2023 Ipsos Global Trends Report

February 2023
© Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Welcome to Ipsos Global Trends
This is our broadest edition ever, covering 50 markets, • With the effects of the COVID-19 pandemic echoing
87% of the global economy and 70% of the global around the world and putting even more pressure on
population. It reveals as much continuity as change. healthcare systems (which are facing rising demand from There is more difference
Some of this year’s key findings are:
ageing populations), our findings confirm the rise of
mental health as a key issue – especially for the young.
between markets than
• Concern about climate change rose consistently from How brands and politicians show empathy – that they are there is between
2013 through the COVID-19 pandemic until the inflation on ‘your side’ – remains important.
crisis. It has now plateaued while climate scepticism generations, and the
• Despite war and geopolitical tensions, and reshoring or
remains. People look to brands and business – more
trusted than government in most markets – to act.
‘friendshoring’ of supply chains, most people worldwide world remains divided
still believe that globalisation is good for their country – a
• With normal life resuming in most places after the trend that has not changed since 2013.
on a wide range of
pandemic, the appeal of global brands has returned to
• Finally, while most people are pessimistic about the issues.
previous levels across much of the world, especially Asia
macro environment, they remain far more positive about
and Africa.
their own and their families’ prospects – especially in
• While concerns about data privacy and Big Tech remain Asia. As we have found, there is more difference
strong, data apathy continues to grow, with citizens between markets than there is between generations, and
recognising that some loss of privacy is inevitable. This the world remains divided on a wide range of issues.
coincides with a rising proportion who think that technical
Navigating through the ‘Twitchy Twenties’ means detail
progress is destroying our lives as the metaverse and
matters. In this report we discuss the Macro Forces that will
generative AI burst onto the global scene.
shape the next decade, review how the trends we launched
• Despite the decline of populism and nativism, the in 2020 are evolving, and suggest ways to react and build
underlying ingredients – stagnating real wages, the ‘loss resilience. We hope you find it useful.
of the future’ and the enduring appeal of nostalgia –
continue to rise. Most people expect governments not to
Billie Ing,
support them adequately in the years ahead. Global Head of Trends and Foresight at Ipsos Strategy3
2 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Contents
Ipsos Global Trends 2023 provides a

toolkit to help you navigate the future.
If you only have a few minutes, read the
Executive Summary.
If you want to know all the details, to
inform your strategic planning and
decision-making, then dive into Macro
Forces and read how our Trends have
evolved.
Want to go deeper? Contact the Ipsos
Global Trends and Foresight team to learn
more about your policy area, market or
category, and the relevant implications and
opportunities.
Click on picture to be taken
to relevant section of report

The world isn’t in crisis.
The world is in crises.
We’re entering a ‘new world disorder’. We can no longer between global and local. To be clear, most people across
afford to focus on the big issue at hand, because there the world believe that globalisation is good for them (64%).
are many interrelated issues at play. But while we appreciate globalisation and how it helps
create cross-cultural understanding and increase the
As we enter 2023, we’ve emerged from a global pandemic
accessibility of goods, we see nationalism prevailing at a
only to find ourselves immersed in a looming financial crisis,
governmental level and defences being raised. Nationalism
a climate crisis, a war waged by Russia on Ukraine – which
and populism remain powerful forces, and attractive to
is causing an energy crisis – and long-standing inequalities
people who live in societies that are under pressure.
blooming into geopolitical crises around the world.
Meanwhile, climate change has become a visceral
The biggest concern: an economic crisis that is
reality and existential threat: in 2022 we saw 10 climate-
sharpening an economic divide and raising questions
related disasters top $3bn each in damages1. There is
around the role of business. While this looks different in
rampant debate about how to address it: while some are
markets like Argentina, which has faced high inflation since
putting the responsibility squarely on the shoulders of
the 1980s, overall, the world is most concerned about
governments and systems, others – particularly younger
inflation (63%) and energy costs (49%). We are seeing a
people around the world – expect brands and governments
movement away from shareholder value at all costs, to a
to step up and solve systemic issues.
greater understanding of the human and environmental toll
that capitalism takes. Yet we know that purpose-driven These crises will not go away any time soon. The world
buying is often trumped by cost sensitivity, so what happens order that has lasted since the Second World War is
when cost and purpose are in even greater conflict? splintering: dominant institutions are falling, populations are
in conflict, and opposition groups are sowing discord.
Another shift we are seeing is a growing tension

It’s a world of
polycrisis…
‘ A polycrisis is not just a situation

where you face multiple crises. It
is a situation … where the whole
is even more dangerous than the
‘
sum of the parts.
Adam Tooze, author & professor at Columbia University in
New York City, New York
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The good news
may be yet to come.
Amid this backdrop of disorder, there are bright spots. Three major challenges facing people, and how organisations can
offer help:
While the polycrisis impacts our overall optimism – only 31%
are optimistic about the world in 2023 – we remain happy and
1. An economic 2. A tension between 3. A climate crisis we
hopeful about ourselves and our personal lives, at least:
crisis hitting our global and local need to solve
58% of people say they’re happy overall, and 59% are wallets
optimistic about their own futures.
There is an opportunity Global brands are in a Through their actions,
People do have common values, interests and goals. In
to rethink the structure unique position of brands can have
fact, 79% of the world’s citizens think that brands can make
and purpose of power: they can bridge an incalculable impact
money and support good causes. A growing proportion of businesses and the gap between global on the world – through
people will pay more for brands that act responsibly (63%), and systems – to have a and local by offering the trust they've
we’re generally on the same page about the climate: 79% feel positive impact on the best of both worlds. already earned from
that we’re heading for environmental disaster unless we change society. their consumers.
our habits.
Corporations, governments and individuals all have a role to Our values are largely shared, though they also sometimes conflict
play in solving these crises – and helping people to cope. But either within ourselves or within our groups, nations and markets, which
lack of trust is a barrier: 72% are worried that governments and leads us to our final question: how can brands, governments and
public services won’t look after citizens in the future, and 54% individuals work together to solve all these issues and build on the hope
don’t trust business leaders to tell the truth. and optimism represented here?

We’ve identified
six Macro Forces that
impact societies,
markets and people.

Our six global Macro Forces and key themes
Operating at a broad level, Macro Forces have far-reaching impacts within countries and across
borders, affecting societies, markets and people.
Societies Inequalities and Environmental Political Well-rounded

Tech-celeration
in Flux Opportunities Emergencies Splintering Well-being
Growing
Ageing Pervasive Rise & fall of Climate Plateau of
mental health
populations technology middle classes change globalisation
crisis
Systemic
Community The immersive Employee A greener way Security
health
migration frontier power shift of thinking dilemmas
inequality
AI advances Generational Integration

Life stage Over- Rethinking
& quantum wealth of health &
evolutions development institutions
computing disparities technology
Greater ethnic Increasing

Increased Impacts
& religious geopolitical
automation of inflation
diversity conflicts
Alternative
Identity Toll of Entrenched
value
fluidity technology inequality
structures

Societies Ageing Community Life stage
in Flux populations migration evolutions
The population is ageing in most A higher proportion of the population People are rethinking traditional life
countries, creating a brain drain for is living in urban areas. Meanwhile, stages and definitions of success,
businesses and putting pressure on people are migrating both within and such as career, money and family.
economies and social care between countries. Some are People are marrying later and having
programmes. The birth rate is below displaced by climate change, while fewer children.
the replacement rate everywhere in others are moving due to political
the world, except Africa. circumstances and affiliations.
Greater ethnic & Identity

religious diversity
Populations are becoming more

fluidity
Traditional definitions of gender,

68%
of the world's
racially and ethnically diverse in many sexuality, ethnicity and identity are
countries. Religion and spirituality are becoming less restrictive and more population will be
becoming less tied to geography and inclusive. Technology has enabled living in urban areas
more diverse within countries and different online/offline personalities, by 2050 (up from
regions. offering fluidity in how and when one 47% in 2000)1
identifies a particular way.

Tech-celeration Pervasive The immersive AI advances &
technology frontier quantum computing
The pace of advances in technology From the metaverse to virtual reality Technologies like ChatGPT are
is increasing, and its pervasiveness is (VR), there is a wave of innovation reframing expectations around what
causing concern. Six in ten have coming. On the front end are non- advanced computing can do. Innovation
access to the internet globally, with fungible tokens (NFTs), virtual real in this space will enable new and more
the highest regional penetration rates estate, VR haptic rigs and Web3 powerful capabilities and applications –
occurring in North America and technologies, but consumers are but also increase expectations for
Europe. already leveraging augmented governments, regulators and
reality while shopping to imagine businesses.
potential purchases in their homes.
Increased
2x
Toll of technology
automation
Retailers and manufacturers are Many are pushing back on

increasingly looking for ways that technology: Gen Z are using social The global ratio of
automation can support or replace media less often than prior years, robots to employees in
employees. From kiosks at fast there are anti-tech actions, and manufacturing
food restaurants to customer service information overload has reduced our (141:10,000) has
bots, automation takes many forms collective attention span. doubled since 20152
and will continue to proliferate.

Inequalities Rise & fall of Employee Generational
and middle classes power shift wealth disparities
Opportunities Middle-class incomes are becoming The employee/employer dynamic is Millennials are likely to be poorer than
less influential in advanced shifting. Unionisation is on the rise in Gen X and baby boomers were at the
economies, while Asia-Pacific middle some countries, while globally, white- same age. Boomers represent a large
class will account for the majority of collar employees have been able to portion of the world's economy, and
global middle-class spending. In continue the hybrid work schedules their situation will shift as they
many markets, there is growing they adopted during the COVID-19 navigate retirement and fixed
wealth inequity. pandemic, and push for more incomes; they'll all be 65+ by 2030.
flexibility.
Alternative of the world
1/3
Impacts of inflation
value structures will be in
recession in
Inflation remains high in most New value exchange structures and
2023
countries as the threat of a global models are emerging and gaining
recession looms. This has been a traction, including decentralised
shock particularly in the US and autonomous organisations, NFTs and
Kristalina Georgieva,
Eurozone. Global energy prices will cryptocurrencies, as well as IMF’s Managing
continue to impact the economy and regenerative capitalism, which takes Director, 1 January
consumer spending. planet and people into account in 20233
addition to shareholders.

Environmental Climate A greener way Over-
Emergencies change of thinking development
Humans are already feeling the Different countries are in different Over-population and over-
impacts of flooding, loss of stages when it comes to development are existential threats to
biodiversity and weather extremes decarbonisation and setting policies humans, who currently use 150% of
related to climate change. Coming to limit environmental impact, even the Earth's renewable ecological
soon: increasing disputes over who within the same geographic region. resources each year.With a
controls dwindling resources like Yet governments and citizens are population forecast to grow to 10
water, the need for more adaptation, increasingly taking measures to billion by 2100, the situation will get
and decarbonization and other new protect natural resources and prevent worse without further intervention4.
measures to combat this existential further environmental damage.
threat to life on the planet.
28 July
Earth Overshoot Day in
2022: the date by which
demand for natural
resources had
exhausted what the
Earth can regenerate5

Political Plateau of Security Rethinking
Splintering globalisation dilemmas institutions
Technology has helped people find From the reach and invasive nature of Populations around the globe
others who think like them, creating a Big Tech to the growing threat of are showing dissatisfaction with
more insular worldview. Supply chain global cyberattacks, ransomware and current political systems (whether
disruptions and the need for threats to financial institutions, data democratic, autocratic, or other).
resilience have become common security is becoming both more Misinformation poses a threat
conversations among corporations sophisticated and more important to democracy, while citizens in
and governments. However, access than ever. countries such as China and Iran are
to global commerce and pushing back on authoritarian
communication is still valued. regimes.
Increasing Entrenched
geopolitical conflicts
Conflict and violence were on the rise

inequalities
Global progress in reaching pay parity

$5m
even before Russia's war in Ukraine – between men and women slowed the average
the first war in Europe since the end down because of women dropping estimated cost of
of the Second World War – began. out of the labour force during/after the
Ongoing political conflict such as civil COVID-19 pandemic. Systemic
a data breach
wars, civil unrest and insurgencies racism has become more broadly incident in 20236
disrupt the lives and safety of citizens acknowledged, and long-standing
in Myanmar, Ethiopia, Iran and inequities are being surfaced and
elsewhere. rectified.

