Digital Marketing
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GLOBAL TRENDS
A clear mandate for business to offer solutions amidst global crises
By our News Team | 2023
Ipsos Global Trends 2023 study finds the ‘new world disorder’ brings huge distrust – but also opportunity and a need to be responsible.
Despite global divisions and a ‘new world disorder’ filled with crises on multiple fronts, people still have clear expectations of brands and business.
Most believe business can be a force for good, with 80% agreeing that brands can make money and support good causes at the same time. However, there is still clearly a trust deficit, with just over half of consumers (53%) thinking that business leaders can’t be trusted to tell the truth.
Image by Brian Merrill from Pixabay
And almost two-thirds of people around the world say they try to buy products from brands that act responsibly, even if it costs more (64%).
This is according to the Global Trends 2023 study released by research company Ipsos. It is the largest conducted by the company to date and interviewed more than 48 000 people via online, telephone and face-to-face interactions. African countries surveyed include Nigeria, Zambia, Kenya and South Africa.
Ipsos emphasises the ‘new world disorder’ sweeping the globe, with 74% agreeing that their government and public services will do too little to help people in the years ahead.
“The major challenges facing people give businesses and institutions a clear mandate to offer plans and solutions, which will differ from market to market. Yet less than half consider their national government (36%) or businesses (45%) to be good at planning for the long-term future,” the researchers say.
What should businesses and institutions look out for in 2023? Among the key trends in the study:
A growing tension between global and local.
Although many talk of de-globalisation, at least six in 10 people across the world believe that globalisation is good for them personally (62%) and for their market (66%). Over the last decade, this figure has been gently rising – even as geopolitical tensions have worsened.
Eight in 10 people agree we are headed for environmental disaster unless we change our habits quickly.
What there is not agreement about is how to address it – and even with such high levels of concern, over half agree scientists don’t really know what they are talking about on environmental issues.
Amid rising demand for the regulation of big tech, six in 10 fear that technical progress is destroying our lives.
At the same time 71% also say they can’t imagine life without the internet; this encapsulates the cognitive polyphasia so many of us experience in thinking about technology. A larger proportion still (81%) are resigned to losing some privacy because of what new technology can do.
Despite a gloomy global outlook, we are confident about our own prospects.
Our optimism bias is clear; while only 31% are optimistic for the world overall for the coming year, most consider themselves happy (57%), and 59% are optimistic about how 2023 will pan out for themselves and their family.
“Navigating through the ‘Twitchy Twenties’ means detail matters,” says Ben Page, Global CEO of Ipsos. “How can brands, governments and individuals work together to solve the multiple crises facing global society and build on the personal hope and optimism we see?”
You can access the full report here.
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