The Ipsos Generations Report 2025 reveals the need for marketers to move beyond age-based stereotypes and embrace a more holistic view of their audiences.
For decades, marketers have relied on neat generational labels like ‘Boomers’, ‘Gen X’, ‘Millennials’, and ‘Gen Z’ to guide their strategies.
But as the Ipsos Generations Report 2025 reveals, this approach risks missing critical nuances in consumer behaviour and cultural context, particularly in diverse regions like ASEAN.
With more than 30 countries now experiencing population decline and fertility rates plummeting faster than anticipated, the rules of engagement are changing.
As brands scramble to connect with a shrinking, ageing consumer base, it’s time to rethink the rigid generational frameworks that may be holding them back.
Breaking the Stereotype Trap
One of the report’s core insights is the danger of over-relying on generational stereotypes.
The reality is that people within the same age cohort can have vastly different values, priorities, and life experiences.
For example, Gen Z in Western nations might be associated with digital activism and progressive social values, but this assumption doesn’t necessarily hold true in ASEAN markets, where cultural and economic contexts differ significantly.
The report highlights that in places like China and India, less than 20% of people can accurately identify which ‘Western’ generational cohort they belong to, underscoring the need for a more context-sensitive approach.
The Rise of the Overlooked Gen X
While Millennials and Gen Z often dominate the cultural conversation, Ipsos’s latest findings spotlight a critical oversight: Generation X, those aged 46-59, who wield significant influence over household spending, leadership, and decision-making.
In Europe, this cohort outnumbers Gen Z and holds considerable power in the boardroom and the family.
Yet, they are often ignored in marketing narratives.
In Malaysia and ASEAN, where the median age is climbing, this ‘quietly powerful’ generation could be the key to unlocking new revenue streams for brands looking to stay relevant.
Ageless Marketing in a World of Shifting Demographics
With populations ageing rapidly and the median age rising across the globe, brands that cling to outdated generational models risk being left behind.
The report notes that older adults are not just passive consumers but active, tech-savvy participants in the digital economy.
In Malaysia, where old age is defined as starting at 60, these ‘young-old’ consumers are increasingly embracing technology and redefining what it means to age.
This creates fresh opportunities for brands to innovate and connect with a demographic that is often overlooked despite its significant purchasing power.
A Fragmented Digital Landscape
The Ipsos Generations Report also highlights the stark gender divide within Gen Z, revealing that young men and women are increasingly occupying different digital spaces and engaging with contrasting content.
This fragmentation is particularly pronounced in the context of social media, where platforms like TikTok and Instagram are more popular among women, while Reddit and YouTube attract more male users.
For brands in ASEAN, understanding these digital subcultures is critical for effective targeting.
Moving Beyond Labels
As the Ipsos Generations Report 2025 makes clear, the days of relying on generational shortcuts are over.
For brands hoping to thrive in the diverse, rapidly changing markets of ASEAN, and beyond, the path forward lies in deeper, more context-driven consumer insights.
It’s time to embrace an ageless approach that speaks to universal human experiences while respecting local nuances.
Only then can marketers truly connect with their audiences and drive long-term brand loyalty.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
