Ipsos Update – October 2026

In this edition:

• Ipsos Global Trends – This year’s report paints a picture of a world shaped by climate pressures, geopolitical instability, demographic change and rapid technological disruption.
• Modern Milestones – Timelines are shifting, and the traditional life cycle has been disrupted. But traditional milestones have not disappeared – they’re shifting.
• Recognisably You – Distinctive assets act as shortcuts to recognition, triggering memory structures that make brands easier to notice, recall, and choose.
• Launching an Audience Measurement Currency – Audience currencies underpin trading, planning and investment decisions, providing a common standard for buyers, sellers and advertisers.
• The Sustainability Reality Check – As climate change becomes more tangible, the urgency to act is competing with something equally tangible: the realities of everyday life.
• Trust is Not Automated – Trust, rather than technology, determines customers’ willingness to embrace AI.
• Ipsos Global Trustworthiness Index 2026 – The findings suggest trust increasingly resides with expertise and individuals rather than institutions.
• The Next Era of B2B Communities – We explore the potential of community-trained digital twins and the role they could play in the future of B2B insight.

Also:

• On the 25th anniversary of 9/11, Ipsos in the US found most Americans feel the attacks had a major impact on both the US and the world.
• An end to the Iran War does not necessarily mean an end to inflation, with the cost of living potentially continuing through 2027.
• We use synthetic data to show how a food brand can change one of their beloved recipes while avoiding the risk associated with making a big change.
• The month’s What Worries the World finds that the repercussions of the Iran War may finally be setting in.