Shared Values and Shifting Views Across Generations
Every generation grows up with its own set of challenges, comforts, and cultural signals. These shape how people think about work, money, relationships, technology, and how they see other age groups.
Our study across 60+ countries reveals a world where generational gaps are real but not hostile. Values overlap more than they differ. Curiosity exists across ages. And while stereotypes still circulate, most people say they want to understand each other more deeply.
Across the world, Millennials and Gen Z form the largest share of respondents. Together, they carry a blend of ambition, pressure, and adaptability. Over 80% say work life balance, freedom, and financial independence matter deeply to them. Two thirds feel comfortable with rapid technological change. But when they compare their lives to older generations, 58% say things feel harder today due to cost, competition, and uncertainty.
Generational patterns differ across countries. India, Mexico, and the Philippines show strong optimism, especially among younger respondents. The United States and United Kingdom show clearer value shifts and rising expectations. Brazil, South Africa, and Nigeria reflect emotional and structural pressure that shapes both aspiration and constraint. These contrasts reveal how age, culture, and environment collide to shape the modern generational story.
Generations in Transition 2025
We explored how people identify their generation, which values matter most to them, how they compare themselves to older generations, how comfortable they feel with rapid technological change, and what they admire or struggle with when interacting across age groups.
People across generations identify strongly with their age group
Together, 70.6% of respondents identify as Gen Z or Millennial. This shapes how the world sees progress, pressure, uncertainty, and opportunity.
Across markets, generational identity varies. India and Philippines have larger Gen Z shares, reflecting young populations. United States and United Kingdom have more Millennials and Gen X. Brazil and South Africa show more mixed distributions. Generational experience is therefore always a mix of age and context.
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Work life balance, freedom, and financial independence lead the world’s value system
Below is the simplified ranking of how many people rated each as highly important (4 or 5 on the scale).
Across generations, the top three values are strikingly similar:
Work life balance, financial independence, and family dominate the global value system.
How values differ across markets
- India ranks work life balance and financial independence highest, driven by rapid economic mobility and social expectations.
- United States and United Kingdom lift privacy and freedom higher than tradition.
- Saudi Arabia and UAE give more weight to stability and family, reflecting cultural anchors.
- Brazil and Mexico emphasize family and work life balance, signaling emotional closeness.
- Nigeria and South Africa mix tradition with aspiration, showing how values evolve under local pressures.
What the minority reveals.
If 88% value work life balance, the 12% who do not still reflect people who prioritise growth over rest, stability over comfort, or tradition over self-care. They play a counter-role in the modern generational story, resisting global shifts toward balance-first living.
Most people feel their generation faces tougher circumstances than older ones
A total of 58% say life feels harder today than for older generations. Rising cost of living, competition, technology shifts, and changing social expectations fuel this perception.
How this varies across markets
- India, Philippines, and Mexico lean toward “slightly harder,” driven by competition and rapid mobility.
- United States and United Kingdom have strong “much harder” responses, reflecting economic pressure and stalled affordability.
- Brazil and South Africa show mixed feelings, balanced between economic challenge and social support.
- Nigeria is more optimistic, with larger “same” or “slightly easier” groups, showing how young markets see opportunity.
What the other side says.
If 58% feel life is harder, the 42% who say things are the same or easier suggest that opportunity is real for many. Their experience shows that new careers, new technologies, and new freedoms reshape what “difficulty” means.
People feel comfortable with technological change, but comfort differs sharply across regions
Together, 77% feel comfortable or very comfortable. People, especially younger generations, view technology as a vehicle for opportunity.
How comfort varies across markets
- India, Philippines, and UAE show the highest comfort levels, each above 75% rating themselves 4 or 5.
- United States and United Kingdom show moderate comfort but higher neutral groups.
- Nigeria shows high confidence, reflecting strong mobile-first cultures.
- South Africa and Brazil show more emotional variation, with more people feeling neutral or slightly uncomfortable.
