益普索（Ipsos）：2023年全球趋势报告-应对多重危机（英文版）（122页）.pdf

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2、eals as much continuity as change.Some of this years key findings are:Concern about climate change rose consistently from 2013 through the COVID-19 pandemic until the inflation crisis.It has now plateaued while climate scepticism remains.People look to brands and business more trusted than governmen

3、t in most markets to act.With normal life resuming in most places after the pandemic,the appeal of global brands has returned to previous levels across much of the world,especially Asia and Africa.While concerns about data privacy and Big Tech remain strong,data apathy continues to grow,with citizen

4、s recognising that some loss of privacy is inevitable.This coincides with a rising proportion who think that technical progress is destroying our lives as the metaverse and generative AI burst onto the global scene.Despite the decline of populism and nativism,the underlying ingredients stagnating re

5、al wages,the loss of the future and the enduring appeal of nostalgia continue to rise.Most people expect governments not to support them adequately in the years ahead.With the effects of the COVID-19 pandemic echoing around the world and putting even more pressure on healthcare systems(which are fac

6、ing rising demand from ageing populations),our findings confirm the rise of mental health as a key issue especially for the young.How brands and politicians show empathy that they are on your side remains important.Despite war and geopolitical tensions,and reshoring or friendshoring of supply chains

7、,most people worldwide still believe that globalisation is good for their country a trend that has not changed since 2013.Finally,while most people are pessimistic about the macro environment,they remain far more positive about their own and their families prospects especially in Asia.As we have fou

8、nd,there is more difference between markets than there is between generations,and the world remains divided on a wide range of issues.Navigating through the Twitchy Twenties means detail matters.In this report we discuss the Macro Forces that will shape the next decade,review how the trends we launc

9、hed in 2020 are evolving,and suggest ways to react and build resilience.We hope you find it useful.Billie Ing,Global Head of Trends and Foresight at Ipsos Strategy3There is more difference between markets than there is between generations,and the world remains divided on a wide range of issues.Ipsos

10、|Global Trends|Feb 2023|Version 2|Public3ContentsIpsos Global Trends 2023 provides a toolkit to help you navigate the future.If you only have a few minutes,read the Executive Summary.If you want to know all the details,to inform your strategic planning and decision-making,then dive into Macro Forces

11、 and read how our Trends have evolved.Want to go deeper?Contact the Ipsos Global Trends and Foresight team to learn more about your policy area,market or category,and the relevant implications and opportunities.Click on picture to be taken to relevant section of report Ipsos|Global Trends|Feb 2023|V

12、ersion 2|Public4 Ipsos|Global Trends|Feb 2023|Version 2|PublicThe world isnt in crisis.The world is in crises.Were entering a new world disorder.We can no longer afford to focus on the big issue at hand,because there are many interrelated issues at play.As we enter 2023,weve emerged from a global pa

13、ndemic only to find ourselves immersed in a looming financial crisis,a climate crisis,a war waged by Russia on Ukraine which is causing an energy crisis and long-standing inequalities blooming into geopolitical crises around the world.The biggest concern:an economic crisis that is sharpening an econ

14、omic divide and raising questions around the role of business.While this looks different in markets like Argentina,which has faced high inflation since the 1980s,overall,the world is most concerned about inflation(63%)and energy costs(49%).We are seeing a movement away from shareholder value at all

15、costs,to a greater understanding of the human and environmental toll that capitalism takes.Yet we know that purpose-driven buying is often trumped by cost sensitivity,so what happens when cost and purpose are in even greater conflict?Another shift we are seeing is a growing tension between global an

16、d local.To be clear,most people across the world believe that globalisation is good for them(64%).But while we appreciate globalisation and how it helps create cross-cultural understanding and increase the accessibility of goods,we see nationalism prevailing at a governmental level and defences bein

17、g raised.Nationalism and populism remain powerful forces,and attractive to people who live in societies that are under pressure.Meanwhile,climate change has become a visceral reality and existential threat:in 2022 we saw 10 climate-related disasters top$3bn each in damages1.There is rampant debate a

18、bout how to address it:while some are putting the responsibility squarely on the shoulders of governments and systems,others particularly younger people around the world expect brands and governments to step up and solve systemic issues.These crises will not go away any time soon.The world order tha

19、t has lasted since the Second World War is splintering:dominant institutions are falling,populations are in conflict,and opposition groups are sowing discord.5 Ipsos|Global Trends 2023|Version 2|PublicA polycrisis is not just a situation where you face multiple crises.It is a situation where the who

21、ions can offer help:Our values are largely shared,though they also sometimes conflict either within ourselves or within our groups,nations and markets,which leads us to our final question:how can brands,governments and individuals work together to solve all these issues and build on the hope and opt

22、imism represented here?The good newsmay be yet to come.7Amid this backdrop of disorder,there are bright spots.While the polycrisis impacts our overall optimism only 31%are optimistic about the world in 2023 we remain happy and hopeful about ourselves and our personal lives,at least:58%of people say

23、theyre happy overall,and 59%are optimistic about their own futures.People do have common values,interests and goals.In fact,79%of the worlds citizens think that brands can make money and support good causes.A growing proportion of people will pay more for brands that act responsibly(63%),and were ge

24、nerally on the same page about the climate:79%feel that were heading for environmental disaster unless we change our habits.Corporations,governments and individuals all have a role to play in solving these crises and helping people to cope.But lack of trust is a barrier:72%are worried that governmen

25、ts and public services wont look after citizens in the future,and 54%dont trust business leaders to tell the truth.3.A climate crisis we need to solveThrough their actions,brands can have an incalculable impact on the world through the trust theyve already earned from their consumers.1.An economic c

26、risis hitting our walletsThere is an opportunity to rethink the structure and purpose of businesses and systems to have a positive impact on society.2.A tension between global and localGlobal brands are in a unique position of power:they can bridge the gap between global and local by offering the be

28、te changePlateau of globalisationGrowing mental health crisisCommunity migrationThe immersive frontierEmployee power shiftA greener way of thinkingSecurity dilemmasSystemic health inequalityLife stage evolutionsAI advances&quantum computingGenerational wealth disparitiesOver-developmentRethinking in

29、stitutionsIntegration of health&technologyGreater ethnic&religious diversityIncreased automationImpacts of inflationIncreasing geopolitical conflictsIdentity fluidityToll of technologyAlternative value structuresEntrenchedinequality10Our six global Macro Forces and key themesOperating at a broad lev

30、el,Macro Forces have far-reaching impacts within countries and across borders,affecting societies,markets and people.Tech-celerationInequalities and OpportunitiesPolitical SplinteringSocieties in FluxEnvironmental EmergenciesWell-rounded Well-being Ipsos|Global Trends|Feb 2023|Version 2|Public11The

31、population is ageing in most countries,creating a brain drain for businesses and putting pressure on economies and social care programmes.The birth rate is below the replacement rate everywhere in the world,except Africa.A higher proportion of the population is living in urban areas.Meanwhile,people

32、 are migrating both within and between countries.Some are displaced by climate change,while others are moving due to political circumstances and affiliations.People are rethinking traditional life stages and definitions of success,such as career,money and family.People are marrying later and having

33、fewer children.Ageing populationsCommunity migrationLife stage evolutionsPopulations are becoming more racially and ethnically diverse in many countries.Religion and spirituality are becoming less tied to geography and more diverse within countries and regions.Traditional definitions of gender,sexua

34、lity,ethnicity and identity are becoming less restrictive and more inclusive.Technology has enabled different online/offline personalities,offering fluidity in how and when one identifies a particular way.Greater ethnic&religious diversityIdentity fluidity68%of the worlds population will be living i

35、n urban areas by 2050(up from 47%in 2000)1Societies in Flux Ipsos|Global Trends|Feb 2023|Version 2|Public12The pace of advances in technology is increasing,and its pervasiveness is causing concern.Six in ten have access to the internet globally,with the highest regional penetration rates occurring i

36、n North America and Europe.From the metaverse to virtual reality(VR),there is a wave of innovation coming.On the front end are non-fungible tokens(NFTs),virtual real estate,VR haptic rigs and Web3 technologies,but consumers are already leveraging augmented reality while shopping to imagine potential

37、 purchases in their homes.Technologies like ChatGPT are reframing expectations around what advanced computing can do.Innovation in this space will enable new and more powerful capabilities and applications but also increase expectations for governments,regulators and businesses.Pervasive technologyT

38、he immersive frontierAI advances&quantum computingRetailers and manufacturers are increasingly looking for ways that automation can support or replace employees.From kiosks at fast food restaurants to customer service bots,automation takes many forms and will continue to proliferate.Many are pushing

39、 back on technology:Gen Z are using social media less often than prior years,there are anti-tech actions,and information overload has reduced our collective attention span.Increased automationToll of technology2xThe global ratio of robots to employees in manufacturing(141:10,000)has doubled since 20

40、152Tech-celeration Ipsos|Global Trends|Feb 2023|Version 2|Public13Middle-class incomes are becoming less influential in advanced economies,while Asia-Pacific middle class will account for the majority of global middle-class spending.In many markets,there is growing wealth inequity.The employee/emplo

