Consumer optimism holds up, but trust in AI is falling — Ipsos
Consumer personal optimism is resilient but at its lowest since 2013, and trust in AI is falling fastest among young people — Ipsos data from 38 markets.
Only 24% of consumers worldwide are optimistic about the planet's future over the next year — down from 28% a year earlier. That is one of the key findings of the new Ipsos Global Trends study, covering 38 markets.
An anxious world, a 'normal' self
At the level of individual countries, the picture is not much better: only 36% of respondents rate the direction their country is heading positively, with optimism lowest in Europe. Personal optimism, however, shows resilience: 55% of the global sample believe their own life and their family's life will get better.
Ipsos notes that this figure, despite its relative strength, is at its lowest level since measurements began in 2013. "It is resilient, but under pressure," the report states.
The gap between countries is enormous. Saudi Arabia is the most optimistic market across all three metrics at once (index of +215). France and Japan sit at the bottom of the list (+53 each). The United Kingdom is closer to the laggards, with an index of +83.
Skepticism about AI is growing, and young people are driving it
Of the nine trends Ipsos has tracked since 2013, three are accelerating: Technowonder, Nouveau Nihilism, and Escape to Individualism.
The most telling shift concerns attitudes toward technology and artificial intelligence. 56% of respondents worldwide believe AI has a positive impact on the world, while 35% disagree. But in the US — the key driver of the AI revolution — only a third of Americans believe in its positive effect. In the United Kingdom, the net balance of opinions on AI is -14.
The driver of this skepticism is the younger generation. Over the past year, the share of those agreeing that AI has a positive impact on the world fell by seven points among respondents aged 16–24 and by four points in the 25–34 group. The views of older age groups have barely changed.
The report speaks directly about the consequences for brands. Broad claims about productivity may sound convincing to a CFO, but ordinary consumers see them as a pretext to pile on extra work with no tangible benefit. Instead, brands should return to 'wonder' — talking about the concrete benefits of AI in medicine, scientific discovery, education, and entertainment. Consumers are not rejecting AI — they want more control over who benefits from it.
Live for today and value the material
The Nouveau Nihilism trend captures the rise of the 'live for today' mindset: traditional life milestones — owning a home, career growth, family life — are out of reach for many. 62% of respondents agree that the main thing is to enjoy today rather than worry too much about tomorrow. The only exceptions are Poland and Japan.
Here the report sees an opportunity for brands: to create 'moments of reward and progress' — through loyalty programs or product experiences that deliver a sense of achievement. In Ipsos's view, it is brands that should reshape the perception of what success looks like.
The third accelerating trend is the escape to individualism. Consumers are focusing on what they can control in an unpredictable world. More and more people measure success by material possessions: the index rose by 6 points in the United Kingdom and by 11 in Australia. The share of those who see success in career advancement increased from 39% to 51% between 2013 and now.
Ipsos's conclusion: a sense of control ('agency') has become a valuable currency for today's consumer. The public expects greater flexibility from brands and recognition of increasingly individual ambitions.
What about the other trends
Beyond the three accelerating ones, the report identifies consolidating trends — Globalisation Fractures, Splintered Societies, Retreat To Old Systems — and transforming ones: Climate Convergence, Conscientious Health, The Power of Trust. According to Ipsos, none of the nine established trends is currently reversing.
The study's overall conclusion: consumers are worn out by a decade of upheaval but remain willing to believe in progress. "Building that optimism requires visible action, achievable goals, and the accumulation of small wins over time. There are no quick fixes for the problems of a turbulent decade. But there are grounds to believe that progress remains possible," the report concludes.
Original: ipsos.com
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