Well-rounded Growing mental Systemic health Integration of
Well-being health crisis inequality health & technology
COVID-19 triggered a global increase Many developing countries are From bionics to genomic therapy,
in the prevalence of stress, anxiety closing the life expectancy gap, so life wearables to passive home health
and depression. After the pandemic, expectancy is increasing everywhere, monitoring, technology will continue
people are becoming increasingly but myriad inequalities exist that are to play a pivotal role in global health
worried, about topics such as climate continuing to determine life and wellness. At the forefront is
anxiety, wellness anxiety and war expectancy based on privilege, regenerative medicine: this captures
anxiety. access to and availability of the body's ability to heal and applies it
healthcare. to a wide range of conditions.
1 in 8
people globally live
with a mental health
disorder7

At a glance: the Ipsos Global Trends
In 2019 we used advanced analytics and perspectives from

our team of trends and foresight experts to analyse 370
questions across 36 markets, identifying 36 global values
and 12 trends, which we have been tracking ever since.
Since then, our annual updates have highlighted how our
12 trends (which cover populism, brand-building, climate
change, technology, data security, politics and social
issues) have changed – or not changed – over time.
We are delighted to be able to share with you what they
look like in 2023, blending our latest data, local signals,
our updated Macro Forces and some thought-starter
provocations on what they might mean for your
organisation, whether it is a government department, a
corporation or an NGO.
We hope you find these insights thought-provoking.

CLIMATE
ANTAGONISM
Climate change has become a visceral reality, with
the past year seeing the largest number of climate-
related disasters in recorded history. But there is
rampant debate about who is responsible for
climate change and how to address it: some
consumers are changing how they make
purchasing decisions according to their
environmental impact, while others (particularly
Gen Z) are putting the responsibility squarely on the
shoulders of government, systems and
corporations.
19 © Ipsos | Global Trends 2023

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CLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
Concern about the climate emergency

is under pressure
What it’s about today:
Eighty per cent agree that we are heading for Tree Equity Score has uncovered a historical lack
80%
environmental disaster unless we change our of infrastructure and green spaces in marginalised
habits quickly. communities which impacts the long-term health
outcomes of residents.
There is, however, a vast difference across regions
between who is concerned about climate change Globally, there is also debate about development – feel that we are heading
and who is not. And the countries where people are should developing countries be allowed to grow in for environmental disaster
talking about it least may be the countries that are the same ways that developed countries previously unless we change our
habits quickly
doing the most about it. did?
One of the challenges we face in mobilising action Brands can help consumers meet their individual
around climate change is that it is never people’s needs around climate change. Many people want
number-one priority. There is always something – something that lasts, with less packaging.
COVID-19 over the past few years, and the cost of
But consumers are not always able to make the
living crisis right now – that individuals find more
trade-offs. We can’t expect consumers to shoulder
pressing.
the burden of sustainability, especially with rising
There is, though, a growing understanding of a inflation.
collective need for environmental justice. For
Above all, people want collaborative leadership
example, people can’t get flood insurance in
from governments, corporations and NGOs on this
vulnerable communities and the American Forests’
issue.
There is a great deal of innovation in sustainability, such as emissions

reductions, lower resource usage and greater reuse of resources
Signals The most impactful Macro Force themes affecting this trend
In Nigeria, farmers and herders are in
conflict for arable land, due to desertification 1 2 3
and flooding 1. (via BBC) Climate Over- A greener
In the US territory of Puerto Rico, years of change develop- way of
climate-change-driven hurricanes have ment thinking
eroded precious beaches 2. (via the New
York Times)
In Australia, new records have been set
every year for solar roof installations. Almost
one in three households has solar panels –
4 5 6
the highest rate in the world3.(via ABC) Alternative Plateau Rethinking
value of institutions
In Romania, plans have been solidified to
move away from coal to more sustainable structures globalisation
forms of power with support from the
European Commission4.(via IEEFA)

Concern about the environmental emergency is ubiquitous across markets
92 91 91
88 88 87 87 86 86 86 86 86 86 85 85 85
85 84 83 83 83 83 82 82 82 82
80 81 80 80 80 80 80 79 79 78 78 77
To what extent do you 75 74 73 73 73 72 72
70 69 68
66 64 62
agree or disagree with the
following statement?
% agree
We are heading for % agree
environmental disaster
Kingdom of Saudi Arabia

GLOBAL AVERAGE
Dominican Republic
unless we change our
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Morocco
Thailand
habits quickly.
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
France
Poland
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
48,579 adults aged 16–75 across 50 markets,
interviewed online between 23 September and 14
November 2022 % disagree
6 8 8
10 8 11 13 12 12 12 12 12 12 12 13 13 11 11
16 14 15 15 14 15 14 16 15 17 17 17 16 17 17 17 15
18 18 18 19 20
Source: 24 20 21 22 22 26 22 24 26
Ipsos Global Trends 2023 29 28

Concern about the environmental emergency is ubiquitous across

demographic groups
Marital
Gender Age Education Income Working Status
Status
To what extent do you
agree or disagree with the 82% 82% 83%
79% 79% 81% 80% 81% 80% 80% 79% 79% 80% 82% 79% 77% 77% 75%
following statement? 75% 74%
% agree
We are heading for

habits quickly.
Full-time
Low
Medium
High
Low
Medium
High
Self employed
Student
Male
Not married
Female
16-24
25-34
35-44
45-54
55-74
Unemployed
Part-time
Married
Base:
November 2022
Source:
Ipsos Global Trends 2023
Climate change will impact us all, and this shared lived experience is borne out by the fact that across all ages, genders, levels of
income and education, working and marital status, the levels of concern about the climate emergency are remarkably consistent.
Such unanimity of feeling is rare, and gives those involved with this crucial issue a broad base with which to work.

But concern about the climate may be starting to wane in some markets
91%
82%
80% 79%
78%
To what extent do you 75%
72% 72%
following statement? 60%
57%
% agree
We are heading for

habits quickly.
Base:
500–1,000 500–1,000 adults aged 16–75
(18–75 in US and Canada) per market per year China Brazil US France Australia
Series1
2013 Series2
2016 Series3
2019 2020
Series4 2021
Series5 2022
Series6
Source:
Ipsos Global Trends Series
In some markets, 2022 saw the reversal of years of growing concern about the climate. At a national level we often see immediate
economic concerns being more of a pressing issue for the public than climate change.

And there are worrying signs of a potential pushback against the science
To what extent do you 75% 74%

% agree
51% 51%
Even the scientists don't 48% 49% 49% 49%
really know what they 43% 42%
are talking about on
environmental issues
Base:
November 2022
Source:
China Brazil US France Australia
Series1
2013 Series2
2016 Series3
2019 2020
Series4 2021
Series5 2022
Series6

Progress on climate will need concerted action

from governments, corporations, NGOs and citizens
Thought Starters
Many still rely on goods and Individual action is a drop in the In a world whose existence is
services that worsen climate bucket, while government threatened and where
change. Can you create better- pledges and corporate impact the future is uncertain, does
quality products that won't soon aren't enough. How can your every business have the right to
end up in a landfill, at a price organisation work with all these exist?
people are happy to pay? actors to effect change?

CONSCIENTIOUS
HEALTH
Health is becoming more holistic, taking into
account multiple meanings of well-being. The
interconnectedness of health with other
systems is also being examined, to begin to
address inequities.

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Mental health is as much

of a priority as physical health
80%
Health is no longer just about physical well-being. However, this holistic, aspirational view of health is
Mental, emotional, financial and other aspects of chiefly prevalent among wealthier consumers,
health are becoming part of the conversation, regions and nations; countries and people who are
broadening our collective understanding of what it less well-off economically usually have to focus on
means to be ‘in good health’. the effects of physical ill-health. of global consumers agree
‘I need to do more to look
At the same time, there is a growing realisation of At the same time, closer examination of the after my mental well-being’
how connected our health is to everything around structural impacts of people, government, societies
us, including our local environment and the world at and business reveals that there are many systemic
86%
large. This goes beyond the microbiome of the gut impacts to health – for example, a shift to eating
or macro-biome of the home to examine health more processed food is leading to an increase in
through three lenses: me, my world and the world. diabetes and heart disease. Chronic health
This drives a connection between sustainability and conditions tied to environmental factors such as air
health. quality and pollution are also being explored, with of global consumers agree
the findings often being that systemic inequities are ‘I need to do more to look
driving negative outcomes for marginalised groups. after myself physically’

Brands are recognising opportunities to promote

and support healthy lifestyles
In Singapore, there is a renewed focus on mental
health, and more people are working out at gyms 1 2 3
than before the pandemic1.(via The Straits Times) Systemic Growing Ageing
In Belgium and elsewhere around the world, health mental populations
businesses such as Danone are highlighting the inequality health crisis
fact that our food affects both our health and the
planet’s, and that it’s increasingly important to
connect those aspects2.(via Danone)
In France, car adverts will now encourage readers
to walk, not drive, thanks to a new law to promote
4 5 6
alternative modes of transport3.(via Capital) Pervasive Advances Integration
New Zealand’s economy relies heavily on meat
technology in AI & of health &
exports, yet veganism is now twice as popular quantum technology
there as it was five years ago4.(via NZ Herald) computing

The drive to do more about our physical health is strong across all markets
To what extent do you 97 96 95 9393929292

92 919191 9190 9090 8989 89888888 88
86 88878787 868686 8685 85 8484 838383
agree or disagree with the 8180 8080 79 79 77 76
75 75
70
following statement? 65
I need to do more to
look after myself % agree
physically.

GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Morocco
Pakistan
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
November 2022
% disagree
Source: 3 3 5 6 6 7 6 7 8
12 8 8 7 8 8 8 9 10 9 10 9 101010 11 1111 10 11 13 10 11 1212
Ipsos Global Trends 2023 14 15 16 13 14 16 1616 18 15 18 19 20
2222 26
30

Mental health is a similarly high priority for many
To what extent do you 95 94 92

91 91 90 90 90 89 89 89 88
86 86 86 86 85 85 85 84 84 84 83 83 83
80 82 82 81 81 81 81 80 79
agree or disagree with the 76 75 74 74 73 73 73
71 69 69 69 69 69 68
63 60
I need to do more to % agree

look after my mental
well-being.

GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Morocco
Thailand
Pakistan
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
November 2022
% disagree
4 6 7
Source: 8 7 8 7 8 8 10 10 11 11 12 11 11 12 11 12
15 14 11 13 13 10 14 15 13 13 13 15 14 12
Ipsos Global Trends 2023 18 19 22 19 20 21 21 22 22 20 24 23
26 24 24
29 32
35

Physical health remains a greater priority than mental health in some markets
To what extent do you agree or 20

disagree with the following
statements?
13
% agree 12 12
11 11 10 10 10 10
Figures show the top ten
countries with the biggest lead for
physical over mental well-being
I need to do more to look

after myself physically. Bulgaria Germany Sweden Greece Great Israel Japan Australia Canada United
Britain States
I need to do more to look

after my mental well-being. In most markets, physical health remains a greater priority than mental health. The markets shown here are those where the
gap between physical and mental health is at least 10 percentage points. In other markets, the gap is much closer. These
Base:
are the markets where the two concerns are closest:
November 2022 Kenya: Mental health = 94%, Physical health = 92%
Source: Panama: Mental health = 92%, Physical health = 91%
Costa Rica: Mental health = 90%, Physical health = 89%

While mental health is a challenge for all ages, it is the young who feel this
most acutely
To what extent do you Don't know

following statement? Strongly disagree
41% 41% 45%
% agree 45% 48%
50% Tend to disagree
I need to do more to
look after my mental Tend to agree
well-being. 35% 41% 42% 38% 33%
24%
Strongly agree
Total 16-24 25-34 35-44 45-54 55-74

Base: COVID-19 has put pressure on everyone. Even those not directly harmed by the most severe effects of the pandemic have had their
thoughts dominated by the virus and how it, and its impact on the economy and society, might affect them and those they care about.
November 2022
As well as the pandemic, negative factors over the past few years – such as economic uncertainty, the climate crisis, and global conflict
Source: zones – have added to people’s worries.
Around eight in ten (from all age groups) agree that they need to do more to look after their mental well-being. The most acute need is
among the young: while four in ten of under-35s strongly agree that they need to do more for their mental well-being, just a quarter of
those aged 55–74 say the same.

