THE UNEASY DECADE: Reshaping Society, Technology, and the Global Economy (IPSOS, 9th Edition)

Executive Summary:

The biggest evolution in Ipsos Global
Trends this year has been in the
“Globalism Fractures” trend. In earlier
reports, we envisioned a retreat from
the international order that dominated
the world after 1945. What we didn’t
know at the time washow rapidly that
fracturing would unfold via steps from
the Trump administration to reset trade
policy, and the resulting market
responses and economic uncertainty.
As trend experts, we’ve been tracking
shifts in the global landscape for
decades -and it certainly seems that
the 2020s are shaping up to be defined
by persistent tensions. The foundation
of our analysis has always been to look
at change from three levels -the long
range impact of macro forces; the
closer-in shifts in society, markets and
people; and emerging signalsthat cue
a probable future.
Yet this year, it feels as if the change is
intensifying. This year’s report reflects
a sharp increase in geopolitical
tensions, the rapid mainstreaming of
AI, and a broad societal
reconfiguration.
The global environment of uncertainty
is leading to a decline in optimism.
People are usually more optimistic
about what’s closer to them
themselves, their family and their
community -than they are about things
that are farther away, such as their
nation or the world. But this year, we
have seen a 7-point drop in optimism
around you/your family, and in
optimism about your city; both are
striking.
At the macro level, one of the most
significant and immediate changes
over the last year has been the
escalation of economic and
geopolitical instability. We’ve seen a
trade war sparked by protectionism and
nationalism, driven by a desire for
control in what is increasingly viewed
as a zero-sum global economy.
In parallel, technology continues its
leap forward in creating a double
edged sword of innovation and
apprehension. AI has moved from a
niche concept to a mainstream part of
our daily lives. However, this rapid
integration comes with significant
public worry: questions persist about
the long-term impact on our social and
practical skills, data security, and the
ethical controls to prevent misuse.

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