See our latest raw data on Americans in the Ipsos Coronavirus Consumer Tracker
DATA: The Ipsos Coronavirus Consumer Tracker asks Americans questions about entertainment, habits and rituals, anticipation of the “new normal," spending outlooks and more. Dig into the latest data here.
Pharmaceutical ads are more likely to break through, but brands should be wary of getting lost
REPORT: Great ads need to be great ads no matter what category. DTC pharmaceutical advertising is still advertising. It must gain attention, link to the brand and motivate action. However, it differs in needing to work with “unusual” brand names, complex messages and fair balance. Read more here.
Among MLB fans, the Dodgers are slightly favored to win the World Series
REPORT: With Major League Baseball’s playoff season beginning and the World Series coming into focus at the end of the month, 15% of MLB fans feel the Los Angeles Dodgers could win the World Series. Right now, Ipsos polling indicates that 30% of Americans consider themselves to be fans of baseball. Read more here.
Many Americans see post-COVID life as farther away
REPORT: Compared to earlier this year, more Americans now expect it to take a year or more before they can return to their normal lives, according to the latest Axios-Ipsos Coronavirus Index. However, at the same time a majority of Americans have already gotten back to “normal” on some aspects of their lives like seeing friends or family or going out to eat, reflecting the challenges navigating this time. Read more here.
Doctors are the most trusted profession in the U.S. and across the world
REPORT: A new Ipsos poll finds doctors to be the world’s most trustworthy profession. Across 28 countries where Ipsos asked the public how much they trust different professions, an average of 64% rate doctors as trustworthy, ahead of scientists (61%) and teachers (55%). No country trusts their military more than Americans do; trust in teachers is steady globally but lower in the U.S. than before the pandemic. Read more here.
How diversity in advertising can drive positive social change
REPORT: Intersectional advertising grows and deepens consumers' ties with a brand, according to a study conducted by the Unstereotype Alliance with support from LIONS and research conducted by Ipsos in Japan, Turkey, U.K., and the U.S. The inclusion of progressive and intersectional portrayals of people drives their feelings of “closeness” with a brand – an indicator of brand performance – with a significantly acute impact on under-represented and traditionally marginalized communities. Read more here.
Americans are thinking about their own mental well-being less often than early in the pandemic
REPORT: A recent Ipsos poll finds that overall, Americans are thinking about their own mental wellbeing less often since early in the pandemic in June 2020. Just over half of Americans classify their mental health within the past week as good or very good; however, men tend to have higher ratings of their mental health this past week than women. Read more here.
Is facing your mortality sparking the ‘Great Resignation’? Why we don’t want to work anymore
REPORT: Millions of workers around the world are leaving the workforce in a mass exodus, descirbed with terms like “the great attrition” or “the great resignation.” Nearly four million people in the U.S. quit their jobs in July, 25% higher than the same period a year ago and just below a record set only a few months earlier in April. But people aren't leaving just because of compensation, something that used to be a primary factor for moving on. Read more here.
While Americans view their mental and physical health as equally important, they don’t think the healthcare system does
REPORT: A new Ipsos poll finds that eight in 10 adults on average across 30 countries (79%), including the United States (82%), say that their mental and physical health are equally important to them. However, more say their country’s healthcare system gives more importance to the treatment of physical health than say it gives equal importance to the treatment of mental and physical health. Read more here.
Webinar: Nov. 10
Our hybrid world: Technology’s role in supporting a balanced lifestyle
WEBINAR: People’s relationship with technology has deepened during the pandemic, impacting many essential aspects of daily life from work and family management to entertainment, commercial transactions, and social interactions. As the reality of an increasingly hybrid future takes shape, what is technology’s role in supporting the overall balance and well-being people will inevitably continue to seek out? Join us for a complimentary webinar as we share new insights from Ipsos’ U.S. syndicated online community addressing how consumers are navigating through a hybrid existence and the role brands can play in supporting evolving consumer needs now and in the future. Read more here.
Webinar: Nov. 17
The state of reputation: Today’s context, tomorrow’s expectations
WEBINAR: Each year, Ipsos Global Corporate Reputation interviews over 150 leading communications and reputation executives globally to understand the trends, issues and concerns facing today’s reputation practitioners. The annual findings of the Ipsos Corporate Reputation Council help provide detailed reputation management guidance from the leading experts in the field. Join Ipsos’ Trent Ross and Jason McGrath for a webinar Nov. 17 to hear what corporate communicators across the business world think about COVID-19, diversity and inclusion, sustainability, supply chains and more. Read more here.
