The Power of Trust
The Full Ipsos Global Trends Report | Trend: Trust remains one of the most important currencies in society. Familiarity, localisation, values and purpose are strong indicators for brand success against a backdrop of widespread institutional scepticism. Across 38 markets, 69% say their government does not prioritise their concerns and 73% believe the economy is rigged in favour of the rich and powerful. How it has TRANSFORMED: Rather than disappearing, trust is becoming more personal, local, and values-driven. Consumers are increasingly placing trust in familiar brands, relatable individuals, and local communities and organisations that reflect their beliefs. AI could accelerate this transformation as it creates a pressing need to understand not only how to generate and protect trust, but also to map new consumption patterns of news, products and services. |  |