Nouveau Nihilism
The Full Ipsos Global Trends Report | Trend: For many people, nihilism is a practical response to the uncertainty of this restless decade. Complementing what we see in our 2026 Life Aspirations research, the traditional markers of success such as home ownership, career progression and family life remain desirable, but often feel harder to achieve than they did for previous generations, leading to a new set of Modern Milestones. How it has ACCELERATED: In many markets a growing majority agree that it’s important to enjoy life today, and that tomorrow will take care of itself. That is coupled with, or perhaps driving, declining sentiment that hard work is rewarded fairly in many countries. Against a backdrop of declining faith in institutions where 76% worry their government will do too little to help people in the years ahead, expectations and reality drift apart—such that prioritising the present can feel more achievable than planning for a distant future. |  |