Climate fears, wealth inequality and data worries: 12 findings from Ipsos Global Trends
In a period of polarisation, concern about the environment unites us all, according to Ipsos Global Trends 2020 - our survey of more than 22,000 people.
In 2020, fear of climate emergency unites people in all corners of the globe.
Although 77% of people see increasing conflict between people with different values, there is hope for reconciliation; 68% agree we have more in common than what makes us different from each other.
Ipsos Global Trends 2020 covers topics from global geopolitical tensions, to brands and shopping, to what technology we use, in a huge dataset spanning 33 markets around the world. Here are just some of the lessons we can learn from the data.
1. We're united by climate change fears
Climate emergency is the belief that most unites people around the world. Four in five of us believe we are 'headed for environmental disaster unless we change our habits quickly'.
Fear of disastrous climate change has grown in recent years. In Great Britain, the proportion who agree the world is 'headed for environmental disaster' has risen from 59% in 2013, to 68% in 2016, to 78% today.
At the same time, however, a significant minority are tired of environmentalism. Thirty-seven per cent of survey participants say they are 'tired of the fuss that is being made about the environment'.
2. We can't imagine life without the internet
Britons are real technophiles, and 83% of us cannot imagine life without the internet. In addition, 44% of Britons use social media several times a day, and 63% cannot imagine life without their smart phone.
Overall, 7 in 10 participants cannot imagine life without the internet, while 57% can’t fathom not having a smart phone. 63% say they are 'constantly looking at screens'.
3. We're also worried about our personal data
Despite high levels of internet dependence, nearly three quarters of people are concerned about how private companies use personal data collected about them online. Sixty-seven percent of people are concerned about how their own government uses this data.
This widespread data anxiety is one of the strongest values among people in all markets. Regardless of these concerns, there is still a high level of data ignorance around the world. We are often lax when it comes to informing ourselves of which personal data are collected and how we can expect them to be used.
On the one hand, 81% of say they want more detail regarding which data companies collect online. On the other hand, 67% do not know their rights when it comes to personal data, and 68% admit they don’t bother reading online terms and conditions before accepting them.
4. Around the world, we're more supportive of gay rights
In 2020, more people agree that 'gay men and lesbians should be free to live their own life as they wish'.
In the US, support rose from 70% in 2013 to 81% in 2019. In Britain, support climbed from 83% to 91%. In Poland, the change was from 58% to 70%, and in South Korea it rose from 55% to 65%.
The highest rate of support across all markets is in Britain and the Netherlands – both at 91%.
5. We want to experience other cultures
Many people have strong nomadic aspirations and want to see more of the world. Sixty-four percent of people would like to experience living in other parts of the world, while half would consider moving to another country for work.
Online citizens in Colombia, Peru and South Africa are most likely to hold these aspirations. Eighty-eight percent of online citizens in Colombia and Peru say they would like to live in a different part of the world.
Meanwhile, 68% agree that 'people across the world have more things in common than things that make them different'.
6. Our favourite brands acts responsibly
Today's consumers are interested in brands that offer them something more. This often means wanting to support companies we trust to do the right thing.
Seventy-eight per cent of participants believe that 'it is possible for a brand to support a good cause and make money at the same time'. Six in ten people say they tend to buy from brands that reflect their personal values, and the same proportion say that we try to shop with brands that act responsibly – 'even if it means spending more'.
This discerning consumption is attuned to brands that go beyond the basics and are conscious of their impact on society.
7. We want a fairer society
Around three quarters of people around the world believe that the economy in their country is rigged in favour of the rich and powerful.
Three quarters also agree that 'having large differences in income and wealth is bad for society overall' – a belief which commands majority support in every market surveyed. The rate of agreement is highest in Serbia, at 90%, and lowest in the US, at 55%.
As inequality deepens in many markets, our faith in capitalism has been shaken, and support for wealth redistribution has become more widespread.
8. The pace of life can be overwhelming
In our increasingly connected world, progress happens very quickly. However this fast-paced society leaves many people feeling overwhelmed.
Nearly 8 in 10 people think the world is changing too fast. Sixty-three percent wish their life was simpler, while 61% wish they could slow down the pace of their life.
9. Many of us wish we could turn back the clock
This sense of being overwhelmed can lead to a deep sense of nostalgia for a past we may perceive as easier.
Half of survey participants agree that they would like their country to be 'the way it used to be'. Respondents in Montenegro, India and Turkey were most likely to wish for this return to the past, while China, Albania and Colombia were least likely.
10. We’re afraid of the future
Globally, 78% believe we are living in 'an increasingly dangerous world'. But what dangers are we facing?
Seventy-seven percent believe that in their country, 'There is more and more conflict between people who don’t share the same values'. Plus, more than half of people worldwide expect a World War within 25 years.
11. Medicine may allow us to live forever
Although people fear the future, many still hope to live forever. Half of people believe that eventually, all medical conditions and diseases will be curable.
In China, just under 7 in 10 online citizens believe they will live to be over 100 years old. That’s the highest rate in our survey. The global average is 32%, while 53% disagree that they expect to live to 100.
12. Most of us want to be healthier
While relatively few expect to become centenarians, many want to become healthier, both physically and mentally.
Eighty-seven percent of survey respondents said they want to be physically fitter, an increase in most markets since 2013. Additionally, 84% of us say we need to do more to look after ourselves physically, while 75% say we need to do more to look after our mental wellbeing.
Browse the data and download the Ipsos Global Trends 2020 report.
About Ipsos Global Trends
The survey has been running in its current incarnation since 2013, and after wave two in 2016, is now, in 2019 is in its third wave.
In 2016 it ran in 23 countries and was a 15 min survey, in 2019 it has been run in 33 countries.
This all presents a good set of historical data which can be used for Trends analysis at a country level, although not all questions are still being asked (about 50% of 2016).
In total, 22,614 people aged 16-74 were interviewed between June-July 2019, via the Ipsos Online Panel.
In established markets with a higher level of internet penetration (more than 60% online), the results can be taken as representative of the general working age population. However, in markets where internet penetration is lower, the results should be viewed as representative of a more urban, affluent and ‘connected’ population.
The results are weighted to ensure that the sample’s composition reflects that of the adult population according to the most recent country census data. Total global data have not been weighted by population size, but are simply a country average.
