Ipsos launches the 2025 Ipsos Global Influentials (IGI) survey which provides media owners, media agencies, and brands with the most comprehensive look yet at the cross-media consumption, brand preferences, and attitudes of the top 20% of household incomes and company leaders.
This group represents the "early adopters driving market trends". The continuous, year-round study, which includes over 140,000 interviews, maps the behaviours of the people who disproportionately shape public opinion and purchase decisions.
Portrait of the Global Influentials: The Audience That Drives the Market
The new wave of IGI reveals an audience that is disproportionately powerful in shaping market trends. These individuals aren't just consumers; they are market multipliers.
- They are Trendsetters: 68% of Global Influentials are early adopters of new products, and 47% like to stand out from others.
- They are Influencers: 80% actively influence the decisions of others across 20 different product and service categories. In the Latam markets, this figure climbs to 87%.
- They are Bold and Global: This group is forward-thinking, with 58% considering themselves "global citizens" and 47% identifying as risk-takers — traits even more pronounced in Latin America.
- They are Resilient and Optimistic: In a time of global economic uncertainty, Global Influentials are ready to spend. Almost 8 in 10 report their family finances are as good as or better than the previous year, with optimism climbing to nearly 90% among company leaders. This positive outlook contrasts with the trends observed in the population in the latest Ipsos Consumer Confidence Index, which shows varied confidence levels across countries and an overall less positive outlook globally.
Unlocking New Markets and Deeper Customisation
The 2025 IGI study has significantly expanded to provide a richer, more actionable dataset for media planning and brand strategy:
- Latin American Expansion: The survey now includes comprehensive data from Argentina, Brazil, and Mexico, bringing the total markets covered to 43. This provides a critical lens into influential consumers shaping this fast-growing region.
- Dynamic Customisation: Enhanced recontact survey options allow clients to integrate their own custom questions and analyse responses against IGI's vast existing datasets.
- Sector-Specific Intelligence: New barometers offer deep-dive insights into high-growth sectors, including financial outlooks, travel, sports, and emerging technologies like AI.
Why IGI is the Essential Tool for Growth
Covering over 1,500 product brands and 800 media brands, IGI is the indispensable tool for:
- Media Owners: To demonstrate the premium value of their audience to brands and secure premium advertising revenue.
- Media Agencies: To build efficient, high-impact, cross-media strategies that reach this elusive and valuable audience.
- Brands: To understand the attitudes and behaviours of their most valuable consumers, anticipate market shifts, and drive innovation.
Technical Note
Fieldwork for IGI is continuous, conducted year-round.
The 2025 survey's scope includes over 140,000 interviews and covers markets in Argentina, Australia, Bahrain, Belgium, Brazil, Cameroon, Canada, China, Côte d’Ivoire, Czech Republic, Egypt, France, Germany, Ghana, Great Britain, Hong Kong, India, Indonesia, Italy, Japan, Kenya, Kuwait, Malaysia, Mexico, Morocco, Netherlands, Nigeria, Philippines, Poland, Portugal, Qatar, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Türkiye, United Arab Emirates, and the United States.
