Ipsos Global Trends 9th Edition
Download The Full Ipsos Global Trends Report (Free!) Our Trend Framework | Global optimism has taken a hit in 2025 with a 7-point drop in citizens around the world feeling optimistic about themselves and about their community. Now just 59% say they are optimistic about themselves and their family and 45% are optimistic about the city or town where they live. This drop in optimism is striking and has broad implications for corporate and policy leaders alike. These findings are part of the ninth edition of the Ipsos Global Trends report, the largest and broadest report of its kind. As we reach the midpoint of the decade, the report, “The Uneasy Decade: reshaping society, technology, and the global economy” focuses on the changes from last year as well as from the initial report in 2013. Ipsos Global Trends is the result of an expansive global survey, fielded this year in 43 global markets, as well as macro force analysis and signals collection. It builds on the framework of nine trends established in 2024 using a factor analysis of more than 5 million data points. Key Take-awaysOur attitudes toward tech are shifting We remain divided on thinking tech is going to destroy our lives (56%), but in agreement that we worry too much about privacy and that AI has a positive impact increased. The gender binary is taking hold Sixty-one percent of global citizens now say that there are only two genders, up from 53% in the eighth edition, as trans-related topics are used as a wedge issue in many markets. Most people would like to see less immigration Two in three (65%) citizens in the markets we surveyed now feel that "there are too many immigrants in my country " (up 4ppts from last year). People align their spending with their personal values One of the biggest shifts since 2013 is that a majority (52%, up from 39%) now say they are “willing to spend extra for a brand with an image that appeals to me.” Of course, within the 43 markets surveyed there are not only Global Trends, but sub trends within and between the markets. Personal optimism, for instance, is much stronger in Indonesia and Peru than in South Korea or Japan. Large regional differences can also be seen in attitudes around emerging technology like artificial intelligence. The full report can be accessed below, and the full 9th edition and historical data sets are available for purchase. |
Executive SummaryOn a personal level, many people are continuing to express "Nouveau Nihilism", where economic uncertainty and the disappointment in government is hardening into a deep-seated disenchantment with systems of power. Yet it also means they’re finding joy by living more in the present - creating an opportunity for brands to help people balance living for the now with planning for the future. This mentality is also spurring people to turn inward and focus on themselves, as an "Escape to Individualism“ attitude continues to emphasise personal freedom, growth and autonomy. They’re choosing their own paths toward success, at a time when traditional milestones – owning a home, a stable career - feel so out of reach. This is important, as it means that assumptions about what motivates people is changing; they’re seeking new routes to happiness even when it flouts social norms around gender, success, or life stages. The “Power of Trust” trend in this environment has become more critical as trust continues to shift away from institutions toward smaller and closer circles of influence. However, this trust is fragile and can be easily broken by a misstep - especially when it’s perceived as part of a system designed to work against you. Yet this also creates an opening for brands to consider how they’re leveraging the personal connections of communities, influencers and individuals. At the midpoint of the decade, a question looms: how will these trends evolve? The 2020s may ultimately be seen as a decade of rising tensions and a deeply human response: a retreat inwards. Our advice to clients is to recognise and leverage these powerful and often contradictory forces, and to continue to track how they are continuing to evolve over time. Organisations that can navigate these complexities - demonstrating local value in a globalised world, building trust in an era of scepticism, and providing solutions that offer a sense of control - will be the ones best positioned to succeed in the uneasy decade ahead. Jennifer Bender |
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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