IPSOS Pakistan in collaboration with IPSOS Global launched IPSOS Global Trends 2023, titled, “A New World Disorder: Navigating a Polycrisis”, on the 3rd of May, 2023, at Karachi. Attempting to look at humanity in its entirety, the event started off with the CEO of IPSOS Global – Ben Page, mapping the polycrisis overwhelming the world and Pakistan. Placing the economy, governmental institutions, policy measures, gender inequalities, climate change and the COVID-19 pandemic under the lens, the CEO analysed the interlocking series of challenges enveloping Pakistan, in a global context.
Labelling the current decade as the Turbulent 20s, Mr. Ben Page talked about the highly globalised and economically interlocked world of today, where citizens’ distrust of existing institutions and their governments was rampant. The CEO then went on to identify 26 macro forces impacting societies globally, which he broadly classified into 6 main categories namely societies in flux, tech-celeration, economic turbulence, environmental emergencies, political splintering and human well-being.
Furthermore, he highlighted the key trends dominating the global landscape in 2023. Of particular importance were trends such as climate antagonism, conscientious health, data dilemmas, peak globalisation, capitalism’s turning point, global inequalities and an enduring appeal of nostalgia. However, the focus of the event was on the 10 trends identified for Pakistan. Firstly, Ben Page talked about the unique nature of the country.
This was shown through the country’s GDP per capita of $1505 – one of the lowest in Asia. With most of the population consisting of Gen Z’s below the age of 35, and with only 18% having obtained higher education, Pakistan was identified as a remarkably different country, in comparison with the world at large. Secondly, Pakistan’s position as a front liner on the fight against climate change was another trend identified. Of particular interest was the high degree of concern shown by the youth, with regards to climate change. Thirdly, the CEO pointed out to Pakistan’s seeming lack of concern with regards to mental health, as it was one of only 11 out of 50 countries, that thought mental health was less important than physical health. The fourth trend highlighted was Pakistanis’ attitude to brands, with 70% agreeing that brands mattered.Fifthly, the CEO pointed out the Data apathetic mindset in Pakistan, with 41% of people not caring about privacy and data manipulation online.
This was, however, in stark contrast to Pakistan being among the top 5 countries, concerned with technology disrupting lives. Mr. Ben Page then identified the sixth trend which was the untapped market potential regarding the consumption of art, music and culture, in Pakistan. The CEO then highlighted the seventh trend, which was particularly interesting as it depicted Pakistanis’ greater trust in business leaders as compared to the government. In particular the banking sector was identified as the most trustworthy, with 53% of Pakistanis deeming the government untrustworthy. Mr. Page then pointed out the eighth trend, which revolved around gender inequalities in Pakistan, with 85% of men and 81% of women believing that women’s main role was to be good mothers and wives. This was in alarming contrast to the global average of 41%.
The CEO then went on to highlight the ninth trend which was Pakistanis’ nostalgia for the past with 83% of Pakistanis wanting the country to return to the way it used to be. Lastly, Mr. Page talked about how despite everything, Pakistanis remained optimistic. This was an interesting contrast compared to how only 14% of Pakistanis felt that the country was on the right track, compared to 76% in India and 95% in China.
The CEO of IPSOS Pakistan – Mr Abdul Sattar, then ended the discussion by acknowledging the unique challenges faced by the country, alongside its unique strengths. Mr. Sattar then called for a need for societal solutions, with business leaders playing a major role due to their greater credibility in society.
