Gts 2021 Launch Report

Ipsos Global Trends
2021
Aftershocks and continuity
November 2021
1 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

2
Signals of a changing world
China ends Soaring used car Global labour China’s tech
funding for coal prices shortages crackdown
Alphafold makes AUKUS COVID’s long tail in Social media

the case for AI awkwardness the developing world challenges

Our theory of
change:
After the
initial shock, MACRO
FORCES
SHIFTS SIGNALS
the impacts of LONGER

TERM
MEDIUM
TERM
SHORT
TERM
COVID-19
echo through
the system
The macro Dynamic
populations
Growing inequality
and opportunity
Geopolitical
tensions
forces reflect
the impact of
COVID-19
Data Technology Our fragile

world tipping points planet

Dynamic populations
A shifting world
Developed world birth rates have fallen under
COVID – but greater economic disruption in
emerging world means birth rates there likely to
rise
But migration on the rise as travel is eased and
likely to rise further in an era of extreme climate

Our fragile planet
Coping with extremes

The pandemic hit to carbon emissions was small
– and total CO2 output is rising again
Global carbon emissions must peak by 2025 to
meet the 1.5C target set in Paris

Geopolitical tensions
Multipolarity and unilateralism

‘Vaccine diplomacy’ as rich countries provide
jabs to others to burnish their credentials
Areas of contest shift; the US leaves
Afghanistan and shuns France for Australia

Growing inequality and opportunity
Winners and losers of COVID

Global income inequality fell under the
pandemic as more advanced nations
experienced bigger economic impacts
Yet signs within-country inequality has risen;
recessions produce winners and losers – with
younger people and those in weaker positions
often on the losing end

Tech tipping points
A government techlash?
Shift to living online further empowered tech
firms like Facebook, Tencent, Alibaba…
Yet many governments are now acting strongly
against these firms – the cautionary tale of Jack
Ma
OECD agreement on a minimum global
corporate tax rate for big tech

Data world
Instant aggregation
Data sharing and analysis has underlined
testing and vaccination efforts in many countries
Yet fake news can spread just as quickly –
Covid has been an accelerant for conspiracies

One and a half
years in – where
do public values
stand?
Our trends
from 2019…
© Ipsos | GTS 2021 launch deck | November

13 2021 | Version 5 | Public
Our trends from 2019
Views on the medical profession sit within This trend explores the common
this trend: faith in the advice of doctors on responses to a world that feels dangerous
one side and a desire to take control of and unequal: fear of the future, radical
personal healthcare and seek second populism and a retreat to nationalism and
opinions on the other. tradition.
This trend reflects the values of those

This trend looks at opposing forces in
who are actively thinking about their
modern capitalism: those who seek
health and also see good health as a
greater redistribution of wealth and
wider concern for the planet as well as
proponents of conspicuous consumption.
themselves.
The divided world trend explores divides
Nostalgia and an imagined past offers a
in personal values – individualism,
comfort to citizens in many countries –
support for democracy, attitudes to
especially those who feel left behind by
religion and spiritualism, as well as an
the pace and nature of change.
emerging front around attitudes towards
issues of sexuality.

Our trends from 2019
This trend speaks to the division between Data dilemmas tracks the balance of
those who see dealing with climate different public responses to an
change as the challenge of our time increasingly data-hungry world: mostly we
versus those who are more sceptical. see anxiety and fatalism, but also a small
2021 has seen the balance tip decisively but rising group who are actively
towards the former. comfortable sharing their data.
Seeking simplicity – and even seeking to This trend examines the varying
be alone – is a trend in its own right, with responses to technology – ranging from
many feeling that the world is increasingly technophiles who demand the latest in
loud and fast-moving and alarming. everything, to those who want to unplug.
This trend encapsulates the consumer

We examine evolving attitudes to
view that brands need to appear
globalisation, including interest in foreign
authentic – whether that is in their values,
products and content as well as how
the provenance of their goods, or how
open people are to experiencing life in
they are reviewed online.
another part of the world.

By Sept 2020
we saw more
change in
some areas
Healthcare, brands, climate,

globalisation and reactions to
inequality

2021 is similar
– existing
trends
continue
Continuity in trends on climate,

purpose and health
Change for brands,
globalisation and online/offline
world

Where do we see
continuity in
trends?