Webinar: Nov. 9
Insights for pharma: Helping “challenger” brands win
WEBINAR: Healthcare providers, patients, and payers generally have a broad assortment of therapeutic options to consider – so much so that for several conditions a new brand might go largely unnoticed. So how can a “challenger” brand make a mark, and ultimately win at launch, when plagued by difficulties like being late to market, entering a crowded landscape, having limited data to distinguish its profile, facing competition with more “novel” MOAs, not having the big commercial bucks and infrastructure to rival competition, or more? Please join the Ipsos Healthcare Advisory team for a complimentary webinar Nov. 9 as we dig in and discuss. Read more here.
Cliff’s Take: Checking in on our collective mental health
REPORT: The start of the pandemic was an emotional rollercoaster, and it took a clear toll on the country’s mental health week to week. But since then, we’ve seen things begin to equal out. Most people are at a point of stasis; a mental health “holding pattern.” Not great news; but not bad news either, writes Ipsos U.S. Public Affairs President Cliff Young. Read more here.
Trick-or-treating doesn’t scare Americans this year
REPORT: Halloween is fast approaching, and it looks like most parents won’t let COVID get in the way of the holiday’s most treasured ritual this year: Nearly two in three parents (62%) say they’re likely to let their kids trick-or-treat, according to new data from the Ipsos Coronavirus Consumer Tracker. Read more here.
The pandemic inspired 1 in 5 Americans to reevaluate their lives
REPORT: Leading up to World Mental Health Day on October 10th, around half of Americans report that they are currently reevaluating their life priorities and prioritizing a better work/life balance. For approximately one in five overall, these changes were driven by the pandemic. Read more here.
For anti-racism, this is what it means to be a better brand
REPORT: Racism is systemic, so an anti-racist approach in business must also be systemic. Further, data shows that Black, Hispanic, and Asian consumers have different expectations and needs than white consumer across all areas of business. Thus, engaging every part of a company is essential to comprehensive anti-racist action. Read more here.
Biden’s standing on key issues softening
REPORT: According to a new ABC News/Ipsos poll, Americans’ approval on how President Joe Biden is handling a slate of key issues, including the response to COVID-19, rebuilding infrastructure, immigration, and gun violence, is declining. Though a majority of U.S. adults still approve of Biden’s handling of the response to coronavirus, the economic recovery, and rebuilding infrastructure, this marks a decline in overall sentiment since the summer. Read more here.
Emerging risks: climate change and cyber-attacks top the list of public concerns
REPORT: Climate change and cybersecurity are bigger risks to the world right now than the pandemic, according to AXA's Future Risks Report – the eighth edition, produced in partnership with Ipsos and the Eurasia Group. This global study measures and ranks the evolution of the perception of emerging risks as seen by a panel of risk management experts as well as by public opinion. Read more here.
Americans’ weekly coffee consumption has decreased since 2019
REPORT: A recent Ipsos poll finds that while three in five Americans are still regular coffee drinkers, Americans' weekly coffee consumption has decreased in the past two years. Among the generations, Baby Boomers are most likely to be weekly coffee drinkers and Gen Z the least. Read more here.
Americans are open to arguments against government-negotiated drug prices
REPORT: A new PhRMA and Ipsos poll finds that there’s initial majority support for the federal government negotiating drug prices to get a lower price on medications that would apply to both Medicare and private insurance. Though, that support is moveable, dipping by double digits when Americans see a number of arguments both for and against drug price negotiations. Read more here.
Americans support working with North Korea and China to change the current status quo
REPORT: A new American Friends Service Committee/Ipsos poll finds that Americans believe the U.S. government should work with other countries like China and North Korea to strengthen our relationship and reduce tensions. Additionally, Americans are in favor of lifting U.S. imposed sanctions for various reasons. Read more here.
Webinar: Nov. 2
Are we ready to share transportation again?
WEBINAR: With the recent spike of the COVID delta variant in the U.S. having delayed many back to the office plans, the need for commuting and for shared mobility services is unclear. Meanwhile, we are seeing a fair amount of America getting on with life with many entertainment and sporting events at full capacity this fall, not to mention schools having reopened. Perhaps the sharing economy will be aligning to a new normal for these shared mobility services. Read more here.
As holidays approach, consumers are ready to spend
REPORT: With chilly weather setting in, retailers and other businesses should make plans now to strike the right tone and support the types of winter celebrations consumers want. Among the key Ipsos findings companies should consider: Holiday spending will be strong this year, most Americans are not planning bigger celebrations and younger consumers (ages 18-34) are feeling especially positive about holiday events. Read more here.
