《益普索2025全球年鉴》

IPSOS Almanac 2025PrefaceWelcome to the Ipsos Almanac – where we look back at the events that shaped 2024 and explore what the next 12 months have in store. This was a year which saw the polycrisis grind on, with inflationary hysteresis – the long-term cumulative impact of higher prices – making voters all over the world punish incumbent governing parties of all political stripes, even as interest rates fell. Whether it was the Democrats in the US, the Conservatives in the UK, or Macron’s government in France, angry voters were ready to sweep them out and try any populist who might fix things. Expectations were low everywhere – but often disappointed.Meanwhile, it was again the hottest year on record. With it came a new series of extreme weather events, whether in the form of wildfires in Portugal and Brazil; floods in Spain, Afghanistan and Pakistan; heatwaves and typhoons across southeast Asia; or hurricanes in the Gulf of Mexico.The conflicts in Gaza and Ukraine show no sign of ending, with their impact, alongside that of more than 100 other conflicts around the world, continuing to reverberate and affect migration and inflation.Against this backdrop, with the world ever hotter and more uncertain, we can see people retreating to a personal sphere – our Ipsos Global Trends report looked at Escape to Individualism, to focus on yourself and what you can control, but also Nouveau Nihilism, just living for today in the face of an uncertain future.So, sit back as our team takes you on a guided tour of 2024. We take a look at the events that defined the year, as we digest the implications of all those elections and look back at the coming-together moments like the Paris Olympics. Along the way, we examine what successful brands have been doing this year to really cut through, and consider how governments can meet people’s often growing and sometimes conflicting needs.Thank you for being with us during 2024 – we look forward to discussing all of this and more with you in 2025. Ben Page Ipsos CEO23Ipsos Almanac 2025Ipsos Almanac 2025THE EVENTS OF 2024We take a look at the past twelve months through the rear-view mirror. For each month, we review an event that helped shape 2024, and reflect on its wider implications. Along the way, we provide links to some of our key research reports, if you want to dive deeper.JANUARY - TECHNOLOGYBrain chip implant in humanWe live in wonder of technology: our Ipsos Global Trends 2024 survey reveals 71% of us believe that “we need modern technologies because only this can help to solve future problems”. Yet, we also worry: 57% think “technical progress is destroying our lives”.In January, Elon Musk announced that one of his companies, Neuralink, had implanted its first brain chip in a human exemplifying the potential of technology to enhance lives, particularly for individuals with severe disabilities, while also accelerating innovation in neuroprosthetics and augmented reality. However, it raises serious ethical and p