Global Trends

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.

For many people and organisations, climate change is no longer a future risk to prevent, but a present reality to navigate. Concern remains high, but has plateaued. Sustainability needs reframing as the language of sacrifice and responsibility is becoming less effective.

The world order is shifting as new areas of conflict emerge and others flare up in new ways. That’s affecting how people view brands and products as well governments. The strongest organisations will combine global expertise with an authentic understanding of local markets, communities
and values.

What are the issues of most concern to citizens around the world? Take a look at concerns in your country and the long term trends from our global "What Worries The World?" polling.

New global research from Ipsos and IWSR in collaboration with AB InBev highlights how moderation, social connection and premium experiences are reshaping alcohol consumption—while the category remains resilient.

Do the public think their country is heading in right direction or is it off on the wrong track?

Join us for the last installment of the year 2025

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

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.