Rob Myers

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GLOBAL

TRENDS2014

NAVIGATING THE NEW

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ROB

MYERSMANAGING DIRECTOR

IPSOS MARKETING

Sir Alan Sugar, 2005

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ROB

MYERSMANAGING DIRECTOR

IPSOS MARKETING

Time Magazine, 1968

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ROB

MYERSMANAGING DIRECTOR

IPSOS MARKETING

Ben Bernake, Fed Chairman March 2007

… the impact on the

broader economy and

financial markets of the

problems in the subprime

market seems likely to be

contained

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16,000+PEOPLE

20COUNTRIES

IN

www.ipsosglobaltrends.com

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TECHNOLOGY

HEALTH

SIMPLICITY

GLOBALISATION

GENERATIONS

TRUST BRANDS

WEALTH SHIFT

SUSTAINABILITY

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WEALTH SHIFT

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ECONOMIC SHIFT

0%

10%

20%

30%

40%

50%

60%

-0.4%

0.1%

0.6%

1.1%

1.6%

2.1%

1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013

% s

hare

of to

tal G

DP

% p

oin

t ch

an

ge

ye

ar

on y

ear

Emerging market share of world GDP

Source: International Monetary Fund

Note: Figures are based on GDP measured at Purchasing Power Parity

…was the first year where emerging

markets accounted for more than half

of world GDP

2013

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EDUCATED WORKERS OF THE FUTURE

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

Te

rtia

ry g

radu

ate

s (

000

’s)

Number of tertiary graduates – 2012 (000’s)

Non-high income country

High income country

Source: UNESCO, Institute for statistics

Global supply of

educated workers is

increasingly coming

from emerging

economies

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CHANGING WORLD OF WORK

440

460

480

500

520

540

560

580

600

PIS

A –

ove

rall

sco

re (

rea

din

g, m

ath

s, a

nd

scie

nce

)

Overall PISA score (2012)

Non-high income country

Other high income country

G7 country

Source: OECD

A global

competition

for skills

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GENERATIONS

GENERATIONS APART

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AGING POPULATION

0 5 10 15 20 25 30 35 40

Japan

Germany

Italy

France

UK

Canada

Poland

US

Russia

South Korea

China

Brazil

Mexico

India

% of total population

Elderly (65+) as a % of total population

2010 2050

Source: UN population prospects

The challenges of an

aging population are

no longer only an

issue for the West

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JAPAN – TEST MARKET FOR THE WORLD’S AGING POPULATION

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WHERE WILL THE NEW CONSUMERS COME FROM?

China

India

Indonesia

Nigeria

18million

25million

4.6million

7million

France

UK

Germany

800k

771k

700k

Each full bottle

= 5 million births

Key:

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1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20

Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

THE SHIFTING BALANCE

OF GLOBAL OPTIMISM …

To what extent, if at all,

do you feel that today’s

youth will have had a

better or worse life than

their parents’ generation,

or will it be about the

same?

Total

Great Britain

Key:

81%

49%

45%

41%

40%

35%

34%

34%

34%

31%

31%

30%

29%

24%

23%

20%

19%

19%

16%

13%

7%

8%

32%

37%

41%

29%

47%

40%

37%

42%

37%

45%

42%

56%

42%

46%

54%

43%

54%

62%

60%

69%

China

India

Brazil

Turkey

Russia

S Africa

S Korea

Japan

Total

Argentina

Poland

Australia

Italy

Germany

Canada

GB

Sweden

US

Spain

Belgium

France

1

2

3

4

5

6

7

8

T

9

10

11

12

13

14

15

16

17

18

19

20

Better Worse

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TECHNOLOGY

THE CULTURE OF NOW

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CHANGING THE WAY WE THINK

78%in China say they

are ‘constantly

looking at screens

these days’

The level of interrupt, the sort of overwhelming rapidity of information… is in fact affecting cognition.

Eric Schmidt,Google

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THE CULTURE

OF NOW

Rachel Glucina @RachelGlucinaNZ

The milk formula fallout is a national

disgrace. You know it's bad when

Russia will take Edward Snowden,

but won't take our dairy products.

Kim Baker Wilson @kimbakerwilson

Fonterra's comms just called saying

they think "it would annoy journalists

to have regular updates".

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THE CULTURE OF NOW

amazonification

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RETHINKING

DISTRIBUTION

VOLVO ROAM

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GLOBALISATION

GLOBAL VILLAGE

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GLOBALISATION – GOOD?

Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

Total

Key:

Globalisation is

good for ….

Agree Disagree

1

2

3

4

5

6

8

7

T

9

10

11

12

13

14

15

16

17

18

19

20

81%

71%

68%

66%

62%

60%

56%

55%

50%

50%

47%

45%

43%

41%

39%

38%

37%

36%

31%

27%

24%

7%

6%

10%

12%

15%

16%

18%

16%

10%

20%

13%

23%

21%

21%

25%

15%

20%

32%

11%

12%

23%

22%

23%

23%

34%

28%

27%

34%

40%

34%

35%

44%

36%

39%

41%

38%

49%

49%

41%

65%

China

India

Brazil

S Africa

Sweden

S Korea

Argentina

Japan

Total

Turkey

Canada

Australia

Germany

GB

Poland

Spain

US

Italy

Belgium

Russia

France

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ANXIETY

56%agree “there are too

many immigrants in…”

77%agree “the world is

changing too fast”

77%agree “the world is an

increasingly dangerous

place to live”

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URBANISATION

70%

The global urban

population is

projected to grow by

70% by 2050

By 2050 almost three in four

people in China will live in

an urban area

and one in two in India.

