatively less affected even though they also have to tackle with rising school fees for their children as well as parenting young adults and children hav

254、ing a hard time to find a stable job and housing.Lastly,the over 60s may become a vulnerable and isolated generation due to the technology divide in todays fast moving digital and mobile-focused society,which is even more pronounced after the pandemic.UKMexicoSouth AfricaPeak PopulationThe Conversat

255、ionQuestionsIndiaItalyContextIntroductionSouth Korea61Ipsos|We need to talk about generationsDo we see differences in how brands target generations?The young generations represent the core consumer group that lead cultural trends in fashion,beauty,entertainment and pop culture with a strong social i

256、nfluence on wider age groups.So,brands often target and actively engage with them to create trendy and youthful images and generate social buzz.However,Korean marketeers are increasingly interested in also targeting older people who are more established,still socially active with sophisticated taste

257、s and willing to buy premium products,especially in luxury goods,leisure,beauty,health and wellness.UKMexicoSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionSouth Korea6262POPULATION BUST:HOW ITALY IS FINALLY FACING ITS GREY RHINOIpsos|We need to talk about generation

258、sUKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaContextIntroductionItaly63Ipsos|We need to talk about generationsWhat is going on with Italys population?Since the mid-seventies,Italy started to fall behind in its replacement rate and now the population(like Japan,South K

259、orea and now China)is decreasing in absolute numbers.Last December,ISTAT announced that Italy had dropped below 59 million in 2022.5 This issue has been kept in the background of public discourse,with more pressing issues on the political agenda(e.g.,internal terrorist threats,oil crisis,and politic

260、al disruption in the early 90s).The Italian population has been shrinking steadily since 2014,with a cumulative loss since then of more than 1.36 million residents.Chiara Ferrari Service Line Leader,Public Affairs,Ipsos in Italy Chiara.FerrariIPOPULATION BUST:HOW ITALY IS FINALLY FACING ITS GREY RHI

261、NOQ&A with Chiara FerrariThe Italian population has been shrinking steadily since 2014,with a cumulative loss since then of more than 1.36 million residents.1.36mThe population in 2022 sat at just under 59 million.59mUKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaContext

262、IntroductionItaly64Ipsos|We need to talk about generationsWhere public institutions lack ideas and initiatives/policies,a space opens for the private sector:companies big and small design their own welfare for workers,offering support,flexibility,extended parental leave.Recently,an Italian baby food

263、 manufacturer has gone further,by developing a manifesto,a platform and a video(ADAMO 2050-Platform manifesto&video-PLASMON)which has attracted the attention of other companies and,hopefully,of institutions.Has there been a change in Italian society?We see the traditional post-war Italian family and

264、 way of life quietly disappearing.The archetypal Italian household with lots of members under one roof is dwindling,with households only having one member now accounting for 33.2%of the total.This is more than the share of couples with children(31.2%).In the 1950s,the average number of household mem

265、bers was 4.0.Whereas in 2011,it was 2.4.How are institutions handling this change in demographics?This has been happening for decades now and under the radar of institutions.However,ISTAT is annually commenting on the population data,and only recently they raised the alarm on how a shrinking populat

266、ion will impact public resources and expenditures.In particular,the main welfare provisions(healthcare,pensions,size of the workforce,jobs availability,education etc).The media are beginning to take note.For example,they are counting the shrinking number of new classes in pre-school and primary leve

267、l education and the subsequent loss of jobs among teachers.The Government has created the new role of Minister for Family,Natality,and Equal Opportunities.Eugenia Roccella,selected for the role,is known for having strong views on feminism,abortion,and end of life care.We see the traditional Post-War

268、 Italian family and way of life are quietly disappearing.In the 1950s,the average number of household members was 4.0.Whereas in 2011,it was 2.4.UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaContextIntroductionItaly65Ipsos|We need to talk about generationsThe concentrat

