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Welcome to the August edition of Ipsos Update.
The world is ageing. By 2030, one in six people will be aged 60 or over. But are our cultural attitudes adapting to this change? This month’s edition of Ipsos Update features two articles on ageing. First, we present the findings from our latest Global Advisor study, which examines how attitudes towards ageing have (and have not) changed since 2018. Next, we shine the spotlight on India, where the spending power of older people is expected to surge by 2030.
We also share our latest insights on America, including the latest edition of What the Future, which explores the meaning of the “American Dream” today and how it might change in the future.
Attitudes to Ageing 2025 – Our 32-country study finds that people believe “old age” begins at 66, but six in ten say they are not looking forward to it.
What the Future: American Dream – Even in today’s polarised times, the values behind the American Dream still unite most Americans. We explore the areas of common ground as well as underlying tensions.
Does Everything Really Cause Cancer? – We cut through the headlines to reveal the true landscape of cancer risk, offering insights to inform both individual health decisions and wider safeguarding measures.
What Worries the World – Our latest findings reveal that people across 30 countries see crime and violence as the number one concern affecting their country; 32% say it is one of the top issues in their country, closely followed by inflation (31%).
Dear Brands, are you Silver Savvy? – We highlight the rising spending power of India’s affluent elderly “Silvers”, a growing demographic keen to spend on things such as travel, entertainment, and gadgets.
Beyond Gaming – We outline the key trends defining the future of the video game industry, and the opportunities they present for brands.
Know the New America & Beyond – The US is navigating a period of significant change and uncertainty. Read our latest analysis.
Every Mode Everywhere All at Once – This practical guide to mixed-mode surveys is designed for commissioners and practitioners alike.
Read: Ipsos Update – August 2025
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please email: Joseph.Nadler@Ipsos.com
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