Look for ways to support the public’s

physical and mental health
Thought Starters
How does your business or Do your innovations, strategic Consumers often have to
brand support a more holistic plans and growth opportunities choose between ‘good for
view of health beyond the take into account the systemic me’ and ‘good for the planet’:
physical – for your customers drivers of health and well- how can you help customers
and your employees? being? find the right balance?

AUTHENTICITY
IS KING
The days when corporations could focus on providing
good products at good prices and expect the
marketplace to respond favourably are fading fast.
Increasingly, these aspects are taken for granted and
consumers are asking hard questions, such as:
‘What issues do you care about? More than caring,
what do you actually do about these issues? How do
you treat your workforce? What is your ESG
(environmental, social and governance) policy? How
diverse is your workforce and how inclusive are your
working practices?’ and expecting robust answers.
Increasingly, the answers to these questions will drive
marketplace success.

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Authenticity is a vital concept for brands to understand, but one that is

increasingly complex to define
52%
Authenticity is an important, but increasingly include actions, in the form of financial support,
complex, concept in the competitive, fast-changing events and spokespersons. They want brands to
global marketplace of 2022. It is also one that choose the right issues – issues that mean most to
interacts with many of the other trends on our list. their audience, and issues that have a natural, rather
Successful brands need to blend elements of than a forced, association with the brand. are willing to pay extra for
a brand image that appeals
localness, naturalness, heritage, trust, empathy,
This discerning attitude to the activities of brands to them
consistency and purpose at the same time as
extends to channel choices too. With more and more
offering good products at the right prices.
people now familiar with online shopping,
80%
With modern customers increasingly adept at expectations are high and tolerance for missteps is
spotting fakery and insincerity, it is about more than low. Most people will only shop online while it offers
simply shoehorning a topical cause into one’s latest genuine advantages of time and/or money, or ideally
marketing campaign. Customers expect brands to both.
pick issues that matter. They expect them to choose feel it is possible for a
issues and support them. They expect this support to brand to support good
causes and make money
be about more than mere words; it should
at the same time

Corporations are responding to calls for fairness and support for key issues
by making an effort to demonstrate their empathy
In Chile, WOM mobile phone advertising
campaigns are famous for their ‘defiant’ stance. 1 2
In one campaign, they say, ‘We are a brand with Systemic Rethinking
balls, we speak clear and have no fear to give health institutions
you the best service’1.(via bienpensado) inequality
In France, Monoprix offers a range of products

from local producers via its Made in ‘not very
far’ campaign2.(via Monoprix Enterprise)
3 4
Climate Growing
In Panama, the ‘Live for More’ tourism campaign
change mental
takes a unique approach to promote Panama,
health
focusing on Panamanians themselves and on
crisis
stimulating and authentic experiences3.(via
Promtur Panama)

Generally, people in Asia, the Middle East and Africa place the highest
value on brand image
83
7878 74
To what extent do you 72 71 70 69 67
65 65 64 6363 62 61
agree or disagree with the 605959 5757
52 5352 48
4747 4746 46 4545 45 444444
4242 42 41 39 3838
following statement? 37 36 35
32 3232 31 29
% agree
I am generally willing

to spend extra for a GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
brand with an image
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Morocco
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
France
Poland
Turkey
Kenya
that appeals to me
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
48,579 adults aged 16–75 across 50 markets, % disagree
November 2022
161820
23262324
Source: 3028343133
3532333633363839
43 41424343
474544445149475050
535154545153555757
585659615962
6667

The value that people place on brand image is rising in many markets
around the world
78%
agree or disagree with the 63%
following statement? 53%

52%
% agree
41% 41% 41%
37% 38%
I am generally willing 33%
to spend extra for a
27%
brand with an image
that appeals to me
Base:
500–1,000 500–1,000 adults aged 16–75 (18–75 in
US and Canada) per market per year
France India Australia Argentina
Source:
Ipsos Global Trends Series 2013 2019 2022

But brand image is more important to people with higher incomes

and higher levels of education
Total 52% 43%

agree or disagree with the Low income 46% 48%
following statement? Medium income 53% 43%
% agree
High income 62% 35%
I am generally willing
to spend extra for a Low education 45% 47%
brand with an image
that appeals to me.
Medium education 48% 47%
High education 58% 38%
Agree Disagree
Base:
November 2022 Concern about the authenticity of brands is not evenly distributed. The proportion of those willing to pay extra for the ‘right’ brand image
is significantly higher among higher-income and/or higher-education individuals than those with more modest levels of these attributes.
Source:
Ipsos Global Trends 2023 It is a pattern that has been repeated throughout recessions across the decades: so-called ‘luxury’ attributes such as brand purpose
(applied to ethical production or environmental impact, for example) are often much more difficult for shoppers to justify when times are
hard and money is scarce. Such a pattern suggests that there may be an economically driven back-to-basics mentality for a while, but
this may mean that demanding customers will want goods with a high-price image, but at lower price points.

Build stronger, more authentic

relationships with customers
Thought Starters
Do you understand which Are you prepared to act on If you already have a strong
issues or causes matter most to causes, rather just talk about brand purpose or want to step
your target audience, and which them? People are increasingly into this space, are you ready
ones most naturally resonate looking for brands to do more for the inevitable scrutiny and
with your brand identity and than simply engage on an pushback that will follow?
heritage? intellectual level. How can you
invest in practical support for
the causes you embrace, and
how this will affect your
budgets?

DATA
DILEMMAS
Whether it’s that eerily accurate advert that pops up
after you and your spouse have agreed to buy a
new sofa, or your quick acceptance of the default
cookie settings on a website so you can read an
article a colleague just sent you, at times we all
question who has our data and what they’re doing
with it. But how much do people really care? And
perhaps more importantly, are they willing to do
something about it?

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The public remain prepared

to share their data, within limits
Despite constant news of hacks, data breaches, Beyond the consumer landscape, there’s
81%
scams and online manipulation, people have not increasing worry about the use of citizens’ data by
really changed their habits around data privacy and foreign governments and state actors, for uses
security. The majority of people across the globe from hacking to inciting social upheaval. Data has
either know, or assume, that their data is being become the currency of a technological cold war.
feel that it is inevitable
collected and used, but they don't know who has it, This has led to protectionist laws about where data that we will lose some
what is being done with it, and how they can can be stored and even which technology providers privacy in the future
prevent their data from being collected. are allowed to do business. because of what new
technology can do
The alternative is not using social media platforms With the recent proliferation of data protection
and services at all, but this leaves no middle initiatives worldwide, there is more transparency
ground for those who are privacy-minded. While and choice around how consumers are tracked –
requiring opt-in for certain functionality is becoming but the picture is not yet complete. As we approach
more common, brands such as Apple have begun a cookie-less world, marketers and data companies
pushing for enhanced data privacy in order to will position and evolve their services to maintain
differentiate themselves and reassure customers. business as usual.

There is a growing conversation around

data security and data as a personal asset
In the United States, a viral TikToker ‘consensually
doxxes’ people to reveal their names and birthdates 1 2 3
to draw attention to private information easily found Pervasive The AI advances
on social media1. (via NBC News)
technology immersive & quantum
In Spain, a business and employment site called frontier computing
beBee claims to be the first social network to pay
users for their data2. (via beBee)
In Chile, a new NGO called Fundación Datos
Protegidos (Protected Data Foundation) focuses on
data privacy and security. It has started a campaign
4 5
called #NoDoyMiRUt (I don't give my ID number), Increased Toll of
which seeks to prevent businesses and companies automation technology
from asking customers for their ID numbers, which
are then sold to others3. (via Fundación Datos
Protegidos)

While there is concern about loss of privacy, most feel it is inevitable

It is inevitable that we will
all lose some privacy in the
future because of what new 81% 15%
technology can do
I am concerned about how

information being collected
about me when I go online 65% 23%
agree or disagree with the is being used by my own
following statements? government
% agree People worry too much

about their privacy online.
I’m not concerned about 45% 43%
what companies or the
government know about me
Agree Disagree
Base:
1. 48,579 adults aged 16–75 across 50 markets,
The sense that the erosion of personal privacy is inevitable is the prevalent public attitude in almost all of the markets
November 2022
2&3. 48,580 adults aged 16–75 across 50 markets,
covered in this study. In only Malaysia and South Korea does concern outweigh this feeling of inevitability:
November 2022 Malaysia: Inevitable = 73%, Concern = 79%
Source: S. Korea: Inevitable = 67%, Concern = 73%

An implicit belief in the power of technology to do good and improve lives is part of the privacy trade-off.

The level of concern about privacy varies hugely from market to market
45
41
34
23 23 22
18 17
16 15 15 14
Net agreement [% agree, % 12 12 11 11
8 7 6
disagree]
2 3 3 3 3 2 2
1
People worry too much 0 -1 -2 -2

-2
about their privacy -6
-11-12-12
online. I’m not concerned -13-13-14
-15
-17-19
about what companies, or -20
the government know -27

-30-30
about me
GLOBAL AVERAGE
Dominican Republic
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Base: Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Mexico
Nigeria
France
Poland
Turkey
Kenya
Japan
Spain
Brazil
Israel
Chile
India
Peru
Italy
November 2022
Source:

And the direction of change varies too

I am concerned about how It is inevitable that we will all lose People worry too much about their
information being collected about some privacy in the future because privacy online. I’m not concerned
me when I go online is being used by of what new technology can do about what companies or the
my own government government know about me
82% 83% 81% 84% 71%

72% 75%
To what extent do you 68% 70%
65%
following statements? 46%
43%
43% 43% 44%
% agree 34% 33%
25%
Base:
India Sweden US India Sweden US India Sweden US
500–1,000 500–1,000 adults aged 16–75 (18–75 in
US and Canada) per market per year 2013 2022 2013 2022 2013 2022
Source:
Ipsos Global Trends Series While concern about data collection and misuse is growing in India and, to a lesser extent in the US, this has remained
stable in Sweden. The feeling that a loss of privacy is inevitable is growing in most markets, but most quickly in markets
like Sweden, where it has historically been much lower than in other markets. More apathetic views towards data sharing
have grown considerably in India.

Businesses cannot take access

to private data for granted
Thought Starters
What’s the return on investment If transparency in data practices Is it possible to create products
for customers who share their continues, are you ready to let and services that operate
data? And how can you your customers see how your without customers having to opt
communicate this simply and organisation works? in, or that handle data
effectively? anonymously and retain it
temporarily?

THE TECH
DIMENSION
The rapid pace of technological change and
disruption over the past few decades cannot be
understated. However, years on, many people are
wondering whether the promises made by Big Tech
have been kept, and what we need to do
collectively to harness the potential of tech – and
mitigate its risks.

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People need to be persuaded that new technologies will improve their

lives rather than adopting them without question
Even though technology may seem pervasive in monetised and vies for user attention by replicating
71%
our everyday lives, there’s still considerable other apps versus innovating on its own.
digitisation of industries and systems to be done.
Speaking of monetisation, after years of growth,
For example, interactions with government
Big Tech is pulling back. Massive layoffs and
websites rarely feel technically optimal.
reductions in spending have hit an industry that has can’t imagine life without
Now that technology is embedded in our daily lives seen little hardship to date. But is this enough to the internet
and routines, many people are asking the question: stave off greater calls for accountability and
‘Has it made our lives better or worse?’ The answer regulation? Among government detractors,
is, it depends. It depends on who you ask, where concerns of national security as it relates to foreign
they live, and what specific technology you’re technology are commonplace. Will the internet may
asking about. eventually fracture between east and west?
Has digital technology made good on the promises Last, we would be remiss not to mention the
it made of greater efficiency and better connection metaverse and generative artificial intelligence,
and collaboration? Social media in particular has which has captured the world’s attention, even
been questioned. Many users are now choosing though we don't quite know what it is. Is it here
a ‘digital detox’, with some claiming that the end of already? Is it a PR pivot? Or will it be the next big
Instagram is near, as it becomes more heavily thing for societies, markets and people?