41、yer dynamic is shifting.Unionisation is on the rise in some countries,while globally,white-collar employees have been able to continue the hybrid work schedules they adopted during the COVID-19 pandemic,and push for more flexibility.Millennials are likely to be poorer than Gen X and baby boomers wer

42、e at the same age.Boomers represent a large portion of the worlds economy,and their situation will shift as they navigate retirement and fixed incomes;theyll all be 65+by 2030.Rise&fall of middle classesEmployee power shiftGenerational wealth disparitiesInflation remains high in most countries as th

43、e threat of a global recession looms.This has been a shock particularly in the US and Eurozone.Global energy prices will continue to impact the economy and consumer spending.New value exchange structures and models are emerging and gaining traction,including decentralised autonomous organisations,NF

44、Ts and cryptocurrencies,as well as regenerative capitalism,which takes planet and people into account in addition to shareholders.Impacts of inflationAlternative value structuresInequalities and Opportunitiesof the world will be in recession in 20231/3Kristalina Georgieva,IMFs Managing Director,1 Ja

45、nuary20233 Ipsos|Global Trends|Feb 2023|Version 2|Public14Humans are already feeling the impacts of flooding,loss of biodiversity and weather extremes related to climate change.Coming soon:increasing disputes over who controls dwindling resources like water,the need for more adaptation,and decarboni

46、zation and other new measures to combat this existential threat to life on the planet.Climate change28 JulyEarth Overshoot Day in 2022:the date by which demand for natural resources had exhausted what the Earth can regenerate5EnvironmentalEmergenciesDifferent countries are in different stages when i

47、t comes to decarbonisation and setting policies to limit environmental impact,even within the same geographic region.Yet governments and citizens are increasingly taking measures to protect natural resources and prevent further environmental damage.A greener way of thinkingOver-population and over-d

48、evelopment are existential threats to humans,who currently use 150%of the Earths renewable ecological resources each year.With a population forecast to grow to 10 billion by 2100,the situation will get worse without further intervention4.Over-development Ipsos|Global Trends|Feb 2023|Version 2|Public

49、Populations around the globe are showing dissatisfaction with current political systems(whether democratic,autocratic,or other).Misinformation poses a threat to democracy,while citizens in countries such as China and Iran are pushing back on authoritarian regimes.15Technology has helped people find

50、others who think like them,creating a more insular worldview.Supply chain disruptions and the need for resilience have become common conversations among corporations and governments.However,access to global commerce and communication is still valued.From the reach and invasive nature of Big Tech to

51、the growing threat of global cyberattacks,ransomware and threats to financial institutions,data security is becoming both more sophisticated and more important than ever.Plateau of globalisationSecurity dilemmasGlobal progress in reaching pay parity between men and women slowed down because of women

52、 dropping out of the labour force during/after the COVID-19 pandemic.Systemic racism has become more broadly acknowledged,and long-standing inequities are being surfaced and rectified.Entrenchedinequalities$5mthe average estimated cost of a data breach incident in 20236Political SplinteringRethinkin

53、g institutionsConflict and violence were on the rise even before Russias war in Ukraine the first war in Europe since the end of the Second World War began.Ongoing political conflict such as civil wars,civil unrest and insurgencies disrupt the lives and safety of citizens in Myanmar,Ethiopia,Iran an

54、d elsewhere.Increasing geopolitical conflicts Ipsos|Global Trends|Feb 2023|Version 2|Public16COVID-19 triggered a global increase in the prevalence of stress,anxiety and depression.After the pandemic,people are becoming increasingly worried,about topics such as climate anxiety,wellness anxiety and w

55、ar anxiety.Many developing countries are closing the life expectancy gap,so life expectancy is increasing everywhere,but myriad inequalities exist that are continuing to determine life expectancy based on privilege,access to and availability of healthcare.Growing mental health crisisSystemic health

56、inequalityFrom bionics to genomic therapy,wearables to passive home health monitoring,technology will continue to play a pivotal role in global health and wellness.At the forefront is regenerative medicine:this captures the bodys ability to heal and applies it to a wide range of conditions.Integrati

58、f trends and foresight experts to analyse 370 questions across 36 markets,identifying 36 global values and 12 trends,which we have been tracking ever since.Since then,our annual updates have highlighted how our 12 trends(which cover populism,brand-building,climate change,technology,data security,pol

59、itics and social issues)have changed or not changed over time.We are delighted to be able to share with you what they look like in 2023,blending our latest data,local signals,our updated Macro Forces and some thought-starter provocations on what they might mean for your organisation,whether it is a

60、government department,a corporation or an NGO.We hope you find these insights thought-provoking.Ipsos|Global Trends|Feb 2023|Version 2|PublicClimate change has become a visceral reality,with the past year seeing the largest number of climate-related disasters in recorded history.But there is rampant

61、 debate about who is responsible for climate change and how to address it:some consumers are changing how they make purchasing decisions according to their environmental impact,while others(particularly Gen Z)are putting the responsibility squarely on the shoulders of government,systems and corporat

63、is,however,a vast difference across regions between who is concerned about climate change and who is not.And the countries where people are talking about it least may be the countries that are doing the most about it.One of the challenges we face in mobilising action around climate change is that it

64、 is never peoples number-one priority.There is always something COVID-19 over the past few years,and the cost of living crisis right now that individuals find more pressing.There is,though,a growing understanding of a collective need for environmental justice.For example,people cant get flood insura

65、nce in vulnerable communities and the American Forests Tree Equity Score has uncovered a historical lack of infrastructure and green spaces in marginalised communities which impacts the long-term health outcomes of residents.Globally,there is also debate about development should developing countries

66、 be allowed to grow in the same ways that developed countries previously did?Brands can help consumers meet their individual needs around climate change.Many people want something that lasts,with less packaging.But consumers are not always able to make the trade-offs.We cant expect consumers to shou

67、lder the burden of sustainability,especially with rising inflation.Above all,people want collaborative leadership from governments,corporations and NGOs on this issue.80%feel that we are heading for environmental disaster unless we change our habits quicklyCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHE

68、NTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|PublicThere is a great deal of innovation in sustainability

69、,such as emissions reductions,lower resource usage and greater reuse of resources21SignalsThe most impactful Macro Force themes affecting this trendIn Nigeria,farmers and herders are in conflict for arable land,due to desertification and flooding1.(via BBC)In the US territory of Puerto Rico,years of

70、 climate-change-driven hurricanes have eroded precious beaches2.(via the New York Times)In Australia,new records have been set every year for solar roof installations.Almost one in three households has solar panels the highest rate in the world3.(via ABC)In Romania,plans have been solidified to move

71、 away from coal to more sustainable forms of power with support from the European Commission4.(via IEEFA)4Alternative value structures3A greener way of thinking5Plateau of globalisation6Rethinking institutions2Over-develop-ment1Climate changeCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KING

72、DATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public22To what extent do you agree or disagree with the following stateme

73、nt?%agreeBase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023%agree%disagreeGLOBAL AVERAGEIndonesiaZambiaVietnamGuatemalaMoroccoNigeriaKenyaPeruPhilippinesSouth AfricaPanamaColombiaThailandChileSouth KoreaDominican

74、 RepublicIndiaTurkeyPuerto RicoHong Kong SARMexicoSingaporeChinaMalaysiaGreeceEcuadorCosta RicaBulgariaNew ZealandPakistanItalyBrazilFranceGreat BritainArgentinaSpainGermanyDenmarkBelgiumRomaniaCanadaPolandAustraliaUnited StatesSwedenIsraelUAEKingdom of Saudi ArabiaNetherlandsJapan809291 918888 87 8

75、7 86 86 86 86 86 86 85 85 85 8584 83 83 83 83 82 82 82 8281 80 80 80 80 80 7979 78 78 777574 73 73 73 72 727069 6866646216688108111312 12 12 12 12 12 12 13 1311 1114 15 15141514161517 17 17 16 17 17 171518 18 1819202420 2122 22262224262928CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDAT

76、A DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREConcern about the environmental emergency is ubiquitous across marketsWe are heading for environmental disaster unles

77、s we change our habits quickly.Ipsos|Global Trends|Feb 2023|Version 2|Public23Climate change will impact us all,and this shared lived experience is borne out by the fact that across all ages,genders,levels of income and education,working and marital status,the levels of concern about the climate eme

78、rgency are remarkably consistent.Such unanimity of feeling is rare,and gives those involved with this crucial issue a broad base with which to work.GenderAgeMarital StatusEducationIncomeWorking Status79%82%79%81%80%81%80%80%79%75%79%82%74%80%82%79%77%83%77%75%MaleFemale16-2425-3435-4445-5455-74Marri

79、edNot marriedLowMediumHighLowMediumHighFull-timePart-timeSelf employedStudentUnemployedConcern about the environmental emergency is ubiquitous across demographic groupsCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISM

80、S TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREBase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023We are heading for environmental disaster unless w

