Global Trends 2020


Understanding Complexity

This study outlines some of the headlines from more than 370 questions asked across 33 countries, and updates previous editions from 2013 and 2016.

We have analysed the data in more depth than ever, highlighting the world’s values and trends in one in-depth survey. Whether you are interested in populism, brand building, climate change, politics or social issues, you will find useful insights here.


Welcome to Ipsos Global Trends 2020 – this report outlines some of the headlines from more than 370 questions asked across 33 countries, and updates previous editions from 2013 and 2016.

Our theory of change

In this edition we connect the global to the local, providing a way to understand how human interaction shapes – and is shaped by – our world.

Macro forces

Macro forces are the world’s broadest currents of change, providing long-term context for changing attitudes, values and behaviours. We have identified six macro forces, evolving from those we defined in 2017.

Dynamic populations

The world’s demography is in flux, and dynamic populations will shape the narrative of the 2020s. Europe will continue to age, with reproduction below replacement levels in all European countries in 2016.1

The fragile planet

2020 is expected to be one of the hottest years on record.8 In 2019, Australia caught fire. Indonesia is planning to move its capital city from Jakarta, which is being swallowed by the sea.9 

Growing inequality and opportunity

Despite rising global prosperity over the last few decades, division between wealthy and poor is growing. Rising living, housing and education costs are also making middle-class expectations difficult to access

Geopolitical tensions

The west no longer leads the world. Over the last decade, America’s geopolitical clout has diminished while China has become a superpower. This fragmentation has transformed us from a unipolar

Technology tipping points

Technological evolution is a certainty. Cyber-physical systems, Big Data and the Internet of Things (IoT) have been changing the infrastructure of our world. In the 2020s, these phenomena,

Data world

Information is now almost as vital to our survival as food. Our need to share and, crucially, validate information is a driving force. Even so, information is a double-edged sword. Humans are skilled liars. It is perhaps one of

Global Trends for 2020

Our trends are based on the values that unite – and divide – us around the world. By exploring global attitudes on brands, government, advertising, politics, social policy, technology and more, we have identified the strongest 36 values that people hold globally.

Global Values Map

This map shows the relationships between the values that people hold. The further apart two values are, the less likely it would be to find someone who shares attitudes from both. For example, someone who is

Trend Framework

The 36 values we have identified can be grouped into twelve global trends, or themes, presented in this report, representing the core issues of our time, including: climate, healthcare and tech, reactions to inequality,

Icebergs from aerial view

Climate antagonism

Heatwaves, forest fires and extreme weather; school strikes organised by Greta Thunberg; and news that the Arctic permafrost is thawing decades earlier than predicted. These are just some of the reasons that

Salad aerial view

Conscientious health

As concern about the environment rises, or – more cynically – as marketers look for new ways to entice customers, the link between what is good for us and what is good for the planet has grown.

School rotating door entrance

Authenticity is king

Authenticity is the retail and brand trend for the 2020s. Mass retail will need to acknowledge, build and embrace experiential spaces which bridge the digital-physical divide and give customers experiences

Data dilemmas

Global anxiety about the way companies use our personal data has risen by 8% since 2013. However, as we explored in ‘Trust: The Truth?’, even in the early 1990s, before the internet, the majority (66%)

The tech dimension

As internet usage keeps rising a key value is early adoption, the hunger for the next and newest technology. Globally, 7 in 10 try to keep up with technology (70%), and as many as 9 in 10 online