Climate concern remains key
Change
% agree that we are heading for environmental disaster unless we change our habits quickly 2021 from
95% score 2013
90% China 92% +1
Brazil 91% +13
85%
Italy 90% +6
80%
France 87% +12
75%
Germany 84% +9
70% Canada 82% +15
65% Britain 81% +22
60% Australia 78% +18

US 71% +14
55%
2013 2016 2019 2020 2021
Ipsos Global Trends Series: 500-1,000 adults aged 16-75 (18-75 in US and CA) per market per year

Denmark
In fact, it Great Britain
Australia
40%
40%
38%
54%
47%
47%
trumps more Italy
US
37%
36%
53%
45%
Peru 35% 63%
traditional Canada
Romania
32%
32% 62%
54%
worries South Africa

France
Ireland
32%
31%
29%
60%
61%
51%
Germany 28% 64%

Chile 27% 70%
Which of the following, if either, India 26% 61%
is more important to you Kenya 26% 72%
personally: Argentina 25% 70%
Indonesia 25% 66%
Nigeria 22% 69%
Companies paying the Philippines 22% 62%
correct amount of tax? Mexico 19% 77%
Thailand 17% 65%
Companies doing as much Colombia 16% 82%
as they can to reduce harm Singapore 15% 74%
Brazil 14% 78%
to the environment? China 11% 78%
Base: 24,332 adults aged 16-75 (18-75 in US and CA) in 25 markets interviewed August - September 2021

With a strong Gen Z 25% 64%
generational
skew
Millennial 37% 49%
Great Britain
Which of the following, if either,
is more important to you
personally: Gen X 45% 42%
Companies paying the

correct amount of tax?
Companies doing as much
as they can to reduce harm Baby Boomer 44% 42%
to the environment?
Base: 1,080 British adults aged 16-75, interviewed online 23 – 26 July 2021

% agree % disagree
Nigeria
Our health China
India
91%
88%
88%
9%
10%
9%
remains Philippines
Kenya
88%
85%
10%
15%
Indonesia 83% 16%
important Thailand
Italy
83%
81%
14%
11%
South Africa 81% 16%
Romania 79% 16%
Brazil 78% 19%
Peru 78% 16%
Ireland 75% 20%
Singapore 75% 21%
Australia 72% 23%
Colombia 72% 21%
Mexico 71% 21%
Argentina 69% 21%
Canada 69% 24%
Chile 69% 22%
France 68% 25%
I will sacrifice convenience if it Germany 67% 29%
means getting healthier US 67% 28%
Great Britain 66% 24%
products Denmark 61% 30%

Faith in China
Peru 7%
22%
vaccines fell in Chile 7%

Brazil 4%
2020 but has Indonesia 2%
rebounded for India

Germany 0%
1%
most Canada -1%

South Africa -1%
Italy -4%
France -4%
Denmark -4%
I believe all recommended GB -6%
vaccines are beneficial for me Australia -6%

and my family – % change in US -12%
agree from 2019 to 2021 Romania -20%

40% Romania
Scepticism is
% disagree “all recommended vaccines are beneficial

higher in less 35%
Nigeria
France
vaccinated 30%
Over-vaccinated?
for me and my family”

South Africa US
countries 25%
Kenya Thailand
Germany Denmark
20% Australia Canada
Italy
China Chile
15% Colombia
Indonesia
% received at least one dose Philippines India Brazil Singapore
10%
of a COVID-19 vaccine Under-vaccinated Peru Ireland
Mexico Great
X 5% Britain
Argentina
% disagree that all
0%
recommended vaccines are 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
beneficial % with at least one dose of COVID-19 vaccine (29 Oct 2021)
Vaccination statistics collected from Our World In data. Romania figure from 26 November 2021 and China figure from 18 September 2021

90%
But overall: Change
from 2013
rising 80%
73%
78% India +18
optimism in 70% 71%

69% China +18
62%
the power of 60% 60% 60%
56%
54% Italy +8
science 50% 51%
46%
50%
48%
50%
45% Britain +12
36% 41%
40%
38% 38% France +15
33% 34% 34%
30% 31%
24%
20%
% agree that eventually all
medical conditions and 10%
2013 2016 2019 2020 2021
diseases will be curable

Feeling overwhelmed has risen in many
markets since 2013
I wish I could slow down the pace of my life – % agree
90%
Change
85%
2021 from
80% score 2013
75% China 89% +16
70% India 73% +24

65% Brazil 67% +17
60% Germany 66% +7
55%
S Africa 63% +1
50%
US 55% +7
45%
Britain 59% +17
40%
2013 2016 2019 2020 2021

