• Ipsos
  • Insights Hub
  • Context or Chaos: 3 Ways Modern Brands Can Break Through and Thrive

Context or Chaos: 3 Ways Modern Brands Can Break Through and Thrive

In chaotic times, brands need empathy and creativity in order to connect with consumers. It all begins with context.

Today’s world is disrupted by a whirlwind of issues: social crises, political uncertainty, climate change and concerns about the implementation of artificial intelligence, to name just a few. Four in five people (83%) say the world today is changing too fast, according to the Ipsos 2024 Global Trends survey of 50 markets.

Brands must constantly adapt to this chaos by planning around shifting contexts – or else risk falling into a futile cycle of reactivity.

Breaking through requires a comprehensive knowledge of context for brands to position their products and services, an ability to speak creatively to form a deeper brand connection with their ads, and a consistent customer experience that can be measured and optimized.

Related news

  • Association of Food Equipment Manufacturers Summit
    Brands Event

    Association of Food Equipment Manufacturers Summit

    Ipsos’ Matt Carmichael will be sharing consumer insights during his presentation: Understanding Society, Markets & People to Help the Work Make Better Decisions.
  • CIMM Summit 2025
    Advertising Event

    CIMM Summit 2025

    CIMM's annual Summit in NYC is its flagship in-person event, bringing together top executives in media, advertising and research, to debate and discuss the most exciting innovations and critical issues defining the industry.
  • [WEBINAR] The Super Bowl’s Best Ads of 2025
    Sports Events replay

    [WEBINAR] The Super Bowl’s Best Ads of 2025

    Join us for a live panel discussion the day after the game on Monday, February 10, where we'll unveil the winners of the Ipsos Creative Excellence Super Bowl Awards and our experts will delve into the strategies that made these ads truly effective.