Ipsos Update - January 2021

Our first monthly research round-up of the year includes both reflections on 2020 and a look forward at the year ahead. Featured topics include vaccines, behaviour change, food trends and look at the local story in a selection of countries.

Going into 2021, our Global Predictions Survey found that nine in 10 across 31 countries think that the previous year was a bad one for their country, but a large majority (77%) are optimistic the next 12 months will be better. Six in 10 expect to see a successful COVID-19 vaccine become available in their country. At the same time, many recognise that long-term effects of the pandemic will continue with only four in 10 saying life will be back to normal in 2021. Our survey invited respondents to give their predictions on a range of other topics, including global temperature change, economic inequality and alien landings.

We explore the dynamics and developments of the new COVID-19 vaccines in Great Expectations, a paper that highlights the obstacles that lie ahead and the importance of building public support. Our latest poll shows that public intention to get vaccinated is up in the US and the UK – where vaccines are starting to be distributed – but down in many other countries. Find our ongoing vaccine research here.

Shifting Context, Shifting Priorities shows how people are making new and different decisions due to the changing context of our current multidimensional crisis, using evidence from Ipsos’ brand tracking database. Now is the time for brands to review their strategy and ensure it is not based on outdated insights.

In The Science of Behaviour Change, our behavioural science experts look at how people navigate the world when routines have been disrupted – which is key to tackling a behaviour change challenge. This paper sets out a practical framework that directly links problem diagnosis to intervention design. This is illustrated in a case study on managing safe re-engagement after the first UK Coronavirus lockdown.

We bring together some of our latest analysis on food trends, which include a briefing paper on diets, superfood and wellbeing in India, an overview of global food trends with local examples from Switzerland, and a look at how food habits are changing in Egypt during the pandemic. Our social analytics case study also offers brands a better understanding of what is driving the success of meat replacements.

Looking more closely at specific countries, our Ipsos Flair programme explores emerging trends for society, business and people through a local lens. The new 2021 editions from Brazil and Russia see the Latin American giant grappling with the devastating effects of the virus while the Russia report analyses signs of consumer changes beyond the pandemic.

Reflecting on the past year, research from our team in the US reveals the latest public opinion when it comes to American “greatness”, holiday traditions and future anxieties. Meanwhile, the UK team’s annual Almanac builds a picture of the year with some key stats and new analysis on a range of topics, including life in lockdown, reactions to government policy and rising pet ownership.

Turning now to Australia, a new report explores relations between non-Indigenous and Aboriginal and/or Torres Strait Island people. While almost half of Australians say that they are interested in Indigenous issues and two-thirds would support a government Treaty to support reconciliation, some attitudes indicate that racism persists in Australia today.

Also see our ANZ team’s video review of 2020 with four main developments from an Australia/New Zealand perspective.

In case you missed it, our Year in Review infographic presents findings around key themes that emerged in 2020. These include a look at how we feel about the future, expectations of brands, views on climate emergency and reflections on our increasingly digital lives.

Consumer & Shopper