81、e change our habits quickly.To what extent do you agree or disagree with the following statement?%agree Ipsos|Global Trends|Feb 2023|Version 2|Public24In some markets,2022 saw the reversal of years of growing concern about the climate.At a national level we often see immediateeconomic concerns being

82、 more of a pressing issue for the public than climate change.91%78%57%75%60%82%80%72%79%72%ChinaBrazilUSFranceAustraliaSeries1Series2Series3Series4Series5Series6But concern about the climate may be starting to wane in some marketsCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMA

83、STHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE201320162019202020212022We are heading for environmental disaster unless we change our habits quickly.Base:5001,000 5001,000 a

84、dults aged 1675(1875 in US and Canada)per market per yearSource:Ipsos Global Trends SeriesTo what extent do you agree or disagree with the following statement?%agree Ipsos|Global Trends|Feb 2023|Version 2|PublicEven the scientists dont really know what they are talking about on environmental issuesB

85、ase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023And there are worrying signs of a potential pushback against the scienceCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPE

86、AK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE2575%51%43%49%42%74%48%49%51%49%ChinaBrazilUSFranceAustraliaSeries1Series2Series3Series4Series5Series6201320162019202020212022To what extent do you

87、 agree or disagree with the following statement?%agree Ipsos|Global Trends|Feb 2023|Version 2|Public26Thought Starters Many still rely on goods and services that worsen climate change.Can you create better-quality products that wont soon end up in a landfill,at a price people are happy to pay?Indivi

88、dual action is a drop in the bucket,while government pledges and corporate impact arent enough.How can your organisation work with all these actors to effect change?In a world whose existence is threatened and where the future is uncertain,does every business have the right to exist?Progress on clim

89、ate will need concerted action from governments,corporations,NGOs and citizensCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHC

90、HOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|PublicHealth is becoming more holistic,taking into account multiple meanings of well-being.The interconnectedness of health with other systems is also being examined,to begin to address inequities.CONSCIENTIOUS HEALTH Ipsos|Global Trends

91、2023|Version 2|Public27 Ipsos|Global Trends|Feb 2023|Version 2|Public28What its about today:Health is no longer just about physical well-being.Mental,emotional,financial and other aspects of health are becoming part of the conversation,broadening our collective understanding of what it means to be i

92、n good health.At the same time,there is a growing realisation of how connected our health is to everything around us,including our local environment and the world at large.This goes beyond the microbiome of the gut or macro-biome of the home to examine health through three lenses:me,my world and the

93、 world.This drives a connection between sustainability and health.However,this holistic,aspirational view of health is chiefly prevalent among wealthier consumers,regions and nations;countries and people who are less well-off economically usually have to focus on the effects of physical ill-health.A

94、t the same time,closer examination of the structural impacts of people,government,societies and business reveals that there are many systemic impacts to health for example,a shift to eating more processed food is leading to an increase in diabetes and heart disease.Chronic health conditions tied to

95、environmental factors such as air quality and pollution are also being explored,with the findings often being that systemic inequities are driving negative outcomes for marginalised groups.80%of global consumers agree I need to do more to look after my mental well-being86%of global consumers agree I

96、 need to do more to look after myself physicallyMental health is as much of a priority as physical healthCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGI

97、ASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public29SignalsThe most impactful Macro Force themes affecting this trendIn Singapore,there is a renewed focus on mental health,and more people are working out at gyms than before the pandemic1.(via The Straits

98、Times)In Belgium and elsewhere around the world,businesses such as Danone are highlighting the fact that our food affects both our health and the planets,and that its increasingly important to connect those aspects2.(via Danone)In France,car adverts will now encourage readers to walk,not drive,thank

99、s to a new law to promote alternative modes of transport3.(via Capital)New Zealands economy relies heavily on meat exports,yet veganism is now twice as popular there as it was five years ago4.(via NZ Herald)4Pervasive technology3Ageing populations 5Advancesin AI&quantum computing6Integrationof healt

100、h&technology2Growing mentalhealth crisis1Systemic health inequalityBrands are recognising opportunities to promote and support healthy lifestylesCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAI

101、NTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public30%agree%disagreeGLOBAL AVERAGENigeriaIndonesiaZambiaMoroccoPhilippinesPuerto RicoGuatemalaChinaKenyaPanamaPeruHong Kong SARSouth AfricaMexicoRomaniaEcuadorCosta Ric

102、aBulgariaBrazilUAEGreeceThailandSouth KoreaSingaporeChileDominican RepublicArgentinaMalaysiaColombiaTurkeyIndiaVietnamIsraelKingdom of Saudi ArabiaPakistanNew ZealandPolandAustraliaCanadaGreat BritainItalySpainJapanUnited StatesBelgiumGermanyFranceDenmarkSwedenNetherlands8697969593939292929291919191

103、90909089898988888888888787878686868685858484838383818080807979777675757065123 356 6 7 6 7 8 8 8 7 8 8 8 910 9 10 9 101010111111101113101114121215161314161616181518192022222630The drive to do more about our physical health is strong across all marketsI need to do more to look after myself physically.

104、To what extent do you agree or disagree with the following statement?Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK

105、 GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|PublicGLOBAL AVERAGENigeriaKenyaPanamaZambiaGuatemalaIndonesiaCosta RicaPhilippinesEcuadorPuerto RicoChinaSou

106、th AfricaSingaporePeruMexicoDominican RepublicHong Kong SARBrazilSouth KoreaVietnamMalaysiaMoroccoColombiaTurkeyChileRomaniaUAEArgentinaKingdom of Saudi ArabiaThailandIndiaNew ZealandPolandGreecePakistanIsraelItalyAustraliaDenmarkSpainCanadaBulgariaJapanGreat BritainBelgiumUnited StatesFranceGermany

107、NetherlandsSweden80959492 9191 90 90 9089 89 898886 86 86 86 85 85 8584 84 84 83 83 83 82 8281 81 81 81 8079767574 7473 73 737169 69 69 69 69 686360581546787878810 10 11 1112 11 111211 12141113 1310141513 13 13151418121922192021 2122 22262024 2324 24293235Mental health is a similarly high priority f

108、or manyBase:48,579 adults aged 165 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAIN

109、TY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE%agree%disagreeTo what extent do you agree or disagree with the following statement?31I need to do more to look after my mental well-being.Ipsos|Global Trends|Feb 2023|Version 2|Public32In most markets,physical h

110、ealth remains a greater priority than mental health.The markets shown here are those where the gap between physical and mental health is at least 10 percentage points.In other markets,the gap is much closer.These are the markets where the two concerns are closest:Kenya:Mental health=94%,Physical hea

111、lth=92%Panama:Mental health=92%,Physical health=91%Costa Rica:Mental health=90%,Physical health=89%20131212111110101010BulgariaGermanySwedenGreeceGreatBritainIsraelJapanAustraliaCanadaUnitedStatesPhysical health remains a greater priority than mental health in some marketsCLIMATE ANTAGONISMCONSCIENT

112、IOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREI need to do more to look after myself physically.I need to do more to look after m

113、y mental well-being.To what extent do you agree or disagree with the following statements?%agreeFigures show the top ten countries with the biggest lead for physical over mental well-beingBase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Sourc

114、e:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public33COVID-19 has put pressure on everyone.Even those not directly harmed by the most severe effects of the pandemic have had their thoughts dominated by the virus and how it,and its impact on the economy and society,might affect t

115、hem and those they care about.As well as the pandemic,negative factors over the past few years such as economic uncertainty,the climate crisis,and global conflict zones have added to peoples worries.Around eight in ten(from all age groups)agree that they need to do more to look after their mental we

116、ll-being.The most acute need is among the young:while four in ten of under-35s strongly agree that they need to do more for their mental well-being,just a quarter of those aged 5574 say the same.35%41%42%38%33%24%45%41%41%45%48%50%Total16-2425-3435-4445-5455-74Dont knowStrongly disagreeTend to disag

117、reeTend to agreeStrongly agreeWhile mental health is a challenge for all ages,it is the young who feel this most acutelyCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING AP

118、PEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREI need to do more to look after my mental well-being.To what extent do you agree or disagree with the following statement?%agreeBase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022S

119、ource:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public34Thought Starters How does your business or brand support a more holistic view of health beyond the physical for your customers and your employees?Do your innovations,strategic plans and growth opportunities take into accou

120、nt the systemic drivers of health and well-being?Consumers often have to choose between good for me and good for the planet:how can you help customers find the right balance?Look for ways to support the publics physical and mental healthCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA

121、DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|PublicThe days when corporations could focus on providing good products at good

122、 prices and expect the marketplace to respond favourably are fading fast.Increasingly,these aspects are taken for granted and consumers are asking hard questions,such as:What issues do you care about?More than caring,what do you actually do about these issues?How do you treat your workforce?What is

123、your ESG(environmental,social and governance)policy?How diverse is your workforce and how inclusive are your working practices?and expecting robust answers.Increasingly,the answers to these questions will drive marketplace success.AUTHENTICITY IS KING Ipsos|Global Trends 2023|Version 2|Public35 Ipso

