The survey covers 74 per cent of world’s population and 90 per cent of the global gross domestic product (GDP)
In an attempt to provide a comprehensive understanding of people’s shifting attitudes and values and how India Inc could capitalise on these opportunities, Ipsos, a market research and polling company has unveiled Ipsos Global Trends 2024 for businesses and brands.
The survey highlighted that around 55 per cent of urban masses said they were proud of their country, with around a 22 per cent dip from last year due to the despair around meeting expenses for daily needs and healthcare costs.
In its 10th anniversary this year, it is the largest public survey covering 50,000 interviews in 50 markets, it encompasses 74 per cent of the world’s population and 90 per cent of the world’s gross domestic product (GDP).In India using the Ipsos IndiaBus platform, Ipsos captured views of both face-to-face and online interviews of the respondents.
“For this survey of 50,000 interviews across 50 countries and analysing of data, Ipsos used the theory of change, using three pillars – macro forces is the first one which is around us, demographics being one macro force which shows that the world is ageing; China has increased its retirement age and India too will hit the milestone in this century, and while seven states have started plateauing, 33 per cent of India’s growth will come from the two states of UP and Bihar. Urbanisation is happening at the fast pace and within the next 10 years it will inch closer to 40 per cent,” stated Amit Adarkar, Chief Executive Officer (CEO), Ipsos India
The survey stated that urban masses display despair and despondency. Considered the moral backbone of the nation, this cohort shows a deep decline in its pride for the nation. What is alarming is, from being aspirational and hopeful last year, this cohort was seen to be disillusioned, perhaps due to the job losses and high cost of living.
“Only 55 per cent of urban masses said they were proud of their country, with a 22 per cent dip from last year – explained by the despair around meeting expenses for daily needs and healthcare costs,” stated Krishnendu Dutta, Group Service Line Leader, Innovation, Market Strategy and Understanding (MSU) and Strategy3, Ipsos India,
As per the survey, digital Indians on the other hand show stability and reinforcement of trends. Around; 40 per cent said they would like India to be the way it used to be, displaying a strong need for nostalgia. 36 per cent were willing to shell out extra for a brand with an image appealing to them.
“Digital Indians show deepening cultural anxiety and hardening around gender roles. 43 per cent (-5 per cent) believe transgender men and women should be free to live their lives. Showing a dip. And 38 per cent (+5 per cent) believe the main role of women in society is to be good mothers and wives,” added Dutta.
Highlighting top three tensions emerging over the last decade in Ipsos Global Trends,Ben Page, Global CEO, Ipsos stated that the first tension is that we are more global and introspective – global brands and global culture is more widespread than a decade ago
The Global CEO further added that the second tension is focus on self – rising interest of focusing on the self, almost a retreat. In addition, the third tension being the environmental one as citizens are more concerned about the environment, yet fatalistic.