China India

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GLOBAL

BUT LOCAL

Weetabix Kenya

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GLOCAL

OUR VODKA

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SUSTAINABILITY

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

ENVIRONMENTAL DISASTER INEVITABLE?

91%

84%

83%

81%

80%

79%

78%

77%

75%

75%

73%

73%

71%

70%

67%

65%

60%

59%

59%

59%

57%

7%

13%

13%

16%

16%

17%

11%

19%

19%

20%

20%

18%

22%

23%

25%

25%

31%

29%

29%

28%

31%

China

Italy

Argentina

Turkey

S Africa

India

Brazil

S Korea

Germany

France

Total

Belgium

Russia

Spain

Canada

Sweden

Australia

Poland

GB

Japan

USTotal

Key:

We are heading

for environmental

disaster unless

we change our

habits quickly

Agree Disagree

1

2

3

4

5

6

7

8

9

10

T

11

12

13

14

15

16

17

18

19

20

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

ENVIRONMENT – COMPANIES’ ATTENTION

To what extent do you

agree or disagree…?

Companies do

not pay enough

attention to the

environment

93%

86%

83%

83%

82%

81%

81%

79%

79%

78%

78%

77%

77%

75%

75%

74%

73%

72%

72%

65%

45%

6%

12%

13%

13%

12%

11%

16%

14%

14%

16%

14%

16%

16%

18%

15%

20%

18%

24%

17%

22%

38%

China

Turkey

Argentina

Italy

Spain

Russia

S Africa

Germany

Canada

France

Brazil

Total

Belgium

Sweden

Poland

India

Australia

S Korea

GB

US

Japan

Total

Key:

Agree Disagree

1

2

3

4

5

6

8

7

9

10

11

T

12

13

14

15

16

17

18

19

20

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www.global100.org

# 1

• CEO to worker

pay

• Pension fund

status

• Safety

performance

• Employee

turnover

• Leadership

diversity

• Clean capital pay

link

• Energy

productivity

• Carbon

productivity

• Water productivity

• Waste

productivity

• Innovation

capacity

• Percentage tax

paid

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IS SCARCITY AN ISSUE?

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HEALTH

PERSONAL AND PREVENTATIVE

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1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20

Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

WHERE IS IT EXPECTED TO IMPROVE?

72%

49%

45%

39%

27%

25%

24%

24%

20%

19%

18%

18%

17%

16%

14%

12%

10%

9%

8%

7%

6%

8%

11%

10%

18%

11%

16%

32%

27%

23%

32%

13%

23%

27%

49%

35%

33%

34%

43%

42%

60%

44%

Brazil

India

China

Turkey

S Korea

Argentina

S Africa

Total

Belgium

Australia

Japan

Russia

Sweden

France

US

Canada

Poland

GB

Germany

Spain

Italy

Over the coming years,

do you expect the

quality of healthcare

that you and your family

will have access to

locally will improve, stay

the same or

get worse?

Improve Get worse

Total

Key:

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OUR HEALTH:

ARE WE DELUDED?

BMI: 22.5

LE: 83.1

BMI: 29

LE: 78.7

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Global Trends Survey | July 201436

Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

HEALTHCARE – INFORMATION

76%

73%

71%

69%

69%

64%

63%

62%

62%

60%

58%

58%

57%

55%

55%

54%

46%

45%

42%

37%

35%

7%

6%

4%

4%

11%

9%

11%

8%

12%

9%

6%

10%

10%

9%

6%

11%

9%

22%

7%

17%

21%

25%

27%

20%

25%

28%

27%

30%

28%

32%

31%

37%

35%

35%

37%

48%

44%

49%

41%

58%

China

India

Turkey

S Africa

Poland

US

Canada

Russia

Sweden

GB

Total

Germany

S Korea

Argentina

Australia

Brazil

France

Belgium

Spain

Japan

Italy

To what extent do you

agree or disagree…?

I know I can find

the right

information to

make my own

decisions and

choices about my

health

1

2

3

4

5

6

8

7

9

10

T

11

12

13

14

15

16

17

18

19

20

Total

Key:

Agree Disagree

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FROM TREATMENT TO PREVENTION TO WELLNESS

72%want more control over

their healthcare

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SIMPLICITY

CHOICE ABOUT CHOICE

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

UNIFORM DESIRE FOR SIMPLICITY

0 10 20 30 40 50 60 70 80

16-24

25-34

35-44

45-54

55+I wish my life

was more

simple

Emerging

% agree

Established

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Global Trends Survey | July 201441

Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

CHOICES OVERWHELM?

