Brands

Ageing, Healthcare, Gaming… Ipsos Update explores the latest research and thinking on key topics from Ipsos teams around the world.

As 2023 draws to a close, the polycrisis grinds on. Each component – political uncertainty, climate change, and war to name just a few – has arguably worsened. This is reflected in our end of year update, and in the increasing sense of pessimism we felt as we wrote this report.

The rosy retrospection of nostalgia provides fertile territory for brand activations. Help customers to find the feel-good factor in their past

There are signs of a reset in attitudes towards wealth, money, and status. Many people want brands to help society, and claim to be prepared to pay more to support them.

Divisions can be created by inequalities and rising diversity, but they also create fertile territory where brands can have a voice

Over the past year, there has been a marked return to global brands, but the industry is still seeking the right balance between global and local

Corporations are responding to calls for fairness and support for key issues by making an effort to demonstrate their empathy.

Brands are no longer in control. In a dynamic world, people are. Brands can make powerful connections and bring more to their lives by actively shaping their expectations.

The dynamic, rapidly changing, consumer controlled environment demands that we rethink how we build brands, from a static approach to a dynamic, evolving philosophy.