Gen Z: Key takeaways, data, and strategic insights
Ipsos published an overview of its latest research on Gen Z, combining findings from multiple reports on aspirations, gender attitudes, online behaviour and views on the economy. The data suggests European brands and institutions need more segmented messaging, especially as Gen Z remains tied to traditional milestones while also showing sharper divides by gender and spending habits.
Ipsos Generations Report 2026: Continuity vs Rupture
Ipsos published its 2026 Generations Report, titled “Continuity vs Rupture.” The report says global fertility has fallen sharply, population decline is becoming likely in many markets, and generations are shifting their milestones and workplace roles.
This matters for Europe because several countries are already facing aging populations and, in some cases, declining births. For sales and marketing teams, it points to a larger need to target older consumers, adjust category demand forecasts, and rethink life-stage assumptions.
If you trust AI recommendations generally, you trust them for most things
Ipsos says Americans who trust AI recommendations generally tend to trust them across most product and service categories. The survey suggests AI is moving from a novelty to a research and recommendation tool, which matters for European sales and marketing teams evaluating AI-assisted discovery and advice.
Retail and Shopping: Essential data and insights
Ipsos published a retail and shopping insights roundup covering consumer attitudes to functional food, AI shopping agents, buy-now-pay-later, private label and retail apps. It shows that value pressure, convenience and trust continue to shape buying behavior. For European retailers and marketers, the findings point to continued demand for clear pricing, strong assortment and low-friction shopping experiences.
Latest U.S. opinion polls
Ipsos reports stable U.S. consumer sentiment in May 2026, with its Primary Consumer Sentiment Index at 49.6, down 0.3 points from April. For Europe, this is a useful signal that U.S. demand conditions remain soft and may continue to affect global pricing, retail, and marketing planning.
The economy: Key insights, data and solutions on inflation, recession, consumer confidence and more
Ipsos says U.S. consumers remain under pressure, with 61% calling the national economy off on the wrong track and 73% expecting tariffs to raise prices. The findings matter in Europe because similar cost-of-living and trade concerns can shape consumer demand, pricing sensitivity and campaign messaging for brands selling across markets.
Three in four concerned their gas, electricity utility bills will increase this year
Ipsos reported that 77% of Americans with gas or electricity bills are concerned their costs will rise this year, and 64% believe bills will keep increasing regardless of elected officials’ actions. The findings point to persistent price pressure and low confidence in regulation, which matters for European utilities and energy marketers facing similar sensitivity around affordability and trust.
Sports and Entertainment: Key insights on fandom, betting, media, and more
Ipsos published a roundup of recent data on sports and entertainment, including sports fandom, betting, sponsorships, streaming and live events. It says Americans still value live experiences, while concern about sports betting and streaming churn is growing. For European brands and media companies, the findings are relevant for sponsorship planning, audience targeting and paid media strategies, especially as younger fans fragment across platforms and formats.
Artificial Intelligence: Key insights, data and tables
Ipsos published a summary of its latest AI-related survey findings, covering trust, usage, regulation and attitudes toward AI data centers. The company says the data shows growing adoption alongside persistent skepticism.
For Europe, this matters because AI buying and brand experiences will depend on trust as much as on functionality. It is also relevant for Sales and Marketing teams, since public concerns about AI-generated content, job loss and regulation can affect messaging, lead quality and customer acceptance.
Latest U.S. opinion polls
Ipsos reports that 74% of Americans say their cost of living is on the wrong track, and 73% disapprove of President Trump’s handling of the issue. This matters for European marketers and sales teams because U.S. consumer pressure often signals tighter discretionary spending and more price sensitivity across global markets. It also points to continued demand for value-led messaging and clear pricing in Europe, where inflation concerns remain a key commercial risk.
The Death of Car Ownership?
Ipsos said its 2026 Mobility Monitor survey of 23,722 adults in 31 countries finds car ownership remains strong, with 43% of owners saying life without a vehicle would be impossible and only 3% planning to give up their car. The report matters for Europe because car dependence is still high in markets such as France and Italy, but younger urban consumers are more open to alternatives, which has implications for automakers, leasing, and mobility services.
Consumer brands are becoming healthcare’s next leader
Ipsos says consumer brands and healthcare are converging around everyday wellness outside clinical settings. The report argues that retailers, food companies and beauty brands are moving into health services and clinical adjacencies, while healthcare brands are adopting consumer-style experiences.
This matters for the European market because wellness is becoming a cross-sector battleground for trust, access and habit formation. For sales and marketing teams, the report suggests brand credibility and clinical proof will both be needed to win consumers as everyday health decisions shift further away from hospitals and doctors.
AI Ads Are Good Enough — And That’s the Problem
Ipsos found that AI-generated ads are often hard for consumers to distinguish from human-made work, but human ads still performed better in its test of 20 spots with 3,000 U.S. consumers. Human-created ads were stronger on short-term and long-term effectiveness, and the gap was most visible in emotional and distinctive creative.
For European marketers, the finding matters because AI can speed up production and scale variations, but it may not deliver the brand lift needed in competitive markets. The study also points to higher importance of clear briefs, human-led storytelling, and disclosure of AI use as trust expectations rise across Europe.