Technology is increasingly
ubiquitous in people’s lives
In Sweden, open finance services such as Insurely,
which accesses your financial data to provide 1 2 3
personalised offers powered by AI1.(via Insurely) Pervasive The AI advances
In the United States, the KitchenPal app makes it technology immersive & quantum
easy for users to keep an inventory of their food frontier computing
cupboards, then syncs this with a grocery list to
minimise food waste or overbuying. Using barcode
scanning, it also performs product comparisons and
suggests recipe ideas2.(via KitchenPal)
In Spain, the national postal company now offers at
4 5
home many of the services and products it provides Increased Toll of
in its offices, such as paying electricity, gas and automation technology
telephone bills, and paying in and withdrawing
money in cash, via its 6,011 rural postal
workers3.(via YouTube)

The global public remains undecided about tech
Social media companies

have too much power 81% 14%
To what extent do you I cannot imagine life without

the internet 71% 25%
following statements?
I fear that technical
% agree progress is destroying our 60% 35%
lives
I am usually the first among

my friends to try out new 47% 48%
things
Base:
interviewed online between 23 September and 14 Agree Disagree
November 2022
Source:
While the role of technology in everyday life is undeniable, many people feel that social media companies
have too much power and that technological progress is destroying their lives.

Most people in all markets recognise the central role of

technology in their lives

8181 81 80 79 7979 7878 7777
77 74 7373 72
agree or disagree with 71 7171 707070 6969 69 6868 686867
66 6665 6262
616161 61 60 57
56 55
the following 50
statement?
I cannot imagine life % agree

without the internet

GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Morocco
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
48,579 adults aged 16–75 across 50
markets, interviewed online between 23
September and 14 November 2022
% disagree
Source:
Ipsos Global Trends 2023 1214151515161613171716
181919192017192123
25 2321262426272627272728 27283031
32273128 3235333335363335
444245

But most people in nearly all markets are also worried about technology

76 75 74 7272
agree or disagree with the 7070 70 6868 676767 67
6565 64 64636363 62 61 61
60 60 6059 595958 58 5858585757 57 5655
following statement? 515151 5050 49
46 45 44 42
41
I fear that technical % agree
progress is destroying

GLOBAL AVERAGE
Dominican Republic
our lives
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Morocco
Pakistan
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
France
Poland
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
November 2022
% disagree
Source:
2021212424
282527292932273029283232
35 343334333536343835 34373536 33
39373736 40 40374144444343454441
484950
55

There has been a significant growth

of public disquiet about the march of technology
I fear that technical progress is I cannot imagine life without the internet
destroying our lives
64% 83%
58% 77% 80% 79%
76%
65% 64% 66%
41% 38%
30% 31%
% agree 19%
Japan Sweden GB S. Africa Japan Sweden GB S. Africa

2013 2022 2013 2022
Base:
500–1,000 500–1,000 adults aged 16–75 (18–75 in
US and Canada) per market per year It is clear that most people around the world recognise the vital role that technology, such as the internet, plays in their
daily lives. The proportion who are unable to imagine life without the internet has remained high over the lifetime of Global
Source: Trends, and has even edged up slightly in some markets.
However, over the same period there has been a significant increase in people who feel that we have lost something along
the way, that technology, while hugely powerful, is undermining our way of life to some extent.

Disquiet about technology is somewhat more prevalent among younger

people
I fear that technical progress is destroying our lives I cannot imagine life without the internet
To what extent do you 37% 36% 40%

37% 38% 39% 40%
agree or disagree with the 38% 39% 43%
39%
following statements? 37%
% agree
32% 36% 37% 33%

22% 25% 26% 23% 30% 25%
20%
15%
Total 16-24 25-34 35-44 45-54 55-74 Total 16-24 25-34 35-44 45-54 55-74
Strongly agree Tend to agree Strongly agree Tend to agree
Base:
November 2022
Source: While it is tempting to think that it is the older members of society who are most wary of the impact of technology, in fact
Ipsos Global Trends 2023 the reverse is true: one quarter of people aged 25–34 strongly agree that technological progress is destroying their lives,
compared with just 15% of those aged 55–74. The role of social media in spreading negative information, causing
alienation, depression, anxiety and lowering users’ self-esteem has been the subject of considerable research and may
be one of the drivers behind this pattern.

Make sure that tech innovations

bring real-world benefits
Thought Starters
Take stock of what tech might What role can you and should How might you integrate
be good for, and what it is not. your organisation play in the technology in such a way that
Just because we can use tech next evolution of the web? the focus is on the value or
for something, this doesn’t Could the web become more experience created for
mean we should. accountable, equitable and customers, not on the tech
secure? itself?

PEAK
GLOBALISATION
The world remains divided on the benefits of globalisation.
Increasing travel, greater cultural exchange and the rise of
cheap products (facilitated by low labour costs and developed
international supply chains) represent significant benefits to
many. However, the dilution of local cultures, perceived lifestyle
homogenisation, increased consumerism, rising emissions and
faster habitat loss are all among the significant impacts of
globalisation.
Many commentators feel that we have already reached peak
globalisation and are moving to a world where protectionist
policies, shorter, more secure supply chains, and a greater
focus on nationality and local community will create a smaller,
less globalised landscape. We at Ipsos are less sure.

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Globalisation may be enjoying increased popularity after the

COVID-19 pandemic focused people on their local areas
66%
Over the 1990s and 2000s, cheap labour in Asia first attitude.
coupled with relatively inexpensive, reliable global
It is clear, though, that attitudes to globalisation are
shipping drove consumerism and fuelled the march
strongly linked to the economic development of
of globalisation. The growth of the middle classes
nations and the living standards of their
in China drove up labour costs, governments think globalisation is ‘good
populations: of the top 20 countries ranked in terms for my country’
focused on more lucrative industrial sectors, and
of how much they feel that globalisation is ‘good for
manufacturers switched to other offshore markets.
my country’, ten are in Asia, six in Latin America
COVID-19 and global conflicts put huge pressure
and three in Middle East/Africa. Only one (New
on global supply chains and forced manufacturers
62%
Zealand) falls outside these emerging regions.
and retailers to prioritise resilience and agility of
supply through tactics like nearshoring and For corporations, the issue is complicated by the
friendshoring. need to balance lower production costs with
unstable supply chains: the outcome is an effort to
Having found more stable supply chains out of think globalisation is ‘good
stabilise supply via nearshoring, often presented as
necessity, many people have come to appreciate for me personally’
an effort to support local communities.
the benefits of these (their reliability, lower cost,
shorter lead times and lower environmental impact)
and consumers have started to adopt a more local-

Industry still seeking the right balance between global

and local
Globally, Danone restructured its business to
become a ‘local-first’ company. Its ‘local- 1 2 3
first’ project seeks to be as close to the customers
Plateau of Security Rethinking
and fields as possible, translating into €1bn cost
savings expected by 2023, including through 20% globalisation dilemmas institutions
reduction in overhead costs.(via FoodNavigator)
Apple shifts some iPhone 14 production from

China to India2.(via The Guardian)
4 5 6
Under Armour mapped out a plan to reduce its
Rise & fall Impacts of Community
reliance on manufacturing in China in favour of
countries such as Vietnam, Jordan, the of middle inflation migration
Philippines and Indonesia3.(via LoveMoney) classes
Hasbro CEO says moving out of China has ‘gone

very well for us’4.(via CNBC)

People around the world feel they are part of a greater whole
I would like to experience living
in different parts of the world 74% 22%
People across the world have
more things in common than 71% 21%
things that make them different
To what extent do you Globalisation is good for your

country 66% 23%
I feel that I am more a citizen of
the world than a citizen of my 49% 45%
% agree country
I think global brands make better
products than brands that are 48% 43%
just local to your country
Agree Disagree
Base:
On balance, people around the world think positively about the idea of greater commonality, greater global mobility and exploration,
November 2022 and globalisation in general. There is a little more ambivalence when it comes to international commerce, with the advocates and
the rejectors almost exactly balancing each other out, at a global level at least. Countries such as Vietnam, China, Indonesia and
Source:
Ipsos Global Trends 2023 India, which constitute some of the key outsourcing markets for global manufacturing, are, perhaps unsurprisingly, the most net
positive towards globalisation, but only in three markets do those who are negative to it outweigh those who are positive. These are:
France 42% positive 47% negative
Belgium 42% positive 43% negative
Greece 39% positive 51% negative

In all but five markets, a majority feel that globalisation is a force for good
90 89
85 85
82 81 80 80
77 77 76 76 75 74 74
74 73 73 72 72
70 70 69 69 69
66 66 65 64 64 63 63 63
57 56 54 54
54 52 52 50
50 48
agree or disagree with 44 42 42
39
the following statement?
% agree
Globalisation is good

GLOBAL AVERAGE
Dominican Republic
for my country
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Morocco
Pakistan
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
% disagree
interviewed online between 23 September and 14 8 8
November 2022 13 13 14 13 12 12
16 18 17 17 17 17 19 16 19 19 17 19 20 18 19 19 18
23 21 22 23 22 26 22 23
27 24 24 23 28 27 27 25 27 30 29
Source: 36 39 43 43
Ipsos Global Trends 2023 43
47
51

In roughly half the markets, particularly emerging ones, a majority feel they
are global citizens but there are plenty where the reverse is true
66

49
agree or disagree with 41
37
the following statement? 31
26 26
NET Agree 23 22
19 18 17
16 16 14 14
[Agree – disagree] 14 13 13
8 7 6 6
3 5
I am more of a citizen 2 1 0
of the world -1 -1 -1
-4 -4 -4 -5 -5 -6
-8 -9
-11-13
-14
-17-17-18
-23-24
Base: -28
48,579 adults aged 16–75 across 50 markets, Kingdom of Saudi Arabia
interviewed online 23 September–14 November
-39-39
GLOBAL AVERAGE
Dominican Republic
2022
Hong Kong SAR
-46
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Source:
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Thailand
Morocco
Ecuador
Panamá
Bulgaria
Vietnam
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
France
Poland
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy

Over the past year, there has been a marked return

to global brands Change:
2021 to 2022
Mexico 46% +18%

28%
Peru 53% +15%
38%
Argentina 55% +12%
China 48% +12%
following statement? Indonesia 48% +11%
37%
% agree Romania 50%
39% +11%
Italy 33%
I think global brands 23% +10%
make better products Chile 48%
38% +10%
than brands that are
India 72%
just local to my country 62% +10%
2022 2021
Base:
500–1,000 500–1,000 adults aged 16–75 (18–75 in The past year has seen an upsurge in appreciation for the benefits of global brands, particularly in Asian and
Latin American markets. In no market do we see the opposite tendency.
Source: It may be that the reduced availability of certain international brands (because of COVID-19 and conflict-
based pressures on global supply chains) forced people to reluctantly do without certain types of products or
to use local brand alternatives that they did not perceive to be of the same quality.

Finding a balance between

global and local
Thought Starters
Where does your organisation Is your supply chain optimised Do you truly know what your
sit along the global-to-local to stay agile in the short term consumers value more – the
continuum, and can, or should, and resilient in the longer sustainability and
this positioning be flexed? term? reliability/speed of supply that
come with local production, or
Do you have the right balance
the lower costs of a more global
between offshoring,
approach?
nearshoring and friendshoring?
Have you adopted
multisourcing practices to
safeguard your supply of raw
materials?

A DIVIDED
WORLD
The pandemic was (we hope) a rare event. It could have
united the world against a common enemy. Instead, forces
worked to drive and expand wedges between people in many
nations about precautions and vaccines.
The global Black Lives Matter movement also exposed rifts
and divisions in a push for equality, a value we as global
society mostly share. Nations taking sides in the war in
Ukraine, coupled with tensions between the US and China,
point to a new world disorder, with power shifting and new
literal and metaphorical battlegrounds emerging.

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We share so many of the same values,

but feelings of division persist
The polycrisis is both a driver and a result of our At the same time, people are looking to brands to
83%
new world disorder. The existence of play a role in solving these crises, and to help them
disagreements on multiple fronts – from the climate reach their individual goals on issues like
to human rights, immigration to fiscal policy, gender sustainability. They want brands that share their
fluidity to data privacy, and around the ethics of values. But many of the issues that brands could
agree that it is up to
artificial intelligence and synthetic biology – means take a stand on are fraught with danger, so it's hard everyone to work out their
that it’s hard to build a coalition to solve any of for brands to make the meaningful changes their own set of principles to
them. customers want – because not all of their guide their decisions
customers want the same things.
Sometimes the fault lines are clear. Sometimes
new factions align in non-traditional ways on one Yet, fundamentally, we share so many values. We
issue while warring on others. see that in the data, again and again. We get
caught up in the expression and implementation of
The technology and tools that connect us are also
those values, but that leaves room for hope that the
able to drive us apart. Headlines highlight divisions
forces dividing our world could also help to bring it
between us every time we log on.
together.

