In just a few years we’ve witnessed a global pandemic, repeated years of high temperatures, war returning to Europe and prices in the shops under constant pressure – all of which are squeezing the middle classes. And that’s before we even talk about AI, which continues to generate as much nervousness as excitement. In the midst of all this, our latest Ipsos Global Trends report labels the 2020s as the “Uneasy Decade”.

Optimism is hard to find, and a “loss of the future” sentiment feels pervasive, as people worry about their jobs, their housing situation, and how to give their children the best head start in life. These are perennial concerns for the middle classes, today under real pressure.

But what does the term “middle class” mean anyway? Is it all about culture or shared values? Or is it more about money and material aspirations? What is the picture from country to country?

We’ve been conducting new research to find out more

At our next KEYS webinar, we’ll be sharing on-the-ground perspectives as people give us their in-the-moment takes on how they see their lives - and their status in life - these days. Along the way we’ll hear about freedom (in the US), familismo (in Mexico) and understatedness (in the UK).

We do hope you will be able to join us.