ipsos global trends 2020 and cv19...chronic diseases such as cancer, obesity and diabetes my...

© Ipsos

Ipsos Global Trends 2020 andCV19

Ben Page, Chief Executive, Ipsos MORI

[email protected]

@benatipsosmori

Most predictions are wrong

© Ipsos

3


© Ipsos

What peoplemost sawas a threatto healthin 2019

4

32%

16%

14%

10%

8%

5%

4%

2%

6%

Chronic diseases such as cancer, obesity anddiabetes

My lifestyle, e.g. diet, weight and level of exercise

Environmental pollution such as air and waterpollution

My mental health

Accidents or injuries, such as road accidents

Violent attacks from other people

Infectious diseases such as influenza or malaria

Other

None of the above


© Ipsos

Total Understanding:

Over 370 questions

asked of over 22,000

people globally

© Ipsos

33COUNTRIES

IN

© Ipsos | Global Trends Presentation | January 2020 | Version 1 | Strictly Confidential© Ipsos

Our theory of change includes CV19

© Ipsos

SIGNALS

Visible real world examples of the responses to the forces and pressures; how these are adopted and adapted - what people & organisations are doing, being, looking at, listening to, choosing, avoiding, experiencing, believing…they can be BIG or small.

MACRO FORCES

Affect the whole world, and have a high likelihood of

happening. They are deep currents

with long term and far reaching

impacts and tend to drive human

systems.TRENDS

Person-centric trends, denoting how Opinions, Attitudes & Values of citizens and consumers are changing over time

in response to macro forces & early signals.

© Ipsos

Macro Forces

Growing inequality

and opportunity

Geopolitical

tensions

The fragile

planet

Technology

tipping points

Data

world

Dynamic

populations


Our theory of change

© Ipsos

A ‘shock’ to the

eco-system!

Covid-19 has

produced a tsunami

of new signals that

are impacting life now

and may result in

impending change to

our future societies.

© Ipsos© Ipsos

A tsunami of Covid-19 inspired ‘signals’…

Bad science:

• Influencers sharing bad advice

• Anti-Vaxx campaign voices

• Citizens ignoring ‘advice’ to

isolate

Caring:

• Special shopping hrs for

vulnerable

• Balcony bingo & exercise classes

• New way to greet people

Escapism:

• Free Pornhub premium

• China Q1 gaming growth 30%

• Pokémon go ‘at home’

Confronting:

• ‘virus originated in Wuhan lab’

• Boomers care, but not about the

planet!

