Starting from the seminal works of Toupin, Mindlin and Germain, a wide class of generalized elastic models have been proposed via the principle of virtual work, by postulating expressions of the elastic energy enriched by additional kinematic descriptors or by higher gradients of the placement. More recently, such models have been adopted to describe phenomena which are not consistent with the Cauchy-Born continuum, namely the size dependence of apparent elastic moduli observed for micro and nano-objects, wave dispersion, optical modes and band gaps in the dynamics of heterogeneous media. For those structures the mechanical response is affected by surface effects which are predominant with respect to the bulk, and the scale of the external actions interferes with the characteristic size of the heterogeneities. Generalized continua are very often referred to as media with microstructure although a rigorous deduction is lacking between the specific microstructural features and the constitutive equations. While in the forward modelling predictions of the observations are provided, the actual observations at multiple scales can be used inversely to integrate some lack of information about the model. In this review paper, generalized continua are investigated from the standpoint of inverse problems, focusing onto three topics, tightly connected and located at the border between multiscale modelling and the experimental assessment, namely: (i) parameter identification of generalized elastic models, including asymptotic methods and homogenization strategies; (ii) design of non-conventional tests, possibly integrated with full field measurements and advanced modelling; (iii) the synthesis of meta-materials, namely the identification of the microstructures which fit a target behaviour at the macroscale. The scientific literature on generalized elastic media, with the focus on the higher gradient models, is fathomed in search of questions and methods which are typical of inverse problems theory and issues related to parameter estimation, providing hints and perspectives for future research.