ipsos global trends survey 2014



BENPAGECHIEF EXECUTIVEIPSOS MORI



#IpsosTrends



16,000+PEOPLE



20COUNTRIES

IN



MEGATRENDS



POPULATIONCHANGE

UNEVENECONOMICGROWTH

GLOBALISATIONAND MIGRATION

CLIMATECHANGE

TECHNOLOGICALCHANGE

POLITICAL ANDINDIVIDUAL

CHANGE



OUR TENTRENDS



TECHNOLOGY PRIVACY TRADITION HEALTH

SIMPLICITY GLOBALISATIONGENERATIONS INEQUALITY

TRUST BRANDS



TECHNOLOGYTHE CULTURE OF NOW


Global Trends Survey | July 2014 12

EMERGING ECONOMIES MOREOPTIMISTIC ABOUT TECHNOLOGY

78%

73%

15%

18%

‘Technology generallymakes life better’

73%

61%

19%

28%

‘We need modern technology because only this can help to solve future problems’Agree Disagree

74%

65%

19%

27%

‘I try to keep upwith technology’

Emerging

Average

80%

66%

13%

25%

‘I would really like to knowmore about new technology’Agree Disagree

Emerging

Average



THE CULTUREOF NOW

78%in China say they

are ‘constantly looking at screens

these days’

The level of interrupt, the sort of overwhelming rapidity of information… is in fact affecting cognition.

Eric Schmidt,Google



THE CULTURE OF NOW



PERSONALISATIONVS PRIVACY



1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20

IndiaBrazilChina

ItalyRussia

S AfricaArgentina

TotalPolandTurkey

U.S.GB

SpainBelgiumS KoreaCanada

AustraliaGermany

FranceJapan

Sweden

46%

44%

38%

37%

33%

32%

29%

26%

26%

26%

25%

23%

23%

22%

21%

21%

20%

19%

19%

12%

11%

29%

32%

24%

46%

41%

50%

38%

52%

52%

57%

57%

62%

62%

55%

54%

59%

60%

60%

68%

66%

69%

Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

EMERGING/ESTABLISHED MARKETDIVIDE ON PRIVACY V PERSONALISATION

A

TotalGreat Britain

Key:

A. I am happy sharing information about my interests and past activities online so that I get personalised services and relevant recommendations even if it means organisations knowing more about me

B. I would rather keep my interests and past activities online private even if it means I do not get personalised services and relevant recommendations

B



1

2

3

4

5

6

7

8

9

10

11

T

12

13

14

15

16

17

18

19

SpainS Africa

BrazilPoland

ArgentinaFrance

IndiaTurkey

U.S.CanadaS Korea

TotalGB

AustraliaBelgiumRussia

ItalyJapan

GermanySweden

80%

79%

78%

76%

72%

72%

72%

72%

71%

70%

69%

69%

68%

66%

66%

66%

65%

62%

60%

43%

16%

17%

14%

18%

20%

23%

22%

25%

22%

25%

28%

25%

24%

27%

28%

27%

29%

29%

35%

48%

Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 Oct 2013

BUT WHO’S GOTYOUR DATA?

Agree

TotalGreat Britain

Key:

I am concerned about how information collected about me when I go online is being used by my own government

Disagree

No China



FranceSpainBrazil

PolandTurkey

ArgentinaS AfricaBelgium

ChinaTotal

CanadaS KoreaAustralia

IndiaItalyGB

U.S.Germany

RussiaSweden

Japan

79%

79%

77%

73%

71%

70%

70%

68%

68%

66%

65%

64%

63%

63%

63%

63%

62%

59%

56%

51%

47%

15%

16%

17%

20%

27%

23%

28%

24%

24%

27%

26%

30%

26%

31%

29%

24%

27%

33%

39%

40%

38%

Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 Oct 2013

WHO’S READINGYOUR POSTS?

TotalGreat Britain

Key:

I worry that companies can access my posts on social networking sites (such as Facebook or Twitter) or information about goods and services I have purchased (such as what I bought, where, when and for how much)

1

2

3

4

5

6

7

8

9

T

10

11

12

13

14

15

16

17

18

19

20

Agree Disagree




SOCIAL MEDIA AND MEDIA COMPANIES BARELYMORE TRUSTED THAN FOREIGN GOVERNMENTS …

% Great deal / Fair amount

Global averageGreat Britain

Key:

Public sector healthcare providers

Banks

Your national government

Supermarkets

Private sector healthcare providers

Credit card companies

Insurance companies

Telecommunications companies

Social media sites

Media companies

Foreign governments

45%

45%

33%

32%

38%

31%

31%

25%

20%

19%

15%

41%

34%

31%

31%

28%

24%

17%

17%

12%

11%

10%

To what extent, if at all, do you personally trust the following to usethe information theyhave about you in the right way?



