9 OPPORTUNITIES IN THE U.S.
Where do brands and governments fit into this?
Each of the nine Ipsos Global Trends comes with a tension and an opportunity to focus and act with intent.
Organizations and leaders should focus on:
Globalization Fractures
Playing up local strengths to tie into Made in USA or shop-local movements, as well as global cooperation and scale
Splintered Societies
Committing to our many shared values to help lower temperatures in the polarized U.S.
Climate Convergence
Demonstrating climate action at the organization and market level, but also helping people feel that they are contributing
Technowonder
Identifying the benefits of new, pervasive technology like AI and reducing concerns people have around privacy, misuses and job loss
Conscientious Health
Helping people navigate the complicated landscape of holistic wellness in the complex U.S. healthcare system with clear, trusted information and accessible solutions
Retreat to Old Systems
Recognizing the warm fuzzy aspects of nostalgia but realizing that not everyone wants to return to America’s past
Nouveau Nihilism
For younger Americans especially, there’s a gap between their aspirations and their realities. There is space for brands to help them bridge that gap
The Power of Trust
Aligning your shared values and those of your audience to build trusted relationships in a context when values have been politicized
Escape to Individualism
Leveraging those trusted relationships to help people express their identities as they choose, even if they choose historical norms