Americans are getting into the fall mood
REPORT: Out of all the fall festivities, most Americans get into the autumn spirit by decorating for Halloween, with two in five planning on getting ready for the spooky season. Half of Midwesterners are decorating their house for Halloween. That's 7 points ahead of people out West and about 10 points ahead of people in the Northeast and South. People in the Midwest are also more likely to have a bonfire (37%) or go to a corn maze (16%) than the rest of the country (22% and 11%, respectively). Read more here.
Biden is losing Americans’ trust on COVID-19
REPORT: Americans’ trust in President Joe Biden to provide them with accurate information on COVID-19 is on the decline, according to the latest Axios/Ipsos Coronavirus Index. Fewer than half now say they trust the president, a 13-percentage point decline from his high water mark right after his inauguration in January. Read more here.
The public is more open to tech companies sharing their data – but there’s a limit
REPORT: While COVID has accelerated consumers' reliance on technology, users have also become increasingly concerned with the ways in which tech companies monetize their data. Brands must reassure users on how their data is used, as 71% of consumers would stop doing business with a company if it gave away sensitive information without permission. Read more here.
Workplace vaccine mandates might be the push unvaccinated Americans needed
REPORT: Coronavirus vaccine requirements are becoming more common for workers across the country. So what are unvaccinated Americans going to do? New data from the Ipsos Coronavirus Consumer Tracker shows that for many, this may be the push they need to get vaccinated. Read more here.
Cliff’s Take: Where America stands on climate change
REPORT: With the end of summer comes hurricanes and wildfires, which have been truly catastrophic lately. As scientists and advocates keep warning us, time is running out to reverse these trends, but it's unclear if America can muster the political will to make the changes needed. In part, that’s because even as severe weather events grow worse and more frequent, the country is still far from a consensus on what’s driving the shift, writes Ipsos U.S. Public Affairs President Cliff Young. Read more here.
Consumers are returning to healthcare providers
REPORT: Consumers’ engagement in healthcare activities has increased significantly since this time last year: Just over half of consumers have visited a primary care provider (51%) – an increase of 16 percentage points over Q3 2020. But there's a significant negative trend in perspective towards healthcare sectors in America as the delta variant of COVID-19 continues to spread. Read more here.
As the safety net shrinks again, vulnerable Americans are changing the way they plan
REPORT: The pandemic has now stretched on long enough that it has outlasted one of the U.S. government’s major tools for boosting the economy: expanded unemployment benefits, which expired at the beginning of September. But new data from the Ipsos Coronavirus Consumer Tracker shows that many Americans are still feeling the economic hurt – in fact, they may be feeling it now more than ever. Read more here.
One in ten Americans are interested in resurrecting dinosaurs
REPORT: A recent Ipsos poll finds that one in ten Americans are interested in bringing back long extinct species, like dinosaurs and mastodons. However, more Americans want to resurrect recently extinct animal species such as giant tortoises and northern white rhinoceros. Overall, men show more interest than women in bringing back different animal species. Read more here.
Most Americans don't have detailed natural disaster emergency plans
REPORT: A new Ipsos poll, conducted on behalf of Wells Fargo, finds that most Americans do not have a detailed emergency plan for the event of a natural disaster. Those who don’t have one most often say it’s because they have not thought of making one, or are focused on more immediate issues. Less than half have started an emergency savings account in preparation for unexpected financial emergencies. Read more here.
Two in five parents say there has already been a COVID case in their kids' classrooms
REPORT: Two in five parents say that there have already been COVID-19 cases in their children’s classrooms this academic year as back-to-school gets off to a fitful start. Parents are well-aware of the risks inherent in sending their children back to school this year, according to recent USA Today/Ipsos polling. Yet many want their children to return for a full five-day-a-week schedule against a backdrop of broader concerns about how online learning impacted students’ academic progress. Read more here.
How streaming, betting, esports and NFTs are changing how we'll consume sports in the future
REPORT: A trio of macro trends are changing American sports fandom, according to new research from Ipsos. Digital collectibles like NFTs, sports betting and competitive video game competitions called esports are shifting the dynamics of sports spectatorship. Yet, gaps remain with inclusion and equality across sports coverage and interests. These changes will influence how Americans consume sports as viewers, bettors, fans and collectors in the coming years, as Ipsos explores in its Sports edition of What the Future magazine. Read more here.
