Ipsos Global Trends Study on Public Attitudes

This document is a report detailing the findings of the Ipsos Global Trends study, which has been conducted regularly since 2014. The latest edition, titled 'In Search of a New Consensus: From Tension to Intention,' presents a refreshed framework of nine Global Trends derived from over 50,000 interviews across 50 markets. The report outlines significant shifts in public attitudes and values over the past decade, highlighting three key tensions that have intensified: the balance between individualism and globalism, nostalgia versus open-mindedness, and environmental concerns alongside fatalism. It emphasizes the importance of understanding these trends for brands and policymakers to navigate the complex landscape shaped by geopolitical, economic, and technological changes. The report also discusses the implications of these trends for leaders and organizations, suggesting that people increasingly seek brands that align with their personal values. Additionally, it introduces the Macro Force Framework, which helps in identifying and analyzing these trends.