KEYS: an Ipsos webinar series

Our focus in this webinar series is on bringing together new perspectives, based on-real-life experiences and insights grounded in research.

We start each episode with a round-up of the latest research from around the world, and then go on to explore one or more topics, guided by Ipsos’ experts in the relevant field.

The recordings from all episodes are listed below; each webinar is supported by relevant publications and research reports to help you explore the topics covered in more detail.

UNCHARTERED TERRITORY
We’re barely halfway through the year, but it’s already hard to keep up with everything that’s happening.  
Ongoing wars, trade wars, culture wars. There’s a lot to take in.
And yet the world moves on. Economies are adapting to social and technological change. Consumer confidence may be muted, but it has not collapsed. 
More than ever, it feels like the role of researchers and marketers revolves around making informed judgements about what’s changing – and what’s staying the same.
To this end, this episode of our KEYS webinar series is dedicated to what we’ve learned so far during 2025. Are we adapting fast enough? And are there areas where we need to change course?
 

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TECH-CELERATION 
Today’s times are characterised by admiration for the amazing things new technologies bring to the world - alongside real apprehension about what the future may hold.
Businesses and governments are scrambling to invest wisely. It’s clear that AI can be a motor for competitive success and change for good. But with it comes uncertainty. Whether it’s ethical considerations, regulatory questions or implementation strategies, there are so many things to think about. 
Technological change is nothing new of course. It’s been a feature of people’s lives throughout history. But things do seem to be moving particularly fast right now. 
We take a moment to assess the role technology plays in today’s environment. What’s changing. And what’s staying the same? 

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Rethinking Generations: Change | Continuity | Opportunity
Generational labels can feel like an ever-present backdrop in today’s marketing and business world. The temptation to use broad brushstrokes to describe wide cohorts of people remains strong, and the headlines they generate attract our attention.
When done properly, generational analysis can be a great tool for understanding how change happens in societies – and identifying new opportunities.
But too much generational analysis these days remains grounded in stereotypes and cultural baggage. And too little of it is supported by evidence.
What can we all do to better understand generations today? At our next KEYS webinar, we’ll be we sharing findings from the new Ipsos Generations Report. 

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Is ESG at a crossroads? The business challenges – and opportunities – are numerous. Leaders need to ensure internal alignment and understanding across a range of initiatives. There is much potential in engaging still further with the often-overlooked middle ground. Yet there are also some polarising topics which do need to be approached carefully. Our KEYS webinar is devoted to understanding the real state of ESG in business today, setting out the key things we need to get right.

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Are you ready to uncover the secrets that underpin powerful brands in today’s ever-evolving landscape? From outstanding creative to enduring brand assets, we’ll be uncovering how brands can shape people’s expectations and deliver Brand Success. This special edition of KEYS brings together the hosts of our Brand Talk podcast series alongside some very special guests. 

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With a new year comes both hope and uncertainty. Ipsos’ annual Predictions Survey finds 71% expecting 2025 to be better for them and their family. And 52% say this is a year in which people in their country will feel more optimistic about the long-term future.

On the other hand, there is a widespread expectation that price rises will outpace income growth. Fear of AI-driven job losses outweighs optimism. Meanwhile on a global level, few expect an end to the conflicts in Ukraine and the Middle East. Today’s world is grappling with evolving environmental threats and persistent geopolitical cleavages, shaping a complex and uncertain future.

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2024 began with a mood of guarded optimism. Our annual predictions survey found 70% expecting a better year than the one which went before. But at the same time, we saw a sober mood: 81% predicted further rises in world temperatures, while seven in ten saw no end to the war in Ukraine. And people were under no illusions about the cost of living and a whole host of other pressures they were facing in their daily lives. Now’s the time for us to ask: how was 2024 for you? At the final KEYS broadcast of the year, we’ll be taking time out to think about what we learned from the story of 2024, and going on the lookout for clues as to what 2025 has in store.

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To what extent do misperceptions shape our world? As we go about our lives – as citizens, consumers and employees – we develop our own views on today’s realities. But our perceptions of what is happening around us are often very different to the realities as measured by a range of data sources. When it comes to the things we worry about most – such as crime rates – we tend to overestimate how bad things actually are. Meanwhile, we have a tendency to forget the hardships of the past in favour of a “rosy retrospection” of how good life was back in the old days. And it can all feel even more complicated right now, as fake news, conspiracy theories and misinformation permeate the media landscape. 

In this month’s episode of KEYS, we’ll be reviewing the dynamics of today’s perils of perception, discussing what it tells us about our world and considering how businesses can best respond. 

What to expect? 

• New Research: we’ll be unveiling the latest data from our long-running Perils of Perception series, exploring people’s lived realities based on their own perspectives, and setting the findings against the media and information environment we live in.
• The View From Here: our experts assess what all this means for the world’s richest and most populous countries. We’ll be exploring what the findings tell us about the U.S. in the wake of its election, and reviewing the situation in India, which is set to overtake Germany and become the world’s 4th largest economy in 2025.
• Behaviour Change for Good: how can companies and organisations adapt their strategies in an uncertain and imperfect information environment? We’ll reflect on how the latest behavioural science research can help us drive positive behaviour change. 

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Our episode aired on 26th September where presented the highlights from the new Ipsos Global Trends report.

At Ipsos, our curiosity about society, markets, and people is what drives us – so at the heart of our latest edition of Global Trends sits the largest public survey in Ipsos history of over 50,000 interviews, resulting in over five million data points, allowing us to examine this complexity

We unveiled 'In Search of a New Consensus: from Tension to Intention', our latest edition of Global Trends, and presented Ipsos’ refreshed framework of nine Global Trends. We also shared findings grounded in a decade of data and collected across 50 markets, inviting questions along the way. 

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Media excitement about the idiosyncrasies of each generation is never far away. But a quick dive into the evidence reveals a more complex picture. Generalisations about generations can only take us so far. Meanwhile, the prospect of global population decline, set to begin from the middle of the century, is focusing minds. More than 30 countries around the world are already losing population. Demography is now politics; soon it will be a business issue too. This episode of our KEYS webinar series finds us exploring how businesses can foster genuine connections with diverse generational groups and take the right steps right now to prepare for tomorrow’s population realities. We’ll be sharing the findings from our new Ipsos Generations Report and inviting your questions along the way.

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Artificial intelligence (AI) is occupying the minds of businesses, governments and citizens around the world.

Although not as new as it is sometimes made out to be, its impact has grown dramatically in recent years, driven by the growth of computing power and the use of vast amounts of data to train the computers.

Our latest survey of corporate communications professionals finds 87% saying AI “will fundamentally transform the way our business operates”.

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Recent years have seen organisations around the word coming under increasing pressure to do business more sustainably. ESG (Environmental, Social, Governance) considerations are now a key part of many companies’ strategies and roadmaps.

Our annual survey of corporate communication professionals finds 63% saying that ESG has “fundamentally changed the way our business operates”. But how can we translate this imperative for change into authentic, meaningful achievements?

These are not easy topics. For many people, given today’s uncertainties, climate change now falls into the "important but not urgent" category. When it comes to how to build stronger and more inclusive societies, the political consensus can be lacking. Meanwhile, regulatory frameworks vary from place to place.

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