As the delta variant spreads, global consumer confidence is frozen in place
REPORT: The spread of the Delta variant has brought global consumer confidence to a halt. The Global Consumer Confidence Index reads at 48.6, remaining nearly the same since July (48.3). This month’s reading is the same as in January 2020 and is 0.1 point higher than it was in March 2020, days before the global pandemic was declared by the World Health Organization. Read more here.
One in five Americans enjoy drinking pumpkin spice lattes; nearly half refuse to try one
REPORT: A recent Ipsos poll finds that the fall activity Americans are most likely to participate in is decorating their house for Halloween, while going to a haunted house or corn maze is the least likely. Overall, Midwesterners are the most excited to participate in fall activities and are also the most likely to enjoy fall foods such as pumpkin pies, or pumpkin spice lattes. Read more here.
Most Americans’ personal drinking habits remain unchanged in recent months
REPORT: A recent Ipsos poll, conducted on behalf of Cutback Coach, finds that among Americans who have purchased or consumed alcohol in the past 30 days, half say they have made an effort to drink less or practice healthier drinking habits in the last three months, but only 20% actually report drinking less. Read more here.
Small businesses are increasingly cautious about the economy
REPORT: The MetLife/US Chamber of Commerce Small Business Q3 2021 Index finds that small business owners are increasingly cautious about the current and future economic climate. Coming out of the pandemic, small business owners say revenue is the biggest challenge they face. The majority of small businesses find it challenging to manage higher costs due to inflation and disruptions to their supply chains. Read more here.
Why retailers should be enthusiastic about the 2021 holiday season
REPORT: New data from Ipsos sees Americans are enthusiastic about spending this holiday season and we should again see record online sales. Deal-seeking will be high and retail promotions will be popular. Shopping experience should allow for safety, convenience, and plenty of holiday spirit. Younger consumers, families and urban areas will be most enthusiastic about buying, will be heavily influenced by social media, and will have special interest in buying experiences as gifts. Read more here.
Black, Hispanic, and Asian Americans are much less likely to report good water and air quality in their communities
REPORT: The Axios-Ipsos Hard Truths Environmental Racism poll finds that while all Americans are experiencing much the same climate-related challenges, minority Americans are much more likely to experience poor environmental conditions. This comes as a majority of Americans believe climate change is happening and support efforts to fight it, even though they are pessimistic about our ability to counter the worst impacts. Read more here.
More Americans want 5G phones than ever as Apple launches iPhone 13
REPORT: Apple just announced its newest iPhone – the iPhone 13, the second wave of phones with 5G technology from the company. It’s the latest sign of adoption for a technology that has broad implications for remaking the world around us – and new Ipsos data shows that there’s growing desire for the 5G phones, particularly among young adults and wealthier Americans. Read more here.
How to turn grocery supply struggles into opportunities
REPORT: Supply-chain issues and changes in consumer behavior and demand contributed to staggering figures in lost sales during the pandemic. While the industry is adapting, these challenges continue today, and how brands respond will have major implications for their respective market share and customer loyalty. To find out more about the implications of this ongoing reality, Ipsos recently surveyed 1,000 grocery consumers about their experiences, behaviors and preferences as they relate to the inventory situation at their primary grocery stores. While some of the findings should be alarming to brands, they also represent critical opportunities for those that prioritize understanding their customers and executing strategies and tactics to keep them loyal despite ongoing supply chain challenges. Read more here.
Wealthier Americans are more likely to want kids back to school
REPORT: More affluent parents are most eager to see kids back in school, new USA Today/Ipsos polling finds. They are also significantly more supportive of requiring vaccinations for students, teachers and staff. Close to seven in ten parents earning over $75,000 support requiring vaccinations for eligible students, teachers and staff. Among parents earning less than $75,000, 43% support vaccinations for students and 50% support vaccinations for teachers and staff. Read more here.
Most adults vaccinated against COVID-19 say they want a booster shot
REPORT: A new 13-country Ipsos survey conducted in partnership with the World Economic Forum finds large majorities of adults fully vaccinated against COVID-19 saying they would get a booster shot if it were available to them. However, majorities of adults in every country agree that the priority for vaccines should be first doses for those who want them before making booster shots available. Read more here.
