POINT OF VIEW

Americans are overwhelmed. But then again, so are most global citizens, including a majority in 44 out of 50 markets around the world. That’s according to Ipsos Global Trends, the largest public research report in Ipsos history.

There's the geopolitical landscape which is full of strife and climate disasters both globally and domestically within a hyper-polarized political culture. Economic strains persist with high prices. The reactions to this feeling and the changes in technology and society underlying it drive the shifting values seen in many of the Trends.

What values unite Americans?

People can’t control the world, so they want to control the thing they can control: themselves and how they show up in their world. Autonomy stands in contrast to the value Americans think most divides them, equity. This is a challenging landscape for brands to tread, but provides ample opportunity for brands to help take this important value which divides us and make it more universal while avoiding the backlashes from those who feel excluded by efforts toward inclusivity.

Read on to learn more about the nine Global Trends.