Ipsos Update – October 2025

We’re now halfway through the 2020s and it’s five years since the pandemic began. How best to describe today’s times? The Uneasy Decade, our new Ipsos Global Trends report, brings with it the gloomy news that optimism about what’s next for our families and communities is harder to find than it was even a year ago.

We also spotlight this year’s Reputation Council which charts the rise of ‘strategic silence’ and new research from the US which shows a tarnished perception of the American brand. 

In this edition:

Ipsos Global Trends – The 9th edition reports a sharp increase in geopolitical tensions, the rapid mainstreaming of AI, and a broad societal reconfiguration. 

Ipsos Reputation Council Report 2025 – As corporations grapple with a reputational, social, and regulatory landscape, what role do CCOs play in influencing organisational direction?

Brand America 2025 – Being identified as an American brand is now correlated with a negative impact on trust and purchase intent. 

Synthetic Data – Updated in line with our latest thinking on the topic, we demystify synthetic data and provide valuable recommendations.

Empowering People Teams – We provide People teams with a clear, evidence-based view of where the profession stands, and where it’s headed next.

Advocacy Ripple Effect – New research reveals customers acquired through recommendations are more valuable, exhibiting higher retention and advocacy rates.

State of Digital Marketing in India 2025-26 – Digital advertising has not only grown; it has fundamentally transformed how brands connect with consumers in India.

Opinions on Government Humanitarian Aid – The findings reveal a resilient foundation of support for aid, but also regional and demographic divides that define the current landscape.

Also:

• What Worries the World this month shows a rise in concern about corruption and heightened French pessimism.
• Find out why Americans are more sceptical of AI than the rest of the world.
• Didn’t get enough from the IC Index 2025? Well, Ipsos’ Karian & Box have released A Closer Look packed with even more insights.
• The latest research from the State of the Union finds continued pessimism for the European Union.