These are the results of a 38-market survey conducted by Ipsos on its Global Advisor online platform, between Friday, May 22, and Friday, June 5, 2026.
When progress fuels restlessness people tend to harken back to a past they feel was more in control. People are rarely seeking a literal return to the past; they are searching for the values and feelings they believe have been lost along the way. Nostalgia can then function as a bridge, not a destination
As the global factures, so too do our communities and even our families. Tensions arise on divisive issues like immigration and policies that lead to inequality. Organisations have an opportunity to create spaces, experiences and narratives that bring people together rather than push them further apart
As we try to control the things we can control, our self and how we show up in the world is one nexus we lean into. Increasingly that includes shaping our identity with material purchases. Consumers are drawn to organisations that help them make progress against personal goals, celebrate individual achievements and navigate an increasingly complex world.
In a world that feels increasingly uncertain from geopolitically down to our personal finances, one silver lining people are finding is a more care-free, live-for-the-moment existence. Brands can emphasise how products and services can allow consumers to live in the moment while also providing benefits for tomorrow
People have long felt the positive and the negative impacts of technology on our society. In prior years, it was balanced, but there are signs we’re starting to tip into higher degrees of concern as the pace of change intensifies. People aren’t rejecting tech entirely, but are asking who benefits, who controls it and how it will affect their own lives.
Trust is even more part of the conversation in our age of AI. There is a pressing need to understand not only how to generate and protect trust, but also to map new consumption patterns of news, products and services.
As we place equal importance on physical and mental health, we also are gaining understanding of how food, medicine, exercise and environmental factors play into a holistic view of “wellness.” One of the most powerful sources of optimism is the belief that tomorrow can be better than today. Services and innovations that help people prevent illness, recover faster or maintain wellbeing help create exactly that feeling.
