Global Trends

Global Trends 2024

Methodology

Technical notes and methodology for Ipsos Global Trends 2024.

Nouveau Nihilism

As economic stresses are preventing many from realising their long-term dreams, a sometimes- but-not-always-fatalistic “live for the moment” attitude is rising. Focus on helping people bri...

Retreat to Old Systems

As an escape to nostalgia is widely appealing, some people also yearn to revert to historical power structures around religion, politics, gender and more. Focus on the positive aspects of t...

The Power of Trust

As we are bombarded with information, we crave authentic messages from trusted sources but have a harder time figuring out who and what to believe. Focus on aligning your shared values with...

Escape to Individualism

As the world feels overwhelming, people are focusing on one thing they can control – themselves. But there’s a tension between those who strive for stature and those who focus more inward. ...

Splintered Societies

Rising inequality leads to a splintering of traditional structures with new ideologies and political allegiances emerging. People feel that businesses and governments need to do more. Focus...

Technowonder

As technology becomes more pervasive, there is a tension between excitement for all the problem-solving tools, connection and entertainment technology can bring us and concerns about privac...

Conscientious Health​

Health understanding is more holistic, tied to both our physical and our mental wellness. Tensions persist in terms of who has access to care. Focus on helping people navigate this ever mo...

Globalisation Fractures

While the world remains highly interconnected, globalisation is seen as having winners and losers, both at the market level and personally. Focus on playing up local strengths as well as gl...

Climate Convergence

Worldwide investment in climate resilience and mitigation is rising, as the impacts of climate change become more evident. Focus on demonstrating commitment at the organisation and market l...