Management of healthcare crises is still a top five concern for many citizens
REPORT: 2021 Anholt-Ipsos Nation Brands Index shows nations which have made significant strides to contain the COVID-19 pandemic are rated positively by citizens globally on their performance of handling healthcare crises. The top ten nations which survey respondents rate the highest on performance of handling healthcare crises, like the COVID-19 pandemic, are those that have made significant progress in vaccine distribution and containing breakouts of COVID-19 within their domestic borders. Read more here.
Pharma utilization and cost management for self-funded employers
ON-DEMAND WEBINAR: With rising prescription drug costs increasingly due to cell, gene and other high cost therapies, employers are exploring various approaches to managing drug utilization and spend by their employees. Watch our complimentary on-demand webinar as we explore this topic in detail and outline implications to market access strategy development. Learn more and watch here.
Over two-thirds of Americans support resettling Afghan allies in the United States
REPORT: Roughly three in four Americans believe the situation with the evacuation of Afghan civilians who worked with the U.S. in Afghanistan is a problem, with a majority saying it is a major problem, according to a new NPR/Ipsos poll. The survey, conducted in the days immediately following the final U.S. flights out of Afghanistan, shows widespread support for admitting certain Afghan refugees, including those who either worked with the U.S. government or served in the U.S. allied special forces, into the United States. Read more here.
Interest in electric vehicles has tripled. Here's how automakers can take advantage
REPORT: How can the automotive industry make electric vehicles the majority of their sales? The question is vexing companies and dealers across the U.S. as federal regulations aim to make half of the new U.S. auto fleet electric by 2030. More needs to be done to increase EVs’ consumer appeal, with priorities including education on EVs related to cost of electricity, consumer choice of vehicles, federal/state incentives and dealing with range anxiety perceptions. Ipsos data from the syndicated 2021 Mobility Navigator shows that California, a leader in EVs, can offer clues on what to expect. Read more here.
As new school year begins, parents increasingly concerned about kids falling behind
REPORT: A new USA Today/Ipsos poll finds that more parents of school-aged children feel their child is behind due to online or distance learning, compared to in May 2020. As children across the country head back to in-person school, the poll also finds that, despite concerns about severe illness for their children if exposed to COVID-19, a majority of parents support returning to in-person classes every day. Read more here.
Creating a sense of presence: The power of virtual and augmented reality
REPORT: While national lockdowns and travel restrictions have presented many challenges, for those in the fortunate position to have access to technology, it has provided a "digital push," moving many people beyond basic digital interactions such as texting and towards video calls for health consultations, work-based interactions and more. Here's how virtual and augmented reality technology can further build upon these connections, creating a sense of "presence" that is currently missing when we are occupying the digital space, and the opportunities for insights that this technology provides. Read more here.
Dealers aren't ready for coming wave of electric vehicle-curious shoppers
REPORT: When it comes to electric vehicles, auto dealerships around the U.S. are struggling due to unprepared salespeople, limited vehicles and inconsistent sales practices. That’s one of several findings from the new Ipsos Electric Vehicle Dealership Readiness Study. Read more here.
Most Americans plan to travel within the U.S. in the next year, although likelihood to travel internationally is not as high
REPORT: Nearly two-thirds of Americans are planning to travel for personal reasons between now and the end of 2021, according to a recent Sonder/Ipsos poll – especially those with children living at home (68%), those in the middle and top income brackets (64% among both those who are making between $50,000 and less than $100,000, and those with a household income of $100,000 or more), and married adults (69%). Read more here.
Americans say the 1980s were the best decade for music
REPORT: Four in ten Americans (40%) say the 1980s produced the best music, followed closely by the 70s (37%) and the 90s (32%). Unsurprisingly, beliefs on the best music decade varied by generation. Baby Boomers largely preferred the 70s (51%) and 60s (49%), millennials the 90s (49%), and Gen Z the early 2000s (41%). Read more here.
Nearly half of Americans believe U.S. troops should have stayed in Afghanistan until all Americans and Afghan allies were evacuated
REPORT: When presented with four potential paths regarding Afghanistan, 49% of Americans believe that American troops should have stayed in Afghanistan until all American citizens and Afghan allies were evacuated, according to a new Reuters/Ipsos poll; this includes 54% of Republicans, 47% of Democrats, and 49% of independents. Meanwhile, 25% believe troops should have stayed at least until all American citizens were evacuated, this is supported by 29% of Republicans, 24% of Democrats, and 19% of independents. Read more here.
Most parents feel it’s tougher to be a parent now than it was 20 years ago
REPORT: People with children in the household generally believe that it is hard to be a parent these days, though mothers tend to report higher levels of stress about some facets of parenting than fathers. For instance, seven in ten mothers say that parents today feel more pressure about “how” to parent than the parents of twenty years ago, compared to six in ten fathers. Read more here.