269、ion of wealth has also been altered.The richest 5%own 41.7%of the total wealth(or,the richest 20%owns 68.9%)and the poorest 20%owns 1.3%.The salaries in Italy are 12%lower than in 2008 in real terms and employment among women is 49%,the worst figure since 2013,with higher losses among those aged 25-

270、49.Women in Italy seem to be confronted with a choice:have children and face barriers to employment or have a career and potentially not have kids?Of the women aged 25-49,81%of those living alone are employed,and 71%of those living with a partner with no kids are also employed.This is compared to 56

271、%to those with children.To what extent do we see differences between generations?The latest general election in 2022 showed that the gap between Gen Z and other generations is widening.They turned out in greater numbers and with more salient motivations compared to older generations almost the oppos

272、ite to those of the mainstream,older voters.The values they were more likely to stand up for were the ones which they thought the winning coalition would attack:environment,pacifism,social justice and diversity.This belied the assumption that they were more disengaged,subdued,or cynical than previou

273、s generations at the sameage.How has the pandemic affected the demographics and/or generations in Italy?The pandemic has impacted the views on the future and the capacity of people to plan ahead both because of the social and economic impact of the lockdown period and of the uncertainty which has be

274、en permeating our existence since then.In fact,together with a surge in deaths(740,000),in 2020 we saw a reduction in the migratory balance and a further contraction of births(which dropped to 405,000;they were 420,000 in 2019 and 562,000 in 2010).Thenatural balance UKMexicoSouth KoreaSouth AfricaPe

275、ak PopulationThe ConversationQuestionsIndiaContextIntroductionItaly66Ipsos|We need to talk about generationswas-335,000,the worst in the history of our country since the Spanish Flu in 1918.The data also shows how the negative effects are differentiated.The first pandemic wave mainly affected reprod

276、uctive behaviours in the North and the second in the South.The contribution to the births of married couples decreased as a consequence of the collapse of marriages(it actually halved in 2020 compared to the previous year),while the incidence of extra-marital births increased(a phenomenon which also

277、 includes young couples who have postponed their marriage but decide to have a child anyway).Also,the birth project was slowed down within younger cohorts,whereas the pandemic put a spin on decisions for women over 35 who decided to stop postponing further despite the period of crisis.The comparativ

278、ely higher impact of the pandemic on Italian demographics can be explained by various elements,the most relevant being a fragile labour market which negatively reflects mainly on young people and women,together with a suffering economy.Of the women aged 25-49,81%of those living alone are employed,an

279、d 71%of those living with a partner with no kids are also employed.This is compared to 56%to those with children.UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaContextIntroductionItaly6767MEXICO:FROM A TEENAGE COUNTRY TO AN ADULT ONE IN A CENTURYIpsos|We need to talk abo

280、ut generationsUKSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionMexico68Ipsos|We need to talk about generationsEugenia Marbec Senior Client Director LATAM,Ipsos Eugenia.MarbecISarai Escobar Avila Project Manager,Public Affairs,Ipsos in Mexico Sarai.Escobar

281、AvilaIFROM A TEENAGE COUNTRY TO AN ADULT ONE IN A CENTURYQ&A with Eugenia Marbec and Sarai Escobar AvilaWhat is there to say about urban vs rural demographics?And what is there to look out for next?There has been a great shift in Mexico moving to cities from rural areas in recent decades.Today the p

282、ercentage of Mexicans living outside of urban areas is half of what it was 50 years ago.Back in 1970 43%lived in rural areas,but this has fallen to 21%in 2020.This trend is predicted to continue with the rural population expected to be only 7%in 2050.Rural areas in Mexico are not like rural areas in

283、 the most advanced Western countries.The natural landscape dominates and obviously there is a lower population density compared to cities,but there is also poor hospital infrastructure,roads,internet access.In 1970 the rural population of Mexico was 43%,by 2050 this is expected to be only 7%.7%UKSou

