Reports and Articles

Our analysis has sparked a lot of discussion and debate about generational trends and their implications. Below we have collected together some of the main articles and our key reports.


The Economist The Economist The Economist
The strange rebirth of Liberal England
Generation Boris
Generation Gap
The Guardian The Guardian The Guardian
Public attitudes change with the generations, and so must welfare policy

Tories win over Generation Y while losing touch with older voters

Generation Y: why young voters are backing the Conservatives

The Guardian The Huffington Post The Telegraph
Young UK voters pro-pensions but anti-dole, study finds

Conservatives Winning Young People's Votes Over Welfare Reform, Ipsos MORI Survey Shows

Generation Y gives Tories some long term hope

The Telegraph The Sunday Times The Spectator
A brave new world for generation Y

Greedy, lecherous, godless and young – meet Dave’s No 1 fans
Is George Osborne’s ‘Help to Buy’ the equivalent of Bush’s sub-prime loans?

New Statesman    
Generation Strains




Intergenerational Justice  Generation Strains: Ipsos MORI and Demos report

Intergenerational Justice

The Joseph Rowntree Reform Trust commissioned this report to explore generational views on challenges facing British society and to stimulate debate about how different generations can work together to develop solutions.


Generation Strains

Ipsos MORI and Demos published a major new report on attitudes towards welfare across generations. This research was supported by the Joseph Rowntree Foundation.


 Ipsos MORI Generations Report

An Introduction to Ipsos MORI Generations

Ipsos MORI is engaged in a major programme of work focusing on generational differences, and the implications they have for public policy and politics.


Understanding Society: Generations

The latest edition of the Ipsos MORI Social Research Institute’s Understanding Society, brings together some of our research from our year-long programme of work.


 Infographic: Political Generations  

Political Generations: Infographic

Our generational research has highlighted how important it is to take a generational frame to understand our shifting relationship with politics.



Hannah Shrimpton - Ipsos MORI

Hannah Shrimpton

Associate Director
Social Research Institute
Ipsos MORI

020 3059 5000

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