We’re delighted to share with you the findings from our Global Trends survey - the largest study of its kind, looking at the attitudes and behaviours of consumers and citizens in 20 key countries around the world. We reveal the complex, and sometimes contradictory, findings covering everything from marriage to migration, from ambition to advertising and from society to social media. Visit http://www.ipsosglobaltrends.com for more.

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GLOBAL
TRENDS2014
NAVIGATING THE NEW

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BEN
PAGECHIEF EXECUTIVE
IPSOS MORI

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#IpsosTrends

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16,000+
PEOPLE

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20COUNTRIES
IN

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MEGA
TRENDS

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POPULATION
CHANGE
UNEVEN
ECONOMIC
GROWTH
GLOBALISATION
AND MIGRATION
CLIMATE
CHANGE
TECHNOLOGICAL
CHANGE
POLITICAL AND
INDIVIDUAL
CHANGE

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OUR TEN
TRENDS

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TECHNOLOGY PRIVACY TRADITION HEALTH
SIMPLICITY GLOBALISATION GENERATIONS INEQUALITY
TRUST BRANDS

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TECHNOLOGY
THE CULTURE OF NOW

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EMERGING ECONOMIES MORE
OPTIMISTIC ABOUT TECHNOLOGY
78%
73%
15%
18%
‘Technology generally
makes life better’
73%
61%
19%
28%
‘We need modern technology
because only this can help to
solve future problems’
Agree Disagree
74%
65%
19%
27%
‘I try to keep up
with technology’
Emerging
Average
80%
66%
13%
25%
‘I would really like to know
more about new technology’
Agree Disagree
Emerging
Average

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13
THE CULTURE
OF NOW
78%
in China say they
are ‘constantly
looking at screens
these days’
The level of
interrupt, the
sort of
overwhelming
rapidity of
information…
is in fact
affecting
cognition.
Eric Schmidt,
Google

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THE CULTURE OF NOW

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PERSONALISATION
VS PRIVACY

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1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
46%
44%
38%
37%
33%
32%
29%
26%
26%
26%
25%
23%
23%
22%
21%
21%
20%
19%
19%
12%
11%
29%
32%
24%
46%
41%
50%
38%
52%
52%
57%
57%
62%
62%
55%
54%
59%
60%
60%
68%
66%
69%
India
Brazil
China
Italy
Russia
S Africa
Argentina
Total
Poland
Turkey
U.S.
GB
Spain
Belgium
S Korea
Canada
Australia
Germany
France
Japan
Sweden
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
EMERGING/ESTABLISHED MARKET
DIVIDE ON PRIVACY V PERSONALISATION
A
Total
Great Britain
Key:
A. I am happy sharing
information about my
interests and past activities
online so that I get
personalised services and
relevant recommendations
even if it means
organisations knowing more
about me
B. I would rather keep my
interests and past activities
online private even if it
means I do not get
personalised services and
relevant recommendations
B

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1
2
3
4
5
6
7
8
9
10
11
T
12
13
14
15
16
17
18
19
80%
79%
78%
76%
72%
72%
72%
72%
71%
70%
69%
69%
68%
66%
66%
66%
65%
62%
60%
43%
16%
17%
14%
18%
20%
23%
22%
25%
22%
25%
28%
25%
24%
27%
28%
27%
29%
29%
35%
48%
Spain
S Africa
Brazil
Poland
Argentina
France
India
Turkey
U.S.
Canada
S Korea
Total
GB
Australia
Belgium
Russia
Italy
Japan
Germany
Sweden
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 Oct 2013
BUT WHO’S GOT
YOUR DATA?
Agree
Total
Great Britain
Key:
I am concerned about
how information collected
about me when I go
online is being used by
my own government
Disagree
No China

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79%
79%
77%
73%
71%
70%
70%
68%
68%
66%
65%
64%
63%
63%
63%
63%
62%
59%
56%
51%
47%
15%
16%
17%
20%
27%
23%
28%
24%
24%
27%
26%
30%
26%
31%
29%
24%
27%
33%
39%
40%
38%
France
Spain
Brazil
Poland
Turkey
Argentina
S Africa
Belgium
China
Total
Canada
S Korea
Australia
India
Italy
GB
U.S.
Germany
Russia
Sweden
Japan
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 Oct 2013
WHO’S READING
YOUR POSTS?
Total
Great Britain
Key:
I worry that companies
can access my posts on
social networking sites
(such as Facebook or
Twitter) or information
about goods and services
I have purchased (such
as what I bought, where,
when and for how much)
1
2
3
4
5
6
7
8
9
T
10
11
12
13
14
15
16
17
18
19
20
Agree Disagree

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
SOCIAL MEDIA AND MEDIA COMPANIES BARELY
MORE TRUSTED THAN FOREIGN GOVERNMENTS …
% Great deal / Fair amount
Global average
Great Britain
Key:
45%
45%
33%
32%
38%
31%
31%
25%
20%
19%
15%
41%
34%
31%
31%
28%
24%
17%
17%
12%
11%
10%
Public sector healthcare providers
Banks
Your national government
Supermarkets
Private sector healthcare providers
Credit card companies
Insurance companies
Telecommunications companies
Social media sites
Media companies
Foreign governments
To what extent, if at all,
do you personally trust
the following to use
the information they
have about you in the
right way?

