Ipsos Update - February 2023

Luxury, generation Z, the war in Ukraine… Ipsos Update explores the latest and greatest research & thinking on key topics from Ipsos teams around the world.

Over the last year, inflation has been a topic that has never been far away. This month we revisit global levels of concern about the cost-of-living crisis, explore the impact on luxury brands aiming to deliver aspirational experiences and learn how brands can communicate to consumers successfully in the context of inflation.

We also review the extent to which Gen Z exists in the UK and the factors influencing them, look at Brazilians’ reactions to the invasion of Congress on 8 January, and consider whether trust really is in crisis.

In this edition:

Generation Z

We explore the myths and reality of Gen Z in the UK, based on long-term and high-quality data sources, tracking changing attitudes and values over time.
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Keeping the Dream Relevant

What challenges does the new ‘post-pandemic’ world bring for luxury brands aiming to deliver compelling luxury experiences? We share three insights on how brands can – and should – adapt.
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Inside Inflation – What Comms Next

In the second episode of Ipsos’ video series, our experts explore how brands can play offensively during the cost-of-living crisis and how to create additional value for consumers.
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The World’s Response to War in Ukraine

As the war in Ukraine nears the one-year mark, eyes remain fixed on the crisis. We examine how much global citizens are willing to trade off to help defend a sovereign country.
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Brazilian Invasion of Congress

Brazilians are united in their disapproval of the invasion of government buildings at the beginning of the year (81%), with 47% saying Jair Bolsonaro is fully responsible for what transpired. 
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What the Future - Play

Perhaps often overlooked, play has far-reaching implications across many sectors from food and beverage, sports, streaming, toys, to retail and more.
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What Worries the World?

Globally, inflation remains the world’s largest concern. However, worry has remained stable, unchanged from last month. Meanwhile, Covid-19 rises two points, fuelled by a surge of concern in Malaysia.
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Ipsos Global Trustworthiness Monitor

Following the COVID-19 pandemic, pharma is the most trustworthy sector, followed by tech and food & drink. Trust across most sectors is on a slow and steady rise over recent years.
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We also feature short articles on our latest KEYS webinar and the interplay of luxury and convergent commerce, alongside the latest public opinion from Australia, the UK and the US surrounding the British royal family.

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