Ipsos Global Trends 9th Edition

Global Trends Publication

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. Focus on leveraging trusted relationships to help people express their identities as they choose, even if they choose historical norms

23.10.25

Global Trends Publication

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 the past but realise that not everyone wants to return to it.

23.10.25

Global Trends Publication

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 bridge the gap between their aspirations and their realities.

23.10.25

Global Trends Publication

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 privacy, job loss and potential for misuse. Focus on identifying the benefits and reducing concerns.

23.10.25

Global Trends Publication

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 more complicated landscape with clear, trusted information and accessible solutions.

23.10.25

Global Trends Publication

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 level, but also help people feel that they are contributing, too.

23.10.25

Global Trends Publication

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 on commitment to our many shared values worldwide to help lower temperatures at home.

23.10.25

Society Publication

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 global cooperation and scale.

22.10.25