284、th KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionMexicoFig.15 Population urban/ruralSource:Datos 1950 2020:http:/cuentame.inegi.org.mx/poblacion/rur_urb.aspx?tema=P#:text=Rural%20y%20urbana&text=El%20n%C3%BAmero%20de%20habitantes%20que,m%C3%A1s%20de%202%20500%

285、20personas.Estimacin 2050:https:/www.un.org/development/desa/publications/2018-revision-of-world-urbanization-prospects.html0020202050UrbanRural43%51%59%71%78%75%79%93%7%21%22%25%29%41%57%49%69Ipsos|We need to talk about generationsQ:In many countries we have seen that as peopl

286、e move to the city they have less children.Is this the same in Mexico?Over the last 50 years there has been migration to urban areas,and this has been coupled with a decline in the number of children families have.Mexico is now at the threshold of replacement rate.It is thus starting its transition

287、from a“teenage country”to an older one.Back in 1970,children(those aged under 14 years old)made up 41%of the Mexican population,today that is down to 22%and is expected to fall further by 2050(see figure 16 over page).However,there are regional differences.Birth rates are twice as high in rural Chia

288、pas than in Mexico City.Many of these differences are down to education.While Mexico City ranks first in average schooling,Chiapas ranks last.There are other factors such as access to information on sexual education,beliefs and customs,discrimination,and abuse against indigenous communities in rural

289、 areas.UKSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionMexico1970Total children(0-14)20002020205018.1M27.0M26.5M21.5MFig.16 From a country of adolescents to one of adults in a century%children(0-14 years old)in MexicoSource:CONAPO Proyecciones de la Pobl

290、acin de Mxico y de las entidades federativas %29%22%15%70Ipsos|We need to talk about generationsQ:The number of 65+year-olds will double in a generation.How are institutions reacting to this,if at all?Older people are concerned by the lack of savings and thus of potential support from the

291、 moment when they start being dependent on others.More than four in 10(44%)of adults save through mechanisms other than those offered by financial institutions.Among these,the most common are keeping money in cash(65%)and participating in batches(32%).Therefore,it is important to disseminate the ben

292、efits and ways of saving,for example through investment instruments.In times of higher inflation,remittances have played a very important role in the Mexican economy.It increased by 12.5%in January 2023 and for February 4.4 billion dollars of remittances entered Mexico,according to the Bank of Mexic

293、o.UKSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionMexico71Ipsos|We need to talk about generationsMore than a third of people aged 15-19 have dropped out of school and only a quarter of those aged 20-24 are still studying.Aquarter of those aged 16 are eit

294、her working or looking for a job.The entities that receive these resources are also the states that see the most people moving away year after year.Jalisco,Michoacn and Guanajuato were the main recipients of remittances registered in 2022,each exceeding 5 billion dollars in 2022.By municipalities,Ti

295、juana,Guadalajara and Morelia were the ones thatraised the most money,according to data from the central bank.Q:Nearly half(45%)of 24 year-olds are married,how do marketers and/or communicators react to this?At 20,a quarter are already married or living with a partner.This all means that a significa

296、nt share of younger adults in Mexico live like“full adults”:working(or seeking employment)and running their own households.They are not the Gen Z seen in many adverts.Marketers and communicators direct their marketing strategies to different segments of the population,one of them is the LGBT communi

297、ty,since it is known that 40%have more premium tastes than the rest of the population,between 5%and 10%of Mexicans belong to this market;and many of them live as a couple,without children and both work.Another segment to which they direct their attention is single-person households,since it has had

298、growth in recent decades,while in 1990 this segment was 4.9%,it is expected that by 2030,it will represent 12.2%.Q:To what extent is the MX picture similar/different to other LATAM countries?The indigenous speaking population in Mexico is 6%of the total.The states with the highest concentration of p