Divisions can be created by inequalities and rising diversity, but they also
create fertile territory where brands can have a voice
The Netherlands barred COVID-19 vaccine
conspiracy theorist David Icke from entering 1 2 3
country after he was invited by far-right political Increasing Community Rethinking
party FvD1. (via BBC)
geopolitical migration institutions
In Poland, Yes, a Polish jewellery brand, conflicts
actively supporting women's rights and
inclusivity had its Christmas 2021 campaign
banned by Polish Public Television – but its
impactful creative work won a Grand Prix Effie
Award2. (via YouTube) 4 5
Greater Rise &
ethnic & fall of
religious middle
diversity classes

While most people believe in ‘live and let live’, it is clear that such an
approach can create tensions and divisions
HIGHEST IN: LOWEST IN:
It is up to everybody to
work out their own set of
principles to guide their 83% 13% Vietnam, Indonesia 92%
Philippines, Nigeria 91%
Germany 69%
Japan, Morocco 70%
decisions
My local area is a place Indonesia 93%
where people from different
To what extent do you backgrounds get on well 75% 18% Nigeria 90%
Kenya 89%
Japan 50%
France 57%
together China 87%
Transgender men and Vietnam 89%
Morocco 30%
following statements? women should be free to 70% 20% New Zealand 88%
India 86%
Nigeria 31%
live their lives as they wish Turkey 45%
Thailand, Spain 86%
The important thing is to Denmark 85%

Zambia 33%
enjoy life today; tomorrow 61% 35% Vietnam 79%
India 79%
Turkey 38%
will take care of itself Israel 41%
Hong Kong 78%
People from different China 85%
backgrounds and ethnic Guatemala 26%
minorities in your country 54% 38% Vietnam 83%
UAE 80%
Japan 34%
are treated fairly Puerto Rico 35%
Indonesia, India 78%
Base:
48,580 adults aged 16–75 across 50 markets, Agree Disagree
November 2022
The dominant point of view regarding identity and values across the 50 markets covered is that everyone has the right (and moral
Source:
Ipsos Global Trends 2023 duty) to work out their own set of principles to live by. Largely, people feel that there is tolerance of those with different
backgrounds and identities, though there are some markets where this is less certain.

There is global consensus over the right to self-determination

88 88 87 87 87 87 87 87 87 86 86 86 86 85 85 85
84 84 84 83 83 82 82 82 81 81 81 81 80 80
83 79 78 78 78 77 77 77 76 76 75
agree or disagree with the 70 70 69
It is up to everybody to
work out their own set % agree
of principles to guide

GLOBAL AVERAGE
Dominican Republic
their decisions
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Thailand
Pakistan
Morocco
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
November 2022 % disagree
6 7 9 8 8 9 9
10 11 9 11 10 13 11 10 10 11 10 10 11 10 13 11 14 15
13 15 12 13 13 15 12 16 15 15 14 13 16 14 14 15 16 18 16 15 18 19 18
23 20
Source: 20

Large cultural differences still exist when it comes to transgender rights

and freedoms
89 88 86 86 86
To what extent do you 84 84 84 84 84 83 82 81 81 81 80
80 79 79 79 79 79 78 78 77 77 77 76 76
75 74 73 73 72 71
70 70 69 69
54 54 54 51
31 30
Transgender men and

women should be free % Agree
to live their lives as
they wish GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Morocco
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Greece
Nigeria
Mexico
France
Poland
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
Italy
Base:
November 2022 % Disagree
8 8 10 11 10 11 1011 12 11 13 10
Source: 20 16 14 15 16 16 11 1515 12 16 14 16 14 1717 19 16 16 20 1818 16
22 222323
3232
40 42 36 39
48
56
67

Attitudes towards identity are very evenly distributed by age
It is up to everybody to work out their own set of Transgender men and women should be free to live
principles to guide their decisions their lives as they wish

% agree 83% 81% 83% 83% 83% 85%
70% 70% 70% 75%
68% 68%
Base:
Total 16-24 25-34 35-44 45-54 55-74 Total 16-24 25-34 35-44 45-54 55-74
November 2022
Agree Agree
Source:
Ipsos Global Trends 2023 While it is tempting to think that it is the youngest members of society who care the most about people being able to
define their own identity, these beliefs are actually fairly consistent across the age groups.
We saw earlier that large differences remain between markets when it comes to transgender rights. Within
countries those of different ages tend to think somewhat similarly, suggesting, perhaps, that, without the driving
force of youthful energy, these beliefs may not change too much over the coming years.

Consumers want brands to take a stand and help

to heal divisions
Thought Starters
Does your brand or How do you continue to take a Do you have a role in keeping
organisation have a role to play stand and align your the peace, enabling a
in relieving some of the organisation’s values with your mature, calm debate among
tensions in our society, where customers’ values? How do you those with differing points of
government cannot? respond to potential view?
backlashes?

CAPITALISM’S
TURNING POINT
We are seeing a movement away from
shareholder value at all costs to a more
holistic understanding of the human and
environmental impacts of capitalism.
The combined effects of the pandemic, the
climate emergency and the cost of living
crisis may be driving a reassessment of
individual goals and priorities.

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New ways of thinking are emerging about the role of businesses,

economics and institutions
In the past, capitalism was all about growth. While activists may hope for an end to capitalism, a
74%
Indeed, it has always been couched in the narrative more accurate prediction may be that we’re
that it allows for greater competition and greater entering a new era of capitalism that questions the
innovation, which in turn lead to lower prices and way business is conducted and the toll it takes on
higher wages overall. It has often been coupled people and the planet.
of global citizens feel their
with democracy as well, the assumption being that government and public
There has been a growing realisation of the
free people and markets will benefit the largest services will do too little
ecological toll of capitalism and the human impact
number of people, but those ideals are now being to help people in the
of inequality within and across markets.
decoupled and closely examined. years ahead
We are now considering the impact of capitalism,
New ways of thinking about the role of businesses,
exploring investor-friendly economics, and coming
economics and institutions are prompting a re-
up with better alternatives, such as Triple Bottom
examination of capitalism and an exploration of
Line, which realigns businesses' goals against
alternative models that consider the needs and
ESG metrics.
well-being of multiple stakeholders rather than
simply maximising profits for owners.

Pressures are prompting a rethink of how the world works – and technology
may provide some of the answers
The Long-Term Stock Exchange requires
companies to share their long-term strategies and 1 2
practices, considering a broad group of Climate Rethinking
stakeholders1.(via LTSE)
change institutions
In Belgium, far-left parties like PVDA/PTB have
become more popular by advocating for a greater
redistribution of wealth2.(via PVDA)
In France, a cooperative called ‘Who is the boss?’
allows members to choose the products it markets
and creates, while guaranteeing producers a fair
3 4
remuneration3.(via C’est qui le patron) Pervasive Employee
In the USA, wealth inequality is substantially higher
technology power shift
than in other developed nations, and Universal
Basic Income is being debated to combat historical
and systemic inequities4. (via Washington Post)

There are signs of a reset when it comes

to attitudes to wealth, money and status
Having large HIGHEST IN: LOWEST IN:

differences in
income and 74% 20%
wealth is bad for Indonesia 90% Zambia 59%
To what extent do you society overall S. Korea 87% Nigeria 60%
agree or disagree with the Thailand 86% US, Ecuador 62%
Fulfilment in life is
following statements? achieving a
prominent 53% 41%
position in your Nigeria 86%
Netherlands 13%
career Pakistan 83%
Japan, Sweden 29%
India 80%
I trust business
leaders to tell the 39% 53% India 78% Bulgaria 17%
truth Indonesia 71% Panama, Greece
Base:
Nigeria, Kingdom of 19%
48,579 adults aged 16–75 across 50 markets, Saudi Arabia 70% Puerto Rico 21%
interviewed online between 23 September and 14 Agree Disagree
November 2022
Source: Large numbers of people around the world feel that having large differences in income and wealth is bad for society
overall. Additionally, relatively few people trust business leaders to tell them the truth. While those in some emerging
markets do feel this way, in most markets a majority feel quite the opposite.

Trust in business leaders is much higher in emerging markets
To what extent do you 78

71 7070
agree or disagree with the 64 62 61 60
5858 56
50 4747 46
45 44 44 42
40 38 38 36 3636 3535
3434 33 3231 31 29
2928 28 28 27 2626 25 24
2323 22 21 19 19
17
% agree
I trust business

GLOBAL AVERAGE
Dominican Republic
leaders to tell the
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
truth
Malaysia
Australia
Pakistan
Morocco
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Mexico
Nigeria
France
Poland
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
% disagree
Base:
17
252920
November 2022
32343336 36
Source:
4139 4445 465145
Ipsos Global Trends 2023 53 5149 565458565854586058 56
61596063 61656261626360 6059
686969 696567
757077

The young are more trusting of business leaders and more focused on their
careers
I trust business leaders to Fulfilment in life is achieving Having large differences in
tell the truth a prominent position in your income and wealth is bad for
career society overall
77% 76%
74% 73% 75%
70%
61% 62%
agree or disagree with the 53% 55%
49%
following statements? 44% 46%
39% 41% 41%
% agree 36%
31%
Base:
48,579 adults aged 16–75 across 50 markets, Total 16-24 25-34 35-44 45-54 55-74 Total 16-24 25-34 35-44 45-54 55-74 Total 16-24 25-34 35-44 45-54 55-74
November 2022
Source: People of all ages agree that having large differences in income and wealth is bad for society overall. Yet, we see age
disparities between younger and older people’s views on trust in business leaders and the belief that progress at work
is the route to life fulfilment; here the young are more positive than the older cohorts.

Many people want brands to help society, and consumers claim to be prepared
to pay more to support them
88 8685
83 8080 79 78
76 7473 7373 72 72
70 69 6968 6867 6666 65
64 6565 63 63 61
To what extent do you 59 59595958 58 5757 57 56
54 535353 52 52
4847 45
agree or disagree with the 43
36
% agree
I try to buy products

from brands that act

GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
responsibly, even if it
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Guatemala
Costa Rica
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Thailand
Morocco
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
means spending more
Greece
Mexico
Nigeria
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
48,579 adults aged 16–75 across 50 markets, % disagree
November 2022
11121213
Source:
1715182219 21212318202324
29 26 2827272829292529312832 28
Ipsos Global Trends 2023 333531353238353534 35383334343337
423944
4748

How do brands thrive with a new model

of doing business?
Thought Starters
Do you truly know what your Does your business model Is your business defined by its
consumers value – and does really serve stakeholders, or next-quarter returns instead of
that trump what your society? How can you long-term growth? If so, how
shareholders value? incorporate ESG impacts? can you transition to a more
sustainable business model?

REACTIONS TO
UNCERTAINTY
AND INEQUALITY
Uncertainty has become the only certainty. People
in many markets are facing economic instability as
currencies shift in value, inflation rises, supply
chains continue to be disrupted, and governments
change. Financial inequality, already a driver of
change, worsened in the pandemic. In every corner
of the globe, struggles to achieve parity based on
gender, race, ethnicity and religion dominated
headlines. Where can people turn to find
confidence, and how can they hedge their bets in
an uncertain climate?

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Uncertainty makes future planning very

difficult for people and businesses
The wealth gap had increased before the Since the COVID-19 pandemic, interventionist
60%
pandemic in many countries and has widened as governments have returned. Countries worldwide
inflation and interest rates hit record levels in are looking to build and defend local champions in
20221. But now the economy seems to be in better strategic industries such as batteries, solar panels
shape in many markets. Meanwhile, there is and semiconductors.
wish their country was run
ongoing uncertainty for people living from month to by a strong leader instead
month, and the prospect of a recession is causing Citizens are grappling with these inequalities of the current elected
additional anxiety. and uncertainties, both short-term and longer-term, government
in myriad ways. It's hard to make big decisions
Further inequalities abound, from the continuing when there is little clarity about what tomorrow
mistreatment of ethnic and religious minorities might bring, and people crave certainty and safety
around the globe, to gender inequality and in such an environment.
systemic racism. Geopolitical conflicts such as
Russia's war on Ukraine, and the resulting energy
crisis, have added to the uncertainty, as
have worsening climate-related disasters. And
despite collective efforts to eradicate COVID-19, it
continues to spread throughout the world.