Generational stereotypes persist, but admiration across ages is strong
What people admire most about other generations
- Discipline and resilience of older generations
- Creativity and openness of younger generations
- Work ethic across all generations
- Values like patience, humility, and adaptability
- What people say causes the biggest generational gap
What people say causes the biggest generational gap
- Technology and digital habits
- Communication styles
- Social expectations
- Economic pressure
- Attention span differences
- Despite stereotypes about laziness, rigidity, or stubbornness, most respondents see clear strengths in other generations. Admiration coexists with misunderstanding.
Markets bring specific flavours.
- India admires adaptability and discipline across generations.
- US and UK highlight creativity and independence.
- Brazil admires emotional expressiveness.
- Nigeria admires community strength.
South Africa admires resilience and grit.
Most people interact meaningfully across age groups, but not frequently
A combined 61.6% interact weekly or monthly, showing healthy intergenerational mixing. But the 27.6% who rarely do so suggest growing pockets of age-based separation in workplaces, families, and communities.
By market:
- India, Philippines, and Mexico report more weekly interactions, supported by large families and community structures.
- United States and United Kingdom show more monthly interactions, consistent with individualistic cultures.
- Brazil and South Africa mix weekly warmth with occasional disconnect.
What This Means
- Values across generations are converging more than diverging.
- People strongly believe life is harder today, yet a significant minority sees more opportunity.
- Technology comfort is high globally, but varies by region.
- Admiration across generations exists, even when stereotypes persist.
- Intergenerational interaction is common, but one in four people still feel disconnected.
In Closing
Generational differences are real, but they are not the barriers they once were. Around the world, people admire each other’s strengths, feel curious about new ways of thinking, and see value in learning across ages. Whether it is resilience from older generations or creativity from younger ones, each generation contributes something important to how society grows.
TPS is a global opinion to insights community. These findings show how generations are not drifting apart, but negotiating new ways to understand each other. The story of 2025 is not about generational conflict, but generational evolution powered by shared values, shared pressures, and shared hopes.
Disclaimer:
These insights are not just for brands; they are for anyone trying to understand how decisions are made in 2025-26. The more people share, the clearer the picture becomes.
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FAQ's
1. How do opinions differ across age groups?
Opinions differ across age groups due to life stage, experiences, and exposure to information. Younger people often adapt quickly to change, while older groups may rely more on established beliefs and long-term perspectives.
2. Why do attitudes change as people get older?
Attitudes change with age as responsibilities, priorities, and experiences evolve. Life events such as career progression, family, and financial security often influence how people view social, economic, and personal issues.
3. How does age influence decision-making?
Age influences decision-making by shaping risk tolerance, values, and goals. Younger people may prioritize flexibility and exploration, while older individuals often focus on stability, security, and long-term outcomes.
4. Are younger generations more open to change?
Younger generations are generally more open to change due to greater exposure to new ideas and digital environments. However, openness varies within age groups based on culture, education, and personal experience.
5. How do digital platforms affect opinions across generations?
Younger people often move through the online space with ease, discovering ideas, trends, and conversations that shift quickly and influence how they think. Older generations, meanwhile, tend to navigate these platforms more intentionally, choosing what to engage with and what to ignore.
6. How do different age groups vary in their levels of trust and skepticism?
Trust and skepticism vary by age. Younger people may question institutions and brands more openly, while older groups may rely on established sources, though skepticism is increasing across all ages.
7. How does life experience shape opinions?
Life experience shapes opinions by influencing expectations and priorities. Personal successes, challenges, and social environments all contribute to how views develop over time.
8. Are opinion gaps between generations widening?
In some areas, opinion gaps are widening due to rapid social and technological change. However, shared concerns such as well-being, financial security, and community often bridge generational differences.
9. How will opinions continue to shift in the future?
Opinions will continue to shift as new generations emerge and global conditions evolve. Technology, education, and shared experiences will play a key role in shaping future perspectives.