299、opulations that speak indigenous languages are Chiapas,Oaxaca and Yucatn.There is a great diversity of indigenous languages,currently there are 68 languages with 364 variants throughout the country.A significant share of younger adults(45%of 24 year-olds)in Mexico live like“full adults”:working(or s

300、eeking employment)and running their own households.They are not the Gen Z seen in many adverts.UKSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionMexico72Ipsos|We need to talk about generationsSix in 10(61%)in Mexico aged 12 and over who speak an indigenous

301、 language declared to be economically active(worked or looked for work during the week).The percentages by sex are 43%for women and 79%for men.According to ENIGH 2018,seven out of 10 people who speak an indigenous language are in a situation of poverty.The literacy of the indigenous population is a

302、clear sign of its challenges.Data from 2020 shows that 8%of girls and 8%of boys between the ages of six and 12 do not attend school.The percentage of school non-attendance of the age group 13-15 years increases to 29%of girls and 28%of boys.The literacy of the indigenous population is a clear sign o

303、f its backwardness.Data from 2020 shows that 8%of girls and 8%of boys between the ages of six and 12 do not attend school.The percentage of school non-attendance of the age group 13-15 years increases to 29%of girls and 28%of boys.UKSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndi

304、aItalyContextIntroductionMexico73Ipsos|We need to talk about generationsWHAT NEXT?This report forms part of a new research programme by Ipsos to help us better understand different generations and be clearer about the implication for all of us involved in marketing or policymaking.We hope the conten

305、t provides ideas and food for thought to support the work you are doing in your own organisation.This initiative involves revisiting and exploring existing data sources,as we explore a series of themes to help us do a better job when it comes to generational analysis,grounding ourselves in the cultu

306、ral,contextual and demographic realities of the day.Our lines of enquiry include taking forward the country and contextual analysis presented in this report,exploring the dynamics of“Generation X”in more detail and continuing our journey to build more rounded and nuanced understandings of Generation

307、 Z.It could be,for example that todays Gen Z are,wherever they work,live or study,the first global generation,showing more in common than they do differences.We would be delighted to discuss how we can incorporate the big questions you are asking as we develop the programme.Please get in touch with

308、any member of the team with your ideas,thoughts and comments.UKMexicoSouth KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroduction74Ipsos|We need to talk about generationsEndnotes1 Cohen,P.“Open letter to the Pew Research Center on generation labels.https:/ Ibbitson,J.

309、and Bricker,D.“Population decrease is irreversible.How will we manage the decline of humanity?”https:/ Sherman Grossman,A.“Working mothers and their children.”Special Labor Force Reports-Summaries.https:/www.bls.gov/opub/mlr/1981/05/rpt3full.pdf&https:/www.bls.gov/opub/mlr/1982/02/rpt2full.pdf4 Bric

310、ker,D.and Ibbitson,J.“Empty Planet:The Shock of Global Population Decline.”20195 “Italy ageing faster than EU peers,population drops below 59 mln.”https:/ KoreaSouth AfricaPeak PopulationThe ConversationQuestionsIndiaItalyContextIntroductionFor further informationSimon Atkinson Chief Knowledge Offic

311、er,Ipsos Simon.AtkinsonIEditorial Team Tessa Balka,Darrell Bricker,Mathieu Doiret,Chris Murphy,Joseph Nadler,Emilie Rochester,Jamie Stinson,Aynsley Taylor,Mandy TurnerAbout IpsosIn our world of rapid change,the need for reliable information to make confident decisions has never been greater.At Ipsos

312、 we believe our clients need more than a data supplier,they need a partner who can produce accurate and relevant information and turn it into actionable truth.This is why our passionately curious experts not only provide the most precise measurement,but shape it to provide True Understanding of Soci

313、ety,Markets and People.To do this we use the best of science,technology and know-how and apply the principles of security,simplicity,speed and substance to everything we do.So that our clients can act faster,smarter and bolder.Ultimately,success comes down to a simple truth:You act better when you are ipsos