Global Trends 2020

The Global Trends Survey 2020 casts new light on what unites and polarises us across the world.

This is the biggest global survey of its kind, now spanning 33 countries and providing six years years of trends. This year’s data points to many conflicting attitudes. While anger at the elite and inequality continues, we also find rising support for globalisation. We see an increasing dependency on technology while simultaneously worrying that it is ruining our lives. The vast majority globally agree we need to change our habits to save the environment and avoid disaster, but we don’t agree on how. Overall the study highlights the challenges we all face in navigating an uncertain world.

Here are a few of the highlights

Environment
Although we think of the world as increasingly divided, fear of climate change is the belief that unites people globally. Four in five people (80%) believe that we are headed for an environmental disaster unless we change our habits quickly, although 47% think even scientists don’t agree on the environment (in fact 96% do).
Despite high levels of concern there remain signs of a back lash, with almost two in five (37%) saying that they are tired of the fuss being made about the environment.

Technology and data
Today, 7 in 10 online adults globally agree that they cannot imagine life without the internet (69%).
At the same time there is global concern about how private companies use personal data collected online. Three-quarters (73%) are concerned about how their online information is used when collected by companies, while two-thirds (67%) are worried about how their own government is using this information. Seventy-five percent globally want tech companies to have greater regulation.
Simultaneously, despite this concern, we also see rising levels of apathy and fatalism – two-thirds (68%) admit to not reading the terms and conditions on websites fully before accepting them and 77% say a loss of privacy is inevitable in future. The proportion saying we worry too much about privacy has risen from 28% to 39% over the last few years.

A more liberal world
Around the world, people have become more supportive of gay rights over the last decade. Many countries have seen an increase in the proportion of people who believe that gay men and lesbians should feel free to live their own lives as they wish. Seven in ten are now supportive of this, with Britons and the Dutch most positive (both 91%).
Seven in ten people worldwide are also supportive of transgender men and women, agreeing that they should be free to live life as they wish. Spain (87%), the Netherlands (86%) and Great Britain top the list of the most supportive nations.

Support for Globalisation
Despite the rise of populism, the survey records a gradual increase in support for globalisation: looking back to data from 2013, the proportion who feel that globalisation is good for their country has risen from 50% to 56% around the world. The French remain least enthusiastic
People are mobile too: most want to experience more of the world. Two-thirds say that they would like to experience living in different parts of the world and half (51%) would consider moving to another country for work. Meanwhile most people around the world agree have more things in common than make them different.
While there is widespread dissatisfaction with governments and politicians virtually everywhere (with Holland, Denmark and Sweden most positive), most people agree democracy is preferable to its alternatives.

Branding
Today, brands that offer something extra are the ones that capture the interest of the consumer. Four in five people say their own personal experience with a brand means more to them than advertising, highlighting the importance of good customer service. Responsible business practices also play a large role; 3 in 5 say they try to buy from brands that act responsibly, even if this means spending more money. 78% believe that it is possible for companies to act responsibly and make money at the same time. However, there is still some scepticism when it comes to branding. Only 2 in 5 always try to buy branded products when shopping and 70% believe that branding is just an excuse to charge more money.

The future
The survey finds the global public pessimistic about the future. Four in five (78%) believe we are living in an increasingly dangerous world (despite murder rates falling since 2000 in most countries) and a similar proportion believe there is increasing conflict between people who don’t share the same values (77%) – and just over half (52%) expect a world war within the next 25 years.
Our fear of the future is compounded by a widespread feeling that it is approaching too quickly; eight in ten (79%) think the world is changing too fast. As a result, many wish things were the way they used to be, including 50% who would like their country to be the way it used to be. Many look at the past through rose-tinted glasses: two-thirds (64%) believe that people led happier lives in the old days.

Healthcare
While people fear the future, many still hope to live forever. Half believe that eventually all medical conditions and diseases will be curable. This may not happen within participants’ lifetimes however, as only a third (32%) expect that they will live to be 100 years old – and most people are wildly over-optimistic about their chances of making 100 – except the Japanese, who are perhaps the most overly pessimistic!
While few expect to become centenarians, most humans want to be healthier physically – and mentally. Almost 9 in 10 (87%) say they want to be physically fitter, an increase in most countries since 2013. Additionally, 84% agree that they need to do more to look after themselves physically while three-quarters around the world say they need to do more to look after their mental wellbeing.

You can view Ipsos MORIs full report via the download button (top right).