Ipsos | Understanding Representation and Access
While Pride month gives cause for celebration, ongoing conflicts still leave many in peril. Looking at social values across the world, we find opinions are punctuated by generational, gendered or geographical differences.
Along generational lines we see that?younger generations are more accepting of LGBTQ+ representation on TV, they vote with their wallet and feel the strongest guilt around climate change. By comparison, older generations are less accepting of LGBTQ+ media representation but are better at recycling and energy saving.
While some global issues, such as offering refuge to those fleeing war or persecution, garner more consensus (73% globally are in support of offering refuge to people seeking safety from war or persecution) we still see geography impacting opinions with support?at its?highest in Latin America, Africa and the Middle-East, while concerns about integration, security and public services feature in host nations with larger refugee populations.
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Latest Ipsos Insights
Ipsos Pride Survey 2024
A new 26-country survey reveals generational and geographical differences in attitudes towards LGBTQ+ rights and representation. Gen Z is more likely to identify as LGBTQ+, support same-sex marriage and transgender rights, and desire greater LGBTQ+ visibility in media than other generations.
However, support for LGBTQ+ rights declines with age, with older generations showing less acceptance.?Read the paper
Global attitudes to refugees
Our global survey found strong support for offering refuge to those fleeing war or persecution. While there are concerns about integration and the impact on host societies, many people support refugees through donations or advocacy. Read the paper
ESG in retail
Climate anxieties and guilt about societal contributions are stronger among younger generations, though older people do more in the way of recycling or energy saving. Gen Z and Millennials are, however, shopping more sustainably than older consumers. Read the paper
Understanding consumer needs in an electric world
Cost and convenience are the biggest barriers to electric vehicle ownership. Whilst government incentives and public charging infrastructure can encourage more car buyers to go electric, it’s not a case of one size fits all across consumer demographics. Read the paper
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How DEI can drive marketing effectiveness
This roleplayed debate brings?to life a familiar tension for many?brands – balancing social good with commercial growth. We prove that better representation of genders, ethnicities, disabilities, and ages in advertising results in increased short-term sales and brand equity. Watch now
Ipsos On Stage
KEYS: Generation myths and demographic realities
11 June 2024
Media excitement about the idiosyncrasies of each generation is never far away. But the evidence reveals generalisations about generations can only take us so far.? Meanwhile, the prospect of global population decline is focusing minds. More than 30 countries around the world are already losing population.
The next episode of our KEYS webinar series explores how businesses can foster genuine connections with diverse generational groups and take the right steps right now to prepare for tomorrow’s population realities.
How We Act
Ipsos in the UK has become one of the first agencies to sign up to the new Market Research Society (MRS) Climate Pledge. It aims to inspire, support, and accelerate more individual and collective actions aligned to a net zero pathway.
The MRS Climate Pledge focuses on four key areas:
Get in touch to discuss your ESG research needs
Discover more sustainability insights from across Ipsos on our website, or contact Jessica Long or Rachel Brisley.
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