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Ipsos Global Trends Survey 2014

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We’re delighted to share with you the findings from our Global Trends survey - the largest study of its kind, looking at the attitudes and behaviours of consumers and citizens in 20 key countries around the world. We reveal the complex, and sometimes contradictory, findings covering everything from marriage to migration, from ambition to advertising and from society to social media. Visit http://www.ipsosglobaltrends.com for more.

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Ipsos Global Trends Survey 2014

  1. 1. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 GLOBAL TRENDS2014 NAVIGATING THE NEW
  2. 2. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 BEN PAGECHIEF EXECUTIVE IPSOS MORI
  3. 3. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 #IpsosTrends
  4. 4. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 16,000+ PEOPLE
  5. 5. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 20COUNTRIES IN
  6. 6. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014
  7. 7. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 MEGA TRENDS
  8. 8. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 POPULATION CHANGE UNEVEN ECONOMIC GROWTH GLOBALISATION AND MIGRATION CLIMATE CHANGE TECHNOLOGICAL CHANGE POLITICAL AND INDIVIDUAL CHANGE
  9. 9. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 OUR TEN TRENDS
  10. 10. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 TECHNOLOGY PRIVACY TRADITION HEALTH SIMPLICITY GLOBALISATION GENERATIONS INEQUALITY TRUST BRANDS
  11. 11. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 TECHNOLOGY THE CULTURE OF NOW
  12. 12. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 12 EMERGING ECONOMIES MORE OPTIMISTIC ABOUT TECHNOLOGY 78% 73% 15% 18% ‘Technology generally makes 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 up with technology’ Emerging Average 80% 66% 13% 25% ‘I would really like to know more about new technology’ Agree Disagree Emerging Average
  13. 13. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 13 THE CULTURE OF 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
  14. 14. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 14 THE CULTURE OF NOW
  15. 15. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 PERSONALISATION VS PRIVACY
  16. 16. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 16 1 2 3 4 5 6 7 T 8 9 10 11 12 13 14 15 16 17 18 19 20 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% India Brazil China Italy Russia S Africa Argentina Total Poland Turkey U.S. GB Spain Belgium S Korea Canada Australia Germany France Japan Sweden Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 EMERGING/ESTABLISHED MARKET DIVIDE ON PRIVACY V PERSONALISATION A Total Great 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
  17. 17. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 17 1 2 3 4 5 6 7 8 9 10 11 T 12 13 14 15 16 17 18 19 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% Spain S Africa Brazil Poland Argentina France India Turkey U.S. Canada S Korea Total GB Australia Belgium Russia Italy Japan Germany Sweden Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 Oct 2013 BUT WHO’S GOT YOUR DATA? Agree Total Great 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
  18. 18. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 18 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% France Spain Brazil Poland Turkey Argentina S Africa Belgium China Total Canada S Korea Australia India Italy GB U.S. Germany Russia Sweden Japan Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 Oct 2013 WHO’S READING YOUR POSTS? Total Great 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
  19. 19. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 19 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 SOCIAL MEDIA AND MEDIA COMPANIES BARELY MORE TRUSTED THAN FOREIGN GOVERNMENTS … % Great deal / Fair amount Global average Great Britain Key: 45% 45% 33% 32% 38% 31% 31% 25% 20% 19% 15% 41% 34% 31% 31% 28% 24% 17% 17% 12% 11% 10% 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 To what extent, if at all, do you personally trust the following to use the information they have about you in the right way?
  20. 20. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 20 WHERE NEXT?