• US healthcare system only for

those that can afford it

© Ipsos

Ipsos Global Trends 2020

© Ipsos

© Ipsos© Ipsos

170 questions sort into 36 global “values”…

Data Apathy

Data Anxiety

Populist Revolution

Overwhelmed

Nostalgia

Fear of the FutureTechnophobia

Left Behind

Materialism & Achievement

Health Self-reliance

Traditional Nationalism

Traditional Gender Roles

Tired of Environmentalism

Real-world Shopping

Beyond Binary

Climate Emergency

Review-based Consumption

Technophilia

Pro-globalism

Early Adoption

Instashopping

Immortality Through Science

Data Sharing

Hedonism

Brand worshipFaith in Capitalism

Trust in Medicine

Change

Op

en

Clo

se

d

Xenophilia

Wealth RedistributionDiscerning Consumption

Provenance Matters

Aspiring to HealthIndividualism

Conscious Eating

Regulate Big TechConserve

Nomadic Aspirations

© Ipsos© Ipsos

Nomadic Aspirations

Left behind,

nostalgic and worried

about the future

170 questions sort into 36 global "values"…

Data Apathy

Data Anxiety

Populist Revolution

Overwhelmed

Nostalgia


Left Behind






Real-world Shopping

Beyond Binary

Climate Emergency


Technophilia

Pro-globalism

Early Adoption

Instashopping


Data Sharing

Hedonism


Trust in Medicine

Change

Op

en

Clo

se

d

Xenophilia


Provenance Matters


Conscious Eating


© Ipsos© Ipsos

Positive about

technology, growth

and capitalism

Left behind,


about the future


Data Apathy

Data Anxiety

Populist Revolution

Overwhelmed

Nostalgia


Left Behind






Real-world Shopping

Beyond Binary

Climate Emergency


Technophilia

Pro-globalism

Early Adoption

Instashopping


Data Sharing

Hedonism


Trust in Medicine

Change

Op

en

Clo

se

d

Xenophilia


Provenance Matters


Conscious Eating


Nomadic Aspirations

© Ipsos© Ipsos

Traditional values

and nationalism

Positive about

technology, growth

and capitalism

Left behind,


about the future


Data Apathy

Data Anxiety

Populist Revolution

Overwhelmed

Nostalgia


Left Behind






Real-world Shopping

Beyond Binary

Climate Emergency


Technophilia

Pro-globalism

Early Adoption

Instashopping


Data Sharing

Hedonism


Trust in Medicine

Change

Op

en

Clo

se

d

Xenophilia


Provenance Matters


Conscious Eating


Nomadic Aspirations

© Ipsos© Ipsos

Radical change

Traditional values

and nationalism

Positive about

technology, growth

and capitalism

Left behind,


about the future


Data Apathy

Data Anxiety

Populist Revolution

Overwhelmed

Nostalgia


Left Behind






Real-world Shopping

Beyond Binary

Climate Emergency


Technophilia

Pro-globalism

Early Adoption

Instashopping


Data Sharing

Hedonism


Trust in Medicine

Change

Op

en

Clo

se

d

Xenophilia


Provenance Matters


Conscious Eating


Nomadic Aspirations

© Ipsos© Ipsos17

…AND GROUP INTO OUR 12 TRENDS

© Ipsos

1

8

However, even with a shock like COVID-19, it still takes much longer to shift underlying trends and macro

forces before a ‘new normal’ is created.

© Ipsos

44%47%

49%52%

31% 32%

84%82%

13%

93%

19

Values hold true over the medium term

I fear that technical progress is destroying

our lives

I wish I could slow down the pace of my

life

Fulfilment in life is achieving a prominent

position in your chosen career

It is up to everybody to work out their own

set of principles to guide their decisions

Sources: 1999: Ipsos Socioconsult Survey, 2019: Ipsos Global Trends survey – GB data, United Kingdom Internet penetration, Office for National Statistics (UK)

2008 financial

crisis

1999

Amazon Alexa

launched

Facebook

launches

2019

United Kingdom internet penetration% Net agree

9/11

© Ipsos

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

77

76

75

74

73

72

72

70

70

70

69

66

66

65

63

60

59

59

58

58

58

55

54

53

52

52

51

50

50

48

47

47

45

43

41

38

Climate Emergency

Trust in Medicine

Regulate Big Tech

Aspiring to Health

Fear of the Future

Individualism

Data Apathy

Discerning Consumption

Data Anxiety

Wealth Redistribution


Technophilia

Conscious Eating


Provenance Matters

Hedonism

Beyond Binary

Nostalgia

Populist Revolution

Technophobia


Pro-globalism

Nomadic Aspirations

Overwhelmed

Brand Worship


Early Adoption

Left Behind

Xenophilia

Real-world Shopping


Data Sharing

Faith in Capitalism



Instashopping

Many worry about the future

Fear of the future

is in the top five global

values measured by

value intensity

VALUE INTENSITY

© Ipsos

Base: 22,614 adults aged 16-74 across 33 countries,

interviewed June – July 2019


CLIMATE ANTAGONISM

© Ipsos

© Ipsos

Widespread agreement on the basicsClimate emergency: key statements

Agree

Disagree

82% 80% 79%

66%

12% 13% 14%22%

The climate change we are

currently seeing is largely the

result of human activity

We are heading for environmental

disaster unless we change our

habits quickly

Companies do not pay enough

attention to the environment

It is important that people in

my country switch to electric

motors in cars

Base: 22,614 adults aged 16-74 across 33 countries, interviewed June – July 2019

© Ipsos© Ipsos

But still some reservations

“Even the scientists

don’t really know what

they are talking about on

environmental issues”DISAGREE

42%AGREE

47%

© Ipsos


© Ipsos

Let’s hear from

some humans…

© Ipsos | Global Trends Presentation | January 2020 | Version 1 | Strictly Confidential© Ipsos© Ipsos

