Brands are no longer in control of the narrative, people are: Ipsos report

Ipsos fielded the survey in 50 markets, covering 87% of the global economy and 70% of the global population.

Ipsos India today unveiled its marquee Brand Success Framework and Global Trends 2023 in Mumbai, to clients and media. The report said that brands are no longer in control of the narrative, people are.

Ipsos fielded the survey in 50 markets, across 48000+ interviews, covering in this edition 87% of the global economy and 70% of the global population. In India, apart from an online sample an offline sample of 2000 respondents.

Broader cohorts in India are recovering and resetting differently. We looked at the two cohorts of Urban Masses (2000 sample across NCCS A, B &C, interviewed offline) and Digital Indians (1000 sample of NCCS A). While the pandemic as a macro force impacted both cohorts deeply, differentiated facets of impact are seen, setting a different context of reset and recovery.                                        

The 12 Trends identified in global trends last year, that will shape the 2020s (please see the IGT 2023 wheel) are showing a lot of polarization this year. 

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Speaking about the new thinking by Ipsos, Jyoti Malladi, Managing Director, Research, Ipsos India said, "Ipsos’ vision to building great brands is underpinned by 3 keys to unlock brand success: Shaping Expectations/ Integrating Context/ Acting with Empathy. This new approach empowers marketers to drive brand success by shaping people’s expectations, empathizing with people, and understanding the role brands play in their lives." 

Archana Gupta, Country Service Line Leader, Market Strategy & Understanding (MSU), Ipsos India said, "Brands must understand the macro and micro context people live in, and act with empathy so that only their brand can meet these expectations. At Ipsos, we help you understand the role your brand could play in people’s lives. We uncover their unique contexts and what is important in their lives."

"Urban Masses, likely more impacted economically by the pandemic, express a strong need to catch up, and talk about career focus (59%), a majority also mention globalisation as a positive force. Technology is seen as an enabler and some data privacy loss is seen as inevitable (55%). Liberal Individualistic expression seen for society at large (outside home) with 67% of urban masses saying LGBTQIA should live as they please; but they are also increasingly regressing to more traditional gender roles," said Krishnendu Dutta, Group Service Line Leader MSU, Innovation and Strategy3, Ipsos India.       

Sakina Pittalwala, Executive Director, S3 Consumer Advisory & IUU said, "Digital Indians are showing signs of digital fatigue and seeking a return to a simpler life – 45% of digital Indians wish their life was more simple and 37% wish they could slow down the pace of their life. While 34% said technological progress is destroying lives, making tech look like a villain. Nostalgia as a trend is growing. Digital Indians are also seeking authentic experiences that are sensorial, of touch and feel and 38% are willing to spend on brands rooted in authenticity. And health is a unifier across both the cohorts with 67% UMs (Urban Masses) and 47% Digital Indians (DIs) saying they need to look after themselves physically, and their mental health (56% UMs & 42% DIs)."    

Ipsos India CEO, Amit Adarkar in a tête-à-tête with BBDO, Chairman & CEO Josy Paul discussed the various challenges facing creative personnel and advertisers in today’s times. They also discussed how the  Brand Success Framework and its understanding can help marketers in this dynamic world. Lastly, they also spoke about some of the award-winning work that Josy is associated with, like the Ariel #ShareTheLoad campaign amongst others. 

"In dynamic times brands have to constantly innovate, to resonate with consumers. Our Brand Success Framework and Ipsos Global Trends 2023 provide new thinking, helping brands pump back these learnings and frameworks for informed, smarter decision-making, shaping brand success and applying those frameworks into strategy, aligned with the 3 pillars of Expectations, Context and Empathy," said Amit Adarkar, CEO, Ipsos India.