Welcome to OUTSMART TOMORROW

Welcome to the inaugural edition of our OUTSMART TOMORROW newsletter – your gateway to the future of consumer behaviour, in Belgium and the world.

Today, it’s crucial for businesses to stay ahead of the curve. The Ipsos Global Trends study is your essential tool for navigating this fast-paced world with confidence, based on data and extensive analysis.

Yes, we are talking to YOU. Whether you are a marketing or insight professional eager to tap into emerging consumer behaviours, a strategist looking to future-proof your business, or an innovator seeking new opportunities, this newsletter series is about to offer you unparalleled insights. By examining nine key trends, we reveal the tensions and synergies shaping the future landscape, offering you the clarity and direction needed to OUTSMART TOMORROW today.

Our unique starting point? Drawing from over 50,000 interviews across 50 diverse markets, the Ipsos Global Trends study represents three-quarters of the world’s population and 90% of global GDP, making it the most extensive and insightful trend analysis available today. Unlike other trend reports that may lack context and data-driven insights, our study provides a robust framework for understanding the complex interplay between societal shifts, market dynamics, and consumer values.

Each trend is the result of collaboration across 90 markets, using the Theory of Change framework to explore the interactions between Macro Forces, Shifts, and Signals. This allows us to pinpoint where real-world changes occur and how they resonate across different sectors and societies.

In the following editions of this newsletter we will deep dive into nine pivotal trends, featuring specific data for Belgium and exploring its implications for our market today and tomorrow:

· Splintered societies: Income inequality fuels societal stress and challenges traditional structures, leading to the emergence of new ideologies and political views.

· Globalisation fractures: Despite increased acceptance of globalization, a resurgence of national identity and geopolitical tensions creates a complex landscape for international brands.

· Climate convergence: Global views on the urgency of climate action are intensifying and aligning, driven by increasing renewable energy investments and the undeniable effects of global warming.  The crucial question remains: how drastically and rapidly are individuals willing to adjust their daily routines to achieve collective climate goals?

· Technowonder: We are in awe of the technology around us and the role it plays in our lives. But this also comes with growing, real concerns about our mental health and our careers and don’t always see the benefits of technology or tech companies.

· Conscientious health: Health is becoming more holistic, as the majority of us globally feel that we need to do more for our physical as well as our mental wellness.

· Retreat to old systems: Nostalgia drives a desire for traditional structures, potentially impacting power dynamics, religious practices, and social norms.

· Nouveau Nihilism: A generational divide exists, with younger generations delaying traditional milestones like homeownership, marriage, and family due to financial constraints. This fuels a "live for today" mentality, stemming from an uncertain future and a sense of impending doom.

· The power of trust: Authenticity and trust become paramount in an era saturated with information and misinformation, placing greater emphasis on brand transparency and reliability.

· Escape to individualism: Faced with overwhelming global challenges, individuals seek control by focusing on personal growth and self-improvement

 Is your curiosity sparked? Interested to embark on this journey throughout our nine global trends together? Subscribe now to stay informed and inspired with unique insights that will empower you to make better informed decisions.