Ipsos Global Trends 2017
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This document summarizes findings from a global trends survey conducted by Ipsos MORI across 23 countries. It identifies 8 key trends: 1) Crisis of the Elites, with rising populism and public distrust in institutions; 2) Uncertainty is the New Normal, as rapid changes create anxiety about the future; 3) Battle for Attention, as consumers face constant interruptions from an overwhelming amount of information; 4) Search for Simplicity and Control, as people seek frictionless choices to feel in control; 5) Rise and Rise of Tradition, as the past provides reassurance against uncertainty; 6) Generation Strains, as different cohorts have diverging values and prospects; 7) Healthier World, though progress is uneven
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Ipsos Global Trends 2017
- 1. 1 FRAGMENTATION COHESION & UNCERTAINTY BEN PAGE, CHIEF EXECUTIVE, IPSOS MORI BEN.PAGE@IPSOS.COM FULL DATA AT WWW.IPSOSGLOBALTRENDS.COM © Ipsos
- 2. 2 MEGA TRENDS © Ipsos (THAT ARE CERTAIN)
- 3. 3© Ipsos AGING UNEVEN ECONOMIC GROWTH GLOBALISATION AND MIGRATION CLIMATE CHANGE AND SUSTAINABILITY TECHNOLOGICAL CHANGE POLITICAL CHANGE AND MULTI POLARITY
- 6. © Ipsos 6 KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 The internet is making young people’s expectations about sex unrealistic Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 SEX AND THE WEB? 63% 76% 75% 73% 71% 68% 68% 67% 67% 67% 67% 66% 65% 64% 63% 60% 60% 57% 57% 57% 57% 56% 44% 35% 21% 16% 17% 17% 17% 13% 13% 22% 24% 26% 23% 22% 18% 19% 17% 23% 22% 22% 22% 20% 25% 25% 25% 28% Total S Africa India Peru Mexico Australia GB Brazil Indonesia S Korea Turkey China U.S. Spain Canada Argentina Germany Belgium France Poland Sweden Italy Russia Japan
- 7. 7© Ipsos CRISIS OF THE ELITES OPTIMISM DIVIDE GENERATION STRAINS RISE AND RISE OF TRADITION BATTLE FOR ATTENTION SIMPLICITY AND CONTROL UNCERTAINTY IS THE NEW NORMAL OUR EIGHT TRENDS HEALTHIER WORLD
- 8. © Ipsos 8 THE ELITES THE CRISIS OF
- 9. © Ipsos 9 THE ELITES THE CRISIS OF Populist victories and uprisings are just the crystallisation of more long standing, deep rooted public concerns about stagnating wages in the West, fewer opportunities than in the past and a sense that “average” people are being left behind by metropolitan elites who benefit from globalisation, with the masses losing out.
- 10. 10© Ipsos CRISIS OF THE ELITES? My government does not prioritise the interests of people like me 71% Economy rigged for advantage of the rich and powerful 76% Feel like a stranger in my country 46% Don’t identify with what my country has become 59% Experts don’t understand my life 69% Wish we had a strong leader not current elected government 58%
- 11. 11© Ipsos CRISIS OF THE ELITES? – TRUST IN ... International institutions 38% Banks 36% Justice system 36% Big companies 32% The government 24% Political parties 16% The media 7%
- 12. 12© Ipsos UNCERTAINTY IS THE NEW NORMAL
- 13. © Ipsos 13 THE NEW NORMAL UNCERTAINTY IS Life in the 21st century sees people across the world anxious about the future, despite being much more affluent than previous generations. Political uncertainty, the benefits and risks of rapidly changing technology, and climate change, economic winners and losers mean that the public, business and government all need to cope with a future that seems much more uncertain.
- 14. © Ipsos 14 THE NEW NORMAL? IS UNCERTAINTY © Ipsos 14
- 15. © Ipsos 15 KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 We live in an increasingly dangerous world Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 DANGER EVERYWHERE 82% 95% 90% 89% 88% 87% 87% 86% 86% 84% 84% 84% 83% 82% 82% 80% 80% 79% 78% 78% 77% 72% 67% 60% 15% 5% 10% 10% 10% 10% 12% 14% 11% 14% 12% 14% 13% 13% 16% 16% 16% 18% 20% 21% 21% 25% 22% 33% Total Mexico S Africa Peru Argentina Brazil Turkey Poland U.S. Australia France Italy S Korea Belgium Russia Spain GB Germany Canada Sweden Indonesia India Japan China
- 16. © Ipsos 16 “I fear that technical progress is destroying our lives”% AGREE WORRY ABOUT EVERYTHING Millennials Gen X Baby Boomers 53% 49% 46% Base: 10,412 adults across 23 countries online, 12th Sep – 11th Oct 2016
- 17. © Ipsos 17 KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 50% 74% 71% 71% 66% 60% 60% 55% 55% 54% 52% 50% 49% 48% 47% 45% 43% 42% 39% 36% 35% 34% 33% 33% 38% 21% 24% 23% 28% 31% 26% 41% 28% 35% 37% 34% 44% 31% 40% 34% 39% 43% 50% 48% 54% 49% 53% 55% Total Indonesia India Turkey Peru Brazil China Mexico Russia Argentina S Africa Italy S Korea Poland U.S. Japan Australia Canada Spain GB Germany France Belgium Sweden Eventually all medical conditions and diseases will be curable Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 NOT ALL DOOM AND GLOOM
- 19. © Ipsos 19 FOR ATTENTION THE BATTLE With more channels and devices than ever, and only 24 hours in the day, brands are locked in a Battle for Attention, with consumers frustrated at overload.
