Cultural Intelligence: Key insights, data and solutions

Here’s a selection of Ipsos' latest and greatest insights and data on cultural intelligence and related issues for business leaders, policymakers, advertisers, and insights professionals.

Download
 

How can brands and businesses do right by their employees, customers, and stakeholders? How can policymakers support their citizens? Read on for a curated selection of data, research, POVs, and perspectives on cultural intelligence from Ipsos experts. Or revisit our Insights to Activate page to learn more about how Ipsos helps brands gather these insights and put them to use.

Top takeaways:

 

More Americans say their employer aligns with their political beliefs

More Americans now say their company/employer aligns with their political beliefs than last year, a 12-point jump to 61%. One theory: Companies are taking fewer stands and providing less ground for disagreement. (Read more.)

Our views on gender are consistent, but are we less willing to talk about it?

 For the most part, our views on gender haven’t changed in the last two years. For instance, men are more likely (80%) than women (66%) to agree that the household chores are split evenly between partners. But there is a 10-point drop among both men and women in the idea that men and women are equally willing to have conversations on gender equality. (Read more.)

Nearly one in three Americans have stopped purchasing from a company due to politics

  Nearly half of Americans believe it is inappropriate for companies to comment publicly on political or social issues, and a slim majority indicate they would be likely to stop purchasing from a brand if they disagreed with their stance on an issue, according to a new Axios/Ipsos/CLYDE survey. (Read more.)

Many think that CEOs should speak up on the issues that matter to their customers

 

A sizeable portion of Americans think brands aren't thinking about consumers like them, and should speak out further on the issues that matter to consumers and shareholders, according to an Ipsos study for GLAAD concerning perceptions around Pride month. (Read more.)

How brands can use cultural intelligence to prevent the erosion of consumer trust 

Amid deepening societal divisions, many executives have been left wondering how to advance business activities that involve underserved and underrepresented consumers. In an op-ed for AdAge, Ipsos SVP Janelle James explains three critical  pitfalls that brands must avoid in order to keep consumers' trust:

  • Using privilege to make unilateral decisions... these include significant brand modifications that lack consumer input.
  • Using isolation to influence purchase behavior... this includes limiting or removing 
    access to products that connect to identity, values, or economic opportunity.
  • Minimizing, denying, or blaming when commitments shift... this includes dismissing concerns which invalidate consumer experiences and journeys.
    (Read more.) 

Only half of American men think feminism benefits everyone

Most American women (66%) think feminism benefits both sexes, but only half of all men agree, and only half of people under age 34, according to the Ipsos Consumer Tracker. (Read more.) 

More people now think brands should stay out of social issues

A majority now say that companies should remain neutral on social and political issues. Overall, that desire for neutrality on social issues is up 5 points, with most of that driven by the GOP, who are almost twice as likely to agree as Democrats.   However, there isn’t really a change in the number who say that they would boycott a company that takes a stand they don’t agree with. (Read more.) 

Global attitudes on gender in 2025

On average across the countries surveyed in Ipsos' 2025 International Women's Day report, three in five (59%) agree that things would work better if more women held positions with responsibilities in government and companies. A similar number also note that women won’t achieve equality with men in their country unless there are more female leaders in business and government (54%). However, half (50%) believe that when it comes to giving women equal rights with men, things have gone far enough in their country. (Read more.) 

The stances Americans think brands should take 

One important call-out for brands in 2025 is that four in ten (D +36) say they are more likely to purchase from a company that has taken a public stance against racism. Despite a lot of campaign rhetoric, very public “anti-woke” boycotts and high-profile DEI rollbacks, this stat hasn’t changed since we last asked a year ago. Even the party splits are consistent. (Read more.) 

Many want brands to remain neutral on political issues

America is growing increasingly tolerant, but increasingly polarized. Where does this leave ESG and DEI initiatives? It’s important to remember that while politics are a no-go for most Americans in today’s highly polarized political environment, many feel brands and companies should bear some of the burden when it comes to solving various social problems. (Read more.)

Concern about inequality around the world skews towards the young 

A majority across 29 countries (52%) agree that inequality is either the single most important or one of the most important problems facing their country, no change vs 2023. This rises to almost eight in ten in Indonesia (79%). (Read more.)

Americans believe people like themselves are among the most underrepresented groups in entertainment

Notably, one-third of Americans report that people like them are excluded from the media they consume, while 9% say that people like themselves are over-exposed. Just half of Americans (52%) say that people like them are represented the right amount, neither excluded nor over-exposed. (Read more.)

 A majority in the U.S. and around the world say they buy brands that reflect their values 

 

 

In our polarized yet interconnected modern world, the importance of values has been rising: In fact, 71% of people say “I tend to buy brands that reflect my personal values,” a number that’s risen by double digits in the last 10 years across all trended markets for the Ipsos Global Trends survey. (Read more.)

Backlash against gender equality most pronounced among young men

But within the generations there are differences in opinion. There is a 20-percentage point difference between Gen Z men (60%) and Gen Z women (40%) when it comes to thinking women’s equality discriminates against men. (Read more.)

The gaps between the real world and the ad world 

While ethnic representation in US advertising is improving, disparities remain for age, people with disabilities, and LGBTQ+ individuals: there’s a 12% shortfall in representation for people with disabilities and a 6% difference for LGBTQ+ individuals compared to the US population. This demonstrates a real opening for brands to cast more diverse characters in their advertisements. (Read more.)

Further reading:

Ipsos panels and webinars:

Ipsos capabilities and offers:

Download

Society