Uncertainty and inequality provide significant opportunities

for political gain and corporate innovation
In Costa Rica, ongoing inequality helped drive a
populist economist and political newcomer to the 1 2 3
presidency2. (via El Pais) Rethinking Systemic Increase
In Panama, relief organisation UNICEF has been institutions health in geopolitical
dealing with a growing humanitarian crisis as inequality conflicts
migrants pass through the nation on their way to
countries in the North3. (via UNICEF)
In Poland, a new high school textbook produced
under the auspices of Poland’s conservative
government has provoked criticism for what many
4 5 6
see as its attempt to indoctrinate young people4. Greater Rise & Entrenched
(via the Brussels Times) ethnic & fall of inequality
religious middle
diversity classes

People perceive that the world is still changing

too fast
100%
China
South Korea
80%
Germany
To what extent do you 60% Sweden
40%
% agree
20%
The world today is
changing too fast 0%
2013 2016 2019 2020 2021 2022
Base:
500–1,000 500–1,000 adults aged 16–75 (18–75 in There is some evidence that, after the last couple of years of rapid change, things are now settling down to pre-pandemic
levels. Most people, in most markets, agree that the world is changing too fast. But despite the rapid pace of change
between 2019 and today, the level of agreement hasn’t increased significantly. For instance, in 2019 84% of South Koreans
Source:
Ipsos Global Trends Series agreed with this; now 88% do. In Germany it was 74%; now it is 75%. Some countries have even seen a slight decline: in
2019 66% of Swedes agreed the world was changing too fast; now 61% do.

Perceptions of a society changing too fast are often linked to concerns over
values conflict, immigration and weak leadership
The world today is changing too
fast 83% 13%
In my country, there is more and
more conflict between people who 77% 18%
don’t share the same values
I feel very proud of my country 70% 24%
following statements? There are too many immigrants in
my country 64% 28%
My children’s health and wellbeing
is more important than their 61% 29%
happiness
I wish my country was run by a
strong leader instead of the 60% 25%
current elected government
The main role of women in society

Base: is to be good mothers and wives 41% 55%
48,079–48,579 adults aged 16–75 across 50
markets, interviewed online between 23 September
and 14 November 2022
Agree Disagree
Source:
Large numbers of people around the world feel that the world is changing too fast for their liking. As the next page shows,
this perception is not growing but remains very common. While levels of national pride are high, there is clearly a great deal
of concern – many feel there are too many immigrants in their country, or that those with different values in their society are
finding it harder and harder to live quietly together.

Perceptions of societal change are an area where we still see significant

variation across the world
The world today is changing too 97% Zambia
fast
59% Japan
I feel very proud of my country

94% Zambia
47% Poland
I wish my country was run by a
strong leader instead of the
91% Nigeria
agree or disagree with the current elected government 33% Sweden
In my country, there is more and Highest
following statements? more conflict between people who
90% Guatemala
market
don’t share the same values 54% UAE
There are too many immigrants in 86% Turkey Lowest
market
my country
23% Japan
My children’s health and wellbeing
is more important than their
85% Nigeria
happiness 40% Japan
Base: The main role of women in society 85% Pakistan
48,079–48,579 adults aged 16–75 across 50
markets, interviewed online between 23 September
is to be good mothers and wives
20% Sweden
and 14 November 2022
Source:
While this report has described many examples of the global convergence of attitudes, values and behaviours, when it comes to social
Ipsos Global Trends 2023 change, we still see significant local variations. The chart opposite shows the figures for markets where certain attitudes are most, and
least, prevalent, in an attempt to convey the levels of variation that still exist when it comes to issues such as immigration, values-based
division, nationalism and immigration. Markets such as Japan and Sweden commonly reject the idea of traditional gender roles and that
there are too many immigrants in their country, while people in markets including Pakistan, Nigeria and Zambia clearly feel the world is
changing too fast for their personal tastes.

Helping people feel stable and valued helps

them to deal with uncertainty and inequality
Thought Starters
Trust in institutions is still high, How do you deliver consistency Will rising inequality tip over
but it has been damaged. to your customers and citizens into political action?
in the face of labour and supply
Where will people turn for How can you support those
chain issues and market
certainty and truth? How do you striving for equality and equity
uncertainty?
make sure you and your in a polarised and inflationary
communications are trusted? world?

THE ENDURING
APPEAL OF
NOSTALGIA
When the here and now is unrelentingly grim,
people are faced with two means of escape: look
back to when times were happier, and simpler; or
try to look ahead to when times will get better. Right
now, the second of these routes is made all but
impossible by the highly uncertain pathway to the
future, which is beset by profound and potentially
existential economic, environmental and
geopolitical challenges. No wonder, then, that
people all over the world, and of all ages, are
finding solace in the past. While this is a constant
feature of being human, it increases at times
of uncertainty, like now.
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When the here and now is grim,

people look to the past for comfort
The upheavals in the world economy, the threats of China, Vietnam and Japan).
60%
COVID-19 and climate change, and the perceived
A nostalgic mindset can take many forms. For
international threats posed by conflicts between
some, it can simply mean revisiting one’s own
nations all create a very challenging present day.
memories; for others, the TV shows and music of
For some, there are also other perceptions that life
yesteryear serve as reminders of happier times. want their country to be
is not what it used to be: the more globalised the the way it ‘used to be’
world we live in, the more technology intrudes in Nostalgia can also take on more significant forms:
our lives, changing the way children experience sometimes the contrast between the current
childhood. Some people may want to turn the clock situation in a country with what the collective
back, but others view these changes as signs of memory suggests it was like in the past can be the
developmental progress. basis for political change.
There’s also a vast difference across regions Corporations, particularly those with a long history,
between those who feel nostalgic and those who can leverage nostalgia through feel-good
don’t. But it is clearly not just about geography. messaging, but also by resurrecting product
Nostalgic feelings seem higher in some Asian formations/recipes from the past.
markets (India and Hong Kong, for example) but
are very low in others (such as South Korea,

The rosy retrospection of nostalgia provides

fertile territory for brand activations
In France, food business Sodebo’s latest
advertising campaign leverages nostalgia for the 1 2 3
past, using this as the brand's vision for the Security Increasing Over-
future1.(via Packshotmag)
dilemmas geo-political develop-
In Chile, there was a public outcry for discontinued conflicts ment
soap opera Betty, la fea, from 1999, to be re-
broadcast2.(via latercera)
In Malaysia, food delivery company Foodpanda 4 5 6

enables home chefs to celebrate Malaysia Day by Pervasive Impacts
Genera-
combining food and nostalgia3.(via Minimeinsights)
technology tional of inflation
wealth
A new vinyl pressing plant has opened in Belgium disparities
to take advantage of the surge in people wanting to
buy records instead of downloading music4.(via
VRT)

Feelings of nostalgia are highest in Asia and Africa
83 81 81
78 74
69 68 67 6766 66
60 59 5959 5858 57 57 56
55 54 53 5252 52 51
50 46
39 39 37
I would like my
country to be the % agree
way it used to be

GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Thailand
Morocco
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Greece
Nigeria
Mexico
France
Poland
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
November 2022
Source:
% disagree
1519151819
22
27292325 272630 262826
32293331342733333132362834
32 323230353332
34 38383933374241
454941
545755

Nostalgia is up year on year, but not everywhere

YEAR ON YEAR CHANGE 2022 VS 2021
LARGE MODERATE STABLE/ DECREASES

To what extent do you INCREASES IN: INCREASES IN: NO CHANGE IN: IN:
agree or disagree with the Chile +18% Colombia +9% United States +2% Philippines -6%
following statement? China +15% GB +9% Italy +1% Turkey -9%
I would like my Argentina +13% Germany +8% Singapore 0% Thailand -15%
country to be the
way it used to be Peru +11% Canada +7% France 0%
Brazil +11% India +7%
Base: Denmark +10% Mexico +6%

interviewed online between 23 September and 14 Romania +5%
November 2022
Indonesia +5%
Source:
Australia +5%
S Africa +5%
The adoption of nostalgia is not universal: perhaps some countries are happier to remember their past than others. Globally, the numbers expressing
an affection for the past are up three percentage points from 55% last year to 58% this year. The phenomenon seems to be especially prevalent in
Latin America, with marked rises in nostalgia in Chile, Argentina, Peru and Brazil. Overall, nostalgia is up in 16 of our markets (markedly in six of
them), flat or stable in four, and it has fallen in two Asian markets – the Philippines, where it has fallen from 68% last year to 62% this year and even
more so in Thailand (down from 82% to 67%).

Nostalgia affects everyone

Total 60% 32%
16-24 54% 35%
I would like my 25-34 61% 30%
country to be the
way it used to be
35-44 62% 30%
Base: 45-54 61% 32%

November 2022
55-74 59% 35%
Source:
Ipsos Global Trends 2023 Agree Disagree
When today's world is depressing, people of all ages can find comfort by thinking about happier times. Older people simply have
more ‘past’ to be nostalgic about.
The data backs this up: levels of nostalgia, as evidenced by agreeing with the statement ‘I would like my country to be the way it
used to be’ vary by only 8 percentage points from top to bottom. It's virtually identical for those in their mid/late 20s all the way up to
those in their mid-70s. It is only teenagers and those in their early 20s who lag, and even there, some 52% yearn for happier times.

Help customers to find the feel-good

factor in their past
Thought Starters
Can you leverage your history Have you retired any products, Don’t reject nostalgia as a tool
and/or heritage to tell a story services or marketing and just because your target
that mentally transports your communications campaigns audience are Millennials or Gen
customers back to better times? that you can dust off and reuse Z. They are just as likely to
today? have a recent past that they
feel nostalgic about.

SEARCH FOR
SIMPLICITY
AND MEANING
COVID-19 resulted in an enforced shrinking of
people’s worlds. Gone were the daily commute, the
hectic social life and the frantic juggling of
commitments.
But just as society seemed set to pick up where it
had left off, it was rocked by the twin forces of a
cost of living crisis and an undeniable climate
emergency. Many people are now coming to re-
evaluate their life, their hopes and ambitions, and
their spending patterns, and redefining their life as
smaller, yet more fulfilling, than it was before.