124、s|Global Trends|Feb 2023|Version 2|PublicAuthenticity is a vital concept for brands to understand,but one that is increasingly complex to define36What its about today:Authenticity is an important,but increasingly complex,concept in the competitive,fast-changing global marketplace of 2022.It is also

125、one that interacts with many of the other trends on our list.Successful brands need to blend elements of localness,naturalness,heritage,trust,empathy,consistency and purpose at the same time asoffering good products at the right prices.With modern customers increasingly adept at spotting fakery and

126、insincerity,it is about more than simply shoehorning a topical cause into ones latest marketing campaign.Customers expect brands to pick issues that matter.They expect them to choose issues and support them.They expect this support to be about more than mere words;it should include actions,in the fo

127、rm of financial support,events and spokespersons.They want brands to choose the right issues issues that mean most to their audience,and issues that have a natural,rather than a forced,association with the brand.This discerning attitude to the activities of brands extends to channel choices too.With

128、 more and more people now familiar with online shopping,expectations are high and tolerance for missteps is low.Most people will only shop online while it offers genuine advantages of time and/or money,or ideally both.52%are willing to pay extra for a brand image that appeals to them80%feel it is po

129、ssible for a brand to support good causes and make money at the same timeCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICE

130、S OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|PublicCorporations are responding to calls for fairness and support for key issues by making an effort to demonstrate their empathy37SignalsThe most impactful Macro Force themes affecting this trendIn Chile,WOM mobile phone advertising campaig

131、ns are famous for their defiant stance.In one campaign,they say,We are a brand with balls,we speak clear and have no fear to give you the best service1.(via bienpensado)In France,Monoprix offers a range of products from local producers via its Made in not very far campaign2.(via Monoprix Enterprise)

132、In Panama,the Live for More tourism campaign takes a unique approach to promote Panama,focusing on Panamanians themselves and on stimulating and authentic experiences3.(via Promtur Panama)3Climate change4Growing mental healthcrisis2Rethinking institutions1Systemichealth inequalityCLIMATE ANTAGONISMC

133、ONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public38%agree%disagreeGLOBAL AVERA

134、GENigeriaIndiaChinaVietnamIndonesiaKingdom of Saudi ArabiaPakistanZambiaHong Kong SARKenyaUAEBulgariaPhilippinesSingaporeSouth KoreaSouth AfricaMoroccoMalaysiaBrazilNew ZealandThailandAustraliaFrancePolandGermanyGreat BritainDenmarkUnited StatesRomaniaNetherlandsDominican RepublicColombiaSwedenPeruS

135、painMexicoChileCanadaArgentinaItalyPanamaBelgiumGuatemalaTurkeyEcuadorIsraelJapanPuerto RicoGreeceCosta Rica528378787472717069676565646363626160595957575352484747474646454545444444424242413938383736353232323129431618202326232430283431333532333633363839414243434745444451494750505351545451535557575856

136、596159626667I am generally willing to spend extra for a brand with an image that appeals to meTo what extent do you agree or disagree with the following statement?Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 202

137、3Generally,people in Asia,the Middle East and Africa place the highest value on brand imageCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&ME

138、ANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public3937%63%38%27%41%69%41%33%52%78%53%41%FranceIndiaAustraliaArgentina201320192022CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNIN

139、G POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREThe value that people place on brand image is rising in many markets around the worldI am generally willing to spend extra for a brand with an image that appeals to meTo what extent do you agree o

140、r disagree with the following statement?%agreeBase:5001,000 5001,000 adults aged 1675(1875 in US and Canada)per market per yearSource:Ipsos Global Trends Series Ipsos|Global Trends|Feb 2023|Version 2|Public40Concern about the authenticity of brands is not evenly distributed.The proportion of those w

141、illing to pay extra for the right brand image is significantly higher among higher-income and/or higher-education individuals than those with more modest levels of these attributes.It is a pattern that has been repeated throughout recessions across the decades:so-called luxury attributes such as bra

142、nd purpose(applied to ethical production or environmental impact,for example)are often much more difficult for shoppers to justify when times are hard and money is scarce.Such a pattern suggests that there may be an economically driven back-to-basics mentality for a while,but this may mean that dema

143、nding customers will want goods with a high-price image,but at lower price points.52%46%53%62%45%48%58%43%48%43%35%47%47%38%TotalLow incomeMedium incomeHigh incomeLow educationMedium educationHigh educationAgreeDisagreeCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH D

144、IMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREBut brand image is more important to people with higher incomes and higher levels of educationI am generally willing to spend extra for a

145、 brand with an image that appeals to me.To what extent do you agree or disagree with the following statement?%agreeBase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public4

146、1Thought Starters Do you understand which issues or causes matter most to your target audience,and which ones most naturally resonate with your brand identity and heritage?Are you prepared to act on causes,rather just talk about them?People are increasingly looking for brands to do more than simply

147、engage on an intellectual level.How can you invest in practical support for the causes you embrace,and how this will affect your budgets?If you already have a strong brand purpose or want to step into this space,are you ready for the inevitable scrutiny and pushback that will follow?CLIMATE ANTAGONI

148、SMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREBuild stronger,more authentic relationships with customers Ipsos|Global

149、Trends|Feb 2023|Version 2|PublicWhether its that eerily accurate advert that pops up after you and your spouse have agreed to buy a new sofa,or your quick acceptance of the default cookie settings on a website so you can read an article a colleague just sent you,at times we all question who has our

151、ta breaches,scams and online manipulation,people have not really changed their habits around data privacy and security.The majority of people across the globe either know,or assume,that their data is being collected and used,but they dont know who has it,what is being done with it,and how they can p

152、revent their data from being collected.The alternative is not using social media platforms and services at all,but this leaves no middle ground for those who are privacy-minded.While requiring opt-in for certain functionality is becoming more common,brands such as Apple have begun pushing for enhanc

153、ed data privacy in order to differentiate themselves and reassure customers.Beyond the consumer landscape,theres increasing worry about the use of citizens data by foreign governments and state actors,for uses from hacking to inciting social upheaval.Data has become the currency of a technological c

154、old war.This has led to protectionist laws about where data can be stored and even which technology providers are allowed to do business.With the recent proliferation of data protection initiatives worldwide,there is more transparency and choice around how consumers are tracked but the picture is no

155、t yet complete.As we approach a cookie-less world,marketers and data companies will position and evolve their services to maintain business as usual.81%feel that it is inevitable that we will lose some privacy in the future because of what new technology can doCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHA

156、UTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREThe public remain prepared to share their data,within limits Ipsos|Global Trends|Feb 2023|Versi

157、on 2|PublicThe most impactful Macro Force themes affecting this trend3AI advances&quantum computing44SignalsIn the United States,a viral TikToker consensually doxxes people to reveal their names and birthdates to draw attention to private information easily found on social media1.(via NBC News)In Sp

158、ain,a business and employment site called beBee claims to be the first social network to pay users for their data2.(via beBee)In Chile,a new NGO called Fundacin DatosProtegidos(Protected Data Foundation)focuses on data privacy and security.It has started a campaign called#NoDoyMiRUt(I dont give my I

159、D number),which seeks to prevent businesses and companies from asking customers for their ID numbers,which are then sold to others3.(via Fundacin DatosProtegidos)4Increased automation5Toll of technology2The immersive frontier1Pervasive technologyCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS

160、KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREThere is a growing conversation around data security and data as a personal asset Ipsos|Global Trends|Feb 2023

161、|Version 2|Public45The sense that the erosion of personal privacy is inevitable is the prevalent public attitude in almost all of the markets covered in this study.In only Malaysia and South Korea does concern outweigh this feeling of inevitability:Malaysia:Inevitable=73%,Concern=79%S.Korea:Inevitab

162、le=67%,Concern=73%An implicit belief in the power of technology to do good and improve lives is part of the privacy trade-off.81%65%45%15%23%43%It is inevitable that we will all lose some privacy in the future because of what new technology can doI am concerned about how information being collected

163、about me when I go online is being used by my own governmentPeople worry too much about their privacy online.Im not concerned about what companies or the government know about meAgreeDisagreeCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA

164、DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREWhile there is concern about loss of privacy,most feel it is inevitableTo what extent do you agree or disagree with the following statements?%agreeBase:1.48,579 adul

165、ts aged 1675 across 50 markets,interviewed online between 23 September and 14 November 20222&3.48,580 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public245413423 232218171615 151

166、412 12 111187633332210-1-2-2-2-6-11-12-12-13-13-14-15-17-19-20-27-30-30The level of concern about privacy varies hugely from market to marketPeople worry too much about their privacy online.Im not concerned about what companies,or the government know about meTo what extent do you agree or disagree w

167、ith the following statement?Net agreement%agree,%disagreeBase:48,580 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATI

168、ONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE46GLOBAL AVERAGEIndiaPakistanIndonesiaThailandBulgariaMexicoPhilippinesPeruRomaniaEcuadorGuatemalaColombiaArgentinaCosta RicaVietnamMalaysiaZambiaChileNew Zealan

