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What Worries the World – September 2024
Conducted monthly in 29 countries among 20,000 adults for over a decade, the Ipsos What Worries the World study offers an exceptional snapshot of world opinion on pressing global issues.
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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.
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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.
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The Power of Trust
As we are bombarded with information, we crave authentic messages from trusted sources but have a harder time figuring out who and what to believe. Focus on aligning your shared values with those of your audience to build trusted relationships.
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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
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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.
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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.
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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.
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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.