This landmark research piece ​​is the latest in our What Unites series, which delves into the deepest differences in UK society. From politics to fandom and identity, it turns popular belief on its head to ask: in a world where we can feel so divided, what is it that still unites us?

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If you're interested in how this research can help shape your campaigns, please email lucy.irving@itv.com or mohamed.ahmed@itv.com and they'll be able to arrange a bespoke session.

Key Findings

Every generation feels misunderstood

• 64% Gen Z and 52% Millennials Believe older generations don’t understand them

• 62% Gen X and 62% Baby Boomers Believe younger generations don’t understand them

But when you scratch the surface it becomes clear that despite the headlines we are far more united than divided 

"The biggest divider of generations is believing that there is a dividing of generations." - Yaw Owusu 

For brands there are four inter generational dynamics you can tap into to drive cross-generational appeal:

1. Rituals of Belonging: Our lives are becoming more fragmented and we're being pushed and pulled in all directions. As a result we value the little moments, just as much as the big.

2. Vicarious Living: Spontaneity now feels like a luxury for all generations, were  living through the lives of the carefree 

3. Healthy Competition: We're jostling for authority at home and work and turning to low stakes debates and quizzes to left of steam 

4. Curious Differences: Despite our differences we are interested in learning and understanding one another, we're using TV as a shortcut to empathy 

Our Research Video