Global Trends

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.

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.

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.

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.

Worldwide investment in climate resilience and mitigation is rising, as the impacts of climate change become more evident. Focus on demonstrating commitment at the organisation and market level, but also help people feel that they are contributing, too.

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.

Join us for our new KEYS webinar and gain a deeper understanding of the current dynamics shaping the middle class globally.

Pessimism, America, Reputation… Ipsos Update explores the latest research and thinking on key topics from Ipsos teams around the world.

Opportunities arise as economic adjustments and global dynamics reshape consumer optimism according to the 9th edition of Ipsos Global Trends.