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WHERE
NEXT?

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TRADITION
MORE FORWARDS THAN BACKWARDS

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1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
85%
75%
74%
72%
70%
70%
69%
67%
66%
65%
64%
63%
62%
61%
60%
60%
59%
54%
48%
43%
35%
13%
22%
23%
22%
25%
24%
24%
25%
27%
28%
30%
28%
30%
30%
35%
35%
34%
38%
45%
42%
55%
Turkey
China
S Africa
India
Italy
Brazil
US
Australia
Russia
Poland
Total
Belgium
Argentina
GB
France
S Korea
Canada
Germany
Spain
Japan
Sweden
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
Total
Great Britain
Key:
People led happier lives
in the old days when they
had fewer problems to
cope with
THE POWER
OF NOSTALGIA
Agree Disagree

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79%
agree that
“it is up to everybody to
work out their own set of
principles to guide their
decisions”
LOOKING FORWARDS
AND LOOKING BACKWARDS
78%
agree that
“traditions are an
important part of society”

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1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
73%
56%
54%
41%
38%
38%
37%
37%
36%
36%
34%
33%
31%
30%
24%
23%
23%
22%
16%
11%
9%
22%
39%
42%
55%
48%
55%
55%
56%
56%
61%
60%
63%
62%
63%
68%
70%
72%
73%
80%
83%
88%
Russia
India
China
S Korea
Japan
Brazil
Poland
Argentina
US
Turkey
Total
S Africa
Germany
Australia
GB
Canada
Belgium
Italy
France
Spain
Sweden
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
BUT MOST PLACES NOT NOSTALGIC
ABOUT GENDER ROLES
Total
Great Britain
Key:
The role of
women in
society is to be
good mothers
and wives
Agree Disagree

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CAN WE LEVERAGE THE OLD TO
PROVIDE REASSURANCE ABOUT THE NEW?
RETRO CHIC NEW TAKES ON
FAMILIAR IDEAS
BIG SOCIETY

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HEALTH
PERSONAL AND PREVENTATIVE

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1
2
3
4
5
6
7
8
9
10
11
12
T
13
14
15
16
17
18
19
76%
67%
65%
64%
63%
63%
59%
58%
57%
53%
50%
50%
47%
43%
35%
34%
26%
19%
10%
9%
6%
13%
13%
16%
16%
14%
22%
14%
19%
16%
19%
15%
23%
15%
19%
19%
34%
53%
60%
56%
Belgium
GB
US
Australia
Sweden
France
S Africa
India
Canada
Argentina
Spain
Germany
Total
Japan
Turkey
S Korea
Italy
Brazil
Poland
Russia
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
BEST AND WORST HEALTH SYSTEMS GLOBALLY
No China
How would you rate the
quality of healthcare
that you and your
family have access to
in …?
Good
Total
Great Britain
Key:
By healthcare we include doctors,
specialist physicians such as
surgeons, hospitals, tests for
diagnosis and drugs to treat
various ailments.
Poor

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1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
72%
49%
45%
39%
27%
25%
24%
24%
20%
19%
18%
18%
17%
16%
14%
12%
10%
9%
8%
7%
6%
8%
11%
10%
18%
11%
16%
32%
27%
23%
32%
13%
23%
27%
49%
35%
33%
34%
43%
42%
60%
44%
Brazil
India
China
Turkey
S Korea
Argentina
S Africa
Total
Belgium
Australia
Japan
Russia
Sweden
France
US
Canada
Poland
GB
Germany
Spain
Italy
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
WHERE IS IT EXPECTED TO IMPROVE?
Over the coming
years, do you expect
the quality of
healthcare that you
and your family will
have access to
locally will improve,
stay the same or get
worse?
Improve
Total
Great Britain
Key:
Get worse

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OUR HEALTH:
ARE WE DELUDED?
BMI: 22.5BMI: 29

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FROM TREATMENT TO PREVENTION TO WELLNESS
72%
want more control over
their healthcare
85%
are willing to seek a
second opinion if doubts
about doctors’ diagnosis
2ND

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SIMPLICITY
CHOICE ABOUT CHOICE

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
UNIFORM DESIRE FOR SIMPLICITY
0 10 20 30 40 50 60 70 80
16-24
25-34
35-44
45-54
55+I wish my life
was more
simple
Emerging
% agree
Established

