Global Optimism Declines According to Ipsos Global Trends 9th Edition
Global optimism has taken a hit in 2025 with a 7-point drop in citizens around the world feeling optimistic about themselves and about their community. Now just 59% say they are optimistic about themselves and their family and 45% are optimistic about the city or town where they live. This drop in optimism is striking and has broad implications for corporate and policy leaders alike.
2024 was a turbulent year during which half of the world’s population went to the polls, and eight in ten of those elections saw the incumbent party lose share or lose power. This contributed to an acceleration of key themes identified in last year’s Ipsos Global Trends report called “Splintered societies” and “Globalisation Fractures”. Rising conflict within families and between nations is leading to unease, which manifests in a rise in anti-immigrant sentiment, a rise in support for nationalistic trade policies, and differing opinions from market to market on the benefits of a global economy.
These findings are part of the ninth edition of the Ipsos Global Trends report, the largest and broadest report of its kind. As we reach the midpoint of the decade, the report, “The Uneasy Decade: reshaping society, technology, and the global economy” focuses on the changes from last year as well as from the initial report in 2013. Ipsos Global Trends is the result of an expansive global survey, fielded this year in 43 global markets, as well as macro force analysis and signals collection. It builds on the framework of nine trends established in 2024 using a factor analysis of more than 5 million data points.
Other key findings from the report highlight the growing shifts in our personal, political, and even our consumer views:
- Our attitudes toward tech are shifting: We remain divided on thinking tech is going to destroy our lives (56%), but in agreement that we worry too much about privacy and that AI has a positive impact increased.
- The gender binary is taking hold: Sixty-one percent of global citizens now say that there are only two genders, up from 53% in the eighth edition, as trans-related topics are used as a wedge issue in many markets.
- Most people would like to see less immigration: Two in three (65%) citizens in the markets we surveyed now feel that "there are too many immigrants in my country " (up 4ppts from last year).
- People align their spending with their personal values: One of the biggest shifts since 2013 is that a majority (52%, up from 39%) now say they are “willing to spend extra for a brand with an image that appeals to me.”
For Canada-specific insights, be sure to revisit highlights from our October 9 webinar.
In a world defined by disruption, clarity comes from knowing what’s shifting and what’s enduring. That’s the promise of Ipsos Global Trends, which explores how people around the world — and here in Canada — are thinking, feeling, and behaving, and what it all means for business and society.
As we head into the new year, our Trends & Foresight team is available to help your organization apply insights from our Global Trends through a range of formats designed to spark discussion and drive action:
- Executive briefings that distill the most important global and Canadian trends into sharp, actionable takeaways for senior leaders — helping decision-makers see what’s coming next and why it matters.
- Custom presentations and reports focused on the trends that matter most to your organization — connecting global foresight with tailored implications for how you prepare, plan, and lead into the future.
- Strategic activation workshops half- or full-day sessions for small teams or groups of up to 50 — that immerse participants in the trends transforming your industry and help turn foresight into bold plans, fresh innovation, and inspired alignment around what’s next.
- Local Market Spotlight Reports for clients operating across multiple countries — drawing on data from 43 markets to show how the trends shaping your business are unfolding across your markets and where momentum is building.
Drawing on fresh data from 43 markets, including deep insights into the Canadian mindset, the latest edition of Ipsos Global Trends dives deep into nine enduring trends that help organizations make sense of change. From Globalization Fractures and Splintered Societies to Technowonder, Conscientious Health, and The Power of Trust, Ipsos Global Trends offers a framework to understand not just what’s happening, but why — and where it’s heading next.
Reach out to Diane Ridgway-Cross, Canadian Lead, Ipsos Strategy3 at [email protected] to explore how we can bring these trends to life inside your organization.