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Busy, stressful lives mean

that people need time out
Busy lifestyles and social mobility bring both opportunity challenges of busy lives are being turned into commercial
73%
and threat. The desire for simplicity seems to be an opportunities.
inevitable by-product of societal advancement, the rapid
At the beginning of lockdown, in many countries
growth of the middle class, aspirations to personal
commentators began to speculate about the enforcement of
development and the acquisition of material goods,
a ‘smaller life’ that would prove a moment of global
resulting in cultures with longer working hours. The top eight wish they could slow
epiphany that could shift the world’s priorities away from
markets that agree with the wish that ‘my life could be more down the pace of their life
consumerism and a continual focus on ‘more’. As
simple’ are all in Asia, while many markets where this desire
lockdowns eased, many people have wanted to make up for
is least prevalent are developed Western nations,
all the time they lost, but once that knee-jerk, back-to-the-
particularly those in Europe.
big-life thrill fades, brands will have an opportunity to remind
By many objective measures, life is busier today than ever. the world that it once seemed to be on the verge of taking a
Sleep has become the new well-being aspiration and stress different path.
is talked of in terms more usually associated with viral or
bacteriological epidemics.
The pace and complexity of life and our collective inability to
tune out are spawning a huge spin-off industry: hotels that
boast of poor Wi-Fi connectivity as a benefit, and meditation
and mindfulness apps are just some of the ways that the

Brands recognise the public appetite for downtime,

calm, quiet and minimalism
In Poland, Mudita produces minimalist cell
phones and clocks with functions that support 1 2 3
mental well-being, promote good sleep, and deal Community Alternative Over-
with information overload1.(via Mudita)
migration value develop-
The solo traveller trend is growing in Indonesia structures ment
as people now prefer to avoid places that are
crowded with visitors2.(via Viva)
In Australia, the ‘Cuppa Time’ movement is 4 5 6

about a more measured, slowed-down approach Pervasive A greener Increasing
to socialising with friends, family and geopolitical
technology way of
colleagues3.(via Cuppa Time) conflicts
thinking
In Belgium, Waerbeke VZM wants to reintroduce

‘silence’ in as many aspects of society as
possible with its Stilte Werkt (Silence Works)
proposition4.(via Waerbeke)
Simplicity is highly sought after in Asia and Latin America

HIGHEST IN: LOWEST IN:
I wish my life was Nigeria 92%

Denmark 56%
more simple 73% 22% Kenya 88%
Netherlands 59%
Hong Kong 87%
Brazil, Sweden 62%
Thailand 87%
agree or disagree with the Guatemala 91%
I wish I could slow Indonesia 44%
following statements? down the pace of 73% 23% Costa Rica 90%
Zambia 47%
my life Ecuador, Panama,
Denmark 58%
Puerto Rico 89%
Malaysia 79%
Increasingly, I feel Kenya 43%
Singapore 79%
the need to spend 61% 35% Bulgaria 45%
China 78%
time alone Germany 47%
India 77%
Base:
48,579 adults aged 16–75 across 50 markets, Agree Disagree
November 2022
The difficult past few years have made people around the world feel that life is busy and out of control. While COVID-19 forced people back into their homes
Source: and allowed them to spend time with family, it also cut down on time alone. Even a commute offers significant headspace and time for contemplation. And,
Ipsos Global Trends 2023 while lockdown reduced the need for people to move quickly from place to place, it clearly didn’t diminish the sense of time poverty many people felt, as
working from home led to a blurring of boundaries between home and work, making it difficult for people to switch off. Across the markets covered in both our
2022 and 2021 surveys, these three indicators of a desire for simplicity showed very little change.

Simplicity remains important
100%
China
To what extent do you 80% South Africa
following statement? Germany
60% United States
(% agree)
Brazil
I wish my life 40%

was more simple
20%
Base:
500–1,000 500–1,000 adults aged 16–75 (18–75 in
0%
2013 2016 2019 2020 2021 2022
Source:

Simplicity is important to everyone, though the

desire for solitude declines with age
16-24 35-44 45-54 55-74
76% 76% 75% 76% 74%

73% 73% 74%
68% 68% 68% 66%
60%
Base:
interviewed online between 23 September and 14 I wish my life was more simple I wish I could slow down the Increasingly, I feel the
November 2022
pace of my life need to spend time alone
Source:
People of all ages feel that their life is too complicated and fast-paced. In both cases, the feeling is slightly less
pronounced in people aged 55 years and over. Similarly, most people in all age groups place a high value on moments
of solitude, though this perception is noticeably lower for older people – who, of course, are more often alone.

Avoid the temptation

to complicate things
Thought Starters
Are your services, products, How do you balance the need How do you maximise the
purchasing and content to offer your employees a good effectiveness of your marketing
channels as friction-free as work–life balance with the need outreach while still respecting
possible, or do they require to reduce costs and maintain your audience’s right to
significant mental resources productivity? headspace and downtime?
from your audience?

CHOICES OVER
HEALTHCARE
While the pandemic understandably required
governmental-level oversight, legislation and
enforcement, the longer-term trend has been for
people to want more direct access to healthcare
and more control over their solutions and
outcomes.
Consumers continue to want more access to
providers and specialists, regardless of their
location, and more control over their well-being.
Medical professionals have been weathering the
pandemic and demand fair compensation and
treatment.
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People continue to want control

over their own health outcomes
The pandemic led to many changes in healthcare, how little they are recognised. In much the same
83%
which will be felt for decades to come, particularly way that we’ve seen a shifting power balance in
in developed markets. Chief among these was other workplaces, healthcare workers are
speeding up the availability of virtual visits, allowing organising to lobby and strike for better working
patients to consult with specialists and physicians conditions and compensation.
of global citizens agree
around the world. This democratisation has ‘I would like more control
As populations continue to age, this will place more
increased competition in the market by removing over decisions about my
stress on healthcare systems and providers.
some of the physical boundaries of care. health’
Governments will urgently need to debate how
Post-pandemic, ageing populations and longer healthcare should be monitored, paid for and
waiting lists, along with a rising demand for health delivered. And as technology continues to pervade
services, are challenges that healthcare systems everyday life, we’ll see greater advances in remote
are struggling to meet. For example, in 2023 the biometrics and AI-enabled early detection of
National Health Service is once again the biggest diseases – which will be especially important with
issue in Britain, according to the general public1. over-worked providers and a greater population of
patients with serious illnesses.
COVID-19 highlighted how critical doctors, nurses
and support staff are to our collective health, and

Brands and governments recognise the importance

of keeping people healthy
Belle lets patients upload pictures of their skin for a
licensed US physician to review and give advice on, giving 1 2 3
people more control over their health2.(via Belle.ai) Ageing Rethinking Pervasive
In the Dominican Republic medical tourism is on the rise, populations institutions technology
and there is evidence of a greater interest in both physical
and mental health3. (via ADT)
New Zealand has established a new Māori Health
Authority that will have the power to commission health
services, monitor the state of Māori health, and develop
policies to improve it4. (via Beehive)
4 5 6
Advances Employee Integration
In South Korea, there is debate about bodily autonomy in
relation to the issuing of passes that mean the holder can
in AI & power shift of health &
avoid quarantine; previous abortion legislation quantum technology
confirmed women's right to self-determination of the body computing
as a basic right5. (via YNA)
Spain’s Ehumanife start-up lets patients from all over the
world get second opinions from specialists remotely6.(via
e27)
While there is a widespread belief in the power of science to solve major

health problems, people still want to retain control
16-24 25-34 35-44 45-54 55-74
83% 84% 84% 82%

80%
69% 71%
68% 68% 68%
To what extent do you 65% 65% 63%
59%
I would like more control over decisions I believe all recommended vaccines are Eventually all medical conditions and
Base:
48,579 adults aged 16–75 across 50 markets, about my health beneficial for me and my family diseases will be curable
November 2022
Source:
The vast majority of people of all ages around the world want more control over decisions about their health,
despite the COVID-19 pandemic arguably showing that there are occasions where state intervention in health
outcomes is necessary. Most people also continue to feel that all recommended vaccines are beneficial for them
and their family ,and that eventually all medical conditions and diseases will be curable). Again, these attitudes are
remarkably consistent across age groups.

While there is a widespread belief in the power of science to solve

major health problems, people want to retain control
100%
BRAZIL I believe all recommended vaccines
90% are beneficial for me and my family
80% I would like more control over my
health
Eventually all medical conditions and
agree or disagree with the 60% diseases will be curable
50%
40%
30%
20%
10%
Base:
500–1,000 500–1,000 adults aged 16–75 (18–75 in 0%
2013 2016 2019 2020 2021 2022
Source:
Ipsos Global Trends Series In Brazil, for example, between 2013 and 2016 there was a large swing towards wanting more control over health and
feeling that diseases will be curable. This has largely been maintained since. Pro-vaccine attitudes have remained
consistently high since the beginning of the pandemic – though, of course, it is important to recognise that not
everyone feels the same.

Control over one’s own health is a shared global desire
94 93 92 9191 91
898989 89898989898988 88888888 87868686 8686 86 858585
83 83 8181 80 78
To what extent do you 7676 75 747474 73 7372 72
71 70 67 67
65
I would like more % agree
control over decisions

GLOBAL AVERAGE
Dominican Republic
about my health
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Morocco
Thailand
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
% disagree
Base:
6 5 6 9 6 7 9 8 9 7 8 9 9 7 6 7 10 8 1010 9 10 10 9 8
12 12 13 11111411141515
interviewed online between 23 September and 14 171717161419181518 1920182023
November 2022 2525
Source:

There is considerable variation in belief in the power of science:

some Europeans are more sceptical (or realistic)
88
8383 8181 80 7979
To what extent do you 78 77 76
73 71 70 69 68
67 66 6564 64
61 6262 60 59 5858 5858
agree or disagree with the 56 56 5555 54
515151 5050 48
464646 4545
following statement? 41 404040
35
% Agree
Eventually all medical

conditions and diseases
GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
will be curable
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Costa Rica
Guatemala
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Thailand
Morocco
Panama
Ecuador
Vietnam
Bulgaria
Belgium
Sweden
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
% Disagree
Base:
9 14
48,579 adults aged 16–75 across 50 markets, 1514171215181717
19232323 21 24
2825282925
30 27 28 29
November 2022
3432 35 35303132323636 3637 3636
4641 4140464143
Source: 4845494853

How can your brand help

in the healthcare battleground?
Thought Starters
The boundaries of health and Will your industry be impacted How can your brand help
wellness have blurred; how can in the same way that healthcare deliver on emerging needs in
your organisation help from has been disrupted by healthcare – for both patients
outside the healthcare industry? advances in systemic and and providers?
personal technology?

There will be more crises to come, and more anxiety about them
Following a very challenging couple of

years (2020 and 2021), many people
ECONOMY WORLD SECURITY OUTLOOK
around the world feel that 2022 has FOR 2023
48% think it is likely that nuclear
Expectations are for the
been a little better. However, uncertainty economy to worsen in 2023. weapons will be used in a
about both short- and longer-term Large numbers expect the conflict somewhere in the
Not surprisingly, given
following to rise all this...
futures prevails. Global citizens are world in 2023 (up from 34%
last year) .
struggling to be optimistic about 2023;
most express concern about the state of This feeling has increased by
the economy, the environment and world 79% 75% 74% 68% more than 10 percentage Optimism that next year will be a
Interest
points in better year than this year has
Prices Inflation Unemployment
security. rates fallen from
25 of 31 countries
In what is now a decade-old annual
tradition, Ipsos recently asked more than
77% to 65%
24,000 citizens of 36 countries to reflect ENVIRONMENT SOCIETY TECHNOLOGY and is at a 10-year low.
on the year gone by and the year ahead. 65%
expect more extreme
think it is likely
that there will be
47%
expect a space rocket to
The answers suggest that the public weather events next no further COVID-
be launched to Mars in Optimism that the global
year than this year 19 lockdowns in economy will be stronger next
mood for 2023 is not great: there are their country
2023
widespread expectations of fresh

57% 39%
year than it was this year has
think 2023 will be the 60% expect space tourism
fallen from
challenges for the economy, the climate hottest year on record in
service moon trips to
61% 46%
their country
and the role of technology, and a 82% in
launch in 2023
to
pervading concern about world security.
45% This ranges from
27%
Indonesia to 43% in China
expect a natural disaster expect a brain implant to
to hit a major city in their restore lost memories to be and is at a 10-year low.
country possible in 2023
Source: Ipsos Global Predictions 2023 study1

‘These crises require organisations
to plan better for the future and anticipate
and plan for both positive and negative
outcomes in order to survive. We can’t
predict the future, but we can help you
prepare for it.’
– Billie Ing, Global Head of Trends and Foresight, Ipsos Strategy3

| Feb |2023
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| Version
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2 | Public
Every crisis can be an opportunity to improve your
organisation, and people’s lives
We can help you leverage the trends: We can help you shape the future:
Beyond this public report, get in touch with the The Beyond the trends, our advisory services in trends
Global Trends and Foresight Team to discuss: and foresight consulting include:
• In-depth analysis of the trends or a specific • ‘Future of...’ foresight consulting to prepare for
market’s attitudes – and how they will change the obstacles and opportunities ahead
• A custom presentation tailored with data & • Trend Tracking to monitor trend evolution and
signals for your organisation and key countries scale
• Workshops & activations to apply the trends • Custom trends frameworks, inspired by Ipsos
to your strategic planning processes Global Trends but customised for your
organisation
• Data access through your Ipsos team, or
directly via our Portal for up to 50 markets • Scenario building and horizon scanning to
consult with your organisation on preparation
• Macro Forces with supporting data, to feed into
your own foresight processes • Innovation sprints to turn the trends into
platforms for growth and to develop concepts
• Market-specific highlights to inform your
global footprint and strategy

The Ipsos Global Trends Team
While the report authors are shown on this
page, Ipsos Global Trends is very much a
team effort.
Thank you very much to our local market
experts and marketing teams; the editors,
designers, proof-readers; the fieldwork,
Matt Jennifer Nick Mike operations and admin teams; and our Data
Carmichael Bender Chiarelli Clemence Liberation and Ipsos Knowledge Centre
colleagues, who have all worked hard to
create another great edition of Ipsos Global
Trends.
Please let us know what you think, and
what you’d like to see in future editions.
The Global Trends and Foresight Team
Philip Billie
Ryan Ing Globaltrends@ipsos.com

The analysis and content in this report has been built by Ipsos consultants
and researchers around the world, using qualitative and quantitative
techniques
Ideate & Analyse Field Contribute

Trends & Foresight experts in Global Advisor – our monthly Local and global Ipsos experts
Strategy3, Ipsos’s omnibus that keeps track of across 50+ countries
consultancy, used Ipsos’s what the world thinks – fielded contributed to the analysis and
Theory of Change to and coordinated the survey reporting.
understand how change is across 50 markets – our
(and isn’t) happening. broadest edition ever!