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
CHOICES OVERWHELM?
Total
Great Britain
Key:
I often feel
overwhelmed by all
the choices I have
about how to live my
life
65%
65%
64%
62%
60%
58%
50%
48%
45%
45%
44%
44%
42%
41%
41%
41%
41%
39%
37%
34%
33%
32%
28%
33%
30%
36%
39%
42%
46%
51%
46%
49%
51%
52%
51%
52%
48%
54%
52%
58%
59%
61%
S Korea
India
Turkey
Poland
Italy
S Africa
Argentina
Total
China
Japan
Australia
GB
Canada
Belgium
Brazil
Russia
US
Spain
France
Sweden
Germany
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Agree Disagree

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“…choice,
complexity, and
let’s call it limited
attention span…
can lead to
behavioural
market failures”
Cass Sunstein

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GLOBALISATION
GLOBAL VILLAGE

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CHANGE
ANXIETY
56%
agree “there are too
many immigrants in…”
77%
agree “the world is
changing too fast”
77%
agree “the world is an
increasingly dangerous
place to live”

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CHANGE
ANXIETY

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
ENVIRONMENTAL DISASTER INEVITABLE?
Total
Great Britain
Key:
We are heading for
environmental
disaster unless we
change our habits
quickly
91%
84%
83%
81%
80%
79%
78%
77%
75%
75%
73%
73%
71%
70%
67%
65%
60%
59%
59%
59%
57%
7%
13%
13%
16%
16%
17%
11%
19%
19%
20%
20%
18%
22%
23%
25%
25%
31%
29%
29%
28%
31%
China
Italy
Argentina
Turkey
S Africa
India
Brazil
S Korea
Germany
France
Total
Belgium
Russia
Spain
Canada
Sweden
Australia
Poland
GB
Japan
US
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
Agree Disagree

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GLOBAL
BUT LOCAL
Locality –
people happier and more
optimistic closer to home –
SAY want local issues
resolved at local level

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GLOBAL
BUT LOCAL
OUR VODKA

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
RELIGION DIVIDES THE WORLD
Total
Great Britain
Key:
My religion/faith
is very important
to me
79%
76%
76%
69%
67%
59%
55%
54%
49%
47%
47%
45%
38%
34%
32%
30%
27%
27%
27%
21%
17%
13%
21%
22%
26%
25%
32%
29%
37%
44%
42%
45%
47%
51%
61%
60%
60%
64%
66%
64%
76%
72%
Brazil
S Africa
Turkey
India
US
Argentina
Russia
Poland
Italy
China
Total
Canada
Australia
S Korea
Germany
Spain
Belgium
France
GB
Sweden
Japan
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
Agree Disagree

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GENERATIONS
GENERATIONS APART

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1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
THE SHIFTING BALANCE
OF GLOBAL OPTIMISM …
To what extent, if at all,
do you feel that today’s
youth will have had a
better or worse life than
their parents’ generation,
or will it be about the
same?
Total
Great Britain
Key:
81%
49%
45%
41%
40%
35%
34%
34%
34%
31%
31%
30%
29%
24%
23%
20%
19%
19%
16%
13%
7%
8%
32%
37%
41%
29%
47%
40%
37%
42%
37%
45%
42%
56%
42%
46%
54%
43%
54%
62%
60%
69%
China
India
Brazil
Turkey
Russia
S Africa
S Korea
Japan
Total
Argentina
Poland
Australia
Italy
Germany
Canada
GB
Sweden
US
Spain
Belgium
France
1
2
3
4
5
6
7
8
T
9
10
11
12
13
14
15
16
17
18
19
20
Better Worse

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1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
WHAT’S HAPPENED TO
THE OPTIMISM OF YOUTH?
To what extent, if at all,
do you feel that your
generation will have had
a better or worse life than
your parents’ generation,
or will it be about
the same?
Total
Great Britain
Key:
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
78%
48%
47%
46%
41%
41%
41%
37%
34%
32%
30%
30%
30%
27%
26%
24%
22%
21%
16%
16%
12%
China
Brazil
Turkey
India
Japan
Russia
S Africa
Total
Argentina
Sweden
Australia
Germany
Poland
S Korea
US
Canada
GB
Italy
Spain
France
Belgium
Under 30s who expect life to be better

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INEQUALITY
SHARING SUCCESS

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WHAT NEXT
FOR WOMEN?
Half of Britons (54%) agree
that things would improve if women
held more positions of power.