% agree % disagree
Thailand
Nostalgia Nigeria
India
82%
78%
74%
15%
21%
20%
varies Philippines
Singapore
68%
66%
28%
26%
markedly Kenya
France
62%
60%
37%
30%
Indonesia 59% 37%
US 59% 29%
Romania 58% 36%
Denmark 54% 34%
Italy 54% 36%
Mexico 54% 37%
Australia 53% 34%
Brazil 51% 40%
Peru 51% 39%
Canada 49% 39%
Argentina 48% 32%
Germany 44% 46%
Chile 42% 47%
I would like my country to be Colombia 42% 45%
Ireland 41% 49%
the way it used to be China 24% 71%

As do views on the impact of income
disparities
% agree that having large differences in income and wealth is bad for society overall
95%
90%
85% Change
2021 from
80% score 2013
75% Brazil 90% +13
70% Germany 81% -3
65% Italy 75% -3
60%
France 71% +3
55%
Britain 70% +3
50%
US 56% +9
45%
2013 2016 2019 2020 2021

Social media firms still have ‘too much power’ –
more notable growth in some emerging markets
Social media firms have too much power - % agree 2019 and 2021
2019
97%
2021
91%
91%
89%
84%
84%
84%
84%
84%
84%
84%
84%
83%
83%
81%
81%
81%
80%
79%
78%
78%
78%
76%
75%
75%
75%
74%
74%
73%
71%
70%
67%
Indonesia Brazil Peru Chile GB Australia Canada India South China Germany US Italy France Denmark Romania
Africa

Yet anxiety 84%
Data apathy:
and apathy 85%

It is inevitable that we will all lose some
privacy in the future because of what new
technology can do
remain the 85%
key reactions 66%
to the data 69%

Data anxiety:
I am concerned about how information being
collected about me when I go online is being
dilemma 77%
used by my own government
34%
Data sharing:
People worry too much about their privacy
28%
Britain online - I’m not concerned about what
% agree with data values US companies or the government know about me
41%
statements in 2021 Brazil

Concern about tech rose more pre-COVID for
developed markets
I fear that technical progress is destroying our lives – % agree 2013-2021 Change Change
75% 2021 from from
COVID-19 score 2013 2019
65% Brazil 66% +13 +3
France 66% +23 +8
55% India 64% +15 -2
S Africa 62% +24 +10

45% China 62% +16 +14
US 51% +9 0
35%
Britain 52% +21 +5
Germany 45% +16 +4

25%
2013 2016 2019 2020 2021

And where is
there emerging
change?

The rise and
rise of brand 2013 2016 2019 2021
66%
purpose 60%
64%
60% 61%
56%
51% 50% 51%
48%
43% 44%
I tend to buy brands that reflect

my personal values – % agree Great Britain US France
Ipsos Global Trends Series: 1,000 adults aged 16-75 (18-75 in US and CA) per market per year

% agree % disagree
Nigeria
Many see a Philippines
Singapore
87%
85%
85%
12%
12%
10%
role for India
Kenya
84%
84%
11%
16%
South Africa
business in Romania
Thailand
84%
77%
77%
14%
13%
15%
social issues Colombia
Peru
75%
75%
18%
17%
Ireland 74% 16%
Australia 71% 21%
Brazil 70% 23%
Canada 68% 22%
Chile 67% 24%
Germany 66% 22%
Indonesia 64% 26%
Mexico 62% 27%
Business leaders have a Argentina 60% 23%
responsibility to speak out on Italy 53% 29%
Denmark 52% 32%
social and political issues France 51% 36%
affecting my country US 51% 39%

Although not
everyone 47% United States
agrees this is
a priority…
Great Britain 41%
I don’t care if a brand is

ethically or socially
41% Germany
responsible, I just want them to

make good products – % agree

Online friction has risen since COVID-19
I find shopping online more difficult than shopping in traditional stores – % agree
45%
COVID-19
40% Change
2021 from
score 2016
35%
Canada 41% +9
30% France 36% +8
Britain 36% +12

25%
Italy 34% +2
20% Germany 32% +13
US 29% -8
15%
2016 2019 2020 2021

But who is 2020 2021
experiencing 32%
the most Gen Z
47%
friction?
33%
Millennial
32%
32%
Gen X
22%
United States
I find shopping online more 26%
Baby
difficult than shopping in Boomer
traditional stores – % agree 26%
Ipsos Global Trends Series: c.1,000 US adults aged 18-75 interviewed per wave

