FindingsThe 11th Future Risks Report by Ipsos and AXA reveals escalating global anxiety, with 90% of people worldwide sensing an increase in crises and 91% feeling the impacts more acutely. Climate change, societal issues, and AI risks are top concerns, with misinformation now among the most feared threats.
Key TakeawayThe mood across the globe is one of heightened vulnerability and fear, driven by an ongoing “polycrisis” that affects nearly every facet of society.
TrendIncreasing global anxiety and vulnerability amid rising risks, as stakeholders prioritize stability, safety, and trustworthiness from brands.
Consumer MotivationConsumers are motivated by a need for security, transparency, and ethical responsibility from the organizations they interact with.
Drivers of the Trend
Global, interconnected crises (polycrisis) and unprecedented frequency of risks.
Concerns about climate change, AI risks, political instability, and misinformation.
Heightened focus on ethical behavior and resilience amid rising societal concerns.
Consumer DemographicsWorldwide audience, including customers, employees, and community members who expect brands to act responsibly and provide clarity in times of uncertainty.
Product/Service DescriptionBroad focus on goods and services provided by brands that demonstrate resilience, ethical practices, and responsiveness to global crises.
Consumer Age RangeAll age groups, but with particular resonance among working-age adults and younger demographics who prioritize sustainability and social responsibility.
ConclusionsBrands must recognize the heightened vulnerability among their stakeholders and align their values and actions to meet these needs. Organizations that foster trust and address major societal concerns can build deeper relationships with their audience.
Implications for BrandsBrands that focus on transparency, ethical practices, and supportive policies are likely to gain consumer trust in this uncertain climate. Emphasizing resilience and adaptability will be essential for maintaining brand loyalty.
Implications for SocietyA widespread mood of anxiety and fear can lead to greater demand for stability, trustworthy information, and community-focused efforts. Addressing these issues collectively can help alleviate public concerns.
Implications for ConsumersConsumers are likely to seek out brands that demonstrate empathy, support for vulnerable groups, and actions that address major crises, such as climate and misinformation.
Implications for the FutureBrands that effectively address and respond to this global climate of vulnerability will not only build trust but also differentiate themselves in a competitive market.
Consumer TrendA shift towards trust-centric consumption, where consumers favor brands they see as stable, transparent, and socially responsible.
Consumer Sub-TrendRising importance of mental health, wellness, and community-focused initiatives within brand strategies.
Big Social TrendTrust and safety-seeking behaviors across global populations, influenced by ongoing social and environmental instability.
Local TrendGrowing preference for brands that demonstrate concrete support for local communities and address localized impacts of global crises.
Worldwide Social TrendAn increase in global demand for transparency, ethics, and empathy from organizations in response to collective anxieties.
Name of the Big Trend Implied by the Article"Resilient Trust-Building"
Name of Big Social Trend Implied by the Article"Global Vulnerability Awareness"
Social DriveDesire for stability, safety, and trustworthy guidance in an increasingly complex and risky world.
Learnings for Companies for 2025Companies should acknowledge the heightened anxiety among stakeholders, responding with clear communication, ethical practices, and initiatives that enhance community resilience. Supporting mental health and transparent operations will be increasingly important.
Strategy Recommendations for Companies in 2025
Transparency and Communication: Regularly share clear, accurate information to combat misinformation and build trust.
Employee Support: Offer mental health resources and flexible work arrangements to foster a supportive workplace.
Environmental and Ethical Commitment: Show commitment to sustainability and ethical AI usage, addressing consumer concerns directly.
Local Engagement: Strengthen ties with local communities by addressing their specific needs and concerns.
Adaptive Business Practices: Innovate around resilience, creating products and services that offer stability and support in uncertain times.
Final Sentence (Key Concept)In a time of “polycrisis,” consumers are increasingly seeking brands that offer trust, stability, and ethical leadership, making resilience and transparency essential qualities for 2025 and beyond.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do ItTo benefit from the growing demand for “Resilient Trust-Building,” companies should enhance transparency, ethical practices, and community engagement. Focusing on mental health support, environmental responsibility, and responsive innovation will help build stronger, lasting relationships with consumers seeking security in uncertain times.
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