  21. 21. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 TRADITION MORE FORWARDS THAN BACKWARDS
  22. 22. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 22 1 2 3 4 5 6 7 8 9 10 T 11 12 13 14 15 16 17 18 19 20 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% Turkey China S Africa India Italy Brazil US Australia Russia Poland Total Belgium Argentina GB France S Korea Canada Germany Spain Japan Sweden Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 Total Great Britain Key: People led happier lives in the old days when they had fewer problems to cope with THE POWER OF NOSTALGIA Agree Disagree
  23. 23. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 79% agree that “it is up to everybody to work out their own set of principles to guide their decisions” LOOKING FORWARDS AND LOOKING BACKWARDS 78% agree that “traditions are an important part of society”
  24. 24. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 24 1 2 3 4 5 6 7 8 9 10 T 11 12 13 14 15 16 17 18 19 20 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% Russia India China S Korea Japan Brazil Poland Argentina US Turkey Total S Africa Germany Australia GB Canada Belgium Italy France Spain Sweden Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 BUT MOST PLACES NOT NOSTALGIC ABOUT GENDER ROLES Total Great Britain Key: The role of women in society is to be good mothers and wives Agree Disagree
  25. 25. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 CAN WE LEVERAGE THE OLD TO PROVIDE REASSURANCE ABOUT THE NEW? RETRO CHIC NEW TAKES ON FAMILIAR IDEAS BIG SOCIETY
  26. 26. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 HEALTH PERSONAL AND PREVENTATIVE
  27. 27. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 27 1 2 3 4 5 6 7 8 9 10 11 12 T 13 14 15 16 17 18 19 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% Belgium GB US Australia Sweden France S Africa India Canada Argentina Spain Germany Total Japan Turkey S Korea Italy Brazil Poland Russia Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 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 Total Great Britain Key: By healthcare we include doctors, specialist physicians such as surgeons, hospitals, tests for diagnosis and drugs to treat various ailments. Poor
  28. 28. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 28 1 2 3 4 5 6 7 T 8 9 10 11 12 13 14 15 16 17 18 19 20 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% Brazil India China Turkey S Korea Argentina S Africa Total Belgium Australia Japan Russia Sweden France US Canada Poland GB Germany Spain Italy Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 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 Total Great Britain Key: Get worse
  29. 29. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 OUR HEALTH: ARE WE DELUDED? BMI: 22.5BMI: 29
  30. 30. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 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
  31. 31. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 SIMPLICITY CHOICE ABOUT CHOICE
  32. 32. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 32 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 UNIFORM DESIRE FOR SIMPLICITY 0 10 20 30 40 50 60 70 80 16-24 25-34 35-44 45-54 55+I wish my life was more simple Emerging % agree Established
  33. 33. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 33 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 CHOICES OVERWHELM? Total Great Britain Key: I often feel overwhelmed by all the choices I have about how to live my life 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% S Korea India Turkey Poland Italy S Africa Argentina Total China Japan Australia GB Canada Belgium Brazil Russia US Spain France Sweden Germany 1 2 3 4 5 6 7 T 8 9 10 11 12 13 14 15 16 17 18 19 20 Agree Disagree
  34. 34. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 “…choice, complexity, and let’s call it limited attention span… can lead to behavioural market failures” Cass Sunstein
  35. 35. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 GLOBALISATION GLOBAL VILLAGE
  36. 36. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014  Unpublished: Not for external use CHANGE ANXIETY 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”
  37. 37. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014  Unpublished: Not for external use CHANGE ANXIETY
  38. 38. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 38 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 ENVIRONMENTAL DISASTER INEVITABLE? Total Great Britain Key: We are heading for environmental disaster unless we change our habits quickly 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% China Italy Argentina Turkey S Africa India Brazil S Korea Germany France Total Belgium Russia Spain Canada Sweden Australia Poland GB Japan US 1 2 3 4 5 6 7 8 9 10 T 11 12 13 14 15 16 17 18 19 20 Agree Disagree
  39. 39. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 GLOBAL BUT LOCAL Locality – people happier and more optimistic closer to home – SAY want local issues resolved at local level
  40. 40. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 GLOBAL BUT LOCAL OUR VODKA
  41. 41. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 41 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 RELIGION DIVIDES THE WORLD Total Great Britain Key: My religion/faith is very important to me 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% Brazil S Africa Turkey India US Argentina Russia Poland Italy China Total Canada Australia S Korea Germany Spain Belgium France GB Sweden Japan 1 2 3 4 5 6 7 8 9 10 T 11 12 13 14 15 16 17 18 19 20 Agree Disagree
  42. 42. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 GENERATIONS GENERATIONS APART
  43. 43. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 43 1 2 3 4 5 6 7 T 8 9 10 11 12 13 14 15 16 17 18 19 20 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 THE SHIFTING BALANCE OF 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? Total Great Britain Key: 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% China India Brazil Turkey Russia S Africa S Korea Japan Total Argentina Poland Australia Italy Germany Canada GB Sweden US Spain Belgium France 1 2 3 4 5 6 7 8 T 9 10 11 12 13 14 15 16 17 18 19 20 Better Worse
  44. 44. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 44 1 2 3 4 5 6 7 T 8 9 10 11 12 13 14 15 16 17 18 19 20 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 WHAT’S HAPPENED TO THE 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? Total Great Britain Key: 1 2 3 4 5 6 7 T 8 9 10 11 12 13 14 15 16 17 18 19 20 78% 48% 47% 46% 41% 41% 41% 37% 34% 32% 30% 30% 30% 27% 26% 24% 22% 21% 16% 16% 12% China Brazil Turkey India Japan Russia S Africa Total Argentina Sweden Australia Germany Poland S Korea US Canada GB Italy Spain France Belgium Under 30s who expect life to be better
  45. 45. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 INEQUALITY SHARING SUCCESS
  46. 46. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 46 WHAT NEXT FOR WOMEN? Half of Britons (54%) agree that things would improve if women held more positions of power.