Total

Great Britain

Key:

I often feel

overwhelmed by all

the choices I have

about how to live my

life

65%

65%

64%

62%

60%

58%

50%

48%

45%

45%

44%

44%

42%

41%

41%

41%

41%

39%

37%

34%

33%

32%

28%

33%

30%

36%

39%

42%

46%

51%

46%

49%

51%

52%

51%

52%

48%

54%

52%

58%

59%

61%

S Korea

India

Turkey

Poland

Italy

S Africa

Argentina

Total

China

Japan

Australia

GB

Canada

Belgium

Brazil

Russia

US

Spain

France

Sweden

Germany

1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20

Agree Disagree

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“…choice, complexity, and let’s call it limited attention span… can lead to behavioural market failures”

Cass Sunstein

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TRUST

ERODING AUTHORITY

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

(DIS)SATISFACTION WITH GOVERNMENT

Total

Great Britain

Key:

The way the

government is

running the

country

31%

27%

25%

24%

23%

22%

20%

17%

16%

15%

14%

14%

13%

12%

11%

10%

7%

5%

5%

3%

45%

41%

42%

53%

59%

61%

47%

59%

60%

67%

53%

51%

46%

59%

59%

71%

73%

82%

84%

84%

Sweden

Germany

Canada

India

Turkey

Argentina

Australia

GB

Total

US

S Korea

Belgium

Japan

Russia

Brazil

Poland

France

Spain

S Africa

Italy

1

2

3

4

5

6

7

8

T

9

10

11

12

13

14

15

16

17

18

19

Satisfied Dissatisfied

No China

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

SOCIAL MEDIA AND MEDIA COMPANIES BARELY

MORE TRUSTED THAN FOREIGN GOVERNMENTS …

% Great deal / Fair amount

Global average

Great Britain

Key:

45%

45%

33%

32%

38%

31%

31%

25%

20%

19%

15%

41%

34%

31%

31%

28%

24%

17%

17%

12%

11%

10%

Public sector healthcare providers

Banks

Your national government

Supermarkets

Private sector healthcare providers

Credit card companies

Insurance companies

Telecommunications companies

Social media sites

Media companies

Foreign governments

To what extent, if at all,

do you personally trust

the following to use

the information they

have about you in the

right way?

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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

SO WHO DO CONSUMERS TRUST?

FELLOW CONSUMERS …

Total

Great Britain

Key:

What I read about

other people’s

good or bad

experiences

influences the

companies or

brands

I choose

86%

74%

74%

73%

72%

71%

68%

68%

68%

67%

67%

67%

67%

66%

65%

61%

59%

58%

56%

49%

48%

10%

20%

23%

24%

24%

20%

20%

24%

23%

29%

26%

26%

26%

26%

26%

32%

33%

29%

29%

41%

46%

China

India

S Africa

Turkey

S Korea

Russia

Brazil

GB

US

Sweden

Total

Australia

Canada

Germany

Poland

Italy

Spain

Argentina

Japan

Belgium

France

1

2

3

4

5

6

7

8

9

10

T

11

12

13

14

1

16

17

18

19

20

Agree Disagree

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BRAND

EXPERIENCE IS THE NEW BRAND

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59%disagree “when I shop I

always try to buy

branded products”

THE POWER

OF BRANDS

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A VOCAL MINORITY

BUT A LURKING MAJORITY

BUT1/4of people have shared

their views about a

company or brand online

7/10will look at online reviews

if they don’t feel confident

making a purchase

decision

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Global Trends Survey | July 2014

Authenticity

and voice

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Global Trends Survey | July 201452

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Global Trends Survey | July 2014

Different but Similar

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Global Trends Survey | July 2014

WHO ARE MOST ALIKE?

GERMANS &

JAPANESE

AUSTRALIANS &

BRITS

ITALIANS &

POLISH

FRENCH &

BELGIANS

INDIANS, SOUTH AFRICANS

& CHINESE

ARGENTINES &

BRAZILLIANS

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Global Trends Survey | July 201455

1

2

3

4

5

6

7

T

8

9

10

11

12

13

14

15

16

17

18

19

20

Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

BUT ULTIMATELY WE’RE ALL ALIKE….

Total

Great Britain

Key:

People across

the world have

more things in

common than

things that make

them different

81%

77%

74%

73%

73%

69%

68%

68%

68%

68%

67%

67%

66%

65%

65%

64%

62%

60%

50%

50%

34%

16%

19%

19%

21%

19%

21%

21%

23%

24%

22%

22%

22%

26%

26%

28%

26%

30%

29%

45%

41%

49%

Turkey

S Africa

China

India

Spain

GB

Australia

Canada

Germany

US

Russia

Argentina

Sweden

Total

Brazil

Poland

Italy

Belgium

S Korea

France

Japan

1

2

3

4

5

6

7

8

9

10

11

12

13

T

14

15

16

17

18

19

20

Agree Disagree

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THANK

YOU

www.ipsosglobaltrends.com/

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Global Trends Survey | July 2014

Q&A

www.ipsosglobaltrends.com