169、dKenyaDominican RepublicGreeceDenmarkPolandPanamaItalyBrazilSingaporeIsraelSwedenAustraliaSpainPuerto RicoTurkeySouth KoreaNetherlandsSouth AfricaGermanyBelgiumFranceNigeriaGreat BritainCanadaUnited StatesJapan Ipsos|Global Trends|Feb 2023|Version 2|Public47While concern about data collection and mi

170、suse is growing in India and,to a lesser extent in the US,this has remained stable in Sweden.The feeling that a loss of privacy is inevitable is growing in most markets,but most quickly in markets like Sweden,where it has historically been much lower than in other markets.More apathetic views toward

171、s data sharing have grown considerably in India.68%43%65%82%43%72%IndiaSwedenUS2013202270%44%81%83%75%84%IndiaSwedenUS2013202243%34%25%71%46%33%IndiaSwedenUS20132022People worry too much about their privacy online.Im not concerned about what companies or the government know about meIt is inevitable

172、that we will all lose some privacy in the future because of what new technology can doI am concerned about how information being collected about me when I go online is being used by my own governmentAnd the direction of change varies tooCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA

173、DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARETo what extent do you agree or disagree with the following statements?%agreeBase:5001,000 5001,000 adults aged 1675(187

174、5 in US and Canada)per market per yearSource:Ipsos Global Trends Series Ipsos|Global Trends|Feb 2023|Version 2|Public48Thought Starters Whats the return on investment for customers who share their data?And how can you communicate this simply and effectively?If transparency in data practices continue

175、s,are you ready to let your customers see how your organisation works?Is it possible to create products and services that operate without customers having to opt in,or that handle data anonymously and retain it temporarily?CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TE

176、CH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREBusinesses cannot take access to private data for granted Ipsos|Global Trends|Feb 2023|Version 2|PublicThe rapid pace of technologica

177、l change and disruption over the past few decades cannot be understated.However,years on,many people are wondering whether the promises made by Big Tech have been kept,and what we need to do collectively to harness the potential of tech and mitigate its risks.THE TECH DIMENSION Ipsos|Global Trends 2

178、023|Version 2|Public49 Ipsos|Global Trends|Feb 2023|Version 2|Public50What its about today:Even though technology may seem pervasive in our everyday lives,theres still considerable digitisation of industries and systems to be done.For example,interactions with government websites rarely feel technic

179、ally optimal.Now that technology is embedded in our daily lives and routines,many people are asking the question:Has it made our lives better or worse?The answer is,it depends.It depends on who you ask,where they live,and what specific technology youre asking about.Has digital technology made good o

180、n the promises it made of greater efficiency and better connection and collaboration?Social media in particular has been questioned.Many users are now choosing a digital detox,with some claiming that the end of Instagram is near,as it becomes more heavily monetised and vies for user attention by rep

181、licating other apps versus innovating on its own.Speaking of monetisation,after years of growth,Big Tech is pulling back.Massive layoffs and reductions in spending have hit an industry that has seen little hardship to date.But is this enough to stave off greater calls for accountability and regulati

182、on?Among government detractors,concerns of national security as it relates to foreign technology are commonplace.Will the internet may eventually fracture between east and west?Last,we would be remiss not to mention the metaverse and generative artificial intelligence,which has captured the worlds a

183、ttention,even though we dont quite know what it is.Is it here already?Is it a PR pivot?Or will it be the next big thing for societies,markets and people?71%cant imagine life without the internetCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIO

184、NA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREPeople need to be persuaded that new technologies will improve their lives rather than adopting them without question Ipsos|Global Trends|Feb 2023|Version 2|Publi

185、c3AI advances&quantum computing51SignalsIn Sweden,open finance services such as Insurely,which accesses your financial data to provide personalised offers powered by AI1.(via Insurely)In the United States,the KitchenPal app makes it easy for users to keep an inventory of their food cupboards,then sy

186、ncs this with a grocery list to minimise food waste or overbuying.Using barcode scanning,it also performs product comparisons and suggests recipe ideas2.(via KitchenPal)In Spain,the national postal company now offers at home many of the services and products it provides in its offices,such as paying

187、 electricity,gas and telephone bills,and paying in and withdrawing money in cash,via its 6,011 rural postal workers3.(via YouTube)4Increased automation5Toll of technology2The immersive frontier1Pervasive technologyThe most impactful Macro Force themes affecting this trendCLIMATE ANTAGONISMCONSCIENTI

188、OUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARETechnology is increasingly ubiquitous in peoples lives Ipsos|Global Trends|Feb 2023|

189、Version 2|Public52While the role of technology in everyday life is undeniable,many people feel that social media companies have too much power and that technological progress is destroying their lives.81%71%60%47%14%25%35%48%Social media companies have too much powerI cannot imagine life without the

190、 internetI fear that technical progress is destroying our livesI am usually the first among my friends to try out new thingsAgreeDisagreeBase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023CLIMATE ANTAGONISMCONSCIE

191、NTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREThe global public remains undecided about techTo what extent do you agree or disa

192、gree with the following statements?%agree Ipsos|Global Trends|Feb 2023|Version 2|Public53%agree%disagreeMost people in all markets recognise the central role of technology in their livesGLOBAL AVERAGEIndonesiaIndiaSouth AfricaIsraelSingaporeChinaSouth KoreaKingdom of Saudi ArabiaNew ZealandHong Kong

193、 SARGreat BritainUAEVietnamBrazilAustraliaMoroccoJapanMalaysiaNetherlandsDenmarkThailandPolandPhilippinesUnited StatesGreeceRomaniaItalySpainFranceCanadaBulgariaZambiaArgentinaNigeriaGermanyBelgiumCosta RicaSwedenPeruGuatemalaMexicoPanamaDominican RepublicChilePakistanTurkeyEcuadorKenyaColombiaPuert

194、o Rico718684838382828281818180797979787877777774737372717170707069696968686868676666656262616161616057565550251214151515161613171716181919192017192123232126242627262727272832273128272830313235333335363335444245CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONP

195、EAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREI cannot imagine life without the internetTo what extent do you agree or disagree with the following statement?Base:48,579 adults aged 1675 across

196、 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public54GLOBAL AVERAGEUAEMoroccoKingdom of Saudi ArabiaPakistanIndiaNigeriaMalaysiaPuerto RicoIndonesiaColombiaZambiaCosta RicaPeruPanamaEcuadorBrazilMexicoS

197、outh AfricaNew ZealandPhilippinesSouth KoreaChileThailandGuatemalaChinaAustraliaKenyaHong Kong SARDominican RepublicBelgiumGreat BritainFranceCanadaSingaporeVietnamTurkeyRomaniaUnited StatesGreeceBulgariaSpainArgentinaPolandIsraelDenmarkJapanItalyGermanyNetherlandsSweden60767574727270707068686767676

198、7656564646363636261616060595959585858585857575756555151515050494645444241352021212424282527292932273029283232343334333536343835393737363437353640334037414444434345444148495055CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAP

199、ITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREBut most people in nearly all markets are also worried about technologyI fear that technical progress is destroying our livesTo what extent do you agree or disagree with the followi

200、ng statement?Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023%agree%disagree Ipsos|Global Trends|Feb 2023|Version 2|Public55There has been a significant growth of public disquiet about the march of technologyIt

201、 is clear that most people around the world recognise the vital role that technology,such as the internet,plays in their daily lives.The proportion who are unable to imagine life without the internet has remained high over the lifetime of GlobalTrends,and has even edged up slightly in some markets.H

202、owever,over the same period there has been a significant increase in people who feel that we have lost something along the way,that technology,while hugely powerful,is undermining our way of life to some extent.65%64%76%79%77%66%80%83%JapanSwedenGBS.Africa2013202230%19%31%38%46%41%58%64%JapanSwedenG

203、BS.Africa20132022I cannot imagine life without the internetI fear that technical progress is destroying our livesCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF

204、NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARETo what extent do you agree or disagree with the following statements?%agreeBase:5001,000 5001,000 adults aged 1675(1875 in US and Canada)per market per yearSource:Ipsos Global Trends Series Ipsos|Global Trends|Feb 2023|Version 2|Public56While

205、 it is tempting to think that it is the older members of society who are most wary of the impact of technology,in fact the reverse is true:one quarter of people aged 2534 strongly agree that technological progress is destroying their lives,compared with just 15%of those aged 5574.The role of social

206、media in spreading negative information,causing alienation,depression,anxiety and lowering users self-esteem has been the subject of considerable research and may be one of the drivers behind this pattern.22%25%26%23%20%15%38%37%38%39%39%37%Total16-2425-3435-4445-5455-74Strongly agreeTend to agreeI

207、cannot imagine life without the internetI fear that technical progress is destroying our lives32%36%37%33%30%25%39%37%36%40%40%43%Total16-2425-3435-4445-5455-74Strongly agreeTend to agreeCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVI

208、DED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREDisquiet about technology is somewhat more prevalent among younger peopleTo what extent do you agree or disagree with the following statements?%agreeBase:48,541 adults a

209、ged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|PublicMake sure that tech innovations bring real-world benefits57Thought Starters Take stock of what tech might be good for,and what it is not

