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      "text": "We are all far more similar than we may think, and it is probably time to focus on what unites us than what divides us",
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      "text": "Generational divides are not as large or as significant as many have assumed, and where there are differences, it is the older generations who have less trust in the world’s institutions and sectors. The primary criteria by which different generations judge sectors and institutions and key issues like the importance of the environment, there is nothing to separate the generations. Across the four generations the direction of travel of trust in sectors and institutions is the same. Upwards for most, down for tech.",
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      "text": "To find out more, please contact: carl.phillips@ipsos.com Director, Ipsos Corporate Reputation miles.grinyer@ipsos.com Research Executive, Ipsos Corporate Reputation",
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      "text": "exist at all. Of course, the reality is that generational analysis can, if done carefully and well, tell us new insights about people – but it is often applied in inappropriate situations. Simply, we are all far more similar than we may think, and it is probably time to focus on what unites us than what divides us.",
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