Three in four people have provided unpaid help to an adult family member
REPORT: A recent Ipsos survey conducted on behalf of Grayce Inc., shows that a majority of respondents provide unpaid help to an adult loved one. Many of these respondents have not told their employers about their caretaking responsibilities, and a quarter have left a job or asked to reduce working hours. Read more here.
How tech companies can tackle sustainability
REPORT: From carbon footprints to supply chains, tech companies face new challenges in 2021 in reassuring worried consumers that they are committed to sustainability. A recent Ipsos survey found that consumers care most about reducing waste and pollution (53%), cutting down on plastic (34%) and developing products that respect that environment (34%). But translating these concerns into tangible policies remains a challenge for tech giants. In a new POV, Ipsos breaks down how tech firms can reassure consumers they are truly committed to sustainability. Read more here.
How showing women in a positive light in ads makes a better society – and a more successful brand
REPORT: With nine out of 10 girls saying they compare themselves to images in the media, it is vital that brands and marketers take responsibility to represent women in a modern and positive manner. But beyond doing the right thing for society, there are also brand benefits from shifting the portrayal of women in advertising. Read more here.
Political divisions are biggest generational threat to American teens
REPORT: A recent Washington Post-Ipsos poll shows that many teens are generally more pessimistic about the state of the country and future opportunities than they were 16 years ago, in 2005. More than half of teens say that America’s best years might be behind us (56%), up 15 percentage points from 2005 (41%). But despite a lack of optimism about the current state of affairs, many are confident they will have a good standard of living as adults. Read more here.
Most Americans think the end of the U.S. presence in Afghanistan makes no difference on our safety from terrorism
REPORT: A new ABC News-Ipsos poll, fielded August 27-28, finds that the majority of the American public does not believe the withdrawal from Afghanistan will have a significant impact on American security from terrorism. This comes as just under a quarter of Americans describe themselves as "very worried" about the possibility of a major terrorist attack in the United States. Read more here.
A strong majority of Americans want mask requirements back as delta surges
REPORT: As the coronavirus delta variant continues its surge, a sizable majority of Americans say they want mask requirements back in shops, restaurants and other businesses across the country – and many want vaccine requirements, too. But few people think businesses should be responsible for issuing vaccine requirements. Read more here.
What worries the world? Coronavirus concerns are rising again
REPORT: Coronavirus is still the top global concern today, according to our 28-country survey. On average, 37% say that COVID-19 is one of the most worrying issues in their country today; anxiety surrounding the virus has increased most since last month two of the world's most heavily vaccinated countries – the U.S. and Israel. Read more here.
Women are far more likely to have changed their hygiene habits since the pandemic
REPORT: Women are now more likely to say that washing their hands after returning home and sanitizing their mobile devices are important, relative to 2018. Among men, opinion has not shifted in a statistically meaningful way. Read more here.
On COVID-19 vaccine, mask requirements, Americans prioritize common good over personal liberty
REPORT: Are COVID-19 vaccine requirements an infringement on personal liberty, or an important step in protecting the common good? A new USA Today/Ipsos poll finds that more than three in five Americans believe protecting the common good is more important than preserving personal liberties in this specific instance, and that means individuals can be required to get the vaccine, absent a medical or religious exemption. Read more here.
All Americans see the value of higher education, but race continues to be a partisan flashpoint
REPORT: At a first glance, American views of higher education are remarkably unified across different racial and ethnic groups. Similar levels of white, Black, and Hispanic Americans believe higher education helps people like them succeed and similar levels register concern about the cost of that education. However, as soon as the topic of race is broached, political differences emerge, according to a new Axios-Ipsos Hard Truths poll. Read more here.
Global consumer sentiment growth has nearly halted
REPORT: The world’s two largest economies – the U.S. and China – have seen significant decline in consumer confidence in the last month. Only three of the 24 countries surveyed showed significant growth over the last month: Spain, India and Poland. Read more here.
Sentiment about globalization cooler than before the pandemic across the world
REPORT: Most adults in each of 25 countries recently surveyed by Ipsos for a poll with the World Economic Forum agree that expanding trade is a good thing. Yet in most countries, more agree than disagree that there should be more trade barriers to limit imports of foreign goods and services. On average, only 48% of those surveyed in the 25 countries agree that globalization is a good thing for their country. This is 10 percentage points less than in 2019, before the COVID-19 pandemic. Read more here.