210、.Just because we can use tech for something,this doesnt mean we should.What role can you and should your organisation play in the next evolution of the web?Could the web become more accountable,equitable and secure?How might you integrate technology in such a way that the focus is on the value or ex

211、perience created for customers,not on the tech itself?CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE I

212、psos|Global Trends|Feb 2023|Version 2|PublicThe world remains divided on the benefits of globalisation.Increasing travel,greater cultural exchange and the rise of cheap products(facilitated by low labour costs and developed international supply chains)represent significant benefits to many.However,t

213、he dilution of local cultures,perceived lifestyle homogenisation,increased consumerism,rising emissions and faster habitat loss are all among the significant impacts of globalisation.Many commentators feel that we have already reached peak globalisation and are moving to a world where protectionist

215、 enjoying increased popularity after the COVID-19 pandemic focused people on their local areas59What its about today:Over the 1990s and 2000s,cheap labour in Asia coupled with relatively inexpensive,reliable global shipping drove consumerism and fuelled the march of globalisation.The growth of the m

216、iddle classes in China drove up labour costs,governments focused on more lucrative industrial sectors,and manufacturers switched to other offshore markets.COVID-19 and global conflicts put huge pressure on global supply chains and forced manufacturers and retailers to prioritise resilience and agili

217、ty of supply through tactics like nearshoring and friendshoring.Having found more stable supply chains out of necessity,many people have come to appreciate the benefits of these(their reliability,lower cost,shorter lead times and lower environmental impact)and consumers have started to adopt a more

218、local-first attitude.It is clear,though,that attitudes to globalisation are strongly linked to the economic development of nations and the living standards of their populations:of the top 20 countries ranked in terms of how much they feel that globalisation is good for my country,ten are in Asia,six

219、 in Latin America and three in Middle East/Africa.Only one(New Zealand)falls outside these emerging regions.For corporations,the issue is complicated by the need to balance lower production costs with unstable supply chains:the outcome is an effort to stabilise supply via nearshoring,often presented

220、 as an effort to support local communities.66%think globalisation is good for my country62%think globalisation is good for me personallyCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQU

221、ALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public60SignalsThe most impactful Macro Force themes affecting this trendGlobally,Danone restructured its business to become a local-first company.Its local-first project seeks to

222、be as close to the customers and fields as possible,translating into 1bn cost savings expected by 2023,including through 20%reduction in overhead costs.(via FoodNavigator)Apple shifts some iPhone 14 production from China to India2.(via The Guardian)Under Armour mapped out a plan to reduce its relian

223、ce on manufacturing in China in favour of countries such as Vietnam,Jordan,the Philippines and Indonesia3.(via LoveMoney)Hasbro CEO says moving out of China has gone very well for us4.(via CNBC)4Rise&fall of middle classes5Impacts of inflation6Community migration2Security dilemmas1Plateau of globali

224、sation3Rethinking institutionsCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREIndustry still seeking the

225、 right balance between global and local Ipsos|Global Trends|Feb 2023|Version 2|Public61On balance,people around the world think positively about the idea of greater commonality,greater global mobility and exploration,and globalisation in general.There is a little more ambivalence when it comes to in

226、ternational commerce,with the advocates and the rejectors almost exactly balancing each other out,at a global level at least.Countries such as Vietnam,China,Indonesia and India,which constitute some of the key outsourcing markets for global manufacturing,are,perhaps unsurprisingly,the most net posit

227、ive towards globalisation,but only in three markets do those who are negative to it outweigh those who are positive.These are:France 42%positive47%negativeBelgium 42%positive43%negativeGreece 39%positive51%negative74%71%66%49%48%22%21%23%45%43%I would like to experience living in different parts of

228、the worldPeople across the world have more things in common than things that make them differentGlobalisation is good for your countryI feel that I am more a citizen of the world than a citizen of my countryI think global brands make better products than brands that are just local to your countryAgr

229、eeDisagreeCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREPeople around the world feel they are part of

230、a greater wholeTo what extent do you agree or disagree with the following statements?%agreeBase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public62%agree%disagreeIn all b

231、ut five markets,a majority feel that globalisation is a force for goodGLOBAL AVERAGENigeriaVietnamZambiaKenyaChinaIndiaIndonesiaSingaporePeruBrazilDominican RepublicColombiaPhilippinesMalaysiaSouth AfricaSouth KoreaUAEMoroccoChileThailandKingdom of Saudi ArabiaHong Kong SARPanamaCosta RicaPakistanAr

232、gentinaMexicoNew ZealandEcuadorSpainAustraliaJapanGuatemalaGreat BritainIsraelSwedenPuerto RicoDenmarkCanadaUnited StatesGermanyNetherlandsPolandTurkeyItalyRomaniaBulgariaFranceBelgiumGreece66908985 85828180 8077 7776 7675 74 74 74 73 7372 7270 7069 69 6966 6564 6463 63 6361 60 6059575654 54 5452 52

233、5050484442 4239238813 1314131612181712172117 17191619 19221719201823222619 192724 24 232218282327 2725362730293943 43474351CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING

234、 APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREGlobalisation is good for my countryTo what extent do you agree or disagree with the following statement?Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global T

235、rends 2023 Ipsos|Global Trends|Feb 2023|Version 2|PublicGLOBAL AVERAGEIndonesiaIndiaPakistanThailandUAEHong Kong SARMoroccoKingdom of Saudi ArabiaDominican RepublicPanamItalySouth AfricaEcuadorNigeriaSingaporeSpainSouth KoreaVietnamBrazilRomaniaMalaysiaNew ZealandPeruChileCosta RicaGermanyArgentinaM

236、exicoColombiaGreat BritainBelgiumFranceChinaPhilippinesPuerto RicoGreeceUnited StatesPolandGuatemalaAustraliaNetherlandsKenyaBulgariaTurkeyCanadaDenmarkSwedenIsraelZambiaJapan63In roughly half the markets,particularly emerging ones,a majority feel they are global citizens but there are plenty where

237、the reverse is trueCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREI am more of a citizen of the worldTo

238、 what extent do you agree or disagree with the following statement?NET Agree Agree disagreeBase:48,579 adults aged 1675 across 50 markets,interviewed online 23 September14 November 2022Source:Ipsos Global Trends 2023366494137312626232219181716161414141313876 65210-1-1-1-4-4-4-5-5-6-8-9-11-13-14-17-1

239、7-18-23-24-28-39-39-46 Ipsos|Global Trends|Feb 2023|Version 2|Public64I think global brands make better products than brands that are just local to my countryThe past year has seen an upsurge in appreciation for the benefits of global brands,particularly in Asian and Latin American markets.In no mar

240、ket do we see the opposite tendency.It may be that the reduced availability of certain international brands(because of COVID-19 and conflict-based pressures on global supply chains)forced people to reluctantly do without certain types of products or to use local brand alternatives that they did not

241、perceive to be of the same quality.46%53%55%48%48%50%33%48%72%28%38%43%36%37%39%23%38%62%MexicoPeruArgentinaChinaIndonesiaRomaniaItalyChileIndia20222021Change:2021 to 2022+18%+15%+12%+12%+11%+11%+10%+10%+10%CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK

242、 GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREOver the past year,there has been a marked return to global brands To what extent do you agree or disagree with the following statement?%agreeBase:50

243、01,000 5001,000 adults aged 1675(1875 in US and Canada)per market per yearSource:Ipsos Global Trends Series Ipsos|Global Trends|Feb 2023|Version 2|Public65Thought Starters Where does your organisation sit along the global-to-local continuum,and can,or should,this positioning be flexed?Is your supply

244、 chain optimised to stay agile in the short term and resilient in the longer term?Do you have the right balance between offshoring,nearshoring and friendshoring?Have you adopted multisourcing practices to safeguard your supply of raw materials?Do you truly know what your consumers value more the sus

245、tainability and reliability/speed of supply that come with local production,or the lower costs of a more global approach?CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING A

246、PPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREFinding a balance between global and local Ipsos|Global Trends|Feb 2023|Version 2|PublicThe pandemic was(we hope)a rare event.It could have united the world against a common enemy.Instead,forces worked to drive and expand wedges betwee

247、n people in many nations about precautions and vaccines.The global Black Lives Matter movement also exposed rifts and divisions in a push for equality,a value we as global society mostly share.Nations taking sides in the war in Ukraine,coupled with tensions between the US and China,point to a new wo

249、is both a driver and a result of our new world disorder.The existence of disagreements on multiple fronts from the climate to human rights,immigration to fiscal policy,gender fluidity to data privacy,and around the ethics of artificial intelligence and synthetic biology means that its hard to build

250、a coalition to solve any of them.Sometimes the fault lines are clear.Sometimes new factions align in non-traditional ways on one issue while warring on others.The technology and tools that connect us are also able to drive us apart.Headlines highlight divisions between us every time we log on.At the

251、 same time,people are looking to brands to play a role in solving these crises,and to help them reach their individual goals on issues like sustainability.They want brands that share their values.But many of the issues that brands could take a stand on are fraught with danger,so its hard for brands