Ipsos’s Theory of Change
helps us look at how
change happens across
several levels
We used this framework to develop our 12

Trends in 2020, and to monitor how they are
evolving over time.
 Macro Forces operate at a broad level
and have far-reaching impacts within a
country and across borders.
 Shifts are changes in values and attitudes
across society, markets and people that we
have been tracking over time.
 Signals are local changes, such as new
product launches.

IPSOS GLOBAL
TRENDS 2023 average. In established markets with a higher level of internet penetration (more than
60% online), the results can be taken as representative of the general working-age
population.
TECHNICAL DETAILS
In markets where internet penetration is lower, the results should be viewed as
representative of a more urban, affluent and ‘connected’ population.
MARKETS
50 markets are included in Ipsos Global Trends 2023. These are Argentina,
Australia, Belgium, Brazil, Bulgaria, Canada, Chile, China, Colombia, Costa Rica,
FIELDWORK DATES
Denmark, the Dominican Republic, Ecuador, France, Germany, Great Britain, Greece, • 2023 edition (September–November 2022)
Guatemala, Hong Kong, India, Indonesia, Israel, Italy, Japan, Kenya, Malaysia, Mexico, • 2021 edition (August–September 2021)
Morocco, the Netherlands, New Zealand, Nigeria, Pakistan, Panama, Peru, the • 2020 edition (September 2020)
Philippines, Poland, Puerto Rico, Romania, Saudi Arabia, Singapore, South Africa, • 2019 edition (June–July 2019)
South Korea, Spain, Sweden, Thailand, Turkey, the United Arab Emirates, the United • 2016 edition (September–October 2016)
States, Vietnam and Zambia. • 2013 edition (September–October 2013)
METHOD
In most markets this wave of the survey was carried out online with adults aged 16–75,
BASE SIZES
or 18–75 in Argentina, Canada, Greece, Guatemala, Hong Kong, Japan, the The total sample size across all markets in 2022 is 48,541.
Philippines, Sweden, Thailand, the US, Vietnam, New Zealand, Costa Rica, Chile,
Israel, Peru, Ecuador, Panama, the Dominican Republic, Bulgaria and Puerto Rico. In In most countries the sample size is approximately 1,000. However, a sample size of
Indonesia and Singapore the age range is 21–75. The majority of fieldwork was 500 was used in Guatemala, Costa Rica, Panama, the Dominican Republic, Puerto
conducted online through Ipsos panels. However, in some countries where internet Rico, Israel and Zambia, while the Japanese and Pakistan samples consisted of 2,000
penetration is lower, different methods were used: in Nigeria, Pakistan and Zambia a participants each.
face-to-face methodology was employed, while in Kenya the survey was carried out
over the telephone. In these countries there was no upper age limit on participation, so HISTORICAL DATA
coverage can be considered 16+ in Pakistan and 18+ in Nigeria, Kenya and Zambia. In Comparison is made with previous waves of the Ipsos Global Trends Survey in 2021,
all cases fieldwork was carried out between 23 September and 14 November 2022. 2020, 2019, 2016 and 2013. In nearly all cases the methodology and sample sizes will
be the same in each wave of the panel: c.1,000 or c. 500 adults interviewed through the
The results are weighted to ensure that the sample’s composition reflects that of the Ipsos online panel system.
adult population according to the most recent census data.
Total global data has not been weighted by population size, but are simply a market
References
Chapter 1 Introduction Page 1 – Page 3 Chapter 10 Peak Globalisation Page 58 –Page 65
1. https://www.foodnavigator.com/Article/2021/02/12/Danone-International-CEO-talks-brand-acceleration-and-
Chapter 2 Executive Summary Page 4 – Page 7 innovation-The-Local-First-project-is-a-growth-project
1. https://www.theguardian.com/environment/2022/dec/27/biggest-climate-toll-in-year-of-devastating-disasters-revealed 2. https://www.theguardian.com/technology/2022/sep/27/apple-shifts-some-iphone-14-production-from-china-to-india
3. https://www.lovemoney.com/galleries/98705/big-multinational-companies-moving-out-of-china?page=21
Chapter 3 Macro Forces Page 8 – Page 16
4. https://www.cnbc.com/2019/08/27/hasbro-ceo-moving-out-of-china-has-gone-very-well-for-us.html
1. https://www.un.org/development/desa/en/news/population/2018-revision-of-world-urbanization-prospects.html
2. https://ifr.org/ifr-press-releases/news/china-overtakes-usa-in-robot-density Chapter 11 Divided World Page 66 – Page 73
3. https://www.ft.com/content/e9c4743b-945d-422b-8f4b-3c2a8a237b70 1. https://www.bbc.com/news/world-europe-63511142
4. https://www.populationmedia.org/blog/introduction-overdevelopment-overpopulation-overshoot 2. https://www.youtube.com/watch?v=--T8-Jw52Qc
5. https://www.overshootday.org/
6. https://technologymagazine.com/articles/cost-of-data-breaches-to-surpass-us-5mn-per-incident-in-2023
7. https://www.who.int/news-room/fact-sheets/detail/mental-disorders Chapter 12 Capitalism Page 74 – Page 81
1. https://ltse.com/
Chapter 4 Trends Overview Page 17 – Page 18 2. https://www.pvda.be/raoul_hedebouw_laat_ons_van_2022_een_jaar_van_verzet_maken
3. https://cestquilepatron.com/
Chapter 5 Climate Antagonism Page 19 – Page 26 4. https://www.washingtonpost.com/magazine/2022/10/24/universal-basic-income/
1. https://www.bbc.com/news/world-africa-63280518
2. https://www.nytimes.com/2021/11/06/us/puerto-rico-beaches-threats.html Chapter 13 Reaction to Uncertainty Page 82 – Page 88
3. https://www.abc.net.au/news/rural/2022-02-08/record-amounts-of-rooftop-solar-installed-during- 1. https://www.weforum.org/agenda/2022/04/economic-inequality-wealth-gap-pandemic/
lockdown/100805838 2. https://elpais.com/opinion/2022-04-07/rumbo-populista-en-costa-rica.html
4. https://www.abc.net.au/news/rural/2022-02-08/record-amounts-of-rooftop-solar-installed-during- 3. https://www.unicef.org/panama/acción-humanitaria-y-gestión-de-riesgo
lockdown/100805838 4. https://www.brusselstimes.com/belgium/286828/lacking-national-identity-polish-history-textbook-mocks-belgium
Chapter 6 Conscientious Health Page 27 – Page 34 Chapter 14 Nostalgia Page 89 – Page 95

1. https://www.straitstimes.com/singapore/more-people-working-out-at-gyms-than-before-the-pandemic 1. https://www.packshotmag.com/films/sodebo-se-nourrir-de-bonheur/
2. https://danonehealth.be/nl/danone-institute/artikels/hoe-kunnen-we-de-gezondheid-van-mens-en-planeet-het-beste- 2. https://www.latercera.com/laboratoriodecontenidos/noticia/chilenos-se-inclinan-por-la-nostalgia-y-el-contenido-local-
verenigen a-la-hora-de-ver-television/Q3AAXMF32VB2BPSN6GN6YKEMQM/
3. https://www.capital.fr/auto/les-pubs-pour-les-voitures-vont-maintenant-vous-inciter-a-privilegier-le-velo-ou-la-marche- 3. https://www.minimeinsights.com/2022/09/10/foodpanda-evokes-nostalgic-memories-with-local-delicacies/
1430075 4. https://www.vrt.be/vrtnws/nl/2021/12/13/lokeraar-start-met-vinylplaatperserij-uniek-want-er-zijn-er-nog/
4. https://www.nzherald.co.nz/lifestyle/new-zealand-ranks-fifth-in-the-world-for-
veganism/2KLKTB4UHNBFQPITTSNXNEO56U/
Chapter 15 Search for Simplicity Page 96 – Page 102
Chapter 7 Authenticity Page 35 – Page 41 1. https://mudita.com/
1. https://bienpensado.com/wom-chile-y-su-publicidad-radical/ 2. https://www.viva.co.id/gaya-hidup/travel/1367099-tren-pariwisata-era-new-normal-solo-traveler-kian-meningkat
2. https://entreprise.monoprix.fr/monoprix-sengage/consommer-mieux/petits-producteurs-de-grands-partenariats 3. https://www.cuppatime.org.au/about/cuppa-time
3. https://www.promturpanama.com/noticias/notas-de-prensa/panama-vive-por-mas-una-marca-inspirada-en-el- 4. https://www.waerbeke.be/
corazon-del-panameno/
Chapter 16 Choices over Healthcare Page 103 – Page 110
Chapter 8 Data Dilemma Page 42 – Page 48 1. https://www.ipsos.com/en-uk/nhs-overtakes-economy-and-inflation-most-mentioned-issue-facing-britain
1. https://www.nbcnews.com/pop-culture/tiktoker-consensually-doxxing-people-teach-social-media-privacy-rcna55037 2. https://www.belle.ai/
2. https://es.bebee.com/ 3. https://adtusalud.org/
3. https://datosprotegidos.org/ 4. https://www.beehive.govt.nz/release/major-reforms-will-make-healthcare-accessible-all-nzers
5. https://www.yna.co.kr/view/AKR20220104142400004
Chapter 9 Tech Dimension Page 49 – Page 57 6. https://e27.co/startups/ehumanlife/
1. https://www.insurely.com/open-insurance-blog/open-insurance-is-inevitable-and-to-everyones-benefit
2. http://kitchenpalapp.com/en/ Chapter 17 Final Thoughts and Next Steps Page 111 – Page 115
3. https://www.youtube.com/watch?v=9N0jpUF-oHM 1. https://www.ipsos.com/en/ipsos-global-predictions-2023
© Ipsos | Global Trends | Feb 2023 | Version 2 | Public
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February 2023

© Ipsos | Global Trends | Feb 2023 | Version 2 | Public

2 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Ipsos Global Trends 2023 provides a

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5 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

‘ A polycrisis is not just a situation

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9 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Societies Inequalities and Environmental Political Well-rounded

AI advances Generational Integration

Greater ethnic Increasing

10 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Greater ethnic & Identity

Populations are becoming more

Traditional definitions of gender,

11 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Retailers and manufacturers are Many are pushing back on

12 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Alternative of the world

13 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

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Conflict and violence were on the rise

Global progress in reaching pay parity

15 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

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In 2019 we used advanced analytics and perspectives from

18 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

19 © Ipsos | Global Trends 2023

Concern about the climate emergency

There is a great deal of innovation in sustainability, such as emissions

21 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Concern about the environmental emergency is ubiquitous across markets

We are heading for % agree

Kingdom of Saudi Arabia

Hong Kong SAR

22 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Concern about the environmental emergency is ubiquitous across

We are heading for

23 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

We are heading for

24 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

To what extent do you 75% 74%

25 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Progress on climate will need concerted action

26 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

27 © Ipsos | Global Trends 2023

Mental health is as much

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Brands are recognising opportunities to promote

29 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

To what extent do you 97 96 95 9393929292

Kingdom of Saudi Arabia

30 © Ipsos | Global Trends | Feb 2023 | Version 2 | Public

Mental health is a similarly high priority for many

To what extent do you 95 94 92

I need to do more to % agree

Kingdom of Saudi Arabia

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To what extent do you agree or 20

I need to do more to look