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
DIFFERENCES IN OPINION ON GAY/LESBIAN RIGHTS
Total
Great Britain
Key:
Gay men and
lesbians should be
free to live their
own life as they
wish
90%
86%
83%
83%
83%
83%
80%
78%
77%
76%
74%
70%
70%
62%
62%
61%
60%
58%
55%
55%
31%
6%
8%
10%
11%
12%
11%
15%
17%
15%
17%
22%
21%
22%
22%
34%
28%
30%
32%
37%
34%
53%
Sweden
Spain
Canada
Belgium
Germany
GB
Italy
France
Argentina
Australia
S Africa
US
Total
Japan
Turkey
Brazil
India
Poland
S Korea
China
Russia
1
2
3
4
5
6
7
8
9
10
11
12
T
13
14
15
16
17
18
19
20
Agree Disagree

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
INCOME INEQUALITY ISN’T POPULAR ANYWHERE
Total
Great Britain
Key:
Having large
differences in
income and wealth
is bad for society
overall
91%
86%
84%
84%
83%
81%
78%
77%
77%
74%
73%
72%
68%
68%
67%
67%
64%
64%
63%
60%
47%
7%
9%
12%
12%
9%
16%
13%
13%
18%
19%
16%
17%
23%
24%
22%
23%
32%
28%
32%
29%
41%
China
Spain
Turkey
Germany
Russia
S Korea
Italy
Brazil
India
Total
Belgium
Poland
France
Canada
GB
Argentina
S Africa
Australia
Sweden
Japan
US
1
2
3
4
5
6
7
8
9
T
10
11
12
13
14
15
16
17
18
19
20
Agree Disagree

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TRUST
ERODING AUTHORITY

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
(DIS)SATISFACTION WITH GOVERNMENT
Total
Great Britain
Key:
The way the
government is
running the
country
31%
27%
25%
24%
23%
22%
20%
17%
16%
15%
14%
14%
13%
12%
11%
10%
7%
5%
5%
3%
45%
41%
42%
53%
59%
61%
47%
59%
60%
67%
53%
51%
46%
59%
59%
71%
73%
82%
84%
84%
Sweden
Germany
Canada
India
Turkey
Argentina
Australia
GB
Total
US
S Korea
Belgium
Japan
Russia
Brazil
Poland
France
Spain
S Africa
Italy
1
2
3
4
5
6
7
8
T
9
10
11
12
13
14
15
16
17
18
19
Satisfied Dissatisfied
No China

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
SO WHO DO CONSUMERS TRUST?
FELLOW CONSUMERS …
Total
Great Britain
Key:
What I read about
other people’s
good or bad
experiences
influences the
companies or
brands
I choose
86%
74%
74%
73%
72%
71%
68%
68%
68%
67%
67%
67%
67%
66%
65%
61%
59%
58%
56%
49%
48%
10%
20%
23%
24%
24%
20%
20%
24%
23%
29%
26%
26%
26%
26%
26%
32%
33%
29%
29%
41%
46%
China
India
S Africa
Turkey
S Korea
Russia
Brazil
GB
US
Sweden
Total
Australia
Canada
Germany
Poland
Italy
Spain
Argentina
Japan
Belgium
France
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
1
16
17
18
19
20
Agree Disagree

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Authenticity
and voice

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BRAND
EXPERIENCE IS THE NEW BRAND

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59%
disagree “when I shop I
always try to buy
branded products”
THE POWER
OF BRANDS

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74%
http://www.ipsosglobaltrends.com/

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A VOCAL MINORITY
BUT A LURKING MAJORITY
BUT1/4
of people have shared
their views about a
company or brand online
7/10
will look at online reviews
if they don’t feel confident
making a purchase
decision

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THERE’S
MUCH
MORE

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WHAT DRIVES HAPPINESS…?
RELATIONSHIP STATUS

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WHAT DRIVES HAPPINESS…?
RELATIONSHIP STATUS

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WHO ARE MOST ALIKE?
GERMANS &
JAPANESE
AUSTRALIANS &
BRITS
ITALIANS &
POLISH
FRENCH &
BELGIANS
INDIANS, SOUTH AFRICANS
& CHINESE
ARGENTINES &
BRAZILLIANS

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64
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
BUT ULTIMATELY WE’RE ALL ALIKE….
Total
Great Britain
Key:
People across
the world have
more things in
common than
things that make
them different
81%
77%
74%
73%
73%
69%
68%
68%
68%
68%
67%
67%
66%
65%
65%
64%
62%
60%
50%
50%
34%
16%
19%
19%
21%
19%
21%
21%
23%
24%
22%
22%
22%
26%
26%
28%
26%
30%
29%
45%
41%
49%
Turkey
S Africa
China
India
Spain
GB
Australia
Canada
Germany
US
Russia
Argentina
Sweden
Total
Brazil
Poland
Italy
Belgium
S Korea
France
Japan
1
2
3
4
5
6
7
8
9
10
11
12
13
T
14
15
16
17
18
19
20
Agree Disagree

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THANK
YOU
http://www.ipsosglobaltrends.com/