Fewer Americans say paying your own bills makes you an adult than in 2017
REPORT: According to a new Ipsos poll, two-thirds of Americans believe you need to pay your own bills to be considered an adult (66%), a 15 percentage point change from 2017 (81%). Read more here.
Why social intelligence is key to pharmaceutical research
REPORT: In the past several years, a sizable increase has been notable in the use of social data and online channels for research by the pharmaceutical, biotechnology and MedTech industries. To illustrate just how social data can quickly surface perspectives from a variety of healthcare stakeholders in near-real time, Ipsos sought to break down the online commentary regarding FDA’s recent ADUHELM approval for the treatment of early-onset Alzheimer’s. Read more here.
Biden's landscape has changed
REPORT: Looking forward, President Biden faces significant headwinds over the next six weeks. Uncertainty created by the Delta variant and the waning efficacy of vaccinations. The growing global notion that America is retreating from its historical obligations – the Afghanistan effect. The emergence of seemingly intractable social and racial issues. Not to mention hyper-partisanship that makes any compromise impossible, writes Ipsos U.S. Public Affairs President Cliff Young. Read more here.
Americans are deeply conflicted on the U.S. exit from Afghanistan
REPORT: While Americans want to help the Afghan people now scrambling to escape from under Taliban rule (75% support America sending in additional troops to secure key facilities until the withdrawal is complete), they also feel that this situation was inevitable (68% agree that the war in Afghanistan was going to end badly, no matter when the U.S. left). This is just one of many deep contradictions in the latest Ipsos poll for Reuters. Read more here.
73% of people in G20 countries believe Earth is close to ‘tipping points’ because of human action
REPORT: The majority of people across the G20 are concerned about the state of nature, both today (58% say they are worried) and in relation to protecting it for future generations (61%), according to a new poll for the Global Commons Alliance by Ipsos MORI. Moreover, 73% of people believe Earth is close to “tipping points” because of human action. Read more here.
Most Americans back four-day work week but won’t take a pay cut for it
REPORT: A plurality of Americans believe that everyone would be more productive operating on a four-day work week, but few are willing to take a pay cut to make that vision a reality. Age plays a big role in how open Americans are to the concept of rolling their Fridays over into the weekend. The younger they are, the better an idea they think it is. Read more here.
How multinational corporations can lead the way on sustainability
REPORT: Multinational companies have the ability and the responsibility to "do good" in the world – and their social responsibility programs can be a win-win by ensuring the engagements are authentic, credible and effective. Here's how, according to new research from Ipsos. Read more here.
A majority of Texans support mask requirements in public places
REPORT: A strong majority of Texans support mask requirements in public places, including schools, offices or workplaces, and restaurants, according to a new Spectrum News/Ipsos poll. In spite of an executive order in place prohibiting such requirements, seven in ten – or more – support these measures. Read more here.
Corporate social responsibility: Marketing gimmick or sound public policy?
ON-DEMAND WEBINAR: This past year put the debate over companies’ social responsibility in the spotlight. Protests for racial equality, the ongoing pandemic, and severe storms in Texas and the Midwest highlighted different points of contact between companies and the communities they are a part of – and illustrated just how complex navigating corporate social responsibility (CSR) can be. Join us for a complimentary webinar as Tony Incalcatera, Chief Research Officer for Ipsos Affluent Intelligence, will discuss our latest findings on how Affluent Americans view the social policies of companies and the impact these programs have on perceptions and purchases. Learn more and watch here.
Two-thirds of Americans support implementing a four-day work week
REPORT: Two-thirds of Americans support implementing a four-day work week in the U.S., according to a new Ipsos poll. Americans also support for more flexibility at work, through flexible hours and working locations, and three in five employed Americans believe Americans work too much. The poll also finds that while less than 1 in 10 Americans use public transportation in a typical week, most people support creating more public transit options in their communities. Read more here.
Back-to-school shopping is back
REPORT: More than two in five households with children heading to school had already started their back-to-school purchases by midsummer. While school supplies rank high on the shopping list, clothing is the item most plan to spend more this year compared to last year. Of course, this begs the question: Will COVID-comfort still rule most purchase decisions? And will concerns over the delta variant see parents opting for another year of hybrid learning? Read more here.
