Ipsos Almanac 2025

Our reflections on the key events, trends and surprises of 2024 and what this means for the year to come - it's the Ipsos Almanac 2025.

Browse the Ipsos Almanac 2025

Introduction

Welcome to the Ipsos Almanac 2025 – our annual review of how the events, trends and surprises of the last 12 months will shape what happens next.
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The Events of 2024

Explore the most interesting findings of the year through the news stories that characterised each month, covering climate, technology, geopolitics and more.
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The Generative AI Revolution

Generative AI isn’t just a fleeting trend, it’s a fundamental shift that’s changing the way we work, create and connect with the world. Find out how to unlock its full potential.
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The Gen Z Gender Gap

While Gen Z women are increasingly progressive in their opinions, Gen Z men, in some cases, have become more conservative than men of older generations. Dive into an exploration of one of the key takeaways from Ipsos polling in 2024.
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Is ESG Dead?

We explore whether progress on sustainability is still being made in a context of competing business priorities, the role legislation will play in the year to come, and the changing mood of the public.
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Populism

In a year of change, there is more stasis than you might expect. Find out how populism is the connective thread throughout each electoral event of 2024.
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Cracking Brand Success

Among the many shades of context in 2024, we’ve identified four which provide a roadmap for Brand Success in today's dynamic landscape.
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The View from Here

Find out what 2024 meant to six major economies, as described by our local experts in Brazil, China, France, India, the UK and the US.
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