 Ipsos Global Trends |
Download The Full Ipsos Global Trends Report (Free!) Our Trend Framework | ‘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-awaysIpsos 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. |
23 Values that underlie the TrendsAsking questions about what it means to be both citizen and consumer across 50 markets, we can use statistical analysis to uncover hidden connections and new relationships between people’s attitudes. Our analysis has surfaced 23 human values - each compromising a set of strongly correlated questions. By presenting these on a map, we can start to understand how closely aligned people’s values are. The further apart two values are — for instance, Nativism and Global Outlook — the less likely a single person might be to hold both values. The five most intense values that unite humans globally (highlighted in bold) are in the most likely to united humans around the world. The five least intense values are those that are less likely to unite (highlight in italics) us. While these are less intense, they may show signs of greater growth in the future and need careful attention. |  |
Our six global Macro Forces and key themes
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Activate Ipsos Global Trends for your organisation |
Now comes the interesting part. Trends are holistic narratives that help to unearth opportunities and navigate potential threats, acting as compelling conversation starters and catalysts for within your organisation. We present Ipsos Global Trends to get you thinking and give you tools to help you understand society, markets and people today – and through applied foresight– into tomorrow. Ipsos has multiple ways to activate these insights for your team or organization. From data access, to workshops, to adding texture and nuance with qualitative and social listening including: | Strategy:
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Contact: [email protected] to learn more |