252、to make the meaningful changes their customers want because not all of their customers want the same things.Yet,fundamentally,we share so many values.We see that in the data,again and again.We get caught up in the expression and implementation of those values,but that leaves room for hope that the f

253、orces dividing our world could also help to bring it together.83%agree that it is up to everyone to work out their own set of principles to guide their decisionsCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNI

254、NG POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|PublicDivisions can be created by inequalities and rising diversity,but they also create fertile territory where brands can have a voice68SignalsThe most i

255、mpactful Macro Force themes affecting this trendThe Netherlands barred COVID-19 vaccine conspiracy theorist David Icke from entering country after he was invited by far-right political party FvD1.(via BBC)In Poland,Yes,a Polish jewellery brand,actively supporting womens rights and inclusivity had it

256、s Christmas 2021 campaign banned by Polish Public Television but its impactful creative work won a Grand Prix Effie Award2.(via YouTube)4Greater ethnic&religious diversity3Rethinking institutions5Rise&fall of middle classes2Community migration1Increasing geopolitical conflictsCLIMATE ANTAGONISMCONSC

257、IENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public69While most people believe in li

258、ve and let live,it is clear that such an approach can create tensions and divisionsThe dominant point of view regarding identity and values across the 50 markets covered is that everyone has the right(and moralduty)to work out their own set of principles to live by.Largely,people feel that there is

259、tolerance of those with different backgrounds and identities,though there are some markets where this is less certain.83%75%70%61%54%13%18%20%35%38%It is up to everybody to work out their own set of principles to guide their decisionsMy local area is a place where people from different backgrounds g

260、et on well together Transgender men and women should be free to live their lives as they wishThe important thing is to enjoy life today;tomorrow will take care of itselfPeople from different backgrounds and ethnic minorities in your country are treated fairlyAgreeDisagreeHIGHEST IN:LOWEST IN:Vietnam

261、,Indonesia 92%Philippines,Nigeria 91%Germany 69%Japan,Morocco 70%Indonesia 93%Nigeria 90%Kenya 89%China 87%Japan 50%France 57%Vietnam 89%New Zealand 88%India 86%Thailand,Spain 86%Morocco 30%Nigeria 31%Turkey 45%Denmark 85%Vietnam 79%India 79%Hong Kong 78%Zambia 33%Turkey 38%Israel 41%China 85%Vietna

262、m 83%UAE 80%Indonesia,India 78%Guatemala 26%Japan 34%Puerto Rico 35%CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVE

263、R HEALTHCARETo what extent do you agree or disagree with the following statements?Base:48,580 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public70To what extent do you agree or d

264、isagree with the following statement?Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023%agree%disagreeThere is global consensus over the right to self-determinationGLOBAL AVERAGEVietnamIndonesiaNigeriaPhilippines

265、PanamaSouth KoreaDominican RepublicRomaniaThailandGuatemalaSouth AfricaHong Kong SARZambiaMexicoIndiaBulgariaPeruEcuadorPuerto RicoCosta RicaSpainChileKenyaGreeceNew ZealandSingaporeChinaPolandPakistanIsraelColombiaNetherlandsUnited StatesDenmarkAustraliaItalyUAEArgentinaCanadaBelgiumBrazilTurkeyMal

266、aysiaKingdom of Saudi ArabiaGreat BritainSwedenFranceJapanMoroccoGermany8392 92 91 9189 89 88 88 88 87 87 87 87 87 87 87 86 86 86 86 85 85 8584 84 84 83 83 82 82 82 81 81 81 8180 8079 78 78 78 77 77 77 76 76 7570 70 6913679889910 11911101311 10 101110 101110131512131315121615 1514 131114 151614 14 1

267、520161816 151819 182320CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREIt is up to everybody to work out

268、 their own set of principles to guide their decisions Ipsos|Global Trends|Feb 2023|Version 2|Public71Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023Large cultural differences still exist when it comes to trans

269、gender rights and freedomsGLOBAL AVERAGEVietnamNew ZealandIndiaThailandSpainSwedenAustraliaDenmarkArgentinaNetherlandsChilePakistanBrazilMexicoPhilippinesGreat BritainColombiaPuerto RicoGermanyItalyCanadaSouth AfricaFranceHong Kong SARBelgiumGreeceCosta RicaPeruEcuadorPolandIsraelUnited StatesSingap

270、oreSouth KoreaJapanDominican RepublicPanamaGuatemalaChinaRomaniaMalaysiaIndonesiaBulgariaKenyaTurkeyNigeriaMorocco708988868686848484848483828181818080797979797978787777777676757473737271706969646154545451453130208 81011101110111211131614151610161115151216141614171719161620181822162223233232404236483

271、96756CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARETransgender men and women should be free to live th

272、eir lives as they wishTo what extent do you agree or disagree with the following statement?%Agree%Disagree Ipsos|Global Trends|Feb 2023|Version 2|Public72Attitudes towards identity are very evenly distributed by ageWhile it is tempting to think that it is the youngest members of society who care the

273、 most about people being able to define their own identity,these beliefs are actually fairly consistent across the age groups.We saw earlier that large differences remain between markets when it comes to transgender rights.Within countries those of different ages tend to think somewhat similarly,sug

274、gesting,perhaps,that,without the driving force of youthful energy,these beliefs may not change too much over the coming years.83%81%83%83%83%85%Total16-2425-3435-4445-5455-74AgreeTransgender men and women should be free to live their lives as they wishIt is up to everybody to work out their own set

275、of principles to guide their decisions70%70%68%68%70%75%Total16-2425-3435-4445-5455-74AgreeCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&ME

276、ANING SEARCHCHOICES OVER HEALTHCARETo what extent do you agree or disagree with the following statements?%agreeBase:48,580 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|PublicConsu

277、mers want brands to take a stand and help to heal divisions73Thought Starters Does your brand or organisation have a role to play in relieving some of the tensions in our society,where government cannot?How do you continue to take a stand and align your organisations values with your customers value

278、s?How do you respond to potential backlashes?Do you have a role in keeping the peace,enabling a mature,calm debate among those with differing points of view?CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING P

279、OINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|PublicWe are seeing a movement away from shareholder value at all costs to a more holistic understanding of the human and environmental impacts of capitalism.T

281、g about the role of businesses,economics and institutions75What its about today:In the past,capitalism was all about growth.Indeed,it has always been couched in the narrative that it allows for greater competition and greater innovation,which in turn lead to lower prices and higher wages overall.It

282、has often been coupled with democracy as well,the assumption being that free people and markets will benefit the largest number of people,but those ideals are now being decoupled and closely examined.New ways of thinking about the role of businesses,economics and institutions are prompting a re-exam

283、ination of capitalism and an exploration of alternative models that consider the needs and well-being of multiple stakeholders rather than simply maximising profits for owners.While activists may hope for an end to capitalism,a more accurate prediction may be that were entering a new era of capitali

284、sm that questions the way business is conducted and the toll it takes on people and the planet.There has been a growing realisation of the ecological toll of capitalism and the human impact of inequality within and across markets.We are now considering the impact of capitalism,exploring investor-fri

285、endly economics,and coming up with better alternatives,such as Triple Bottom Line,which realigns businesses goals against ESG metrics.74%of global citizens feel their government and public services will do too little to help people in the years aheadCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY

286、 IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public3Pervasive technology 4Employee power shift 2Rethinking inst

287、itutions 1Climate changePressures are prompting a rethink of how the world works and technology may provide some of the answers76SignalsThe most impactful Macro Force themes affecting this trendThe Long-Term Stock Exchange requires companies to share their long-term strategies and practices,consider

288、ing a broad group of stakeholders1.(via LTSE)In Belgium,far-left parties like PVDA/PTB have become more popular by advocating for a greater redistribution of wealth2.(via PVDA)In France,a cooperative called Who is the boss?allows members to choose the products it markets and creates,while guaranteei

289、ng producers a fair remuneration3.(via Cest qui le patron)In the USA,wealth inequality is substantially higher than in other developed nations,and Universal Basic Income is being debated to combat historical and systemic inequities4.(via Washington Post)CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTI

290、CITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|Public77There are signs of a reset when it comes to attitudes

291、to wealth,money and statusLarge numbers of people around the world feel that having large differences in income and wealth is bad for society overall.Additionally,relatively few people trust business leaders to tell them the truth.While those in some emerging markets do feel this way,in most markets

292、 a majority feel quite the opposite.74%53%39%20%41%53%Having large differences in income and wealth is bad for society overallFulfilment in life is achieving a prominent position in your careerI trust business leaders to tell the truthAgreeDisagreeHIGHEST IN:LOWEST IN:Indonesia 90%S.Korea 87%Thailan

293、d 86%Zambia 59%Nigeria 60%US,Ecuador 62%Nigeria 86%Pakistan 83%India 80%Netherlands 13%Japan,Sweden 29%India 78%Indonesia 71%Nigeria,Kingdom of Saudi Arabia 70%Bulgaria 17%Panama,Greece 19%Puerto Rico 21%CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GL

294、OBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARETo what extent do you agree or disagree with the following statements?Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 Septe