WHERENEXT?



TRADITIONMORE FORWARDS THAN

BACKWARDS



1

2

3

4

5

6

7

8

9

10

T

11

12

13

14

15

16

17

18

19

20

TurkeyChina

S AfricaIndiaItaly

BrazilUS

AustraliaRussiaPoland

TotalBelgium

ArgentinaGB

FranceS KoreaCanada

GermanySpainJapan

Sweden

85%

75%

74%

72%

70%

70%

69%

67%

66%

65%

64%

63%

62%

61%

60%

60%

59%

54%

48%

43%

35%

13%

22%

23%

22%

25%

24%

24%

25%

27%

28%

30%

28%

30%

30%

35%

35%

34%

38%

45%

42%

55%


TotalGreat Britain

Key:

People led happier lives in the old days when they had fewer problems to cope with

THE POWEROF NOSTALGIA

Agree Disagree



79%agree that

“it is up to everybody to work out their own set of principles to guide

their decisions”

LOOKING FORWARDSAND LOOKING BACKWARDS

78%agree that

“traditions are an important part of

society”



1

2

3

4

5

6

7

8

9

10

T

11

12

13

14

15

16

17

18

19

20

RussiaIndia

ChinaS Korea

JapanBrazil

PolandArgentina

USTurkey

TotalS Africa

GermanyAustralia

GBCanadaBelgium

ItalyFrance

SpainSweden

73%

56%

54%

41%

38%

38%

37%

37%

36%

36%

34%

33%

31%

30%

24%

23%

23%

22%

16%

11%

9%

22%

39%

42%

55%

48%

55%

55%

56%

56%

61%

60%

63%

62%

63%

68%

70%

72%

73%

80%

83%

88%


BUT MOST PLACES NOT NOSTALGIC ABOUT GENDER ROLES

TotalGreat Britain

Key:

The role of women in society is to be good mothers and wives

Agree Disagree



CAN WE LEVERAGE THE OLD TOPROVIDE REASSURANCE ABOUT THE NEW?

RETRO CHIC NEW TAKES ONFAMILIAR IDEAS

BIG SOCIETY



HEALTHPERSONAL AND PREVENTATIVE



1

2

3

4

5

6

7

8

9

10

11

12

T

13

14

15

16

17

18

19

BelgiumGBUS

AustraliaSwedenFrance

S AfricaIndia

CanadaArgentina

SpainGermany

TotalJapan

TurkeyS Korea

ItalyBrazil

PolandRussia

76%

67%

65%

64%

63%

63%

59%

58%

57%

53%

50%

50%

47%

43%

35%

34%

26%

19%

10%

9%

6%

13%

13%

16%

16%

14%

22%

14%

19%

16%

19%

15%

23%

15%

19%

19%

34%

53%

60%

56%


BEST AND WORST HEALTH SYSTEMS GLOBALLY

No China

How would you rate the quality of healthcare that you and your family have access to in …?

Good

TotalGreat Britain

Key:

By healthcare we include doctors, specialist physicians such as surgeons, hospitals, tests for diagnosis and drugs to treat various ailments.

Poor



1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20

BrazilIndia

ChinaTurkey

S KoreaArgentina

S AfricaTotal

BelgiumAustralia

JapanRussia

SwedenFrance

USCanadaPoland

GBGermany

SpainItaly

72%

49%

45%

39%

27%

25%

24%

24%

20%

19%

18%

18%

17%

16%

14%

12%

10%

9%

8%

7%

6%

8%

11%

10%

18%

11%

16%

32%

27%

23%

32%

13%

23%

27%

49%

35%

33%

34%

43%

42%

60%

44%


WHERE IS IT EXPECTED TO IMPROVE?

Over the coming years, do you expect the quality of healthcare that you and your family will have access to locally will improve, stay the same or get worse?

Improve

TotalGreat Britain

Key:

Get worse



OUR HEALTH:ARE WE DELUDED?

BMI: 22.5BMI: 29



FROM TREATMENT TO PREVENTION TO WELLNESS

72%want more control over

their healthcare

85%are willing to seek a

second opinion if doubts about doctors’ diagnosis

2ND



SIMPLICITYCHOICE ABOUT CHOICE




UNIFORM DESIRE FOR SIMPLICITY

16-24

25-34

35-44

45-54

55+

0 10 20 30 40 50 60 70 80

I wish my life was more simple

Emerging% agree

Established




CHOICES OVERWHELM?