% agree % disagree
Indonesia
It remains US
Brazil
24%
29%
33%
73%
67%
66%
easier for Romania
Thailand
31%
35%
65%
63%
Germany 32% 63%
most however France
Singapore
36%
37%
62%
61%
China 35% 61%
Italy 34% 61%
Philippines 40% 58%
Chile 39% 58%
Ireland 38% 58%
Colombia 39% 57%
Canada 41% 56%
Denmark 38% 56%
Peru 43% 54%
India 42% 54%
Argentina 42% 52%
Australia 45% 51%
I find shopping online more Mexico 44% 49%
difficult than shopping in South Africa 59% 38%
Kenya 60% 36%
traditional stores Nigeria 65% 32%

And we also see some growth in comfort with
sharing data
People worry too much about their privacy online - I’m not concerned about what companies or the
government know about me - % agree
Britain France Germany
33%
35% 35%
21% 19% 20%
2021 2013 2021 2013 2021 2013

% who think racism is very / somewhat present in their country
Black Lives Brazil 89%
Matter has Mexico 85%
also changed UK
Canada
82%
81%
the narrative India 77%
France 75%
Australia 74%
Spain 72%
To what extent if at all do you Germany 70%

think that racism and other Italy 68%
forms of intolerance which is South Korea 60%
the base of the protests in the
Japan 53%
United States is present in your
country? Russia 49%
Ipsos Global Advisor: 15,908 adults aged 16-75/18-75 in 13 countries, interviewed online June 2020

Indonesia
While most Nigeria
Philippines
93%
92%
87%
think they live China
India
86%
86%
Kenya 85%
in cohesive Singapore
Thailand
84%
83%
neighbour- Canada
South Africa
Ireland
82%
81%
81%
hoods Australia
Romania
79%
75%
US 75%
Peru 74%
Brazil 71%
Great Britain 70%
Colombia 69%
Denmark 67%
Italy 67%
My local area is a place where Mexico 67%
people from different Chile 66%
backgrounds get on well France 66%
Germany 65%
together – % agree Argentina 63%

% agree % disagree
They agree Indonesia

Nigeria
India
73%
72%
71%
23%
28%
23%
less on how Thailand
Singapore
66%
65%
28%
28%
minorities are Philippines

Australia
Denmark
60%
58%
55%
34%
35%
34%
treated Kenya
Romania
55%
54%
45%
35%
Germany 49% 38%
Ireland 46% 44%
Canada 42% 48%
Argentina 41% 44%
US 41% 52%
France 37% 53%
Italy 37% 49%
“People from different Mexico 36% 56%
backgrounds and ethnic Peru 36% 57%
minorities in my country are Colombia 35% 60%
Brazil 34% 60%
treated fairly” Chile 33% 62%

A globalisation
paradox

Change
95% from 2013
Views of 89%
91% China +10
86%
globalisation 85%
81%
79%
continue to 75%
improve 65%
54%
55% 56% 55% Britain +14
52% 53%
49% 50% US +13
45% 46%
41%
37% 36% France +12
35% 34%
31%
29%
25% 24%
Globalisation is good for my 15%

2013 2016 2019 2020 2021
country – % agree

% agree % disagree
Nigeria
Yet many Kenya
India
67%
62%
77%
32%
32%
22%
show a Thailand
Singapore
58%
55%
37%
39%
preference for Brazil
Philippines
49%
47%
46%
49%
local / Argentina
Romania
Chile
43%
39%
38%
53%
54%
45%
national Peru
Indonesia
38%
37%
55%
59%
China
brands Australia
Colombia
36%
34%
33%
57%
55%
60%
Ireland 33% 56%
US 31% 48%
Germany 30% 57%
Denmark 29% 54%
I think global brands make Canada 28% 59%
better products than brands Mexico 28% 63%
Italy 23% 62%
that are just local to my country France 20% 71%

% agree % disagree
India
And feel a Thailand
South Africa
67%
63%
58% 40%
28%
32%
closer affinity Nigeria

Chile
55%
53%
43%
41%
Brazil 51% 43%
to the nation Colombia
Italy
51%
51%
44%
40%
Singapore 51% 43%
Peru 50% 44%
Philippines 50% 45%
Argentina 45% 43%
Germany 45% 47%
Kenya 44% 56%
Romania 43% 51%
Mexico 42% 50%
Australia 41% 51%
France 41% 51%
Ireland 40% 51%
Indonesia 39% 57%
I feel that I more a citizen of Canada 36% 56%
the world than a citizen of my Denmark 36% 57%
China 35% 61%
country US 35% 55%

Values remain mostly unchanged 1.5 years in
Still more continuity than change

Climate concern was not interrupted by COVID-19
Link between brand and values/purpose
But we see potential for evolution

in some areas
Attitudes to data and online/offline world
Rebalancing between global and local

