Gen Z: Key takeaways, data, and strategic insights
Ipsos published a new overview of its latest data and reports on Generation Z on 3 June 2026. The page highlights continued pressure on young adults, but also shows that many still expect to own a home, marry, or become parents. For European marketers and sales teams, this points to a cohort that is financially cautious but still motivated by long-term life milestones, which can shape messaging and offer design.
Global Attitudes on AI 2026: The Wonder vs. Worry Divide Deepens
Ipsos’ 2026 AI Monitor found that global excitement and nervousness about AI are now almost equal, and many respondents say they feel both. The report says people in Europe are more likely than those in Asia and Latin America to feel nervous, which matters for AI adoption in European marketing and sales. It also suggests advertiser influence in generative AI could reduce trust, a relevant risk for brands planning AI-driven customer touchpoints.
Ipsos Data Drops 2026
Ipsos published a 2026 series of short Data Drops on topics including AI trust, AI shopping agents, economic uncertainty, EV adoption and consumer loyalty. The briefs point to shifting consumer expectations that matter for sales and marketing teams in Europe, especially around trust, pricing, and how brands position products in tighter budgets.
Ipsos Data Drops: How younger generations view America at 250
Ipsos published a Data Drop on how younger generations view America at 250, focusing on the challenges young adults face in today’s economic environment. The findings matter for brands and institutions in Europe because similar affordability, trust, and opportunity pressures are shaping how younger audiences respond to campaigns and public messaging.
Artificial Intelligence: Key insights, data and tables
Ipsos published a summary of its 2026 AI Monitor with data from 32 countries. It finds that 49% of people think AI’s societal benefits outweigh its environmental costs, while 54% say AI products and services have already changed their lives in the past three to five years. For Europe, the report confirms that public opinion remains cautious, which matters for AI adoption in marketing, sales, and customer-facing tools.
Sports and Entertainment: Key insights on fandom, betting, media, and more
Ipsos published new data on sports and entertainment, including fandom, betting, media use, and live attendance. The findings suggest that sports sponsorship and media planning remain relevant for brands in Europe, where audience fragmentation and higher price sensitivity can make reach and conversion harder to secure.
Sports: Public Opinion & Polling
Ipsos published updated sports polling covering the FIFA World Cup 2026, sports betting, the Winter Olympics and sports fandom. The findings show strong concern about sports betting’s impact on integrity and growing support for tighter regulation and limits on betting ads. For Europe, the data is relevant for broadcasters, sports rights holders and sponsors as gambling rules and fan attitudes remain a live issue in many markets.
Food and beverage: Essential data and insights
Ipsos reports that Americans are increasingly seeking more protein, less sugar, more fiber, and more caffeine in food and drink, while 64% say they try to avoid processed foods. The findings matter for European food and beverage brands because similar health and functionality cues are shaping product development, positioning, and retail shelf decisions across the region. For sales and marketing teams, this points to stronger demand for clear ingredient claims, but also to higher scrutiny of additives and health messaging.
Most Americans say it is too expensive for the average American to attend a World Cup game
Ipsos found that 59% of Americans say it is too expensive for the average American to attend a World Cup game, while only 2% say it is affordable. The poll matters for sports sponsors and ticketed event marketers because it points to price sensitivity around the 2026 tournament, including in European markets where travel and hospitality packages will compete for attention.
Latest U.S. opinion polls
Ipsos found that 59% of Americans and 76% of World Cup viewers think it is too expensive for the average American to attend a World Cup game. The result matters for the European market because the 2026 tournament will be a major sports and media moment for European brands and rights holders, but affordability concerns may limit attendance and consumer spending. It also signals that sales and marketing plans around travel, hospitality, and sponsorship should account for price sensitivity.
Flexibility as an engine of workforce participation and resilience
Ipsos and Uber released U.S. research on how schedule and access flexibility affect workforce participation. The study says workers value real-time control to log on and off, especially when managing care, health, school, or income gaps. For Europe, the findings are relevant to platform work debates and to employers in Sales and Marketing that rely on flexible labor models, because they support benefits that add stability without fixed shifts.
Americans Prioritize Democracy, Accountability, and Facts
Ipsos survey finds Americans favor democratic rule, equal branches of government, and fact-based decisions. The results matter in Europe because they point to continued public support for institutional checks and evidence-based policymaking, themes that also shape trust in political communication and public campaigns.
Comparing U.S. and global attitudes toward AI
Ipsos finds Americans are more negative than positive about AI’s impact on society, with 35% seeing a negative effect versus 10% positive. The survey also says Americans are especially pessimistic about AI’s impact on disinformation and jobs, while workers expect AI to change how they do their jobs within five years.
For Europe, the report is a useful benchmark because it shows how public trust can shape AI adoption and regulation. Sales and marketing teams should note that anxiety about jobs and misinformation can affect how AI-powered products are positioned and how claims are received.
Ipsos Consumer Tracker
Ipsos found that 53% of Americans say they cut non-essential spending when gas prices or living costs rise, while 39% postpone larger purchases and 38% switch to cheaper brands. The results point to continued price sensitivity in consumer demand, which matters for European sales and marketing teams planning pricing, promotions, and assortment in a cautious market.
Teachers concerned about the impact of AI on students’ critical thinking
Ipsos and NPR found in a new poll that most K-12 teachers are worried AI is weakening students’ critical thinking skills. Three in four say AI has bigger implications for education than past technologies, and only about one in three say their school has formal rules for student AI use.
This matters in Europe because schools, publishers, and edtech vendors are still defining classroom AI policies. For sales and marketing teams, the data suggests demand will be shaped by products that support guided use, compliance, and teacher workflows rather than student-facing shortcuts.
Ipsos Data Drops: How younger generations view America at 250
Ipsos published a Data Drops piece on how younger generations view America at 250. It highlights the economic challenges faced by younger adults and what brands and institutions can do to support prosperity and well-being. For European marketers and sales teams, the value is in comparing these generational pressures with local Gen Z and millennial sentiment to refine positioning and demand generation.
Ipsos Data Drops 2026
Ipsos published its 2026 Data Drops series, a set of short briefings on consumer and business topics. The latest items cover AI trust, shopping agents, economic uncertainty, brand loyalty, and EV adoption.
For European sales and marketing teams, the series is relevant because it highlights shifts in consumer confidence and purchase behavior that are also visible in European markets. The findings suggest brands should pay closer attention to trust, pricing, and category-specific messaging when planning campaigns.