TotalGreat Britain

Key:

I often feel overwhelmed by all the choices I have about how to live my life

S KoreaIndia

TurkeyPoland

ItalyS Africa

ArgentinaTotal

ChinaJapan

AustraliaGB

CanadaBelgium

BrazilRussia

USSpain

FranceSweden

Germany

65%

65%

64%

62%

60%

58%

50%

48%

45%

45%

44%

44%

42%

41%

41%

41%

41%

39%

37%

34%

33%

32%

28%

33%

30%

36%

39%

42%

46%

51%

46%

49%

51%

52%

51%

52%

48%

54%

52%

58%

59%

61%

1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20

Agree Disagree



“…choice, complexity, and let’s call it limited attention span… can lead to behavioural market failures”Cass Sunstein



GLOBALISATIONGLOBAL VILLAGE



Unpublished: Not for external use

CHANGEANXIETY

56%agree “there are too

many immigrants in…”

77%agree “the world is changing too fast”

77%agree “the world is an increasingly dangerous

place to live”



Unpublished: Not for external use

CHANGEANXIETY




ENVIRONMENTAL DISASTER INEVITABLE?

TotalGreat Britain

Key:

We are heading for environmental disaster unless we change our habits quickly

ChinaItaly

ArgentinaTurkey

S AfricaIndia

BrazilS Korea

GermanyFrance

TotalBelgiumRussia

SpainCanadaSwedenAustralia

PolandGB

JapanUS

91%

84%

83%

81%

80%

79%

78%

77%

75%

75%

73%

73%

71%

70%

67%

65%

60%

59%

59%

59%

57%

7%

13%

13%

16%

16%

17%

11%

19%

19%

20%

20%

18%

22%

23%

25%

25%

31%

29%

29%

28%

31%

1

2

3

4

5

6

7

8

9

10

T

11

12

13

14

15

16

17

18

19

20

Agree Disagree



GLOBALBUT LOCAL

Locality – people happier and

more optimistic closer to home – SAY want

local issues resolved at local level



GLOBALBUT LOCAL

OUR VODKA




RELIGION DIVIDES THE WORLD

TotalGreat Britain

Key:

My religion/faith is very important to me

BrazilS AfricaTurkey

IndiaUS

ArgentinaRussiaPoland

ItalyChinaTotal

CanadaAustraliaS Korea

GermanySpain

BelgiumFrance

GBSweden

Japan

79%

76%

76%

69%

67%

59%

55%

54%

49%

47%

47%

45%

38%

34%

32%

30%

27%

27%

27%

21%

17%

13%

21%

22%

26%

25%

32%

29%

37%

44%

42%

45%

47%

51%

61%

60%

60%

64%

66%

64%

76%

72%

1

2

3

4

5

6

7

8

9

10

T

11

12

13

14

15

16

17

18

19

20

Agree Disagree



GENERATIONSGENERATIONS APART



1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20


THE SHIFTING BALANCEOF GLOBAL OPTIMISM …To what extent, if at all, do you feel that today’s youth will have had a better or worse life than their parents’ generation, or will it be about the same?

TotalGreat Britain

Key:

ChinaIndia

BrazilTurkeyRussia

S AfricaS Korea

JapanTotal

ArgentinaPoland

AustraliaItaly

GermanyCanada

GBSweden

USSpain

BelgiumFrance

81%

49%

45%

41%

40%

35%

34%

34%

34%

31%

31%

30%

29%

24%

23%

20%

19%

19%

16%

13%

7%

8%

32%

37%

41%

29%

47%

40%

37%

42%

37%

45%

42%

56%

42%

46%

54%

43%

54%

62%

60%

69%

1

2

3

4

5

6

7

8

T

9

10

11

12

13

14

15

16

17

18

19

20

Better Worse



1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20


WHAT’S HAPPENED TOTHE OPTIMISM OF YOUTH?To what extent, if at all, do you feel that your generation will have had a better or worse life than your parents’ generation, or will it be about the same?

TotalGreat Britain

Key:

1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20

ChinaBrazil

TurkeyIndia

JapanRussia

S AfricaTotal

ArgentinaSwedenAustraliaGermany

PolandS Korea

USCanada

GBItaly

SpainFrance

Belgium

78%

48%

47%

46%

41%

41%

41%

37%

34%

32%

30%

30%

30%

27%

26%

24%

22%

21%

16%

16%

12%

Under 30s who expect life to be better



INEQUALITYSHARING SUCCESS



WHAT NEXTFOR WOMEN?

Half of Britons (54%) agreethat things would improve if women

held more positions of power.




