Ipsos Update - May 2018

Welcome to Ipsos Update – our monthly selection of research and thinking from Ipsos teams around the world. Mays’s edition includes new papers on viewability and modern partisanship, as well as global studies on ‘natural’ food, self-driving cars and societal divides.

We start with Crossing Divides, a 27-country study investigating public attitudes towards division and societal tensions. Findings show that three in four people feel society in their country is divided, with citizens in Serbia (93%), Argentina (92%), Peru and Chile (both 90%) most concerned about division. On the other hand, those in Saudi Arabia are least likely to say their country is divided (34%), followed by China (48%) and Japan (52%).

In another global study, this one on ‘Natural’ Foods, we explore the increase in the use of the term ‘natural’ on food and drink packaging and how consumers interpret it. Despite a strong consensus in opinion across 28 countries, key regional differences were found and are highlighted in this report. For example, LATAM is significantly more likely to associate ‘natural’ with ‘healthy’, while North America is significantly more likely to associate the term with ‘without artificial ingredients’.

Next up we turn the spotlight to Indonesia, the focus of the latest report in our Ipsos Flair series investigates society, consumer behaviour and market trends. Flair Indonesia reveals the deep dynamism of a country that is booming after decades of sustained economic growth and improved infrastructure.

Meanwhile, Viewability Matters is a new paper examining what advertisers need to know about advertising viewability. The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers. This paper sets out the current reality, including the successes and challenges.

On the subject of new technology, a 28-country survey on Driverless Cars discovers that most consumers across the world are intrigued but unsure about the idea of autonomous vehicles. 30% of global citizens are excited at the prospect of using self-driving cares and can’t wait to do so, with people in India (49%), Malaysia (48%) and China (46%) most receptive. However, 13% say they would never use them, with the Germans (31%) and French (25%) most reluctant.

Moving onto millennials, this comprehensive study on Pakistan’s Generation Y sheds new light on one of the country’s most important and disruptive consumer segments. Presenting a selection of findings, this summary report highlights new trends in attitudes and behaviours across key demographics.

Meanwhile, a year on from the launch of the Ipsos Sustainable Development Research Centre, the latest Understanding Society looks at research, data and sustainable development. As sustainable development becomes increasingly embedded in government and corporate practice, this international review brings together some of the leading voices in the sector, along with Ipsos experts across the world. Topics covered include the challenges of translating perceptions to policy and action, how to build an inspiring global consensus on climate change, and how ‘good’ data is embedding progressive attitudes to women and girls among policy-makers around the world.

Finally, The Power of Modern Partisanship looks at the aligning of social and political identity, the current trends and the effects. While political partisanship is not a new phenomenon, the contemporary landscape has become ever more corrosive and detrimental to the functioning of society. This paper looks at how partisans are increasingly isolating themselves from people on the other side, curtailing the moderating influence of having to socialise with people with different viewpoints.