IPSOSAlmanac2025PrefaceWelcometotheIpsosAlmanac–wherewelookbackattheeventsthatshaped2024andexplorewhatthenext12monthshaveinstore.Thiswasayearwhichsawthepolycrisisgrindon,withinflationaryhysteresis–thelong-termcumulativeimpactofhigherprices–makingvotersallovertheworldpunishincumbentgoverningpartiesofallpoliticalstripes,evenasinterestratesfell.WhetheritwastheDemocratsintheUS,theConservativesintheUK,orMacron’sgovernmentinFrance,angryvoterswerereadytosweepthemoutandtryanypopulistwhomightfixthings.Expectationswereloweverywhere–butoftendisappointed.Meanwhile,itwasagainthehottestyearonrecord.Withitcameanewseriesofextremeweatherevents,whetherintheformofwildfiresinPortugalandBrazil;floodsinSpain,AfghanistanandPakistan;heatwavesandtyphoonsacrosssoutheastAsia;orhurricanesintheGulfofMexico.TheconflictsinGazaandUkraineshownosignofending,withtheirimpact,alongsidethatofmorethan100otherconflictsaroundtheworld,continuingtoreverberateandaffectmigrationandinflation.Againstthisbackdrop,withtheworldeverhotterandmoreuncertain,wecanseepeopleretreatingtoapersonalsphere–ourIpsosGlobalTrendsreportlookedatEscapetoIndividualism,tofocusonyourselfandwhatyoucancontrol,butalsoNouveauNihilism,justlivingfortodayinthefaceofanuncertainfuture.So,sitbackasourteamtakesyouonaguidedtourof2024.Wetakealookattheeventsthatdefinedtheyear,aswedigesttheimplicationsofallthoseelectionsandlookbackatthecoming-togethermomentsliketheParisOlympics.Alongtheway,weexaminewhatsuccessfulbrandshavebeendoingthisyeartoreallycutthrough,andconsiderhowgovernmentscanmeetpeople’softengrowingandsometimesconflictingneeds.Thankyouforbeingwithusduring2024–welookforwardtodiscussingallofthisandmorewithyouin2025.BenPageIpsosCEO23IpsosAlmanac2025IpsosAlmanac2025THEEVENTSOF2024Wetakealookatthepasttwelvemonthsthroughtherear-viewmirror.Foreachmonth,wereviewaneventthathelpedshape2024,andreflectonitswiderimplications.Alongtheway,weprovidelinkstosomeofourkeyresearchreports,ifyouwanttodivedeeper.JANUARY-TECHNOLOGYBrainchipimplantinhumanWeliveinwonderoftechnology:ourIpsosGlobalTrends2024surveyreveals71%ofusbelievethat“weneedmoderntechnologiesbecauseonlythiscanhelptosolvefutureproblems”.Yet,wealsoworry:57%think“technicalprogressisdestroyingourlives”.InJanuary,ElonMuskannouncedthatoneofhiscompanies,Neuralink,hadimplanteditsfirstbrainchipinahumanexemplifyingthepotentialoftechnologytoenhancelives,particularlyforindividualswithseveredisabilities,whilealsoacceleratinginnovationinneuroprostheticsandaugmentedreality.However,itraisesseriousethicalandprivacyconcerns.Fromaphilosophicalperspective,Muskquestionstranshumanisminacontextwherescientistsare,afterdoctors,thosewhoinspirethemosttrustaccordingtotheIpsosGlobalTrustworthinessIndex2024(58%and56%,respectively).FEBRUARY-HEALTHKingCharles’cancerdiagnosisInFebruary,BuckinghamPalaceannouncedthattheBritishmonarchhadbeendiagnosedwithcancerandwasreceivingtreatment.Justafewweekslater,Catherine,PrincessofWales,announcedherowncancerdiagnosis.Despitethethreatcancerposes,Ipsos’HealthServiceReportrevealsthat,across31countries,itismentalhealthwhichisthebiggesthealthconcernacrosstheworld(45%).Theseelevatedlevelsofworryappeartobeaclearlegacyofthepandemic.Canceristhesecondtopconcern(38%),followedbystress(31%).Mentalhealthisanevenbiggerproblemamongwomen,with51%ofwomensayingitisthetophealthconcern,vs40%ofmen.Andthis...
