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Ipsos Global Trends

‘In Search of a New Consensus: from Tension to Intention’, the 10th anniversary edition of Ipsos Global Trends, unveils a refreshed framework of nine Global Trends based on more than 50,000 interviews across 50 markets representing three-quarters of the world’s population and 90% of the world’s GDP. There is no better tool to understand the context of society, markets and people.

Key Take-aways

Ipsos Global Trends summarises five million data points. It includes year-round work collecting signals and identifying macro forces from a truly global team of experts and analysts.

There are constants. Throughout, we see values that strong majorities have agreed with over the last decade across markets, genders, ages, incomes and languages. We’ve identified three over-arching themes and many other individual issues.

There are tensions at all levels. Sociopolitical tensions about the very ideas of globalisation, tensions within markets, tensions between citizens and even tensions within households.

There are also tensions within each of the trends. For example, nostalgia is a shared value, and a powerful tool for bringing us together, but taken further, that idea can cause a rift between those who yearn for what they see as traditional values and others whose sense of identity is shifting.

Brands, businesses, organisations and governments have roles to play in everything from combatting global problems like climate change, to helping us express ourselves as individuals. Determining what those roles are and how to demonstrate you’re playing them authentically is complicated.

As the world gets more complex, people focus on what they think they can control: themselves. People think they are doing all they can to solve climate change, but most feel overwhelmed by the complexity of the world around them. Even if feeling overwhelmed is part of being human, it’s still a powerful emotion that brands should be aware of and look to alleviate. One way: help people express themselves however they and their surrounding culture can.

Our six global Macro Forces and key themes

Activate Ipsos Global Trends for your organisation

Strategy:

  • Activate our trends in your organisation via strategy workshops
  • Tap into the trend expertise of our specialists via consultative support

Insights:

  • Dive into our trends through a keynote presentation
  • Tackle your specific organisational challenge via our bespoke trend reporting

Data:

  • Drill down from our nine trends to your focus area via our always-on signals dashboard
  • Access our 2024 trend data directly via our portal
  • COMING SOON: Access our decade of trend data directly

Contact: [email protected] to learn more