DATA DILEMMAS AND THE TECH DIMENSION

© Ipsos

“It is inevitable that we will all lose some privacy in the future because of what new technology can do”

77%

© Ipsos

© Ipsos

75%

“Social media companies

have too much power”

© Ipsos

© Ipsos

Wave 1 Wave 2 Wave 3

41%

48%

50%

+9 ppts

I fear that technical progress is destroying our lives

52%

56%

60%

+8 ppts

Technology means that I find it harder to switch off

Some fears of technology are on the rise

Base: 16,034 adults aged 16-74 across 20 markets

© Ipsos

But technology has its positives!

Agree77%

“Technology generally

makes life better”

“We need modern tech to

solve future problems”

Agree66%

© Ipsos



PEAK GLOBALISATION?

© Ipsos

© Ipsos

T

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

Emerging markets feel like the winners of globalisation

58%

86%

85%

83%

80%

74%

74%

72%

68%

68%

67%

66%

60%

58%

58%

56%

55%

54%

54%

53%

52%

52%

52%

51%

50%

49%

49%

46%

46%

45%

44%

41%

37%

34%

Total

China

India

Indonesia

Peru

Brazil

Colombia

Chile

Mexico

S Africa

S Korea

Albania

Turkey

Argentina

Denmark

Saudi Arabia

Montenegro

Germany

Sweden

Romania

Australia

Canada

GB

Japan

Poland

New Zealand

Spain

Netherlands

US

Belgium

Italy

Russia

Serbia

France

“Globalisation is good

for my country”



© Ipsos

50%

53%

56%

+6 ppts

Globalisation is good for my country


65%66%

67%

People across the world have more things in common than things that make them different

But pro-global views are rising



CAPITALISM’S TURNING POINT

© Ipsos

© Ipsos© Ipsos

Inequality is widely felt

77% 74%76%

“Having large differences in

income and wealth is bad for

society overall”

“The economy of my country

is rigged to advantage the

rich and powerful”

“Wealthy people in society

should pay more tax”

© Ipsos


© Ipsos

People expect more of business

“Business leaders have

a responsibility to

speak out on social and

political issues

affecting my country”

62% 60%63% 62% 64%

Overall Gen Z Millennial Gen X BabyBoomer



Agree

KEY:

© Ipsos

T

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

62%

87%

85%

81%

80%

76%

74%

74%

71%

70%

69%

69%

68%

65%

64%

64%

63%

63%

62%

61%

59%

59%

58%

57%

56%

55%

53%

50%

50%

45%

41%

40%

36%

35%

Total

Peru

Indonesia

Mexico

India

Colombia

Canada

China

Australia

New Zealand

Argentina

Sweden

US

Denmark

GB

Netherlands

France

Turkey

Albania

Chile

Belgium

Poland

S Africa

Saudi Arabia

Brazil

Russia

Germany

Romania

Spain

Montenegro

Italy

Serbia

S Korea

Japan

And we remain convinced hard work works…

“If you work hard

you can get ahead”



© Ipsos

78%“It is possible for a brand to support a good cause and make money at the same time”

© Ipsos


AUTHENTICITY IS KING

© Ipsos

© Ipsos© Ipsos

T

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

59%

80%

79%

79%

77%

69%

69%

67%

66%

66%

66%

65%

64%

63%

62%

60%

60%

60%

60%

58%

56%

56%

55%

52%

51%

49%

46%

45%

45%

45%

44%

43%

43%

42%

31%

17%

15%

15%

20%

20%

25%

19%

20%

28%

28%

19%

27%

28%

26%

26%

33%

32%

27%

36%

34%

33%

36%

36%

38%

34%

39%

41%

38%

41%

48%

45%

45%

43%

Total

Turkey

China

India

Indonesia

Italy

S Korea

Poland

Saudi Arabia

Peru

S Africa

Japan

Brazil

Romania

Australia

Canada

Colombia

New Zealand

US

Mexico

Chile

GB

Albania

Germany

France

Spain

Belgium

Argentina

Russia

Sweden

Serbia

Montenegro

Netherlands

Denmark

I tend to buy brands that reflect my personal values

Agree TOTAL

KEY:



© Ipsos© Ipsos

T

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

My own personal experience with a brand means more to me than advertising

80%

90%

90%

90%

89%

88%

88%

87%

86%

86%

85%

85%

85%

85%

85%

85%

85%

85%

84%

82%

81%

81%

81%

81%

80%

79%

79%

72%

71%

71%

67%

64%

63%

34%

13%

9%

7%

7%

7%

9%

5%

10%

7%

8%

9%

10%

12%

9%

11%

9%

10%

8%

10%

11%

9%

15%

16%

13%

12%

14%

13%

22%

19%

17%

25%

22%

27%

43%

Total

Indonesia

Serbia

Turkey

China

Peru

Russia

S Africa

Canada

United States

Australia

Chile

Colombia

Germany

India

Netherlands

New Zealand

Poland

Great Britain

France

Argentina

Mexico

S Korea

Sweden

Belgium

Brazil

Italy

Romania

Saudi Arabia

Spain

Montenegro

Denmark

Albania

Japan

Agree TOTAL

KEY:




THE ENDURING APPEAL OF NOSTALGIA

© Ipsos

© Ipsos

Most think young

people today

have shorter

attention spans

than in the past

© Ipsos

© Ipsos

T

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

50% want their countryto be the way ‘it used to be’

50%

69%

68%

63%

62%

62%

61%

59%

57%

56%

56%

56%

55%

54%

54%

53%

53%

53%

51%

50%

49%

47%

43%

43%

42%

42%

37%

36%

36%

36%

35%

35%

34%

27%

Total

Montenegro

India

Turkey

Saudi Arabia

Serbia

United States

Belgium

Mexico

Australia

France

Italy

Great Britain

Brazil

New Zealand

Denmark

Romania

S Africa

Canada

Sweden

Argentina

Germany

Indonesia

Russia

Chile

Peru

Netherlands

Poland

S Korea

Spain

Albania

Japan

Colombia

China



Agree TOTAL

KEY:

© Ipsos© Ipsos

50% 52%

58%


Hedonism is on the rise

“The important thing is

to enjoy life today,

tomorrow will take

care of itself”

© Ipsos


Agree

KEY:

© Ipsos

4

8

SIGNALS OF UNDERLYING VALUE-BASED TRENDSGTS Trend: Climate antagonism / Value: Climate Emergency

Does the lack of

pollution, cleaner air

and fewer planes help

people make more

informed choices in

the future? Will we

see a swing towards

more concern +

behaviour change?

© Ipsos

4

9

SIGNALS OF UNDERLYING VALUE-BASED TRENDSGTS Trend: Authenticity is King / Value: Brand Worship

Will brands with

purpose win?

Will retreating to

secure trusted+

traditional brands

mean we’ll see a

greater emphasis of

big=safe in the future?

© Ipsos

Will people expect

permanent

government

interventions in their

lives, like after World

War 2?

Will Americans

demand universal

healthcare?

5

0

SIGNALS OF UNDERLYING VALUE-BASED TRENDSGTS Trend: Capitalism’s Turning point / Value: Wealth Redistribution

© Ipsos

Climate emergency

In conclusion

Local

Data anxiety Rising apathy

Loss of the future Challenges to elites

Global

Search for simplicity/health Rising hedonism

Authenticity Scepticism

But no agreement on response

© Ipsos | Values Factor Chart | January 2020 | Version 1 | Internal Use Only | Strictly Confidential

Hedonism

Xenophilia

Pro-globalism

Fear of the Future

Early Adoption

Individualism

Brand Worship



Regulate Big Tech


Instashopping

Climate Emergency

Trust in Medicine

Populist Revolution56

WERE ALIKE BUT NOT THE SAME, UK VS NL

1

-15

-5

0

-4

-2

-2

-14

-11

7

2

-6

-2

7

0

12

-13

-11

-6

-11

-11

-11

-23

-21

-4

-10

-19

-17

-10

-22

Global Average

GB vs global average

Netherlands vs global average

Value intensity scores:

Same as global average

ipsos global trends 2020 and cv19...chronic diseases such as cancer, obesity and diabetes my...

Documents