295、mber and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public78Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023%agree%disagreeGLOBAL AVERAGEIndiaIndonesiaNigeriaKingdom

296、of Saudi ArabiaVietnamPakistanUAEPhilippinesZambiaChinaMalaysiaThailandSingaporeSouth AfricaNew ZealandDenmarkSpainMoroccoKenyaColombiaBrazilNetherlandsPeruItalyMexicoAustraliaSwedenHong Kong SARGermanyGreat BritainSouth KoreaDominican RepublicUnited StatesChileGuatemalaArgentinaCosta RicaCanadaEcua

297、dorFranceRomaniaIsraelPolandJapanBelgiumTurkeyPuerto RicoGreecePanamaBulgaria397871707064626160585856504747464544444240383836363635353434333231312929282828272626252423232221191917531725292032343336413936444551494651455654585658545860586159606356616562616263606869696059696567757077CLIMATE ANTAGONISMC

298、ONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARETrust in business leaders is much higher in emerging marketsTo what extent

299、do you agree or disagree with the following statement?I trust business leaders to tell the truth Ipsos|Global Trends|Feb 2023|Version 2|Public79The young are more trusting of business leaders and more focused on their careersPeople of all ages agree that having large differences in income and wealth

300、 is bad for society overall.Yet,we see age disparities between younger and older peoples views on trust in business leaders and the belief that progress at work is the route to life fulfilment;here the young are more positive than the older cohorts.Having large differences in income and wealth is ba

301、d for society overallFulfilment in life is achieving a prominent position in your careerI trust business leaders to tell the truth39%44%46%41%36%31%Total 16-24 25-34 35-44 45-54 55-7474%70%73%75%77%76%Total 16-24 25-34 35-44 45-54 55-7453%61%62%55%49%41%Total 16-24 25-34 35-44 45-54 55-74CLIMATE ANT

302、AGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARETo what extent do you agree or disagree with the following statemen

303、ts?%agreeBase:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|Public80I try to buy products from brands that act responsibly,even if it means spending moreTo what extent do yo

304、u agree or disagree with the following statement?%agree%disagreeGLOBAL AVERAGENigeriaVietnamIndonesiaIndiaChinaHong Kong SARPhilippinesZambiaDominican RepublicKenyaThailandSouth KoreaPakistanKingdom of Saudi ArabiaMoroccoUAEMalaysiaPeruSouth AfricaRomaniaBrazilColombiaPanamaSingaporeNew ZealandGuate

305、malaItalyMexicoSpainCosta RicaAustraliaBulgariaEcuadorGreeceChilePuerto RicoArgentinaPolandGermanyFranceUnited StatesGreat BritainTurkeyDenmarkSwedenNetherlandsCanadaBelgiumIsraelJapan64888685838080797876747373737272706969686867666665656563636159595959585857575756545353535252484745433629111212131715

306、1822192621212318202324282727282929252931283233353135323835353428353833343433374239444748Base:48,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023Many people want brands to help society,and consumers claim to be prepared

307、 to pay more to support themCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 202

308、3|Version 2|PublicHow do brands thrive with a new model of doing business?81Thought Starters Do you truly know what your consumers value and does that trump what your shareholders value?Does your business model really serve stakeholders,or society?How can you incorporate ESG impacts?Is your business

309、 defined by its next-quarter returns instead of long-term growth?If so,how can you transition to a more sustainable business model?CLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITY

310、ENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCARE Ipsos|Global Trends|Feb 2023|Version 2|PublicUncertainty has become the only certainty.People in many markets are facing economic instability as currencies shift in value,inflation rises,supply chains continue to be disrupte

311、d,and governments change.Financial inequality,already a driver of change,worsened in the pandemic.In every corner of the globe,struggles to achieve parity based on gender,race,ethnicity and religion dominated headlines.Where can people turn to find confidence,and how can they hedge their bets in an

313、ls in 20221.But now the economy seems to be in better shape in many markets.Meanwhile,there isongoing uncertainty for people living from month to month,and the prospect of a recession is causing additional anxiety.Further inequalities abound,from the continuing mistreatment of ethnic and religious m

314、inorities around the globe,to gender inequality and systemic racism.Geopolitical conflicts such as Russias war on Ukraine,and the resulting energy crisis,have added to the uncertainty,as have worsening climate-related disasters.And despite collective efforts to eradicate COVID-19,it continues to spr

315、ead throughout the world.Since the COVID-19 pandemic,interventionist governments have returned.Countries worldwideare looking to build and defend local champions in strategic industries such as batteries,solar panels and semiconductors.Citizens are grappling with these inequalities and uncertainties

316、,both short-term and longer-term,in myriad ways.Its hard to make big decisions when there is little clarity about what tomorrow might bring,and people crave certainty and safety in such an environment.60%wish their country was run by a strong leader instead of the current elected governmentCLIMATE A

317、NTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREUncertainty makes future planning very difficult for people and b

318、usinesses Ipsos|Global Trends|Feb 2023|Version 2|Public84SignalsThe most impactful Macro Force themes affecting this trendIn Costa Rica,ongoing inequality helped drive a populist economist and political newcomer to the presidency2.(via El Pais)In Panama,relief organisation UNICEF has been dealing wi

319、th a growing humanitarian crisis as migrants pass through the nation on their way to countries in the North3.(via UNICEF)In Poland,a new high school textbook produced under the auspices of Polands conservative government has provoked criticism for what many see as its attempt to indoctrinate young p

320、eople4.(via the Brussels Times)4Greater ethnic&religious diversity3Increasein geopoliticalconflicts5Rise&fall of middle classes6Entrenchedinequality2Systemic health inequality1Rethinking institutionsCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALI

321、SATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALTHCAREUncertainty and inequality provide significant opportunities for political gain and corporate innovation Ipsos|Global Trends|Feb 2023|Version 2|Public0%20%40

322、%60%80%100%20132016201920202021202285People perceive that the world is still changing too fastThere is some evidence that,after the last couple of years of rapid change,things are now settling down to pre-pandemic levels.Most people,in most markets,agree that the world is changing too fast.But despi

323、te the rapid pace of change between 2019 and today,the level of agreement hasnt increased significantly.For instance,in 2019 84%of South Koreans agreed with this;now 88%do.In Germany it was 74%;now it is 75%.Some countries have even seen a slight decline:in 2019 66%of Swedes agreed the world was cha

324、nging too fast;now 61%do.The world today is changing too fastCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIMPLICITY&MEANING SEARCHCHOICES OVER HEALT

325、HCAREChinaSouth KoreaGermanySwedenTo what extent do you agree or disagree with the following statement?%agreeBase:5001,000 5001,000 adults aged 1675(1875 in US and Canada)per market per yearSource:Ipsos Global Trends Series Ipsos|Global Trends|Feb 2023|Version 2|Public86Perceptions of a society chan

326、ging too fast are often linked to concerns over values conflict,immigration and weak leadershipLarge numbers of people around the world feel that the world is changing too fast for their liking.As the next page shows,this perception is not growing but remains very common.While levels of national pri

327、de are high,there is clearly a great deal of concern many feel there are too many immigrants in their country,or that those with different values in their society are finding it harder and harder to live quietly together.83%77%70%64%61%60%41%13%18%24%28%29%25%55%The world today is changing too fastI

328、n my country,there is more and more conflict between people who dont share the same valuesI feel very proud of my countryThere are too many immigrants in my countryMy childrens health and wellbeing is more important than their happinessI wish my country was run by a strong leader instead of the curr

329、ent elected governmentThe main role of women in society is to be good mothers and wives AgreeDisagreeCLIMATE ANTAGONISMCONSCIENTIOUS HEALTHAUTHENTICITY IS KINGDATA DILEMMASTHE TECH DIMENSIONPEAK GLOBALISATIONA DIVIDED WORLDCAPITALISMS TURNING POINTUNCERTAINTY&INEQUALITYENDURING APPEALOF NOSTALGIASIM

330、PLICITY&MEANING SEARCHCHOICES OVER HEALTHCARETo what extent do you agree or disagree with the following statements?Base:48,07948,579 adults aged 1675 across 50 markets,interviewed online between 23 September and 14 November 2022Source:Ipsos Global Trends 2023 Ipsos|Global Trends|Feb 2023|Version 2|P

331、ublic97%94%91%90%86%85%85%59%47%33%54%23%40%20%The world today is changing too fastI feel very proud of my countryI wish my country was run by a strong leader instead of the current elected governmentIn my country,there is more and more conflict between people who dont share the same valuesThere are

332、 too many immigrants in my countryMy childrens health and wellbeing is more important than their happinessThe main role of women in society is to be good mothers and wives HighestmarketLowestmarket87Perceptions of societal change are an area where we still see significant variation across the world

333、While this report has described many examples of the global convergence of attitudes,values and behaviours,when it comes to social change,we still see significant local variations.The chart opposite shows the figures for markets where certain attitudes are most,and least,prevalent,in an attempt to convey the levels of variation that still exist when it comes to issues such as immigration,values-ba

益普索（Ipsos）：2023年全球趋势报告-应对多重危机（英文版）（122页）.pdf

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