2 September 2021
Selfish baby boomers? Miserable Gen X? “Snowflake” millennials and Gen Z? Are you bored or annoyed by the tired clichés about you and your generation? In Generations: Does When You're Born Shape Who You Are?, Bobby Duffy argues we need to drop the stereotypes and focus on more rigorous generational analysis – one of our most powerful tools for understanding how individuals and societies change, and something which is even more important in light of the Covid-19 crisis, a truly generation-shaping event. Explore the data from over 3 million interviews from countries across the world, and exclusive polling and analysis by Ipsos MORI, to understand the most divisive issues today, from Covid and climate change to cancel culture, and reassures that there is no coming generational war. Instead, our focus should be on building connections between generations, and embedding longer-term thinking.