  47. 47. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 47 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 DIFFERENCES IN OPINION ON GAY/LESBIAN RIGHTS Total Great Britain Key: Gay men and lesbians should be free to live their own life as they wish 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% Sweden Spain Canada Belgium Germany GB Italy France Argentina Australia S Africa US Total Japan Turkey Brazil India Poland S Korea China Russia 1 2 3 4 5 6 7 8 9 10 11 12 T 13 14 15 16 17 18 19 20 Agree Disagree
  48. 48. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 48 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 INCOME INEQUALITY ISN’T POPULAR ANYWHERE Total Great Britain Key: Having large differences in income and wealth is bad for society overall 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% China Spain Turkey Germany Russia S Korea Italy Brazil India Total Belgium Poland France Canada GB Argentina S Africa Australia Sweden Japan US 1 2 3 4 5 6 7 8 9 T 10 11 12 13 14 15 16 17 18 19 20 Agree Disagree
  49. 49. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 TRUST ERODING AUTHORITY
  50. 50. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 50 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 (DIS)SATISFACTION WITH GOVERNMENT Total Great Britain Key: The way the government is running the country 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% Sweden Germany Canada India Turkey Argentina Australia GB Total US S Korea Belgium Japan Russia Brazil Poland France Spain S Africa Italy 1 2 3 4 5 6 7 8 T 9 10 11 12 13 14 15 16 17 18 19 Satisfied Dissatisfied No China
  51. 51. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014
  52. 52. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 52 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 SO WHO DO CONSUMERS TRUST? FELLOW CONSUMERS … Total Great Britain Key: What I read about other people’s good or bad experiences influences the companies or brands I choose 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% China India S Africa Turkey S Korea Russia Brazil GB US Sweden Total Australia Canada Germany Poland Italy Spain Argentina Japan Belgium France 1 2 3 4 5 6 7 8 9 10 T 11 12 13 14 1 16 17 18 19 20 Agree Disagree
  53. 53. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 53 Authenticity and voice
  54. 54. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 54
  55. 55. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 55
  56. 56. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 BRAND EXPERIENCE IS THE NEW BRAND
  57. 57. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 59% disagree “when I shop I always try to buy branded products” THE POWER OF BRANDS
  58. 58. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 74% http://www.ipsosglobaltrends.com/
  59. 59. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 A VOCAL MINORITY BUT A LURKING MAJORITY BUT1/4 of people have shared their views about a company or brand online 7/10 will look at online reviews if they don’t feel confident making a purchase decision
  60. 60. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 THERE’S MUCH MORE
  61. 61. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 WHAT DRIVES HAPPINESS…? RELATIONSHIP STATUS
  62. 62. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 WHAT DRIVES HAPPINESS…? RELATIONSHIP STATUS
  63. 63. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 WHO ARE MOST ALIKE? GERMANS & JAPANESE AUSTRALIANS & BRITS ITALIANS & POLISH FRENCH & BELGIANS INDIANS, SOUTH AFRICANS & CHINESE ARGENTINES & BRAZILLIANS
  64. 64. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 64 1 2 3 4 5 6 7 T 8 9 10 11 12 13 14 15 16 17 18 19 20 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 BUT ULTIMATELY WE’RE ALL ALIKE…. Total Great Britain Key: People across the world have more things in common than things that make them different 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% Turkey S Africa China India Spain GB Australia Canada Germany US Russia Argentina Sweden Total Brazil Poland Italy Belgium S Korea France Japan 1 2 3 4 5 6 7 8 9 10 11 12 13 T 14 15 16 17 18 19 20 Agree Disagree
  65. 65. © Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential Global Trends Survey | July 2014 THANK YOU http://www.ipsosglobaltrends.com/
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