Escape to Individualism
The Full Ipsos Global Trends Report | Trend: When people are restless, the world feels out of control. Yet we remain optimistic for ourselves: self-improvement, personal agency and a focus on what can be controlled are increasingly important ways of navigating, preserving and defining a sense of self. How it has ACCELERATED: As we look to define ourselves, we’re increasingly doing it through things we buy, not just actions we take. The importance of professional achievement has also grown, although balance is important, too. Other drivers remain high and stable, especially the strongest value measured in Ipsos Global Trends, personal autonomy. The proportion who agree that it’s up to everyone to work out their own principles to guide their decisions stands at 85%, and agreement by country rarely strays below 80%. |  |