- 20. 20© Ipsos Direct marketing TV/ Cinema RadioPress Posters / Billboards 1980s Digital/ terrestrial TV Mobile phone ads Mobile phone aps Social networking profiles In game advertising PR Online video Homepage takeovers Search ads Direct marketing Micro blogging Satellite TV Online radio Digital radio Press Direct marketing Email marketing Sponsorship Analogue radio Augmented reality Viral video Direct mail Digital Billboards Posters Online banners Cinema Direct marketing Microsites Now
- 21. 21© Ipsos BATTLE FOR ATTENTION 74% 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 © Ipsos 21
- 22. 22© Ipsos % they are served are often irrelevant Say the ads
- 23. © Ipsos 23 % USING AD BLOCKERS YES NO DON’T KNOW 57% 76% 67% 66% 66% 65% 64% 63% 62% 62% 61% 60% 60% 57% 56% 56% 53% 52% 50% 48% 47% 45% 40% 37% 36% 19% 26% 28% 31% 30% 30% 32% 31% 34% 32% 33% 35% 34% 35% 35% 41% 40% 41% 44% 44% 46% 52% 57% 7% 5% 7% 6% 3% 5% 6% 5% 7% 4% 7% 7% 5% 9% 9% 9% 6% 8% 9% 8% 9% 9% 8% 6% Total India Indonesia France S Africa China Brazil Argentina Germany Poland U.S. Peru Russia Turkey Mexico Canada Italy Spain Belgium Sweden GB Australia S Korea Japan Base: 10,412 adults across 23 countries online, 12th Sep – 11th Oct 2016
- 24. 24© Ipsos FOR SIMPLICITY THE SEARCH AND CONTROL
- 25. © Ipsos 25 SIMPLICITY AND CONTROL THE SEARCH FOR Overwhelmed by being constantly “on”, with apparently endless choices, people look for simple, frictionless processes, curated choice and want to be able to feel in control of their lives and their time.
- 26. 26© Ipsos % Say they wish their life was more simple
- 27. © Ipsos 27 “… choice, complexity and let’s CASS SUNSTEIN call it limited attention span … can lead to behavioural market failures” © Ipsos 27
- 28. © Ipsos 28 Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 67% 81% 80% 78% 77% 76% 74% 72% 71% 71% 70% 68% 67% 67% 66% 65% 63% 62% 62% 59% 58% 56% 53% 43% 21% 16% 14% 17% 14% 15% 23% 14% 22% 22% 17% 20% 23% 18% 21% 25% 20% 20% 22% 25% 27% 29% 29% 22% Total Mexico Peru Indonesia Spain China S Africa Belgium India S Korea Poland Brazil Argentina France U.S. Turkey GB Australia Canada Italy Germany Russia Sweden Japan 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) DATA - EVERYWHERE ACCESS TO PERSONAL WORRIED ABOUT
- 29. © Ipsos 29 Base: 17,179 adults across 23 countries, online, 12th Sep – 11th Oct 2016 KEY: Trusted 2016 Not Trusted 2016 Trusted 2014 Not Trusted 2014 34% 68% 56% 53% 47% 45% 39% 35% 35% 35% 34% 34% 34% 30% 28% 28% 26% 26% 22% 22% 21% 20% 15% 51% 25% 35% 30% 33% 42% 50% 35% 34% 56% 50% 54% 55% 58% 55% 52% 57% 65% 64% 62% 63% 72% 77% Total India Turkey Indonesia Sweden Canada Australia Japan Russia Peru Belgium GB U.S. Argentina Germany Poland France S Africa Brazil S Korea Italy Spain Mexico % who trust their national government with their data WITH THEIR DATA OWN GOVERNMENT MOST DON’T TRUST
- 30. © Ipsos 30 OF TRADITION THE RISE AND RISE
- 31. © Ipsos 31 OF TRADITION THE RISE AND RISE With the future looking uncertain, and the present complex, for many people the past and its traditions – or selective memories of them – are reassuring. Tradition provides security, familiarity, authenticity and a sometimes mythical place to retreat to – and the web means inspiration from the past is more easily found than ever.