DIFFERENCES IN OPINION ON GAY/LESBIAN RIGHTS

TotalGreat Britain

Key:

Gay men and lesbians should be free to live their own life as they wish

SwedenSpain

CanadaBelgium

GermanyGB

ItalyFrance

ArgentinaAustraliaS Africa

USTotal

JapanTurkey

BrazilIndia

PolandS Korea

ChinaRussia

90%

86%

83%

83%

83%

83%

80%

78%

77%

76%

74%

70%

70%

62%

62%

61%

60%

58%

55%

55%

31%

6%

8%

10%

11%

12%

11%

15%

17%

15%

17%

22%

21%

22%

22%

34%

28%

30%

32%

37%

34%

53%

1

2

3

4

5

6

7

8

9

10

11

12

T

13

14

15

16

17

18

19

20

Agree Disagree




INCOME INEQUALITY ISN’T POPULAR ANYWHERE

TotalGreat Britain

Key:

Having large differences in income and wealth is bad for society overall

ChinaSpain

TurkeyGermany

RussiaS Korea

ItalyBrazilIndiaTotal

BelgiumPolandFrance

CanadaGB

ArgentinaS Africa

AustraliaSweden

JapanUS

91%

86%

84%

84%

83%

81%

78%

77%

77%

74%

73%

72%

68%

68%

67%

67%

64%

64%

63%

60%

47%

7%

9%

12%

12%

9%

16%

13%

13%

18%

19%

16%

17%

23%

24%

22%

23%

32%

28%

32%

29%

41%

1

2

3

4

5

6

7

8

9

T

10

11

12

13

14

15

16

17

18

19

20

Agree Disagree



TRUSTERODING AUTHORITY




(DIS)SATISFACTION WITH GOVERNMENT

TotalGreat Britain

Key:

The way the government is running the country

SwedenGermany

CanadaIndia

TurkeyArgentinaAustralia

GBTotal

USS KoreaBelgium

JapanRussia

BrazilPolandFrance

SpainS Africa

Italy

31%

27%

25%

24%

23%

22%

20%

17%

16%

15%

14%

14%

13%

12%

11%

10%

7%

5%

5%

3%

45%

41%

42%

53%

59%

61%

47%

59%

60%

67%

53%

51%

46%

59%

59%

71%

73%

82%

84%

84%

1

2

3

4

5

6

7

8

T

9

10

11

12

13

14

15

16

17

18

19

Satisfied Dissatisfied

No China




SO WHO DO CONSUMERS TRUST?FELLOW CONSUMERS …

TotalGreat Britain

Key:

What I read about other people’s good or bad experiences influences the companies or brands I choose

ChinaIndia

S AfricaTurkey

S KoreaRussia

BrazilGBUS

SwedenTotal

AustraliaCanada

GermanyPoland

ItalySpain

ArgentinaJapan

BelgiumFrance

86%

74%

74%

73%

72%

71%

68%

68%

68%

67%

67%

67%

67%

66%

65%

61%

59%

58%

56%

49%

48%

10%

20%

23%

24%

24%

20%

20%

24%

23%

29%

26%

26%

26%

26%

26%

32%

33%

29%

29%

41%

46%

1

2

3

4

5

6

7

8

9

10

T

11

12

13

14

1

16

17

18

19

20

Agree Disagree



Authenticityand voice



BRANDEXPERIENCE IS THE NEW BRAND



59%disagree “when I shop I

always try to buy branded products”

THE POWEROF BRANDS



74%

http://www.ipsosglobaltrends.com/



A VOCAL MINORITY BUT A LURKING MAJORITY

BUT1/4of people have shared

their views about a company or brand

online

7/10will look at online

reviewsif they don’t feel

confident making a purchase decision



THERE’SMUCHMORE



WHAT DRIVES HAPPINESS…?RELATIONSHIP STATUS



WHO ARE MOST ALIKE?

GERMANS &JAPANESE

AUSTRALIANS &BRITS

ITALIANS &POLISH

FRENCH &BELGIANS

INDIANS, SOUTH AFRICANS& CHINESE

ARGENTINES &BRAZILLIANS



1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20


BUT ULTIMATELY WE’RE ALL ALIKE….

TotalGreat Britain

Key:

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

TurkeyS Africa

ChinaIndia

SpainGB

AustraliaCanada

GermanyUS

RussiaArgentina

SwedenTotal

BrazilPoland

ItalyBelgiumS KoreaFranceJapan

81%

77%

74%

73%

73%

69%

68%

68%

68%

68%

67%

67%

66%

65%

65%

64%

62%

60%

50%

50%

34%

16%

19%

19%

21%

19%

21%

21%

23%

24%

22%

22%

22%

26%

26%

28%

26%

30%

29%

45%

41%

49%

1

2

3

4

5

6

7

8

9

10

11

12

13

T

14

15

16

17

18

19

20

Agree Disagree



THANKYOU

http://www.ipsosglobaltrends.com/

ipsos global trends survey 2014

Lifestyle