Nearly half of U.S. hospital executives shut down devices because of a cyberattack in the last six months
REPORT: Healthcare is one of the most targeted industries for cyberattacks. Whether the hack is committed by notorious gangs such as REvil or Conti or lesser-known hackers, hospitals now account for 30% of all large data breaches and at an estimated cost of $21 billion in 2020 alone. A new CyberMDX/Philips/Ipsos poll reveals that 48% of hospital executives reported either a forced or proactive shutdown in the last 6 months due to external attacks or queries – including 61% of large hospitals. Read more here.
Cliff’s Take: America's relationship with work remains complicated
REPORT: Deeply embedded in the traditional conceptualization of what it is to be an American is the Protestant work ethic. That a hard-working, pull yourself up by the bootstrap attitude will take you far. Put differently, a winner vs. loser ethos where self-worth is rooted in achievement – academic, economic or social. What is America’s relationship with work? Are we as fervent as always? Or is there a changing of the guard? Read more here.
For Americans, extreme weather is heating up
REPORT: Almost half of Americans feel that droughts and floods are more frequent now than ten years ago. In the latest poll, a little under half of Americans (45%) feel that droughts are more frequent where they live compared to a decade ago. In the spring, only one in three felt the same. Yet, the share of Americans who feel flooding is more frequent now than ten years ago is unchanged since the question was first asked in 2017. Read more here.
Cliff’s Take: Delta uncertainty rattles confidence in the economy
REPORT: Trepidation has gained a foothold again, and the delta variant is the catalyst. To be clear, not for everyone: the unvaccinated are still living in alternate realities when it comes to COVID. But overall, the nation’s reemergence is stalling, and that nervousness is bleeding into our outlook on the strength of the economy. Read more here.
How to shift autonomous driving from ‘scary’ to ‘safe’
REPORT: Given the increasing incidence – and obvious danger – of driver distraction, "autonomous" should not be a scary word. In our latest paper, we offer tips and insights to show how marketers can help consumers associate autonomous vehicles with safer roads, helping to overcome barriers to adoption. Read more here.
Vaccinated Americans are retreating, leading to a massive change in consumer attitudes
REPORT: As cases and related fears surge, consumers are reverting all the way back to their November mindsets, according to data from Ipsos’ ongoing tracking study. Attitudes started to improve at the end of 2020 as the vaccine started to become a reality, but nearly one in three of Americans has undergone a massive perceptual shift in the past month as the delta variant has taken hold. Read more here.
People around the world don't expect the economy to recover anytime soon
REPORT: A new Ipsos survey for the World Economic Forum finds that, on average, about three in four adults across 29 countries believe it will take at least two more years for their country's economy to recover from the COVID-19 pandemic. Only 7% believe their country's economy has already recovered from the pandemic and 19% that it will have recovered one year from now. Read more here.
Looking ahead to the 2021 holiday shopping season
ON-DEMAND WEBINAR: What will this holiday shopping season look like? Will people brave the crowds? What will they want to buy? With all the disruption of 2020, one thing is clear – consumers have more choices and expect more from retailers than ever before. Watch our complimentary on-demand webinar featuring new research insights from our Ipsos U.S. syndicated online community to provide a glimpse into how shoppers are adapting to the evolving post-pandemic retail landscape today, and how they are planning ahead for Black Friday and beyond. Learn more and watch here.
Unvaccinated Americans who are open to the shot are more likely to trust public health experts
REPORT: Even among unvaccinated people, trust in the CDC varies widely based on how resistant someone is to the COVID-19 vaccine. People who are open to the vaccine (but still have not gotten it) trust the CDC at similar rates to vaccinated people. But, trust in the CDC plummets among unvaccinated Americans who are much more resistant to ever getting the vaccine. Read more here.
Support for drafting women to the military has decreased since 2016
REPORT: Only 45% of Americans are in favor of drafting women, if a military draft were reinstated – over half of all men (55%) support drafting women, compared to about a third (36%) of women. That's a significant drop from 2016, when 63% of Americans supported drafting women. Read more here.
How education in the pandemic created the workforce of the future
REPORT: The skills that workers need are rapidly evolving. The technology to teach those skills is advancing exponentially. But how – and where – they will converge is the biggest question in the future of education. Our values as a nation will play into the discussion – fractured as they are. In this issue of What the Future, we explore how education could become as flexible as the needs of the humans and workforces it serves. Read more here.
[WEBINAR] The State of Reputation: Today’s Context, Tomorrow’s Expectations
Each year, the Ipsos Global Corporate Reputation practice conducts interviews with over 150 leading communications and reputation executives globally to understand the trends, issues and concerns facing today’s reputation practitioners.