Ipsos Global Trends: The Romanian Chapter
The ninth edition of Ipsos Global Trends, the largest and broadest report of its kind, is the result of an expansive global survey, fielded in 43 global markets, as well as macro force analysis and signals collection. It builds on the framework of nine trends using a factor analysis of more than 5 million data points.
As we reach the midpoint of the decade, the global publication “The Uneasy Decade: reshaping society, technology, and the global economy” focuses on the changes from previous wave as well as from the initial global report in 2013. Romania has been included since 2019, while allows charting the course of recent history based on the opinions voiced by our fellow citizens.
As trend experts, we’ve been tracking shifts in the global landscape for decades - and it certainly seems that the 2020s are shaping up to be defined by persistent tensions.
says Jennifer Bender, Global Head of Trends and Foresight for Ipsos.
This year’s report reflects a sharp increase in geopolitical conflict, the rapid mainstreaming of AI, and a broad societal reconfiguration.
Other key findings from the report highlight the growing shifts in our personal, political, and even our consumer views:
Our attitudes toward tech are shifting
We remain divided on thinking tech is going to destroy our lives (56%), but in agreement that we worry too much about privacy and that AI has a positive impact increased.
2 in 3 Romanians are convinced that the progress brought by technology might destroy the quality of their life. At the same time, a relatively similar proportion (65%) are not concerned about their privacy online, while 66% agree that Artificial Intelligence is having a positive impact on the world we live in.
The gender binary is taking hold
Sixty-one percent of global citizens now say that there are only two genders, up from 53% in the previous edition, as trans-related topics are used as a wedge issue in many markets.
In Romania, the firm conviction in a binary gender definition has significantly fortified, with agreement spiking to 79% in 2025.
Most people would like to see less immigration
Two in three (65%) citizens in the markets we surveyed now feel that "there are too many immigrants in my country " (up 4ppts from last year).
The proportion of Romanians worried about the number of immigrants is on a rise since 2021 and significantly higher vs the previous edition. At the same, we see an increasing majority agreeing that immigration has a positive impact on society in Romania.
People align their spending with their personal values
One of the biggest shifts since 2013 is that a majority (52%, up from 39%) now say they are “willing to spend extra for a brand with an image that appeals to me.”
Significantly more Romanians (61%; +9pp vs previous wave) are inclined towards additional spending on brands with an attractive image.
Between “Splintered societies” and “Globalisation Fractures”
Rising conflict within families and between nations is leading to unease, which manifests in a rise in anti-immigrant sentiment, a rise in support for nationalistic trade policies, and differing opinions from market to market on the benefits of a global economy.
In Romania, conflicts over values hits the sweetest of spots: the close circle, the family. With 51% agreeing and 45% disagreeing that there is more and more conflict between relatives in the family who don't share the same values, these figures are the very definition of polarization.
Of course, within the 43 markets surveyed there are not only Global Trends, but sub-trends within and between the markets. Large regional differences can be seen in attitudes around emerging technology like artificial intelligence.
The full localized report – Ipsos Global Trends: The Romanian Chapter, a comprehensive analysis focusing on the shifts in attitudes, relevant examples and implications for businesses in various categories – is available for purchase.