- 32. © Ipsos 32 Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 50% 69% 69% 66% 64% 62% 59% 58% 58% 57% 51% 49% 48% 48% 46% 46% 44% 43% 43% 41% 38% 37% 32% 30% 41% 28% 23% 24% 27% 33% 32% 29% 35% 38% 36% 39% 42% 41% 45% 49% 54% 41% 51% 48% 49% 54% 64% 60% Total India U.S. France Belgium Mexico Italy Australia Turkey Brazil Canada GB Argentina Russia Germany S Africa Indonesia Japan Sweden Spain Poland S Korea Peru China I would like my country to be the way it used to be ATTRACTIVE ALWAYS THE PAST IS
- 33. 33© Ipsos %agree that “traditions % are an important part of society” agree that “It is up to everybody to work out their own set of principles to guide their decisions”
- 34. © Ipsos 34 MOST DON’T The role of women in society is to be good mothers and wives WANT KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 Base: 17,180 adults across 22 countries, online, 12th Sep – 11th Oct 2016 TRADITIONAL 37% 76% 69% 64% 47% 43% 42% 41% 41% 39% 37% 36% 36% 35% 30% 27% 25% 24% 24% 23% 22% 19% 17% 58% 22% 23% 33% 50% 52% 54% 53% 52% 59% 60% 60% 61% 44% 64% 69% 70% 70% 71% 73% 72% 77% 78% Total Indonesia Russia India Turkey Brazil Poland Germany U.S. S Africa Mexico S Korea Peru Japan Australia Argentina Canada France Italy Belgium GB Spain Sweden ROLES FOR WOMEN
- 36. © Ipsos 36 STRAINS GENERATION One of the biggest drivers of changing public attitudes is now generational change. Different cohorts have very different values, and as the pre-1945 generation die out, they are replaced by people with different expectations. At the same time, the young face bigger challenges than Baby Boomers at the same age across the world, and there is general pessimism about their prospects.
- 37. © Ipsos 37 DECLINE IN PARTY POLITICAL ENGAGEMENT IS LINKED STRONGLY TO GENERATIONAL DIFFERENCES… Do you think of yourself as a supporter of any one political party? (% YES) 1983 2015 48% 33%
- 38. © Ipsos 38 DECLINE IN PARTY POLITICAL ENGAGEMENT IS LINKED STRONGLY TO GENERATIONAL DIFFERENCES… Do you think of yourself as a supporter of any one political party? (% YES) 1983 2015 56% 55% Pre War Gen X 34% 22% 14% 38% 27% 20% Baby Boomers Gen Y
- 39. © Ipsos 39 78% 66% 65% 63% 56% 49% 48% 45% 42% 40% 39% 37% 34% 32% 29% 28% 27% 26% 24% 22% 21% 15% 10% China Peru India Indonesia Brazil S Africa Mexico Russia Poland Argentina U.S. Turkey Italy Germany Canada Japan Sweden Australia S Korea GB Spain Belgium France DISRUPTION To what extent, if at all, do you feel that today’s youth will have had a better or worse life than their parents, or will it be about the same?” % BETTER TOMORROW Base: 10,412 adults across 23 countries online, 12th Sep – 11th Oct 2016
- 40. © Ipsos 40 WINNERS AND LOSERS SINCE THE 2008 CRASH ACCORDING TO THE IFS
- 41. 41© Ipsos WORLD A HEALTHIER © Ipsos 41
- 42. © Ipsos 42 WORLD A HEALTHIER Health is an area of rapid change. Life expectancy increases annually, but health systems globally are under pressure as medical innovations abound and costs keep rising. New drugs and medical technology are advancing rapidly but the public is often pessimistic about their own health system, and confused about what they need to do: above all, they seek reassurance – and control.
