KEYS - Why context really matters: Find out more
People aren’t robots, they don’t make carefully-balanced purchase decisions, based only on relative price and utility. Context matters: our Ipsos Global Trends survey shows rising proportions saying they want to buy brands which share their values. Overall, up to 50% of brand choice can be driven by societal or behavioural factors. We all need to stay tuned to this broader environment, as people around the world continue to deal with an array of global and local uncertainties.
At the next episode in our KEYS webinar series, we’ll be reflecting on how a better understanding of cultures, countries and communities can help us make more informed decisions.
Explore the themes covered by our experts
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What worries the world | March 2023Inflation has now been the top global concern in our What Worries the World survey for the last 12 months. |
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International happiness survey | Global happiness up six points since last year: 73% now say they are happyGlobal survey unveils drivers of happiness, finds life satisfaction roaring in Latin America but dropping in many Western countries; while people strive for social connections, many are pessimistic about the future of relationships and one in five say they have no one to turn to for support. |
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International Women's Day survey | How do men and women’s worries differ across the world?We look under the bonnet of our What Worries the World survey to see how men and women are responding differently to the issues of today. |
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Being Woman | From equality to freedomA cultural perspective of femininity and empowerment in China, France and USA. |
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Three keys to unlocking Brand Success | Shaping EXPECTATIONS, integrating CONTEXT, acting with EMPATHYBrands are no longer in control. In a dynamic world, people are. Brands can make powerful connections and bring more to their lives by actively shaping their expectations. |
