The major challenges facing people give businesses and institutions a clear mandate to offer plans and solutions, which will differ from market to market. Yet less than half consider their national government (36%) or businesses (45%) to be good at planning for the long-term future.
Our study — comprised of 48,000 interviews across 50 markets covering 70% of the world’s population and 87% of GDP (including 11 Asian markets of Australia, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Thailand, and Vietnam) — and highlights clear trends to monitor and prepare for:
- A growing tension between global and local. Although many talk of de-globalisation, at least six in ten people across the world believe that globalisation is good for them personally (62%) and for their market (66%). Over the last decade, this figure has been gently rising – even as geopolitical tensions have worsened. Like their global counterparts, Asians too see merits of globalisation and believe it is good for their country – Vietnam (89%), India (80%), Indonesia (80%), Singapore (80%), Philippines (75%), Malaysia (74%), South Korea (74%), Thailand (72%), New Zealand (64%), Australia (63%) and Japan (61%).
- Eight in ten agree we are headed for environmental disaster unless we change our habits quickly and similar concern is shared in the Asian markets of Indonesia (92%), Vietnam (91%), Philippines (88%), Thailand (88%), South Korea (85%), India (85%), Singapore (83%), Malaysia (82%), New Zealand (80%), Australia (72%) and Japan (62%).What there is no agreement about is how to address it – and even with such high levels of concern, over half agree scientists don’t really know what they are talking about on environmental issues.
- Despite global divisions, Ipsos Global Trends shows people do have clear expectations of brands and business. Most believe business can be a force for good, with 80% agreeing that brands can make money and support good causes at the same time – yet at the same time, 53% don’t trust business leaders to tell the truth. And almost two-thirds say they try to buy products from brands that act responsibly, even if it costs more (64%). On the contrary we expect business leaders to tell the truth, especially in India (78%), Indonesia (71%), Vietnam (64%), Philippines (60%) and Malaysia (56%).While only 1 in 2 global citizens (52%) place higher importance on brand image, consumers in Asia, the Middle East and Africa are willing to spend extra for a brand with an image that appeals to them. In Asia this was particularly pronounced for consumers in India (78%), China (78%), Vietnam (74%), Indonesia (72%), Pakistan (70%), Hong Kong SAR (67%), Philippines (63%), Singapore (63%), South Korea (62%), Malaysia (59%), Thailand (57%), and Australia (53%). Japan (32%) did not toe the line. Interestingly, brand image was seen to be more important for people with higher income (62%) and education (58%).
- Amid rising demand for the regulation of big tech, six in ten fear that technical progress is destroying our lives – but at the same time 71% also say they can’t imagine life without the internet; this encapsulates the cognitive polyphasia so many of us experience in thinking about technology. This paradox was visible particularly in the Asian markets of India (72%), Malaysia (70%), Indonesia (68%), New Zealand (63%), Philippines (63%), South Korea (63%), Thailand (61%), Australia (60%), Singapore (58%), Vietnam (57%) and Japan (46%). At the same time, Asians too are hooked to their gizmos and cannot imagine their life without the internet like their global counterparts. And this was true for all markets in Asia – India (84%) China (82%), South Korea (82%), New Zealand (81%), Hong Kong SAR (81%), Vietnam (79%), Australia (78%), Japan (77%) Malaysia (77%), Thailand (73%) and Philippines (71%). A larger proportion still – 81% – are resigned to losing some privacy because of what new technology can do.
- Finally, despite a gloomy global outlook, we are confident about our own prospects. Our optimism bias is clear; while only 31% are optimistic for the world overall for the coming year, most consider themselves happy (57%), and 59% are optimistic about how 2023 will pan out for themselves and their family.
“Navigating through the ‘Twitchy Twenties’ means detail matters,” says Ben Page, Global CEO of Ipsos. “How can brands, governments and individuals work together to solve the multiple crises facing global society and build on the personal hope and optimism we see?”
Hamish Munro, Ipsos APAC CEO, commenting on the findings of IGT 2023, said, “Most Asian markets believe globalisation is good for their country with a preference for brands with a strong image especially among affluents and those with higher education. Most Asian citizens want brands to help their society and are willing to pay more esp. in Vietnam (86%), Indonesia (85%), India (83%), Philippines (79%) and Thailand (73%).”
Amit Adarkar, CEO, Ipsos India, said, “The Ipsos Global Trends 2023 will help marketers shape their brand decisions through the 2020s as the report covers a wide range of topics and how consumers are navigating through these tough macro conditions. What I found really fascinating about Indians, they still prefer their logos, of popular brands with a strong brand image and are willing to shell out more monies. Likewise, Indians like most Asians seek authenticity and want their business leaders to tell the truth. And despite huge emphasis on nationalism, at least 8 in 10 Indians believe globalisation is good for India.”
Ipsos Global Trends 2023 provides the data needed to make decisions for a range of plausible future scenarios. We share the Macro Forces that will shape the next decade, review the changes we see in our global trends framework and suggest ways to react and build resilience.
Our report tells a story from the topline data. For a deeper dive into demographic differences, regional analysis and sector- or market-specific insights please contact us for a custom analysis of this incredibly rich data source.