BUT whether we see it or not,
the world is changing fast
Multipolar world Bipolar world
Climate concern Climate action
Online and offline Blended reality
Political leaders Social leaders

Post South Africa
Turkey 83%
87%
pandemic, the China

India
82%
81%
capacity for Indonesia

Saudi Arabia
81%
81%
change is Mexico
Argentina
80%
79%
there… Australia
Brazil
78%
77%
Canada 76%
Great Britain 75%
France 73%
US 70%
South Korea 70%
The COVID‐19 pandemic has Germany 68%
shown how quickly people can Italy 67%
change their behaviour in a Russia 67%
crisis – % agree Japan 50%
Ipsos / Global Commons Alliance: 19,735 adults aged 16-75 in G20 countries, interviewed online April-May 2021

The question for 2022 is…
How will our slow-changing
values clash with our
changed world?
And who will lead the
public to help them adapt?

IPSOS GLOBAL TRENDS
2021
FIELDWORK DATES
• 2021 edition (August-September 2021)
TECHNICAL DETAILS • 2020 edition (September 2020)
• 2019 edition (June-July 2019)
• 2016 edition (September-October 2016)
MARKETS • 2013 edition (September-October 2013)
25 countries are included in Ipsos Global Trends 2021. These are Argentina,
Australia, Brazil, Canada, China, Chile, Colombia, Denmark, France, Germany, Great
Britain, India, Indonesia, Italy, Kenya, Mexico, Nigeria, Peru, the Philippines, Romania, BASE SIZES
Singapore, South Africa, Thailand and the United States. In each country a representative sample of online adults aged 16-75 (18-75 in the US)
participated in the survey.
METHOD
In most markets this wave of the survey was carried out online with adults aged 16-75 In most countries the sample size is approximately 1,000, however a sample size of
(18-75 in the US and Canada), using the Ipsos Online Panel. However in some 500 was used in Peru, Colombia, Argentina and Chile and the South African sample
countries where internet penetration is lower different methods were used: in Nigeria consists of 1,500 participants.
and South Africa a face-to-face methodology was employed while Kenya the survey
was carried out over the telephone. HISTORICAL DATA
Comparison is made with previous waves of the Ipsos Global Trends Survey in 2020,
The results are weighted to ensure that the sample’s composition reflects that of the 2019, 2016 and 2013. In nearly all cases the methodology and sample sizes will be the
adult population according to the most recent country census data. same in each wave of the panel: c.1,000 adults interviewed through the Ipsos online
panel system. Data for South Africa for 2021 utilises a different method to previous
Total global data has not been weighted by population size, but are simply a country waves so caution must be used in making trend comparisons with this data.
average. In established markets with a higher level of internet penetration (more than
60% online), the results can be taken as representative of the general working-age More detail on the series can be found here:
population. https://www.ipsosglobaltrends.com/technical-details/
In markets where internet penetration is lower, the results should be viewed as

representative of a more urban, affluent and ‘connected’ population.
51 51 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

Gts 2021 Launch Report

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Gts 2021 Launch Report

Uploaded by

Copyright:

Available Formats

Ipsos Global Trends

1 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

Alphafold makes AUKUS COVID’s long tail in Social media

3 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

the impacts of LONGER

Data Technology Our fragile

5 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

6 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

Coping with extremes

7 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

Multipolarity and unilateralism

8 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

Winners and losers of COVID

9 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

10 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

11 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

© Ipsos | GTS 2021 launch deck | November

This trend reflects the values of those

14 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

This trend encapsulates the consumer

15 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

Healthcare, brands, climate,

© Ipsos | GTS 2021 launch deck | November

Continuity in trends on climate,

© Ipsos | GTS 2021 launch deck | November

18 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

60% Australia 78% +18

19 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

worries South Africa

Germany 28% 64%

20 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

Companies paying the

21 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

22 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

vaccines fell in Chile 7%

rebounded for India

most Canada -1%

I believe all recommended GB -6%

vaccines are beneficial for me Australia -6%

23 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

% disagree “all recommended vaccines are beneficial

for me and my family”

24 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

optimism in 70% 71%

25 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

70% India 73% +24

26 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

27 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

28 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

29 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

and apathy 85%

key reactions 66%

to the data 69%

30 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

65% Brazil 66% +13 +3

France 66% +23 +8

55% India 64% +15 -2

S Africa 62% +24 +10

Germany 45% +16 +4

31 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

32 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public

I tend to buy brands that reflect

33 © Ipsos | GTS 2021 launch deck | November 2021 | Version 5 | Public