- 43. © Ipsos 43 PEOPLE SAY EATING Of all the things I can do to maintain good health, eating right is the most important THE RIGHT THING MATTERS KEY: Agree 2016 Disagree 2016 80% 95% 90% 88% 87% 87% 86% 85% 85% 84% 84% 82% 82% 82% 79% 78% 78% 77% 74% 72% 71% 68% 67% 63% 16% 4% 8% 10% 7% 11% 10% 11% 14% 14% 14% 12% 14% 15% 19% 18% 16% 18% 23% 23% 20% 19% 25% 30% Total Indonesia India S Korea China Spain Argentina Brazil S Africa Turkey Peru Australia Canada U.S. Mexico Germany Italy GB Sweden France Russia Japan Belgium Poland Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016
- 44. © Ipsos 44 BUT MOST How satisfied or dissatisfied are you with your weight? WORRIED ABOUT WEIGHT KEY: KEY: Satisfied 2016 Dissatisfied 2016 Satisfied 2014 Dissatisfied 2014 44% 75% 65% 52% 51% 51% 51% 49% 48% 45% 45% 45% 43% 43% 43% 42% 42% 41% 41% 39% 37% 28% 26% 19% 33% 10% 20% 27% 32% 36% 35% 18% 31% 38% 30% 33% 40% 36% 38% 34% 32% 33% 31% 33% 32% 46% 36% 51% Total Indonesia India Sweden Poland S Africa U.S. China Russia Australia Brazil Canada Germany Turkey GB Argentina Italy Belgium Spain France Mexico Japan Peru S Korea Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016
- 45. 45© Ipsos % more control Say they want % second opinion Would get a
- 46. © Ipsos 46 WILL 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? HEALTHCARE KEY: Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 KEY: Improve 2016 Get Worse 2016 Improve 2014 Get Worse 2014 29% 71% 60% 51% 47% 42% 40% 39% 39% 27% 26% 24% 23% 23% 22% 21% 20% 20% 18% 14% 12% 10% 10% 8% 23% 9% 6% 4% 8% 22% 13% 13% 25% 11% 18% 20% 28% 13% 32% 38% 29% 29% 32% 24% 38% 41% 38% 47% Total Brazil India Indonesia China Turkey Peru Argentina S Africa S Korea Russia U.S. Belgium Japan Mexico France Australia Sweden Canada Poland Germany Italy Spain GB IMPROVE?
- 47. 47© Ipsos DIVIDE THE OPTIMISM © Ipsos
- 48. © Ipsos 48 DIVIDE THE OPTIMISM While most people globally feel humanity has more that unites than divides it, people’s outlook varies dramatically – in relatively wealthy western Europe and the USA there is often pessimism about the future, whereas in India, China, Indonesia and other developing countries the outlook is far more optimistic. Where you are sitting makes things look very different – the world is divided over globalisation itself.
- 49. © Ipsos 49 GLOBALISATION Globalisation is good for my country DIVIDES 55% 82% 79% 77% 72% 72% 70% 65% 57% 56% 56% 54% 53% 52% 49% 49% 45% 45% 45% 41% 41% 36% 31% 30% 32% 14% 13% 19% 24% 17% 24% 26% 32% 34% 27% 27% 37% 29% 31% 31% 45% 41% 37% 36% 41% 51% 53% 57% Total India China Peru Indonesia S Africa Brazil Argentina Sweden S Korea GB Canada Turkey Australia Japan U.S. Germany Mexico Poland Russia Spain Italy France Belgium KEY: KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016
- 50. © Ipsos 50 STRIVING VERSUS I want to achieve success personally and professionally even if I have to change totally the way I live COMPLACENT? KEY: KEY: Agree 2016 Disagree 2016 55% 77% 77% 72% 72% 70% 68% 67% 65% 62% 59% 53% 51% 47% 47% 44% 44% 44% 44% 42% 41% 41% 36% 33% 39% 21% 22% 27% 25% 23% 31% 31% 27% 36% 36% 42% 43% 45% 44% 47% 50% 46% 50% 50% 52% 43% 57% 60% Total India Mexico S Africa Peru China Indonesia Brazil Russia Turkey S Korea Argentina U.S. Australia Poland Belgium Canada France Spain GB Germany Japan Sweden Italy Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016
- 51. © Ipsos 51 FOR CONSUMER I measure my success by the things I own UNDERSTANDING, COUNTRIES KEY: KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 MATTER 37% 70% 63% 61% 58% 53% 42% 38% 38% 36% 36% 34% 32% 31% 30% 29% 27% 27% 27% 25% 24% 23% 21% 21% 60% 24% 35% 38% 40% 43% 57% 56% 58% 57% 62% 63% 63% 66% 69% 68% 69% 60% 69% 72% 74% 74% 77% 78% Total China India Turkey Brazil S Korea Indonesia France Poland Russia S Africa U.S. Belgium Germany Peru Australia Italy Japan Mexico Canada GB Argentina Spain Sweden Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016
- 53. © Ipsos 53 MORE IN People across the world have more things in common than things that make them different COMMON? KEY: KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 66% 79% 77% 76% 76% 76% 73% 72% 72% 72% 72% 71% 71% 69% 66% 65% 64% 61% 60% 59% 57% 55% 48% 37% 26% 18% 19% 21% 20% 20% 19% 20% 18% 19% 23% 21% 23% 23% 27% 30% 31% 33% 32% 31% 36% 32% 43% 42% Total India S Africa Mexico Turkey Peru Russia Argentina Australia China Spain GB U.S. Canada Germany Sweden Indonesia Brazil Belgium Poland Italy France S Korea Japan